As we approach 2025, several key trends are poised to significantly impact the advertising industry. It is undeniable that continued advancements in advertising technologies such as personalized connected TV (CTV) and free ad-supported streaming TV services, as well as the rapid evolution of AI technologies will influence advertisers’ strategies in the future. ‘future.
The following insights highlight key trends likely to impact the marketing and advertising industry in 2025.
Put data first
Data is becoming the cornerstone of advertising strategies as brands move beyond traditional methods such as third-party cookies to create more robust and sustainable first-party data ecosystems. Tanja Williams, Head of Customer Success at Nexxenexplains that advertisers are increasingly investing in advanced data solutions to drive precise targeting, measure ROI and personalize consumer experiences.
“We see advertisers focusing on developing their first-party data as they look for ways to reduce their reliance on cookies,” she explains. “This shift allows brands to take ownership of their data strategies, create direct connections with their consumers and better tailor their messaging. »
The acceleration of subscription video-on-demand (SVOD) platforms and free, ad-supported streaming TV channels (FAST) is reshaping the television landscape. The arrival of VOZ Trading and Streaming, as well as initiatives such as Foxtel’s Video Futures Collective, further add to this dynamic, creating new opportunities but complexities for advertisers. Automatic content recognition (ACR) data is emerging as a key data source for navigating the complexities of this fragmented media landscape.
“Advertisers are increasingly seeing the value of ACR data in bridging the gap between streaming and linear TV,” notes Williams. “By providing real-time insights into what content and ads are being consumed/viewed and where, ACR enables brands to identify overlapping audiences, tailor messages across screens and ensure they reach good viewers. »
FAST channels, which continue to grow rapidly, highlight the importance of leveraging planning and measurement tools powered by ACR data. “FAST channels are not only profitable, they also offer niche and highly engaging content,” she notes. “ACR data allows advertisers to optimize their campaigns in this space by gaining insights into viewing habits and delivering personalized ads that resonate across platforms. »
It also highlights how data analytics and multi-screen measurement tools enable advertisers to more accurately measure the effectiveness of their investments. “Advertisers are leveraging programmatic technology and converged insights to engage audiences in a fragmented media environment,” she explains. “With advanced attribution modeling, proprietary data sets like ACR, and the ability to measure across multiple screens, brands can make data-informed decisions that maximize campaign performance and ROI. investment. »
AI Opportunity
As we enter an era of AI-driven advertising and data analysis, Jay Kim, Director of Analytics and Platform Solutions for APAC at Nexxendiscusses the benefits organizations can gain by adopting AI and integrating it with advanced data and analytics tools.
“Continuing to integrate AI into data analysis tools will be a major way to strengthen these solutions, enabling deeper insights and faster, more accurate predictions,” he says.
“By providing predictive insights from real-time data, we will be able to help advertisers optimize their campaigns and anticipate trends even more effectively, allowing them to quickly adapt their strategies and thus maximize their return on investment. »
Kim adds that as AI becomes increasingly integrated into data flows, organizations will need to carefully balance innovation and ethical considerations.
“As this technology evolves, it will be essential to ensure that the data used to train AI models is representative of diverse demographic groups and that its AI systems are regularly audited to ensure that biases are quickly identified and corrected .”
Engage the next generation of audiences
As Generation Z and millennials increasingly shape consumer trends, Amresh Kumar, Nexxen Senior Sales Manager for Southeast Asiaexplains how advertisers can adapt their strategies to fit these demographics in 2025.
“As has been clearly demonstrated in recent years, brands that take a stand on controversial social issues can backfire. Even younger consumers will react badly if an advertiser is seen as engaging in insincere wokewashing in an attempt to pander to socially conscious demographics,” he says.
“Values like authenticity and transparency appeal to both younger and older generations, so advertisers might want to try and double down on their efforts.”
Kumar adds that brands should leverage new technologies, interactive experiences and high-quality content to captivate younger audiences.
“When it comes to attracting and retaining the attention of younger, digitally native audiences, businesses are now entering a CX arms race. In the past, the focus has been on gamification, and that will likely continue, but I also predict there will be increased interest in things like interactive video content and eventually AR and VR.
“Technology may advance and attention spans may shrink, but humans will always be drawn to stories they can emotionally connect with. The form of the brand experience – experiential marketing, influencer content, micro-content – is not as important as its function, which should be to forge or deepen an emotional connection between the brand and the consumer.
“With modern analytics tools like Nexxen Discovery, advertisers can analyze content engagement and user behaviors across digital and social media. These solutions will be essential to engage the next generation of audiences,” he concludes.
Retail Media Is About to Bloom
Retail media – advertising brands not only on store shelves but also on websites, apps, in-store screens and other digital properties – is expected to see significant growth, according to Janice Chan, VP Platform and Customer Support, APAC. Retail media allows advertisers to connect with shoppers at crucial points in their shopping journey, driving higher engagement and sales.
PwC estimates that the retail media category in Australia will reach $2.6 billion by 2026. “Australian major retailers are already making significant progress in this space, along with the acceleration of DOOH (digital in-store screens and shopping centers) and the growth of e-commerce. trade,” says Chan.
Retail media is also expanding beyond traditional retailers. “We see financial services launching media networks, which will allow advertisers to reach customers through their physical and digital channels (branches, ATMs, publications and digital platforms), using anonymized transaction data to facilitate targeting” , she adds.
As retail media continues to grow in Australia, Chan says advertisers benefit from improved engagement and precise targeting in a contextual and timely manner, resulting in higher return on sales.
“In addition to advertising space and inventory opportunities, retailers’ priorities Holiday data plays a key role in providing insights and metrics that allow brands to better tailor their ads and target new shopping audiences., and measure the effectiveness of the campaign,” she says.
Chan adds that retail media has been programmatically enabled in various forms, and more standardized full-funnel capabilities will continue to be developed. Measurement and metrics standards will also need to evolve alongside industry growth and in consideration of evolving privacy laws in Australia.
“We expect to see a lot of innovation and growth in the retail media sector, as retailers and brands connect their data to develop and power their marketing strategies,” she concludes.
