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1. Video: When Traditional TV and Streaming Join Forces to Captivate Audiences
Video remains one of the most effective advertising tools, but how audiences access content has changed dramatically. According to data from Kantar, 50% of viewers now spend most of their time on streaming platforms like Netflix, YouTube, and Disney+, while traditional TV still retains its reach.
Interestingly, although 8% of marketers plan to reduce their investment in traditional TV by 2025, 55% plan to increase their budget for video streaming, showing a strong shift towards digital platforms.
2. Social Media: Stand Out, Make an Impact!
The percentage of consumers noticing ads on social media has dropped from 43% in 2023 to just 31% in 2024. The reason is not just the explosion of ads, but also the lack of creativity in the content, which fails to engage users.
In 2025, brands that want to stand out must break the monotony and make a memorable impact. Data shows that Gen Z particularly enjoys content combining music, while Gen X and Boomers respond best to humor. As for Millennials, they focus on emotional connections and engagement in the content.
3. Generative AI: Technological Boost or Double-Edged Sword?
AI should not be seen as a replacement for humans but rather a tool to complement creativity. The smartest campaigns are those that leverage AI’s power while maintaining a human touch, creating authenticity and trust for consumers.
According to Kantar, 68% of global marketers feel positive about AI, with 59% excited about applying this technology to advertising. However, alongside the optimism, there are some doubts: 43% of consumers do not trust ads created by AI, and 44% of marketers can easily spot AI-generated ads, which diminishes the authenticity that customers desire.
4. Sustainability: When Responsibility Becomes a Competitive Advantage
According to Kantar, 93% of global consumers want to live more sustainably, and brands cannot ignore this: 94% of marketers admit that their sustainability goals need to be more ambitious.
In 2025, leading brands will be those that turn sustainable initiatives into meaningful actions, connecting with consumers’ lives and driving long-term growth.
5. Creative Communities: The Journey from Connection to Trust
In 2025, brands need to work with creators by respecting their authenticity and individuality, while creating content that resonates with the shared values of both parties.
This collaboration not only helps brands amplify their messages but also builds long-lasting relationships with consumers, based on trust and empathy.
6. Diversity and Inclusion: Strategies to Lead
According to Kantar, 8 out of 10 global consumers are influenced by brands’ efforts towards inclusion, particularly among Gen Z, Millennials, LGBTQ+, people with disabilities, and minorities. In emerging economies, this figure rises to 89%, much higher than in developed markets (71%).
Success lies in authenticity—from designing products that suit all audiences to building messages that truly reflect the brand’s values. In 2025, brands that understand how to celebrate diversity will not only touch consumers’ hearts but also strengthen their position in the global market.
7. Demographic Shifts: Opportunities from Challenges
With the increasing number of smaller households, the total number of households will continue to rise, creating new touchpoints to exploit.
Strategies to tap into potential markets, create new consumption opportunities, and target premium segments will be key to maintaining growth in the context of an aging global population and slowing growth.
8. Product Innovation: Breakthrough or Disappear?
Kantar points out that brands willing to innovate in new areas are likely to grow twice as fast as those sticking to traditional sectors.
To innovate successfully, brands need to focus on “finding new spaces”—not just completely different areas but also expanding products to meet the untapped needs of consumers. In 2025, only brands that dare to experiment and persist with creative strategies will overcome challenges and break through.
9. Retail Media Networks: A New Strategic Advertising Channel
Retail Media Networks (RMNs) are advertising platforms operated by retailers, allowing brands to reach customers through personalized ads based on data from websites, apps, or in-store digital screens.
RMNs are expected to account for nearly 25% of total advertising spending in the U.S. by 2028, signaling that this is not just a temporary trend but an important long-term channel. Brands need to collaborate closely with retailers to improve data access, measure effectiveness, and ensure consistency in advertising strategies.
In 2025, brands leading the use of RMNs will not only win customers but also create a sustainable competitive advantage.
10. Livestreaming: Not Just a Trend, but a Long-Term Strategy
According to Kantar, advertising through livestreaming can enhance short-term shopping intent and build long-term brand value. Success in this area requires brands to tell their stories in a genuine and engaging way through influential hosts.
In 2025, brands that know how to leverage this platform to connect directly and authentically with customers will have a superior competitive advantage, making livestreaming an integral part of their brand strategy.
Are you ready to adapt to these trends? Contact us for insights and advice