Changes driven by algorithms, artificial intelligence, and the new dimensions of consumer engagement are expected to shape the media landscape in the upcoming year, according to Dentsu’s 2025 Media Trends report.
The report was crafted by agencies Carat, dentsu X, and iProspect. It details how 2025 will drive towards a fully addressable, shoppable, and accountable media ecosystem, marking a shift into what dentsu defines as the ‘Algorithmic Era of Media’.
Jenny Bullis, Media Practice CEO UK&I at dentsu, said: “The Algorithmic Era presents many opportunities to revolutionise the way that brands engage with their key audiences. Our 2025 Media Trends report is a must-read for marketers and media professionals looking to capitalise on these and future-proof their strategies as we head into 2025.”
According to the 2025 Media Trends report, the key themes poised to drive the industry forward include:
AI moves from potential to actual impact
AI has evolved from a nascent trend to a transformative force, embedding itself in daily life and revolutionising media planning, content creation, and consumer interaction. AI-generated micro-moments and the rise of dynamic personalisation are opening new doors for brands to build deep, meaningful connections with consumers.
Storytelling breaks through the algorithmic bubble
Niche interests and deep fandoms are becoming invaluable assets for brands looking to stand out. Storytelling will be the primary tool for brands to navigate the increasingly algorithm-driven media space, creating impactful narratives across connected television and digital platforms.
Retail reshapes media
Retail media continues to grow at a double-digit rate, offering advertisers access to unparalleled shopper data. With key retail players like Amazon, and even some in the finance industry, like PayPal, expanding their ad capabilities, the retail-media fusion is set to become a cornerstone of media strategies.
The quest for quality
As media investments increase, so does the demand for higher-quality engagement. Brands must prioritise strategic partnerships and premium content to cut through the noise, ensuring their media dollars drive both immediate results and long-term brand equity.
Unevenly distributed future
As technology and media consumption habits evolve unevenly across regions, brands will need to adopt hyper-localised strategies. Regulatory, economic, and technological divides are reshaping the global media landscape, and brands must be prepared to navigate these complexities.
To explore these trends in detail and download the full report, visit https://insight.dentsu.com/2024-media-trends/
This story first appeared on Performance Marketing World.
