Anticipated developments in advertising via digital media for the year 2025
The United Kingdom's audiovisual (AV) advertising sector is primed for a profound transformation, with personalization, engagement, and immersive experiences becoming the cornerstone of brand-audience interactions by 2025. The following are some predictions about what to anticipate in the coming years.
A New Era for Connected TV (CTV)
One of the most significant shifts we are observing is the steep rise of Connected TV (CTV). Traditional linear TV's dominance is fading as we move towards CTV, which is projected to reach a £3 billion ad spend by 2028. The growing recognition of its potential to engage viewers has prompted marketers to divert substantial portions of their budgets towards CTV, a trend that is gaining momentum. CTV offers unparalleled targeting and measurement capabilities that traditional TV lacks, making it an attractive option for advertisers.
Immersive Audio Experiences
Another noteworthy development is the surge in immersive audio experiences. The increasing sophistication of virtual and augmented reality technologies has sparked a rising interest in spatial audio, which creates a sense of presence. This isn't limited to VR and AR applications; even traditional video content is incorporating these techniques to create more engaging experiences.
AI-Powered Personalization
Artificial Intelligence (AI) is poised to revolutionize the way ads are created, placed, and measured. AI enables hyper-personalized experiences, appealing to brands looking to stand out amidst the noise by delivering truly relevant content to their target audiences.
Shoppable Content at the Forefront
With social commerce revenues expected to skyrocket, shoppable video has become an essential tool in a marketer's arsenal. The seamless integration of e-commerce functionalities into social media platforms and streaming services has made shoppable content a crucial element in marketing strategies.
Interactive and Gamified Experiences
Passive consumption will soon be a thing of the past as audiences crave interaction. Forward-thinking brands are responding to this demand with innovative formats that incorporate elements like polls, mini-games, and augmented reality filters.
The Evolving Influencer Landscape
The relationship between brands and creators is changing, with deeper partnerships emerging. Influencers are being given more creative control and a larger stake in campaigns, a shift that resonates strongly with audiences.
Emphasis on Quality and Transparency
As the AV advertising ecosystem becomes more complex, there is a renewed focus on quality and transparency. Industry collaborations are working to establish new standards, ensuring media owners maximize the value from their content while marketers effectively reach engaged audiences.
In conclusion, the UK AV advertising landscape in 2025 is likely to be marked by more immersive, personalized, and interactive experiences. Brands that successfully navigate this evolving ecosystem, leveraging new technologies and formats while maintaining authenticity and transparency, are well-positioned to thrive in this dynamic market. The future of AV advertising looks promising, and it will be fascinating to witness how these trends unfold in the coming years.
- In the UK, Connected TV (CTV) advertising is set to reach a £3 billion ad spend by 2028, appealing to marketers due to its unparalleled targeting and measurement capabilities, providing an alternative option to traditional TV.
- Artificial Intelligence (AI) is expected to significantly impact the AV advertising sector, enabling hyper-personalized experiences that appeal to brands seeking to deliver relevant content to their target audiences.
- As social commerce revenues continue to grow, shoppable video content has become an integral part of marketing strategies, with e-commerce functionalities integrated into social media platforms and streaming services.
