Media trends to watch for in 2025
Insights from the CMA Media Council
As we look ahead to 2025, the media landscape is poised for significant transformation, driven by advancements in artificial intelligence (AI) and the evolving ways consumers interact with content. The CMA Media Council has identified several key trends that will shape the industry in the coming year, offering both opportunities and challenges for brands and marketers.
From hype to reality
Generative AI, which burst onto the scene with the launch of ChatGPT in November 2022, has already
made a profound impact on various aspects of our lives. Beyond dedicated apps, AI is now embedded in everyday tools like email, translation services and educational platforms, enhancing their capabilities and user experiences. As AI continues to integrate more deeply into our lives, we can expect more natural interactions through voice and a wider range of sensors. However, this rapid adoption also brings challenges, such as the rise of deep fakes and scams, and the additional energy consumption associated with AI technologies.
In the realm of advertising, AI has become essential, automating content creation, analyzing campaign performance and powering personalization. Searches for "AI marketing tools" have surged by 967 per cent over the past two years, highlighting the growing reliance on AI in marketing departments. Brands are leveraging AI for everything from campaign ideation to predictive analytics, helping them create deeper connections with consumers. In 2025, we can expect AI to expand its role further, introducing AI influencers and enhancing targeting and predictive analytics to optimize campaigns.
The augmented media toolkit
AI is also revolutionizing the craft of media, making campaigns more impactful by improving process efficiency, media efficiency and media effectiveness. Marketers will increasingly rely on AI to plan with agility and predict business outcomes. This shift will create a million micro-moments, where AI-driven algorithms personalize media interactions, forging stronger connections with consumers. Voice and visual search are changing how consumers discover products, integrating with new platforms like smart home devices and wearables.
Messaging platforms like Line, WeChat and WhatsApp are expanding their footprints, creating new micro-moments for brands to engage with consumers. As AI becomes more pervasive, it will be crucial for brands to show up in meaningful ways, letting AI handle the heavy lifting while humans focus on contextualizing and connecting with consumers.
The power of personalization
While recommendation algorithms increasingly determine the stories people see online, these stories always start with human imagination. Creators and fandoms of all shapes and sizes have become incredibly significant for brands, providing meaningful connections with niche audiences. Social commerce platforms like Instagram and TikTok have been groundbreaking, driving significant increases in ad spending and sales. Magazines, offering a digital detox and niche inspiration, will continue to thrive by serving specialized communities.
Connected TV is also gaining real scale, with streaming giants investing in live sports and events to build audiences. Advertising-supported tiers are growing, providing larger inventories and programmatic buying opportunities for advertisers. The future of marketing is not only addressable, shoppable and accountable but also algorithmic. Advanced attribution models will be essential for measuring marketing performance accurately, allowing brands to comprehensively evaluate the customer journey.
Retail reshapes media
Retailers are racing to capture more media budgets from brands, diversifying their ad estates and developing integrated, closed-loop attribution capabilities. This rapid evolution could see retailers dominating the retail media category and potentially dictating the entire advertising market. Innovative formats like augmented reality and shoppable media are reshaping consumer experiences, with cutting-edge visual platforms becoming ecommerce hubs.
As social commerce becomes mainstream, these platforms will be crucial for brands aiming to drive sales through social engagement. With two billion active users, social channels are now an integral part of media strategy for businesses seeking to reach wider audiences.
Ethical practices in the use of AI and sustainability are important considerations, with brands needing to align their practices with consumer values to retain loyal customers.
The partnerships and licensing gold rush
The explosion of streaming and generative AI-powered services has led to a rapid extension of partnerships and licensing deals between media and technology players. This dynamic could reduce audience fragmentation and enable more unified planning, trading and measurement for marketers. A cohesive omnichannel strategy is crucial as consumers interact with brands across multiple platforms. Integrated campaigns combining offline media with digital strategies can improve conversion rates by up to 60 per cent.
The democratization of technology
Despite regional differences, there has been a global push toward more connectivity and access to digital services over the past two decades. This democratization of technology will lead to more legislation, affecting content availability. Advanced technologies may be limited to the newest devices. Paywalls are increasingly restricting access to content, and the fragmentation of live sports feeds is creating challenges for consumers and advertisers alike.
As we navigate these trends, it's clear that the media landscape is evolving rapidly. Brands and marketers must stay agile, leveraging AI and other advanced technologies in a responsible manner to create meaningful connections with consumers. By understanding and adapting to these trends, businesses can position themselves for success in 2025 and beyond.
Final thoughts
The media landscape is not just evolving; it's undergoing a revolution. The integration of ethical AI, the rise of personalized content, and the democratization of technology are reshaping how we connect with audiences. Brands that embrace these trends and leverage the power of AI to create meaningful, personalized experiences will not only survive but thrive in this new era. The future of media is here, and it's more dynamic, engaging and impactful than ever before. Let's seize the opportunities ahead and lead the charge into a new age of media innovation.
Sources:
- eMarketer, 5 areas our analysts are watching in 2025: Regulation, search disruption, streaming churn, and more
- American Marketing Association – Pittsburgh, 2025 Outlook: 10 Media and Marketing Trends to Watch
Authors:
Jennifer Lewis, Carat Canada
Steve Muscat, Active International
