Almost 2025: It’s time to shift our focus to the future and understand the ever-evolving landscape of online advertising
Digital advertising is becoming multidimensional and increasingly complex, requiring brands to remain highly aware of these changes to maintain relevance and effectively reach their target audiences.
These are the key trends in digital advertising that will shape the industry in 2025:
AI-Powered Advertising
It may already sound like a cliché, but it remains the primary source of innovation, not just in digital advertising but in all aspects of our lives. Artificial Intelligence (AI) is reshaping nearly every sector, and digital advertising is no exception.
By 2025, AI will continue to integrate seamlessly into advertising strategies. It will be used to analyze ever-larger data sets to predict customer behavior and create highly personalized ads at scale.
This predictive analysis will allow advertisers to match customers with the messages most relevant to them, at the perfect moment.
Using machine learning algorithms, campaign performance will be optimized in real time, reducing the need for human intervention and increasing efficiency.
“Artificial Intelligence (AI) is reshaping nearly every sector, and digital advertising is no exception.”
Contextual targeting will remain essential as brands navigate a world with fewer cookie-based users. While the “cookie apocalypse” has been avoided, the decline of devices accepting cookies continues.
AI will also enable the creation of dynamic content, allowing ads to adapt in real time based on user behavior and preferences. This level of personalization will make ads more relevant and engaging, boosting conversion rates.
Video Advertising Will Continue to Dominate
Video advertising has been a major force for years, and this trend will accelerate further in 2025. The rise of Connected TV (CTV) is pushing video advertising to new heights.
In online video, KPIs like view-through rates (VTR) and viewability, as well as their combination, will take center stage.
In CTV, the mix of AVOD (ad-supported video on demand), FAST channels (free ad-supported streaming TV), and branded native formats such as first-screen experiences will drive continued growth in video investment.
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Augmented Reality (AR) and Virtual Reality (VR) Advertising
Augmented Reality (AR) and Virtual Reality (VR) will continue evolving as powerful formats in digital advertising.
As these technologies mature, brands can create immersive, interactive experiences that elevate their presence in the minds of consumers, offering new and exciting ways to connect with audiences.
For example, AR will allow customers to virtually try on products, like jewelry, or visualize how furniture looks in their homes.
AR and VR will enable brands to create memorable, impactful campaigns in ways that have never been possible before.
Sustainability and Ethical Advertising
Consumers are becoming increasingly socially and environmentally conscious, and brands will face growing pressure to demonstrate their commitment to sustainability.
Incorporating ethical and sustainable practices into advertising strategies will be critical, but it must always feel authentic and not forced.
Using eco-friendly product packaging, supporting social causes, and promoting fair labor practices are some actions that consumers will continue to demand from brands.
Ethical advertising practices, such as avoiding misleading claims and respecting cultural sensitivities, will also become a top priority.
“Incorporating ethical and sustainable practices into advertising strategies is essential, but it must always feel genuine.”
Brands that authentically align with consumer values will foster deeper connections with their audiences, building long-term loyalty.
The future of digital advertising will remain dynamic and full of opportunities, requiring brands to embrace change, stay ahead of trends, and prioritize consumer experience.
Plácido Balmaseda, Country Manager Iberia at EXTE.