Get the Download on 2025 Media Predictions

From AI Advancements to Rapid Podcast Growth, See What Trends We Expect to Make an Impact in the Coming Year.

As we step into 2025, let’s reflect on the trends we predicted last year. Out of five forecasts, four materialized and remain relevant, while one proved overly ambitious. Here’s what we saw unfold:

1. Programmatic Sustainability

Supply Path Optimization (SPO) has been a buzzword for years, but in 2024, we saw it evolve. The focus shifted toward supplier consolidation in Connected TV (CTV). Supply-side platforms (SSP) began adjusting publisher rates for auction packages and curator deals to stand out, making the competition for buyers fiercer than ever. As traders seek to streamline SSP usage, expect this trend to intensify.

2. Marketing Powered by AI

AI has officially arrived as a core driver of marketing innovation. Both agencies and brands are leveraging it to optimize workflows and build proprietary tools that enhance performance and efficiency.

3. Retail Expansion

Retail media networks are booming with over 200 now operating globally. In 2024 alone, major players like Chase, CVS, and Costco entered an already crowded market, joining the likes of Amazon and Walmart. The retail media landscape shows no signs of slowing down.

4. Attention Metrics as KPIs

This trend continues to grow. In fact, 47% of U.S. brands and agencies plan to increase their focus on attention metrics in 2025, according to the Interactive Advertising Bureau (IAB).

5. Cookies Finally Deprecate – Or Do They?

Google surprised us all by postponing cookie deprecation yet again. However, the pivot away from cookie reliance remains critical. Consumers using Safari, Firefox, and other privacy-first browsers are already unreachable via cookies, so marketers must adapt.

What’s Ahead for 2025?

In addition to the trends above, here are five predictions to watch for in 2025:

1. Predictive AI Advancements

Expect AI to play an even greater role in forecasting outcomes and scenarios. AI will become normalized for creative asset development, particularly for versioning and personalization.

2. Changes in Search Behavior and Ad Offerings

Traditional search is shifting. As consumers adopt zero-click searches, voice search, retail search, and social search, ad offerings will evolve to keep pace. Keep an eye on Google’s antitrust trial, which could shape the future of search advertising.

3. YouTube CTV Growth

YouTube’s dominance in CTV continues to rise. With more CTV viewers than any platform except Netflix, Google is doubling down on capturing ad dollars for YouTube.

4. The Rise of Podcasts

For the first time, podcasts have surpassed radio as the preferred audio format. Advertisers are starting to follow audiences, and 2025 could be a pivotal year for podcast ad growth.

5. Retail Giants Maintain Their Dominance

While new retail networks flood the market, Amazon remains the top retail platform. Established giants are expected to maintain their market share despite increasing competition.

Staying Ahead

As always, flexibility and adaptability are key in the ever-changing marketing landscape. Staying informed and embracing innovation is crucial to navigate new challenges and seize emerging opportunities. Buckle up—it’s going to be an exciting year!

Mindgruve and Macarta Were Selected as Two of the Fastest-Growing Agencies in America.

MindgruveMacarta has been named on the ADWEEK Fastest Growing Agencies list of 2024. The annual list honors 75 rising agencies of all sizes from around the world. Both Mindgruve and Macarta earned a spot as individual agencies, marking the fifth overall and third consecutive year for Mindgruve and the first year for Macarta. The dual recognition highlights our continued commitment to innovation, excellence, and growth within the marketing and advertising industry. 

The recent merger between the two companies brings together two of the fastest-growing agencies in the U.S. to unite their award-winning expertise in performance marketing, retail media, and analytics into a seamless, integrated offering. With more than 300 employees across eight global offices in San Diego, Denver, Cincinnati, Mexico City, São Paulo, Amsterdam, Madrid, and London, MindgruveMacarta is now one of the top independent, performance marketing and retail media agencies worldwide.

“It’s an honor to be recognized by Adweek, especially during this transformational moment for us,” said Chad Robley, Chairman and CEO of the combined agency. “As MindgruveMacarta, we are well positioned to attract ambitious global brands seeking a fully integrated, omni-channel approach to performance marketing, retail media, and advanced analytics.”

Adweek’s recognition underscores our dedication to delivering impactful, data-driven marketing solutions that help our clients grow their businesses. We’re grateful to our clients and team members for making this achievement possible and look forward to driving even greater results together in the future.

The Former Amazon Exec Has Been Named Managing Director, Global Ad Tech Solutions.

MindgruveMacarta, a global performance marketing, retail media and data-tech company, has appointed Janaka Atugoda as Managing Director, Global AdTech Solutions. Atugoda will lead the data consulting division including the agency’s proprietary DataTech platform, Systemm, an enterprise predictive marketing analytics platform.

Before joining MindgruveMacarta, Atugoda served as Amazon’s global AdTech solutions lead for clients, including Johnson & Johnson, L’Oreal, Mars Confection & Pet Nutrition, Coca-Cola and Peloton. Before Amazon, he led data strategy for Johnson & Johnson Europe, Middle East and Africa (EMEA). 

“Atugoda brings more than a decade of expertise in AdTech and data strategy, overseeing global solutions for Fortune 500 brands,” said Chad Robley, Chairman and CEO of MindgruveMacarta. “His leadership comes at a pivotal moment as we expand our data consulting and marketing technology capabilities worldwide.”

Atugoda’s appointment underscores MindgruveMacarta’s integrated offering of creative, performance marketing, retail media and advanced analytics for global brands. Following its merger with Icon Commerce, the agency has expanded its capability by hiring world-class executive talent, including a former client of a decade Haven Brady as Vice President, Integrated Strategy, and Victor Camozzi, former Crispin Porter ECD as Executive Creative Director.

“MindgruveMacarta is at the forefront of performance marketing, retail media and data innovation,” said Atugoda. “The opportunity to shape how we leverage proprietary technology and expand our international presence is exciting, but it’s the agency’s collaborative culture, innovative spirit and visionary leadership that truly inspires me.”

Based in London, Atugoda will play a critical role in advancing MindgruveMacarta’s European operations, supporting the agency’s global capabilities while aligning with the clients' advanced analytics and data consulting needs. Atugoda holds a Master of Science in Analysis, Design and Management of Information Systems from the London School of Economics and a Bachelor of Science in Electrical and Electronic Engineering from King’s College, University of London.

Google Selects MindgruveMacarata as Top Global Lead Generation Agency.

MindgruveMacarta has been named the winner in the Lead Generation category at Google’s 2024 Agency Excellence Awards. Competition was fierce as Google’s analytics experts compared performance metrics for product best practices as well as finalist case studies from leading digital marketing agencies. The prestigious recognition celebrates our commitment to delivering innovative, data-driven strategies that generate high-quality leads and drive exceptional business outcomes for our clients.

Celebrating Industry Leadership

The Google Agency Excellence Awards is an international competition honoring agencies that push boundaries and deliver outstanding results using Google’s advertising solutions. Recognized among top-performing marketing companies around the world, winning the Lead Generation category underscores MindgruveMacarta’s expertise in crafting targeted campaigns that resonate with audiences and fuel client growth.

Driving Success Through Innovation

At MindgruveMacarta, we pride ourselves on blending strategic insights, advanced technology, and creative prowess to produce lead-generation campaigns that make a measurable impact. The award-winning campaign for Laurel Road’s B2C high-yield savings account exemplifies this approach, leveraging Google’s Performance Max to drive remarkable results.

“MindgruveMacarta is more than just a partner; they are an integral part of our team, working together to deliver measurable business outcomes,” said Jason Methner, Vice President of Acquisition at Laurel Road. “This award highlights their relentless drive to innovate and deliver success on a daily basis.”

Launched in August 2023, the campaign aimed to achieve 15% more account openings while maintaining an efficient cost per acquisition. The campaign leveraged compelling creative assets, including a standout video ad featuring breathtaking mountain visuals and witty copy. Through tailored asset groups and advanced audience targeting, the initiative generated a 77% increase in efficiency and a 97% increase in conversion volume compared to traditional search campaigns.

“This campaign demonstrates how innovative strategies paired with Google’s powerful advertising solutions can drive transformative results,” said Joey Bridges, Group Director of Paid Search at MindgruveMacarta. “Winning the Lead Generation category at Google’s Agency Excellence Awards is an incredible honor and reflects our team’s dedication to helping clients like Laurel Road achieve meaningful growth.”

Looking Ahead

Google’s recognition highlights our focus on partnering with ambitious brands to drive rapid growth. As we celebrate the achievement, we extend our gratitude to our clients and partners for their trust and teamwork. Together, we’re redefining what’s possible in digital marketing and lead generation.

Want to ask a question or learn more? Get in touch with us today.