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1、1Digital Advertising Trends in 2025BENCHMARKS FOR THE STRATEGIC ADVERTISER2Trends for the Digital MarketerThe State of Digital Advertising Whats driving change,growth,and customer experience optimizations in 2025?Summary Set the foundation for your marketing strategy:Aligning Brand and PerformanceHo

2、w are marketers preparing their organizations to manage the customer experience charter in 2025?Build efficiency:Optimize Budget Allocation for Maximum ImpactWhere are budgets headed for maximal performance and why?Drive Peak Performance with Innovation TechnologyWhich technologies are driving innov

3、ations in customer experience?0102032DIGITAL ADVERTISING TRENDS IN 2025|SUMMARY3The State of Digital AdvertisingAs marketing continues to pull brands toward audience-based and targeted personalized content experiences,marketers are focused on building strategies and tactical plans to streamline thei

4、r creative production,optimizing performance and measurement.To match this,brands need to work smarter,not harder.To do this,its critical to refine their application of AI and data-driven insights,as well as develop content to more meaningfully reach their target audiences,at scale.SUMMARYSTRATEGIC

5、DECISIONS AND OUTPUTS FOR BUILDING EFFECTIVE PROGRAMS BUDGET ALLOCATION:HOW AND WHERE TO SPEND OPTIMIZING CROSS-CHANNEL CAMPAIGNS CHANNEL EFFECTIVENESS AND PERFORMANCE INNOVATIONS IN AI AND ADTECHMEASURING MARKETING IMPACT0104020503063Each year,Smartly gauges the pulse on the ever-evolving trends sh

6、aping marketing.In the 2025 edition of the Digital Advertising Trends survey,our research highlights the key issues on todays marketers minds,including:DIGITAL ADVERTISING TRENDS IN 2025|SUMMARY42025 DIGITAL TRENDS HIGHLIGHTSOne Full Funnel Creative+Media Marketing Team Marketing teams are coming to

7、gether and getting more full funnel.And more marketers are using more channels at different stages,all with a full funnel lens.58%of marketing teams didnt focus on a specific channel in 2024,but about half WILL in 2025.Budget Shifts:Investments in Emerging Channels In addition to more proven social

8、media channels including Meta,TikTok,and Snapchat,marketers are also planning to invest more in emerging channels including audio and retail media networks.AdTech Innovations:AI,Conversational Commerce and More Modern marketers are using new techniques like creative automation,AI and conversational

9、commerce.of marketers plan to use conversational commerce in 2025 74%80%of marketers say their creative and media teams are working closer together 75%of marketers said their budget will go up in 20258 in 10 agree AI is living up to the hype.4DIGITAL ADVERTISING TRENDS IN 2025|SUMMARY5 5 The marketi

10、ng industry is on an upswing.Two thirds of marketers agree their company is performing better than last year.Nearly 8 in 10 agree social media and entertainment are colliding and commerce will be added to this in 2025+.As a result,many are optimizing their digital advertising by running campaigns wi

11、th different objectives across all channels as well as dedicating channels specifically to awareness,consideration,and purchase objectives.010203Set the foundation for your marketing strategy:Aligning Brand and PerformanceBuild Efficiency.Optimize Budget Allocation for Maximum Impact Drive Peak Perf

12、ormance with Innovation Technology Good News!2/3 OF MARKETERSNEARLY 8/10 AGREEWith that in mind,lets dive in and explore how marketers are preparing for success in 2025.To help gauge marketers opportunities for business growth,engagement,and operational improvement,we gathered insights to benchmark

13、the following planning areas for 2025:DIGITAL ADVERTISING TRENDS IN 2025|SUMMARY6What is driving marketers decision-making?Marketers focus is balanced between brand and performance advertising.Nearly 7 in 10 marketers agree:Marketing is a combination of creating awareness and consideration and deman

14、d capture to drive purchase events.To get there,were seeing the industry coalesce,breaking down silos between teams.According to about 8 in 10 respondents,Social and Media planning teams are merging,indicating team structure changes in 2025.6Set the Foundation for Your Marketing Strategy:Aligning Br

15、and and Performance 01DIGITAL ADVERTISING TRENDS IN 2025|FOUNDATION FOR YOUR MARKETING STRATEGY 7 7These changes are most likely to occur in companies with increased marketing budgets.Additionally,those using AI for creative or campaign optimizations are the most likely to expect these changes.Full

16、Funnel Attribution MethodologyHow do marketers measure performance?Media mix models(13%)and platform metrics(16%)are the top two individual attribution methodologies;most marketers use a combination of MMM/MTA,platform metrics,lift tests,and surveys to define attribution use multiple methods to defi

17、ne attribution).DIGITAL ADVERTISING TRENDS IN 2025|FOUNDATION FOR YOUR MARKETING STRATEGY 63%54%80%63%of marketers agree:In 2025,teams will also be structured to cover brand and performance marketing.54%of marketers agree:There will bea focus on integrating multiple channels into their strategies.80

18、%of marketers agree:Enhanced reporting will take on greater importance next year,helping teams achieve a consolidated view of performance and necessary workflow changes.8 8CHANNEL STRATEGIES TO MAXIMIZE AUDIENCE REACHOverall,marketers are most likely to turn to Meta and YouTube to meet their funnel

19、objectives.AWARENESSPURCHASECONSIDERATIONOOHINFLUENCER MARKETING EMAIL MARKETINGPAID SEARCHAFFILIATE CONTENTGraphic depicts where tactics over-index in relation to others.DIGITAL ADVERTISING TRENDS IN 2025|FOUNDATION FOR YOUR MARKETING STRATEGY 9To thrive in 2025,marketers are adopting holistic stra

20、tegies Blend brand and performance marketing to emphasize seamless collaboration across teams and channels.By integrating AI and enhanced reporting tools,these strategies ensure a comprehensive view of performance,helping marketers optimize efforts and align with business goals.This foundational shi

21、ft sets the stage for more effective budget allocation and campaign management.9DIGITAL ADVERTISING TRENDS IN 2025|FOUNDATION FOR YOUR MARKETING STRATEGY 10MODERN BUDGET ALLOCATION IN ACTION DiDis main objective is to drive incremental app installs by reaching new audiences and better allocating bud

22、get across different channels.As a multi-product,multi-market advertiser,there is a high degree of campaign complexity.Understanding how each channel is performingwhile trying to establish new products in some markets which are more mature than others is complex.Predictive Budget Allocation automati

23、cally optimizes budgets between channels,campaigns and ad sets based on a custom KPI that simulates the CPIC(Cost Per Incremental Conversion)in each platform.The custom KPI is defined in line with previous Conversion Lift Studies.DiDi acted based on changes to performance and let the algorithm decid

24、e the ideal share of budget according to where its finding the cheapest results,avoiding manual tasks and guesswork to define and manage this every day.DiDi drove the following performance metrics:10%Increase in Conversion Rate6%Decrease in CPIC10%Increase in InstallsDIGITAL ADVERTISING TRENDS IN 20

25、25|FOUNDATION FOR YOUR MARKETING STRATEGY 111 in 5 marketers expect an increase of over 20%.7 in 10 marketers report that budgets are shifting from programmatic display to other channels.2/3 of marketers plan to allocate more to the walled gardens in 2025.Among those who expect the largest budget gr

26、owth,they plan to diversify into new channels beyond programmatic display at even higher rates.3 out of 4 marketers expect budgets to increase.11Build Efficiency-Optimize Budget Allocation for Maximum Impact As marketing continues to deliver results,its getting the support it deserves.Spend is expec

27、ted to increase across all channels in 2025,with brands investing in resources that drive bottom-line growth.02DIGITAL ADVERTISING TRENDS IN 2025|BUILD EFFICIENCY-OPTIMIZE BUDGET ALLOCATION FOR MAXIMUM IMPACT 1212SPEND BY CHANNEL:GROWTH ACROSS MAJOR CHANNELS IN 2025Meta,Paid Search,and YouTube were

28、the top choices for advertising investments among marketers in 2024.Looking ahead to 2025,audio,Out Of Home,Meta,TikTok,Snapchat,retail media networks,and affiliate marketing are predicted to see the biggest budget increases.As marketing budgets continue to grow,marketers are shifting their focus to

29、wards channels that promise higher returns and better audience engagement.Diversifying investments and embracing predictive budget allocation tools are enabling teams to optimize spending and achieve more efficient results across channels.This strategic allocation of resources sets the stage for ado

30、pting innovative technologies that drive peak performance.On average,+50%of marketers will spend more on other platforms:55%will spend more on TikTok53%will spend more on Meta48%will spend more on Snapchat48%will spend more on Pinterest47%will spend more on CTVAmong marketers whose spend will increa

31、se next year,58%will spend more on YouTube CTV+50%58%DIGITAL ADVERTISING TRENDS IN 2025|BUILD EFFICIENCY-OPTIMIZE BUDGET ALLOCATION FOR MAXIMUM IMPACT 1313“Conversational Commerce”or“Conversational Ads”enable brands to engage in 1:1 dialogue with prospects and customers through SMS and DM.With the n

32、ew generation of consumers engaging and converting more over messaging,brands are tapping into a more modern way to connect through chat-based ads.03Drive Peak Performance with Innovation TechnologyAs marketers look to modern solutions and methods to meaningfully engage audiences and build lasting r

33、elationships,innovations that boost conversions through personalized,interactive content help to shorten the path to purchase.The shift towards personalized customer interactions through platforms like WhatsApp,Facebook Messenger,and voice assistants like Alexa or Google Assistant,call for an altern

34、ative advertising approach.74%70%of marketers agree conversational commerce is a focus for next year.Marketers whose budgets are growing in 2025 are 10%more likely to agree.of marketers plan to use conversational ads in 2025.DIGITAL ADVERTISING TRENDS IN 2025|DRIVE PEAK PERFORMANCE WITH INNOVATION T

35、ECHNOLOGY 14Creative automation is empowering brand and performance marketers to streamline the process of creating ad content at greater speed,velocity and efficiency.Creative is just as important as everif not more so.Formats not traditionally driven by creative are increasingly shifting towards v

36、isual elements.84%70%90%70%80%75%1484%of respondents agree that search is becoming more visual,making high-quality assets essential 90%of marketers are using automation for their campaigns,with a majority(70%)successfully using AI tools a notable increase from 2024 Marketers have strong confidence i

37、n the safety and power of AI:80%agree Generative AI(Gen AI)will positively impact their business and nearly 75%agree there are proper safeguards in place to preserve brand integrity and enable effective scalability70%of marketers agree that creative remains the biggest challenge,even among those who

38、 are effectively using AI for creative productionAmong marketers utilizing AI,80%agree it is living up to the hype,driving both efficiency and performance.About two-thirds of respondents agree their companies are performing better than last year;those who are using AI are 10%more likely to agree,wit

39、h more than 7 in 10 reporting improved performance.80%DIGITAL ADVERTISING TRENDS IN 2025|DRIVE PEAK PERFORMANCE WITH INNOVATION TECHNOLOGY 15GEN AI IN ACTION Foot Lockers goal was to create brand consistency across their ad creative to mimic what their website looked like at any point in time.They w

40、ere excited about Gen AIs potential and were eager to test the technology across their vast product catalog.Foot Locker enhanced their Dynamic Product Ads to match their website seamlessly.produced with new scenes in a single click,ensuring brand consistency across their ad catalog and transforming

41、product visuals across European markets.28%reduction in Cost Per Acquisition(CPA)32%uplift in Click-through rate(CTR)10,000 REFRESHED PRODUCT IMAGESWITH THE NEW CREATIVES GENERATED BY AI,THE RESULTS DROVE:DIGITAL ADVERTISING TRENDS IN 2025|DRIVE PEAK PERFORMANCE WITH INNOVATION TECHNOLOGY 165 AI-Dri

42、ven Opportunities for the Digital Advertiser in 2025Leveling up on the charter of driving amazing customer experiences is an always-on building exercise.Here are 5 key AI focus areas to keep your teams,tech,and processes aligned in 2025:1649%52%56%55%66%OF MARKETERS USE AI FOR PERSONALIZED RECOMMEND

43、ATIONSOF MARKETERS SURVEYED UTILIZE AI TO CREATE AD COPYOF MARKETERS USE AI FOR WEB CONTENT GENERATIONOF MARKETERS USE AI TO CREATE ARTWORK FOR AD CAMPAIGNOF MARKETERS USE AI FOR DATA ANALYSIS AND INSIGHTSDIGITAL ADVERTISING TRENDS IN 2025|DRIVE PEAK PERFORMANCE WITH INNOVATION TECHNOLOGY 1717Enhanc

44、ed CreativityAI is pushing creative boundaries and encouraging the exploration of new formats,fostering a culture of innovation and experimentation.AIs speed allows for new forms of artistic exploration,such as 3D and video content creation,and the opportunity for creatives to engage with new techno

45、logies for faster iteration.AI enhances the creative process by generating ideas more quickly and enabling new forms of storytelling.AI can generate ideas quickly,helping reach better outcomes faster and enabling new storytelling possibilities.Brand ConsistencyBy customizing AI for specific needs,br

46、ands can ensure that AI is used responsibly and consistently,whether its for digital channels,retail,or large-scale content production.This reflects how AI can be fine-tuned to align with brand identity and maintain control over how the brand is portrayed in multiple environments.PersonalizationAI-d

47、riven campaigns help brands expand their social strategies and connect with audiences through highly personalized content,enhancing interactions and conversions.ScalabilityAI helps to scale campaigns efficiently,particularly in simplifying processes like campaign management.Leveraging AI to streamli

48、ne tasks allows creative teams to focus on strategic aspects of campaigns while AI takes care of time-consuming tasks like resizing,testing,and optimizing creative assets.0102030405HOW MARKETERS CAN LEVERAGE AIDIGITAL ADVERTISING TRENDS IN 2025|DRIVE PEAK PERFORMANCE WITH INNOVATION TECHNOLOGY Data-

49、Driven InsightsCreatives need to produce more work that performs than ever before.AIs ability to analyze consumer behavior leads to more effective and targeted campaigns.AI provides tools for testing and predicting how creative assets will perform based on past data,enabling better decision-making.I

50、ntegrating AI-driven insights into the production process is crucial for ensuring those insights are actionable.Integrating AI-driven insights into workflows helps ensure technology-driven optimizations contribute to driving business outcomes.18As we enter 2025,its critical to stay ahead of where th

51、e market is moving and were hoping this report has armed you with fresh strategies,techniques and channels to explore.To help you to succeed in 2025 and beyond,be sure to have a partner and the right tools to get you there.With Smartly,you can have one platform that spans creative and media,and acro

52、ss multiple channels including Google,Instagram,Meta,Snap,Pinterest,and TikTok.METHODOLOGY2024 research commissioned by Smartly,N=459 marketers and marketing budget decision makers across the US,UK and APAC(Australia,Malaysia,and/or Singapore)at organizations that spend at least$2 million in paid so

53、cial annually.Respondents work in any of the following industries:Agency,Automotive,Consumer Packaged Goods(CPG),Entertainment and Media,Direct to Consumer e-Commerce,Financial Services including Fintech,Gaming,Retail,Telecommunications,Technology,and Travel.18DIGITAL ADVERTISING TRENDS IN 202519Sma

54、rtly is the AI-powered advertising technology company transforming ad experiences for brands and their consumers.Our comprehensive advertising platform seamlessly integrates the capabilities of media,creative,and intelligence to power more than 800 billion impressions and generate more than 300 bill

55、ion creatives annually,delivering tangible business outcomes for brands and advertisers.We are the only company managing creative and media for 700+brands worldwide and$5B in ad spend across the largest media platforms,including Google,Instagram,Meta,Pinterest,Snap,and TikTok.Our end-to-end technology,unmatched access to media platforms and exceptional customer service help Fortune 500 brands to reach and engage consumers and learn what performs best.DIGITAL ADVERTISING TRENDS IN 2025