2025 Advertising Trends: Buckle Up, Adland

Hold Companies Face Uncertain Future

The mega-merger between IPG and Omnicom may seem like a desperate attempt by legacy holding companies to stay afloat amidst the rise of independent agencies and the dominance of big tech.

Independent agencies offer brands more cost-effective, innovative solutions, while big tech giants siphon off a staggering 66% of all ad dollars.

Streaming Overtakes Cable

The unraveling of traditional cable bundles and the exodus of live sports contracts to streaming services has forced media giants to reassess their strategies.

Expect more conglomerates like Disney and Fox to follow suit, spinning off their legacy cable assets to private equity firms and focusing on leaner digital TV operations.

Big Tech Faces Antitrust Heat

Google's consecutive antitrust defeats are a sign of the rising scrutiny big tech companies face for their unchecked market power.

Firms like Apple and Nvidia may be under threat as regulators investigate app store and semiconductor monopolies.

Transmedia Takes Center Stage

The recognition that video games have surpassed movies, TV, and music combined in revenue has led to the resurgence of transmedia.

Intellectual property will flow seamlessly between different mediums, blurring the lines between entertainment and storytelling.

DEI Initiatives Lose Steam

Last year's layoffs have targeted DEI employees, who lacked revenue-generating roles and were seen as cost centers.

While corporations may continue to hire diverse talent, vocal commitments to DEI may diminish under certain political administrations.

AI Fuels Marketing Disruption

Despite the hype surrounding generalized AI, practical applications will dominate the market in 2025.

Expect transformative AI products in illustration, rendering, and creative production, along with tools to detect AI-generated content.

2024 Predictions: Hits and Misses

"The Metaverse" has fizzled out, validating our prediction. Hybrid work remains the norm, with professionals enjoying more flexibility.

Antitrust lawsuits have indeed battered big tech, while media conglomerates have gradually separated their traditional and streaming divisions.

Foreign-made shows continue to gain popularity due to novel storylines, maturing global media industries, and cost-effective production.

In the midst of industry chaos, opportunities abound. Embrace the volatility and place your bets on the emerging winners of 2025.