[Marketing Week] Bob Koigi: Key trends and developments set to define 2025

The marketing, advertising, creative, communications and media industries are on the verge of a crucial evolution in 2025 with technological advances, shifting consumer behaviors, and a new wave of creative experimentation redefining how brands will interact with audiences. Some of the key trends that will dominate the landscape in 2025 according to research and experts include:

AI-driven personalization reaches new heights

Artificial intelligence (AI) will continue to revolutionize how brands deliver personalized experiences. In 2025, expect AI to go beyond simple content recommendations to fully tailor advertisements, product suggestions, and customer service experiences in real time. According to a report by dentsu, AI-generated micro-moments and the rise of dynamic personalization are opening new doors for brands to build deep, meaningful connections with consumers.

Keenan Mulvaney, Group Creative Director at Ogilvy Africa notes that Data-driven personalization is also going to keep evolving. Consumers expect brands to get them. Nobody has time for generic messaging anymore. This shift towards more tailored content, he adds, means we’re not just talking at people; we’re engaging with them on a level that feels more specific and, hopefully, more impactful.

Retail reshapes media

Retail media continues to grow at a double-digit rate, offering advertisers access to unparalleled shopper data. With key players like Amazon, Walmart, and even the finance industry expanding their ad capabilities, the retail-media fusion is set to become a cornerstone of media strategies.

OOH advertising revolution

In recent years, the Out-of-Home (OOH) advertising industry has experienced a steady revival, and forecasts suggest that this momentum will continue to accelerate in 2025.

The most significant growth area within OOH advertising is the rise of Digital Out-of-Home (DOOH). Digital screens, which can display dynamic, targeted content in real-time, are rapidly replacing traditional static billboards. This shift is enabling advertisers to push more relevant, timely, and interactive messages, resulting in higher engagement rates.

Sustainability and eco-friendly advertising

As environmental concerns continue to influence consumer behavior, sustainability is becoming a key focus in the advertising industry. With growing awareness of climate change and increasing pressure from consumers, companies are adopting innovative practices to reduce greenhouse gas emissions and promote eco-friendly initiatives. The ultimate goal is to usher the industry into a greener, more responsible future. In 2025, brands and media owners are expected to prioritize eco-friendly and sustainable practices, including the use of energy-efficient digital screens, recycled materials for traditional billboards, and carbon-neutral campaigns.

Inclusion and brand growth

While evidence that inclusion is a powerful engine of brand growth continues to mount, marketers are still underestimating its impact. Kantar data shows that a brand’s diversity and inclusion efforts influence the buying decisions of almost eight in 10 people worldwide. With major political, social and demographic changes set to make inclusion more personal for lots of people this year, it will become one of the most significant considerations for brands.

Creativity redefined

In an exclusive interview with Marketing Report last year, Joe Public Co-Founder Pepe Marais noted that there would be a return to the power of creativity, but elaborated that it is going to demand a few lighthouse brands to lead the way. “And not just with small-scale self-funded campaigns, but prolific brand campaigns that makes a meaningful difference to the growth of the brands that we serve,” he noted.

The rise of short-form video and livestreaming

Short-form video content, popularized by platforms like TikTok, will continue to dominate in 2025. However, it will be joined by the rise of livestreaming as a tool for real-time interaction between brands and consumers. Both formats will be used for everything from product launches and behind-the-scenes looks to live events and influencer partnerships.

TikTok and Instagram Reels are already seeing massive engagement, but livestream shopping, as seen on platforms like WeChat in China, will see further growth. In 2025, livestream commerce could become a key part of global shopping habits, particularly with influencer collaborations.

The meteoric growth of influencer marketing

Influencer marketing, especially micro and nano-influencers, will continue to thrive in 2025 as brands seek authentic connections with their target audience. However, the focus will shift toward more long-term partnerships rather than one-off campaigns, with influencers becoming true brand ambassadors.

By embracing these trends and focusing on meaningful, personalized experiences, businesses will be able to forge deeper connections with their audiences and remain competitive in an ever-changing digital world.

Bob Koigi is the editor-in-chief of Marketing Report.One

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