9 top advertising trends to watch in 2025

Advertising trends come and go, but adverts that make an impact last forever. 

Think about Apple’s ‘1984’ ad or Old Spice’s ‘The Man Your Man Should Smell Like’ campaign as opposed to the average insurance spot before a YouTube video. Which do you remember better? Probably not the latter.

What sets great advertising apart from the forgettable is a brand’s ability to tap into the cultural zeitgeist of the moment and speak to its customers in a way that resonates with them. More than following trends, it’s about understanding your audience.

Knowing who you’re talking to is more important than ever as we head into 2025, where consumers’ demand for personalization, AI-generated content and other digital-first trends are set to continue changing the ways that we advertise. 

The role of consumer behavior in advertising trends

Consumer preferences are rewriting the rules of advertising and personalization tops the list of demands. 

Modern consumers are flooded with ads every day, but the ones that stick are those that speak directly to their individual needs and wants. Gone are the days of broad demographic targeting — brands now need to invest in personalized advertising that’s driven by deep consumer insights.

Then there’s the undeniable rise of short-form video content. TikTok, Instagram Reels, and YouTube Shorts have made quick, engaging videos the norm. Audiences now expect brands to get their message across in seconds, making it essential for advertisers to communicate value in an entertaining and compact format.

Lastly, there’s a shift toward seamless, non-disruptive advertising experiences. Consumers want to engage with ads on their terms (think soundless autoplay ads or native in-game advertising that blends into the user experience. Ads that don’t interrupt or feel intrusive will not only be more effective, but they’ll also build a stronger, more positive brand connection.

What are the top advertising trends for 2025?

The top advertising trends for 2025 include AI-driven ad campaigns, the rise of short-form video content, the shift to soundless ads, in-game advertising, authenticity in social media, and the dominance of ecommerce platforms like Amazon in ad spend.

Let’s break down the top trends that will guide your advertising strategies and help you connect with your target audience in meaningful ways.

1. Artificial intelligence in advertising

With 69.1% of marketers already claiming to use AI in their operations, it’s safe to say that artificial intelligence is revolutionizing the advertising world. 

One of the biggest benefits of AI is that it can analyze consumer behavior in real-time, allowing brands to deliver tailored messages at just the right moment. In 2025 and beyond, you’ll want to harness the power of AI to do everything from creating ads on the fly to targeting specific audiences more precisely than ever. 

Plus, the insights AI provides can help marketers understand what drives consumer decisions, making it easier for them to adapt their strategies. This level of personalization not only boosts engagement but also enhances the overall shopping experience for consumers.

2. The rise of short-form video ads

As our attention spans shrink, short-form video ads are becoming a must-have in any advertising strategy. These dynamic videos are perfect for platforms that favor engaging, bite-sized content, pushing brands to tell their stories in creative ways. 

Plus, Hubspot research shows that 36% of social media marketers say that short-form video has the highest return on investment of any ad format and that 83% put optimal video length at less than 60 seconds.

Their ability to resonate quickly with audiences will make short-form videos a vital tool in driving conversions and enhancing brand recognition. Focus on impactful narratives — whether it’s humor, emotion, or a strong call to action — and aim to leave a lasting impression in just a few seconds. 

3. Soundless ads on social platforms

According to Teads research, almost 80% of Facebook users watch ads without sound. 

With so many users opting to scroll through social media platforms with the sound off, brands need to get clever with their advertising. This trend should encourage advertisers to innovate, creating content that can be understood quickly and easily, even without audio. 

Going forward, those brands that can tell their stories without words will capture more attention and engagement from audiences. Prioritize strong imagery and concise messaging, making sure your narratives are still compelling without relying on sound. 

4. In-game advertising

The worldwide gaming market to reach $503.15 billion in 2025, making in-game interactions a prime way for brands to connect with consumers. 

In-game advertising is set to take off as brands find creative ways to integrate their messages into popular games. This approach allows brands to reach a dedicated audience in a fun and engaging manner, creating memorable interactions that go beyond traditional advertising. 

Focus on making product placements that feel organic or even creating branded challenges that enhance the gaming experience. As gaming continues to grow, in-game advertising will become a significant strategy for brands looking to connect with consumers in innovative ways.

5. Authenticity in social media advertising

Consumers crave brands that reflect their values and resonate with their experiences and they can quickly spot when brands aren’t being genuine. This will make authenticity a cornerstone of effective social media advertising campaigns in 2025 and beyond. 

According to research from US-based brand elevation agency Matter, 39% of consumers say that authenticity is the most important thing to them when learning about a brand or product on social media. Brands that seek connections beyond the transactional will resonate most with customers. 

Rather than flashy campaigns, prioritize making genuine connections with your audience. This could mean sharing real customer stories, showcasing user experiences, or highlighting social responsibility initiatives. 

Aim to create relatable content that reflects your brand’s true identity to foster deeper engagement and loyalty among consumers.

6. Interactive and shoppable content

Interactive content is taking the advertising industry by storm. And for a good reason. Research into consumer attention found that interactive ads held consumers’ attention for 47% longer than their non-interactive counterparts.

So it’s unsurprising that brands are starting to embrace interactive and shoppable experiences that let consumers engage with their products in real time. For example, instead of just watching a video, you could take part in quizzes, explore 360-degree views of products, or even join live shopping events. 

These interactions help to create a fun and engaging shopping journey, leading to deeper connections that ultimately boost sales.

7. Social commerce expansion

Thanks to social media, the way we shop is changing. Social commerce is playing more and more of a role in how brands interact with consumers. Something that’s expected to continue into 2025. 

With social commerce expected to surpass one trillion US dollars by 2028, this trend is all about making the shopping experience as effortless as possible. Shoppable posts, live shopping events, and features that allow consumers to make purchases directly from their social feeds are all important here.

Lean into this trend by establishing real connections with your audience through influencer marketing partnerships and creating authentic content. 

8. The shift to localized advertising

As brands realize the power of connecting with their communities, we’ll see a big shift toward localized advertising. 

Brands will harness location data to deliver targeted promotions that feel relevant and meaningful. This means crafting messages that resonate with local events, traditions, and cultures. 

Localized advertising is all about showing that you understand the communities that your brand serves. When consumers receive ads that reflect their local values and interests, it enhances brand loyalty and engagement.

9. Programmatic advertising

Programmatic advertising is transforming how brands connect with consumers. This automated approach to ad buying enables brands to target consumers with incredible accuracy, delivering the right message to the right person at just the right time. 

As programmatic technology advances, expect to see exciting enhancements like predictive analytics that forecast consumer behavior and trends. This will help brands to optimize their ad spending and boost ROI significantly. 

With programmatic reaching new digital marketing channels like connected TV and mobile, the engagement possibilities are endless. 

How to leverage these trends in your advertising strategy

Understanding advertising trends is one thing; applying them to your strategy is another. Here are some straightforward steps you can take to help you tap into these trends and connect with your target audience in ways that truly matter.

• Embrace AI and automation: Use tools that automate targeting, budgeting, and personalization based on real-time data and consumer interactions. 
• Invest in short-form video: Create engaging, bite-sized video content that delivers your message quickly and creatively. Experiment with different video types.
• Focus on authenticity: Collaborate with influencers who align with your brand values and encourage users to share their experiences with your products.
• Optimize for soundless experiences: Create captivating visuals with text overlays to ensure your ads convey your message without audio. 
• Invest in-game advertising: Explore opportunities for product placements or interactive ads in games that are popular with your audience. 
• Leverage data-driven insights: Analyze audience behavior, preferences, and engagement patterns. Monitor trends and adjust your approach periodically.
• Test and iterate: Don’t be afraid to experiment with new formats and platforms. Conduct A/B testing to gauge the effectiveness of different ads, messages, and targeting strategies.

How Attest can help you track advertising trends

When it comes to advertising, knowing what your audience wants is crucial. That’s where Attest comes in. Our survey platform empowers you to navigate trends with confidence, providing you with real-time insights into your audience’s preferences and behaviors.

Imagine being able to ask your target customers directly about what influences their buying decisions. With Attest, you can create tailored surveys that reveal your customers’ thoughts on everything from the latest in-game advertising techniques to authenticity in social media campaigns. 

These insights give you a deeper understanding of your target audience, which allows you to create advertising campaigns that resonate with them. 

With insights from Attest, you can prioritize your spending on digital marketing channels and formats that drive the most engagement. It’s all about maximizing your impact and ensuring every ad dollar counts.

If you’re ready to take control of your advertising strategy and lead the way in your market, Attest is here to support you every step of the way. Get your insights today.

Embracing the future of advertising

As we step into 2025, the advertising world is continuing to transform in exciting ways. 

Key trends like AI integration, the rise of short-form videos, and the demand for authentic content are changing how brands interact with their audiences. 

By embracing these developments and adapting your advertising strategies accordingly, you can create campaigns that resonate deeply with consumers. The future is bright for those who stay ahead of these trends and leverage them to foster genuine connections.