Written by Kianna Best on Feb 26, 2025. Posted in General Interest

The new age of advertising in 2025

From Nike's conscious commentary on sports equity to blending the roles of the consumer and the creators, in 2025, advertising is undergoing a transformative shift, driven by technological advancements and evolving consumer preferences. Brands are increasingly leveraging artificial intelligence (AI), embracing short-form content, and focusing on personalised, cross-platform strategies to engage diverse audiences.

 

 

Artificial Intelligence Revolutionising Content Creation

The integration of AI into advertising has moved beyond experimental phases, becoming a cornerstone of modern campaigns. Generative AI enables brands to produce highly personalised content rapidly and cost-effectively.

 

This technology allows for the creation of tailored advertisements that resonate with individual consumer preferences, enhancing engagement and conversion rates. The recent USD 30 billion merger between Omnicom Group and Interpublic Group underscores this trend, aiming to harness data and AI to revolutionise marketing strategies.

 

Vimeo's CEO, Philip Moyer, highlighted in a conversation with The Verge the dual role of AI in content creation and distribution. While AI streamlines production processes, Moyer emphasised the importance of maintaining authentic, high-quality content. Vimeo leverages AI to enhance human creativity rather than replace it, ensuring that the human touch remains central to storytelling in advertising.

 

Embrace of Short-Form and Cross-Platform Content

The rise of platforms like TikTok, Instagram Reels, and YouTube Shorts has propelled short-form video content to the forefront of advertising strategies. These bite-sized videos, often under a minute, are designed to capture attention quickly, catering to consumers' decreasing attention spans. Brands are crafting concise, impactful messages that can be seamlessly integrated across multiple platforms, ensuring a cohesive and far-reaching presence.

 

Cross-platform marketing has become essential, with consumers engaging with content across various devices and channels. Advertisers are developing adaptable content that maintains consistency while being tailored to the unique features and audiences of each platform. This approach not only broadens reach but also reinforces brand identity in a fragmented media landscape.

 

Doritos' Crash the Super Bowl Revival reintroduced its popular campaign, inviting fans to create their own 30-second ads. This user-generated content approach leverages the creativity of consumers, fostering engagement and a sense of community around the brand.

 

Nike's So Win campaign has been a significant shift for the sports brand’s marketing strategy. With a focus on women's sports, the campaign aims to inspire and empower female athletes, utilising emotive storytelling to challenge stereotypes and promote inclusivity in sports.

 

Understanding and targeting diverse demographics has become a priority for advertisers. Baby boomers, for instance, are a significant yet often overlooked market segment. Brands are adopting personalised approaches, utilising print and niche media to appeal to this demographic's preferences for quality, heritage, and in-store shopping experiences.

 

Conversely, younger audiences are drawn to dynamic, digital-first content. The use of AI-driven personalisation allows brands to deliver relevant content that resonates with individual interests, fostering loyalty and engagement among tech-savvy consumers.

 

The Road Ahead

As 2025 progresses, the advertising landscape will continue to evolve, shaped by technological innovations and shifting consumer behaviours. The successful campaigns will be those that adeptly blend AI capabilities with authentic storytelling, create versatile content for diverse platforms, and thoughtfully consider the unique preferences of varied demographic groups. This multifaceted approach ensures that brands remain relevant and resonant in an increasingly complex market.