Global Digital Advertising Trends in 2025
As 2024 comes to a close, 2025 is just around the corner. What changes can we expect in the digital advertising landscape? Here’s a summary of the key Ad trends!
1. Before we dive in: A Recap of Digital Advertising Highlights in 2024
1. The decline of third-party cookies: A growing focus on stable first-party data sources.
2. Generative AI applications: Increasing efficiency and enhancing brand exposure.
3. Social media dominance: The rapid rise of short-form video content and the reign of KOL (Key Opinion Leader) marketing.
4. A stronger emphasis on personalized marketing by brands
In 2024, driven by the widespread adoption of the internet and mobile devices, the rapid growth of social media platforms, and the ongoing expansion of e-commerce, global digital advertising spending is projected to reach approximately $670 billion—potentially surpassing $1 trillion. This marks a growth of over 11.9% compound annual growth rate (CAGR) from $600 billion in 2023, with digital advertising accounting for about 70% of total ad spend. Notably, the regions with the fastest growth rates in ad spending are the Middle East and South Asia (India), reflecting a significant rise in the importance of digital advertising in these emerging markets.
[Reference: Global Information – Digital Ad Spending Global Market Report 2024]
2. Looking Ahead: Will 2025 Continue 2024’s Trends or Bring New Challenges?
(1) Widespread AI Integration in Advertising
Generative AI, which has quickly entered industries and individuals’ lives, is transforming traditional approaches to ad creation and placement and ushering in a new era of efficient and personalized marketing.
Boosting Ad Creation Speed
Generative AI enables the rapid production of ad assets and copy, reducing the heavy time and labor costs traditionally associated with creative processes. While challenges remain—such as ensuring accurate prompts and aligning AI-generated visuals or videos with product expectations—the undeniable advantage lies in the substantial time savings on creative ideation.
The Rise of Personalized Marketing Content
AI-powered user behavior analysis enables tailored advertising. By examining users’ interests, purchasing behavior, browsing history, and search habits, AI delivers personalized product recommendations and ad content, enhancing consumer interaction and engagement.
Data Analytics and Click Prediction
AI facilitates real-time tracking and interpretation of audience reactions. AI can accurately predict ad click-through rates by analyzing massive datasets, enabling more data-driven and strategic ad placement. This results in faster production of in-depth insights and actionable reports.
(2) Retail Media Advertising Gains Traction
In recent years, the emerging digital advertising model known as Retail Media Networks (RMN) has gained significant attention. In essence, RMNs leverage consumer data to offer advertising services within retail platforms. These platforms include official apps, websites, social media accounts, streaming services, digital out-of-home (DOOH) displays, and in-store signage, covering both online and offline spaces.
As third-party cookies wane, retailers’ first-party data—such as membership and sales information—has become a valuable asset for precise targeting. This data enables a more accurate depiction of audience profiles, enhancing ad targeting efforts.
From a marketing funnel perspective, retail media ads not only strengthen audience impressions of products but also capitalize on the shopping-oriented nature of retail platforms. The synergy between ads and product browsing significantly boosts the chances of conversion during the purchase phase. For marketers, tools like conversion attribution analysis, online and offline data tracking, ad placement during the shopping journey, and ad design provide deeper insights into consumer behavior.
(3) The Influence of Social Platforms and the Power of Short Videos Continue to Expand
Using Social Media as a Search Tool
For Gen Z users, social platforms have become a go-to source for finding new information. By utilizing hashtags, recent posts, or short videos, they efficiently locate the content they need.
The Rise of Social Commerce
Social commerce refers to the ability to sell and complete shopping processes directly within social platforms. Users can purchase recommended products in real time while browsing social media or watching live streams, significantly enhancing the shopping experience.
Short-Form Video Marketing
With modern attention spans decreasing, advertisers are increasingly leveraging short videos to capture users’ attention. The challenge lies in creating compelling and resonant content within a short timeframe to ensure the brand and product remain memorable to users.
(4) The Growing Adoption of Programmatic Buying
Programmatic buying, powered by AI and automation, uses real-time bidding (RTB) or predefined criteria to complete ad transactions efficiently. This approach allows advertisers to deliver the most relevant content to the right audience at the right time, improving both efficiency and precision.
According to Dentsu Group’s forecast, global programmatic ad spending in 2025 is expected to reach $817.7 billion, reflecting an 11.1% growth. Programmatic advertising will account for over 70% of total digital ad spending, highlighting the industry’s shift toward automation and data-driven strategies.
[Reference: Global Ad Spend Forecasts 2025: 5.9% Growth Predicted as Algorithmic Strategies Reshape Media Investments]
Precise Audience Targeting
Leverages user behavior and preferences for personalized ad delivery, boosting engagement and conversion rates.
Cost-Effectiveness:
Reduces labor and time costs through automation, ensuring advertisers pay only for genuine audience exposure and maximizing ROI.
Real-Time Data Analytics and Optimization
Allows advertisers to track performance, adjust audience targeting, or modify bids instantly for optimal results.
Cross-Platform Integration
Supports seamless ad delivery across multiple media channels and devices, covering every stage of the consumer’s digital journey.
For instance, AI Advertising (MI-DSP™), an AI-driven real-time bidding platform from Groundhog Technologies, provides a robust programmatic buying solution built on RTB technology. Contact us using the form below to stay ahead with the latest ad strategies and maximize your brand’s visibility!
2025全球數位廣告趨勢
2024年到了尾聲，馬上迎來2025年新的年度，數位廣告圈的變化會發生什麼事呢? 以下為你摘錄數位廣告趨勢重點！
一、開始之前，首先回顧2024年的數位廣告的重點：
1. 第三方Cookie逐漸失靈，力求穩定的第一方數據來源
2. 生成式AI技術應用，高效率提升品牌曝光率
3. 社群大勢：短影音大幅崛起、KOL內容行銷當道
4. 品牌更加注重個人化行銷
在2024年，因為網際網路和行動裝置普及、社交媒體平台快速成長以及電子商務持續擴張的推動影響下，全球數位廣告支出預計將達到約6,700億美元，甚至有機會突破1兆美元，相較2023年的6,000億美元增加了11.9%以上的複合年成長率，其中數位廣告占據了約70%的比例。而在廣告支出中成長率最快的地區主要包括中東和南亞市場(印度)，反映出這兩新興市場對數位廣告的重視度大幅提升。
[資料來源：Global Information – Digital Ad Spending Global Market Report 2024]
1. AI技術大幅運用在廣告中
生成式AI的問世，快速融入大至產業、小至個人的生活中，在數位廣告領域中也不例外，過往廣告創作與投放的方式正在改變，可說是迎來了新的變革，讓行銷更加高效率與個性化。
(1) 提升廣告生成速率
AI生成技術快速產生的廣告素材、廣告文案協助過去僅依靠人腦所投入的大量時間與人力成本。縱使無法在短時間訓練出下100%準確的prompt導致內容與產品本身有落差，也難以精準預測生成式AI會提供的圖樣或影片內容，但不可否認的是AI技術大幅降低了在創意發想上所花費的時間成本。
(2) 個性化行銷內容持續發燒
透過AI分析用戶行為與偏好，根據不同用戶的興趣、消費行為、瀏覽歷史、搜尋習慣等推薦出有興趣的商品與廣告，量身打造出個人化廣告內容，提升消費者的互動體驗。
(3) 數據分析及點擊預測
幫助廣告主能即時追蹤和解讀受眾的反應，透過大量數據的運算，對廣告點擊率進行精準預測，讓廣告投放策略更有科學化、數據支持，快速產出深度洞察的報告。
二、接著回到重頭戲，2025年是否延續了2024年的廣告重點？還是有什麼新趨勢、新挑戰呢？
1. AI技術大幅運用在廣告中
生成式AI的問世，快速融入大至產業、小至個人的生活中，在數位廣告領域中也不例外，過往廣告創作與投放的方式正在改變，可說是迎來了新的變革，讓行銷更加高效率與個性化。
(1) 提升廣告生成速率
AI生成技術快速產生的廣告素材、廣告文案協助過去僅依靠人腦所投入的大量時間與人力成本。縱使無法在短時間訓練出下100%準確的prompt導致內容與產品本身有落差，也難以精準預測生成式AI會提供的圖樣或影片內容，但不可否認的是AI技術大幅降低了在創意發想上所花費的時間成本。
(2) 個性化行銷內容持續發燒
透過AI分析用戶行為與偏好，根據不同用戶的興趣、消費行為、瀏覽歷史、搜尋習慣等推薦出有興趣的商品與廣告，量身打造出個人化廣告內容，提升消費者的互動體驗。
(3) 數據分析及點擊預測
幫助廣告主能即時追蹤和解讀受眾的反應，透過大量數據的運算，對廣告點擊率進行精準預測，讓廣告投放策略更有科學化、數據支持，快速產出深度洞察的報告。
2. 零售媒體廣告越發有吸引力
近兩年來新興的數位廣告模式－零售媒體聯播網（Retail Media Network，簡稱RMN），簡單來說就是利用所掌握的消費者數據，在零售平台中提供廣告服務。零售平台包含官方APP、官方網站、官方社群網站、串流平台、DOOH、門市看板等線上、線下空間。
隨著第三方Cookie逐漸式微，零售商所擁有的第一方數據可說是在精準投放的目標下成為一大助力，像是會員資料、銷售資料等數據能將受眾輪廓樣貌描繪得更加精準。
從行銷漏斗的角度來說，在零售媒體投放廣告不僅可以加強受眾對商品的印象，也因為平台本身特性具有強烈的購物導向，在廣告與商品瀏覽的交互加持下，在購物階段中更有機會產生消費轉換。轉換歸因脈絡、線上線下數據追蹤、廣告設計與購物階段中廣告出現的版位對行銷人員來說也能更加全面分析出消費者行為。
3. 社群平台影響力、短影音威力持續發酵
(1) 搜尋功能在社群平台經常被使用
對Z世代的使用者來說，當要查找新資訊時已慣性透過社群平台查找，利用Hashtag或者近期貼文、短影音找到所需資訊。
(2) 社群商務興起
社群商務意旨直接在社群平台上進行銷售和完成購物流程。當使用者在瀏覽社群媒體、觀看直播時，可即時購買平台推薦的商品，完成購物流程，大大提升購物體驗。
(3) 短影音病毒式行銷受到青睞
現代人集中注意力的時間降低，廣告主利用短影音抓住使用者目光，如何在短時間內透過創意和吸引力與使用者產生共鳴，將自家產品留在使用者心中，還是一項持續性的挑戰。
4. 程序化購買 （Programmatic Buy）的普及
程序化購買透過AI與自動化技術為基礎，透過即時競價（RTB）或預設條件快速完成廣告交易的模式，讓廣告主在正確的時間，將最合適的內容傳遞給精準的受眾，大幅提升效率與精準度。根據電通集團的預測，2025年全球程序化廣告支出將達到約8,177億美元的廣告市場規模中，程序化廣告預計將增長11.1%。這一增長反映了數位廣告持續向自動化和數據驅動的方向發展，並且程序化廣告在整體數字廣告支出中佔比將超過70%。
(1) 精準觸達目標受眾
程序化購買依據用戶的行為數據與偏好，實現個性化的廣告投放，確保廣告能在適當的時間和平台觸及目標受眾，提升互動率與轉化效果。
(2) 成本效益提升
程序化購買透過自動化流程降低人力和時間成本，讓廣告主只需為其真正需要的受眾曝光支付費用，確保每次曝光的價值最大化，讓廣告預算運用更具效益，避免資源浪費。
(3) 即時數據分析與調整
廣告主可根據數據，即時追蹤投放表現並迅速優化廣告策略，例如更改目標受眾設定或調整出價，確保投放效果最佳化。
(4) 跨平台整合能力
程序化購買支持在多個媒體渠道和裝置間無縫投放，全方位覆蓋消費者的數位旅程。
現觀科技提供的AI行動智慧即時競價平台(MI-DSP™)便是建立在RTB基礎上打造的廣告程序化購買平台！歡迎透過以下表單聯絡我們，掌握最新廣告策略與品牌曝光資訊：