Digital advertising continues its strong momentum, with global ad spending hitting impressive numbers. In 2023, the industry saw a solid 5.8% growth, reaching $889 billion, and experts predict even bigger gains ahead. [Source: GroupM’s global year-end industry growth forecast.]
And for businesses looking to make an impact, understanding the importance of innovations and leveraging key trends will be critical to making good use of their ad budgets.
Here are 6 trends to look out for in 2025:
1) AI-Powered SERPs
In 2025, SERP saturation will be a major trend for digital advertising. As search engines like Google, Bing, and Apple roll out more AI-powered tools and Large Language Models (LLMs), advertisers will need to adapt. Personalized search results will take over, making it crucial for brands to optimize both traditional organic rankings and AI-driven features.
To stay competitive, brands should focus on understanding customer intent, natural language searches, providing answers to questions and fine-tuning the customer’s entire journey. Content needs to be easy to find, match customer needs, and perform seamlessly across multiple platforms to allow AI to work with it.
2) Talk to Search, Don’t Type It
According to eMarketer, by the end of 2027, it’s projected that 64% of the US Gen Z population will use a voice assistant, up from 51% in 2023. This shows how voice search is quickly becoming the go-to way for people to find information. And it’s also changing the way we approach SEO.
Now, instead of typing something like “best pizza in New York,” someone might simply voice search, “Where can I find the best pizza near me?” to their nearest Google or Alexa device.This is why brands should focus more on long-tail keywords and natural, conversational language to connect with this growing trend of voice-based search users.
Amazon is also tapping into this trend with interactive audio ads placed across platforms like Amazon Music and Alexa-enabled devices (such as Echo and Fire TV), allowing users to take immediate actions like adding items to their shopping cart, setting reminders, or engaging in customized brand experiences.
3) Connected TV Will Remain Important
Global ad spend on CTV is projected to surpass $30 billion in 2024, a 22.4% increase from $24.6 billion in 2023, according to eMarketer.
Streaming platforms like Roku, Amazon Fire TV, and Apple TV maintain significant popularity in the US and they’re a game-changer for advertisers looking to connect with engaged audiences in ways traditional TV just can’t. For instance, Roku just hit a major milestone with 85.5 million active accounts worldwide as of Q3 2024—up by 20 million in just two years. [Source: Statista]
One of the biggest advantages of CTV is its ability to provide advertisers with granular control and measurement,something linear TV struggles to deliver. Brands can track and optimize performance in real time, ensuring their budgets are allocated effectively.
Moreover, detailed analytics such as view-through rates, audience demographics, and device-level insights empower advertisers to make data-driven decisions that improve campaign outcomes.
Expensive for many brands? Yes. Here to stay? Definitely.
4) The Rise of Visual Search
Search is going visual, and platforms like Google are shifting from text-based results to visual formats such as image carousels, map packs, and videos to engage users better. For advertisers, this evolution underscores the importance of aligning visuals with user intent to boost both online visibility and ad performance.
Every month, Google Lens processes over 10 billion visual searches—a number projected to grow by 17% in the coming years [Source: Think with Google & Zion Market Research].
This trend is a clear signal for advertisers to prioritize high-quality, relevant images and videos in their campaigns. By doing so, brands can tap into the power of visual search to reach larger audiences, improve engagement, and drive conversions.
5) Shop Where You Scroll: The Rise of Social Commerce
Social media is already becoming the hub for shopping. As we move into 2025, businesses need to merge shopping with platforms like Instagram, Facebook, and Pinterest to drive instant purchases. When you create content (posts and reels) with direct shopping links, it makes it possible for customers to shop without ever leaving the app.
You can also collaborate with influencers and showcase user content to expand your audience and boost credibility. With nearly 25% of consumers expected to embrace social shopping in 2024, revenues are projected to skyrocket from $570 billion in 2023 to over $1 trillion by 2028. The rise of social commerce makes it essential for businesses to adapt and stay ahead. [Source: Statista]
6) Smarter, Smoother Programmatic Ads in 2025
In 2025, programmatic advertising will be all about increased automation, control, and reliability. With AI and machine learning taking charge, publishers can automate ad, message and creative, cutting down on manual work and reducing human error, which makes ad stacks more reliable and compliant.
For publishers, the focus will be on keeping control over both the technical and legal sides of ad setups. They will want solutions that let them make changes quickly, confidently, avoid hiccups, and ensure a smooth user experience by optimizing web performance and Core Web Vitals.
What you need to keep in mind:
Digital advertising is a fast-moving world, but the fundamentals still hold strong.
While trends like voice search and shoppable videos reshape how brands connect, the real secret lies in blending these innovations with proven strategies like programmatic advertising and AI-powered insights. By 2028, 82% of digital advertising revenue will come from programmatic methods.
[Source: Statista]
The key is meeting your audience where they are—whether through personalized mobile ads that align with browsing habits, smart AI insights that predict behavior, or seamless social shopping experiences. With tools like contextual targeting and first-party data becoming essential, brands now have the power to create smarter, more meaningful connections.
