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Artificial Intelligence has revolutionized advertising strategies and operations in recent years, but the industry continues to evolve outside of AI, reshaping how people consume and engage with ads online. As we approach 2025, new transformations are inevitable—some still unknown. However, by monitoring current trends, we can anticipate emerging platforms, shifts in consumer behavior, and evolving expectations. Explore some of our 2025 trend predictions. 

 

Voice Search Ads

Voice-activated devices like Amazon’s Alexa, Google Assistant, and Siri are shifting how consumers search for information. According to Yaguara, 58.6% of Americans have used a voice search at least once. Spoken inquiries are more conversational rather than shorter-form keywords as one would type on a device. Spoken search might sound something like “Where can I find the best Mexican food nearby?”, instead of “Mexican restaurant near me.” 

Advertisers should incorporate conversational language into their search campaigns while also leveraging supplemental ads across other channels. This multichannel approach ensures that when a user asks their voice assistant for advice, they later encounter related ads on their phone, desktop, and other devices. This cross-platform presence reinforces messages at key moments in the customer journey, and with the increased usage of voice assistants each year, brands can take advantage of this unique avenue in 2025 and ensure their messages are heard— literally and figuratively. 

 

Reddit as a Form of Search

Reddit’s daily active users grew 47% from Q3 2023 to Q4 2024, reaching 97.2 million, according to Social Media Today. Meanwhile, the platform’s weekly active user base averages 365.4 million. In October 2024 Reddit partnered with a number of tech companies to refine its advertising ecosystem and add new features to its ads. In 2024, “Reddit” was the sixth most Googled word in the United States, a testament to how users often use the platform as a search engine, tacking on “Reddit” to the end of their inquiry. According to Adobe Express, 63% of Americans say they use Reddit as a search engine. 

This behavior presents a unique opportunity for brands to position themselves at the heart of relevant conversations, or subreddits, in 2025. Advertisers can deploy sponsored posts, native ads, and promoted discussions with content that feels authentic to boost visibility among users. As Reddit continues to grow, advertisers who understand the nuances of the platform and its users will have a significant edge in driving engagement. 

Live Streaming Inventory

As the world of streaming continues to grow and evolve, streaming accounted for 41.6% of the time spent watching TV in November 2024; cable and broadcast accounted for 25% and 23.7% respectively, according to Nielsen. As streaming begins to take over live sports and special events, there are new opportunities to reach engaged audiences. In 2025 WWE and NFL are coming to Netflix, as well as Thursday Night Football continuing to stream on Amazon Prime Video. 

To capitalize on this shift, advertisers should consider allocating a higher budget to CTV and OTT platforms to capture engaged live audiences. According to a study from The Current, 80% of respondents say they tend to remember the ads they see during live sports programming. Watching live sports on streaming platforms decreases the likelihood of “channel surfing” or skipping ads as opposed to cable or broadcast. In 2024, streaming platforms introduced new ad formats like “pause ads” and “binge ads” that provide advertisers with greater control over placements. 

 

Personalized Experiences Through AI

Artificial Intelligence has revolutionized marketing by enabling generative content creation, campaign optimization, and personalized strategies. Machine learning allows brands to efficiently tailor messages to individual consumers, streamlining the process. AI drives hyper-personalized experiences, surpassing basic demographic segmentation with tools like personalized emails, product recommendations, chatbots, and customized website content. Dynamic AI-powered content adapts in real time to individual preferences and behaviors, boosting engagement, increasing conversions, and fostering more meaningful customer interactions. According to a study from McKinsey, 71% of consumers expect personalized interactions, and 76% get frustrated when that does not happen. 

While generative AI as a form of producing creative assets is continually improving but not yet widely used, expect AI, and its ability to enhance personalization to be a major trend in marketing strategies in 2025. This shift will not only improve customer engagement but also set new benchmarks for how brands build loyalty and drive results in an increasingly competitive market.

At ESM, we’ve fully embraced the world of AI by developing our own AI agents. These agents are designed to uncover hidden connections, enrich relationship data with valuable insights, and leverage that data for targeted outreach. They also generate smart, relevant recommendations and queries, making it easier to discover relationships, make informed decisions, and take action with confidence.

 

Partnering with College Athletes 

The introduction of Name, Image, and Likeness (NIL) deals with college athletes has unlocked a new avenue for brands to connect with audiences in meaningful ways. By allowing college athletes to monetize their personal brands, the NIL space has grown rapidly, and 2025 is sure to see a surge in partnerships between advertisers and student-athletes. 

In the early stages, NIL deals were primarily local, with athletes partnering with small businesses within their college communities. But as the market has expanded, national brands now dominate the space, supported by specialized agencies that facilitate connections between brands and athletes. According to The Gist, 81% of NIL commercial deals in 2023-24 involved national brands, a dramatic increase from 40% the previous year.

Social media has become the cornerstone for these partnerships, and brands aiming to reach Gen Z and Millennial audiences can leverage the highly engaged followings of college athletes. This growth is expected to continue in 2025, with brands using NIL deals to access passionate fan bases tied to specific players, colleges, sports, or regions. Beyond social media, these collaborations often come alive in the form of branded content, event appearances, and community initiatives.

As the advertising landscape proves to be ever-evolving, anticipating emerging trends is essential to brands looking to engage their audiences most effectively. From voice search optimization to leveraging AI-driven personalization, 2025 holds new opportunities for innovation and connection with consumers. By embracing new trends, advertisers can position themselves for success in the rapidly shifting market. 

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