The year is coming to an end and companies are already preparing their strategies for 2025, mainly in areas where technological advancement has a significant impact. One of them is digital advertising, field in which technological innovations have been fundamental tools for companies to get closer to customers.
According to Bruno Almeida, CEO ofUS Media, leading media solutions hub in Latin America, new technologies make this segment more dynamic. Brands need to adapt to meet consumer expectations and make the most of market opportunities, so that they can increase their engagement and maximize the Return on Investment (ROI) of the campaigns, affirms
When analyzing this context, the specialist listed the 10 trends that advertisers need to pay attention to in 2025. Check it out
- IA e Machine Learning
According to Gartner, companies that use artificial intelligence (AI) will be able to convert 75% of their marketing operational activities into strategic solutions by 2026. Almeida emphasizes that the tool is essential for automating campaigns and promoting predictive analyses: "Machine Learning algorithms can analyze historical data to predict future trends, allowing advertisers to optimize their campaigns even before launching them. To complete, when they are released it is still possible to improve them in real time, making adjustments based on user performance and behavior, explain
- Programmatic advertising
According to the VIOOH research – digital out-of-home (DOOH) platform – programmatic advertising, that involves the automated purchase of online advertising spaces, already encompasses 25% of Digital Out-Of-Home (DOOH) campaigns in Brazil. Analyzing the trend, the CEO emphasizes that its differential lies in the instant combination of data with creative thinking. Programmatic advertising allows advertisers to reach specific audiences quickly and in different contexts, based on demographic data, behavioral and contextual, say
- Social commerce
The "2024 Global Online Buyer Trends Report", from DHL Logistics, reveals that social commerce is expected to generate US$ 8,5 trillion by 2030. The reason for this projection is, mainly, its potential to make the customer journey even more immersive and personalized. Interactive content, like polls and games, can help brands increase conversions in real time, since they are aligned with formats familiar to new consumers, exemplifies the specialist from US Media
- Geolocation Marketing
The hyperlocal personalization of campaigns can deliver relevant ads based on the user's exact location, increasing the impact and, consequently, the conversions. Companies that invest in platforms that combine geolocation with behavioral insights are able to create contextual and authentic experiences, how to direct special offers to customers who are near a physical store, points Almeida
- Influencer Marketing
Partnerships with content creators are strategies capable of reaching an already engaged audience, generating genuine connections with consumers. If the brand establishes qualitative engagement metrics and understands the influencer's universe, can create authentic ads and build long-term relationships with users, highlights the executive
- Conversational marketing
Chatbots e assistentes virtuais ajudam as marcas a realizar um atendimento 24/7, providing personalized interactions and generating more leads. As the specialist develops, these conversational marketing tools can "adapt the company's tone of voice to the user's needs, ensuring a complete and efficient experience
- Sustainability and social responsibility
Among the new demands of the modern customer, are, mainly, consume products and services from brands with ESG values (Environmental, Social and Governance. For this reason, the CEO highlights the importance of campaigns that aim to solve environmental and social issues in a creative way aligned with the business. "Inspire positive changes", whether to reduce carbon emissions or join NGOs, and communicating them transparently is a basic prerequisite for any company today, complement
- Omnichannel
Integrated tools, like CRMs and management platforms, allow brands to centralize customer interactions that occur across different channels, tracking your journey and personalizing communication at every touchpoint; Being omnichannel is a way to adapt the brand's central message in any context, respecting the particularities of each platform and the expectations of the audience without losing the objective of the advertisement, clarifies Almeida
- Performance measurement and customizable KPIs
The so-called performance media monitors, analyzes and enhances the efficiency of campaigns by consolidating data from various platforms, generating actionable insights. Incorporated into customizable Key Performance Indicators (KPIs), the executive of US Media understands that the solution can align the metrics with the objective of the actions and the stage of the funnel. "It is possible", for example, establish a brand awareness that prioritizes the reach of the ad, while the conversion is focused on click rates, adds
- Channel diversification
Diversifying communication channels not only increases the relevance and reach of the brand's message, it also brings more chances to engage the target audience in a genuine way. Consumers are spread across various platforms, what requires the company to break away from common sense and know how to deliver its campaign the right way and at the right time, without causing a feeling of saturation for the user, concludes Almeida
