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From appetizer to main course: A taste of 2025’s marketing trends

Published: January 28, 2025 by Hayley Schneider, Content Marketing Manager

Three 2025 trends to spice up your marketing strategy

Agencies, platforms, and marketers stand at the crossroads of transformation, as privacy regulations tighten, technology accelerates, and consumer behaviors evolve. Yet these challenges also present extraordinary opportunities.

Our 2025 Digital trends and predictions report highlights five trends that will shape 2025 and digs into:

  • What’s changing in the market
  • How to keep learning about your customers
  • How to reach your customers in different places
  • How to measure what’s really working along the way

In this blog post, we’ll give you a sneak peek of three of these trends — from cracking the code of signal loss to tapping into the buzz around connected TV (CTV) and stepping up your omnichannel game. Think of it as a taste test before the main course. Ready for the full menu? Download our report to get the lowdown on all five trends.

1. Signal loss: A rich appetizer of alternate ingredients

As traditional cookies crumble, marketers need fresh ingredients to keep the flavor coming. Already, about 40% of browser traffic doesn’t support third-party cookies, and marketers are spicing things up with first-party data, alternative identifiers like Unified I.D. 2.0 (UID2) and ID5, and contextual targeting strategies. In fact, 50% more of our clients received alternative IDs (UID2, ID5, Hadron ID) in their Digital Graph in 2024 compared to 2023. The number of alternative IDs resolved to individuals in our Digital Graph increased by 30% year-over-year – as everyone looks beyond the cookie jar.

50% more clients received alternative IDs in their Digital Graph in 2024 compared to 2023. 30% year-over-year increase in the number of alternative IDs resolved to individuals in our Digital Graph.

There is no secret sauce to replace cookies. Instead, expect a multi-ID recipe that brings together different identifiers, unified by an identity graph. This approach turns a fragmented pantry of data into a cohesive meal, giving you a complete view of your customer on every plate.

2. The rising power of CTV: A hearty entrée of opportunities

CTV is quickly becoming the main dish on the streaming menu, as viewers load up on their favorite shows. While CTV is slated to make up 20% of daily U.S. media consumption by 2026, advertisers are still holding back on pouring in the ad spend. To unlock its full flavor, marketers need to whip up solutions like frequency capping and unified audience activation.

Although CTV will account for 20% of daily U.S. media consumption by 2026, it’s projected to command only 8.1% of ad spend. Frequency capping and unified audience activation solutions will be key to unlocking CTV’s full potential.

A chart that shows connected TV (CTV) accounted for 31% of digital audience activation revenue in 2024

By 2025, nearly half of CTV “diners” will choose free ad-supported streaming TV (FAST). Marketers need strategies to prevent ad overexposure. With 50% of U.S. consumers avoiding products due to ad overload, and 30% of marketers willing to increase their CTV spend if frequency capping improves, unified identity solutions help ensure every impression is served just right.

3. Omnichannel: A flavorful fusion plate

No one likes a one-flavor meal. Marketers are moving beyond single-channel “side dishes” to omnichannel “fusion feasts” that blend direct mail, digital, CTV, and retail media networks (RMNs) into a truly cohesive culinary experience. Even though only 21% of global B2C professionals currently put omnichannel at the top of their shopping list, the growing demand for seamless, audience-first campaigns is heating up.

21% of global B2C business and tech professionals identified embracing omnichannel or cross-channel customer experiences as a top priority for their organization today.

In 2025, having an audience-first approach will be like having a perfect pairing for every course. Unified identity solutions act as your master sommelier, ensuring that each channel complements the next, and every customer enjoys a well-rounded, memorable journey.

Vertical trends: A dessert sampler from four unique kitchens

Different markets have their own signature flavors.

  • In Auto, crossover utility vehicles (CUVs) claim 51% of new vehicle registrations, and consumers in the 35-54 age group and families are the primary buyers. Automotive marketers should prioritize CUV advertising with a strong focus on family-oriented and income-appropriate messaging
  • In Financial Services, marketers need to anticipate shifts in consumer behavior tied to economic conditions, such as increasing demand for deposit products when interest rates are high. For insurance, aligning campaigns with life events, like new home purchases or marriage, can maximize engagement.
  • In Healthcare, advertisers are prioritizing personalized, regulation-compliant campaigns that address social determinants of health (SDOH).
  • In Retail, advertisers are increasingly activating on both CTV and social platforms, with many managing their own in-house campaigns. While larger brands often rely on media agencies, a shift toward in-house media buying is emerging among some bigger players, offering more control over audience targeting and performance metrics.

Our report covers each vertical’s unique menu, helping you select the right “ingredients” for your customers. With the top Experian Audiences on hand, you can create feasts that delight, nourish, and convert.

Hungry for more? Download our full menu

The three “samples” you’ve just tasted are just the starters. Our 2025 Digital trends and predictions report serves up five insights, complete with strategies, data, and tools to help you adapt, scale, and thrive in 2025.

Ready for the full menu? Download our report now and discover all five trends that will shape your marketing “cookbook” in 2025. Bon appétit!


Experian’s U.K. 2025 advertising trends

This article highlights the major advertising trends set to shape the U.S. market in 2025, but significant industry changes are happening on a global scale. For a more comprehensive look at worldwide trends, check out Experian’s U.K. 2025 advertising trends.


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About Experian Marketing Services

At Experian Marketing Services, we use data and insights to help brands have more meaningful interactions with people. As leaders in the evolution of the advertising landscape, Experian Marketing Services can help you identify your customers and the right potential customers, uncover the most appropriate communication channels, develop messages that resonate, and measure the effectiveness of marketing activities and campaigns.

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