Advertising Trends to Look Out for In 2025
2024 was truly a wild ride, and if it wasn’t then you may just be part of the lucky ones! A lot happened in the world last year that forced us to unlearn and relearn things we thought we knew, and that’s even before we get to advertising.
The times forced us to think outside the box with what we say and how we communicate. The result? A burst of purpose-led, tech-fuelled creativity that delivered messages in fresh, unexpected ways to an increasingly diverse audience. If last year set the tone, 2025 is ready to take it up a notch. Like every year, we see trends come, go, be remembered fondly or be completely forgotten.
There are a few trends we noticed and expect to see more of in Kenya and around the world in 2025, for instance:
Traditional media’s continuing digital glow-up.
TV, Radio and print will not be going anywhere anytime soon (and probably ever if we’re being honest). What has been happening is a more deliberate cross-over of Traditional media into digital spaces. This is true for both the content we consume and the advertising we’re exposed to on a daily basis.
More and more, these seamless multi-channel approaches are becoming the norm helping brands reach wider audiences and tell richer stories. Think ads disguised as blockbuster movies (hello, Transformers and Lego franchises), content created by influencers in partnership with brands or content sponsored and/or produced by brands.
These hybrid strategies offer companies and audiences infinite places and ways to interact with each other, giving diverse groups of people access to brands and vice versa, on preferred platforms. The goal? Stay top-of-mind in a way that feels natural and positive.
Increased personalization in digital marketing
Speaking of the digital world, it is as noisy as ever, making standing-out the task for the foreseeable future. In addition to bringing the traditional into the digital, another consequence of the internet is that audiences are now well informed and have an abundance of options. This makes cutting through the noise even tougher than it has ever been. So instead of throwing everything at the wall and seeing what sticks, this year online advertising will double down on being more intentional, innovative, and human-centred.
Purposeful marketing
With the focus shifting to authenticity & purpose aligning with values that resonate with audiences, brands that genuinely stand for something will win bigger, reaching not just their target market but also beyond it. In relation to this, consumer savviness means companies showcasing ethical and sustainable practices are gaining favour over those that exist in societal grey areas. Audiences want brands to walk the talk when it comes to truth, fairness, and responsibility (social and otherwise) or they’re genuinely prepared to walk away to the next brand.
More interactive and disruptive tactics
This discerning audience has forced our industry to innovate, improve and differentiate ourselves and our clients on already cluttered platforms. From search engine easter eggs (search for Sabrina Carpenter or ask the google search bar to “Do A Barrel Roll”) to interactive storytelling, audiences are being invited to participate in, rather than passively consume, their brand experiences, creating conversation, moments and memories that will live beyond ad or campaign.
Embracing AI
No conversation about trends is complete without mentioning our most recent bogeyman – Technology. Tech-led innovations such as AI, AR, and VR are changing the game in ways we’re still discovering. Personalised ads, immersive brand experiences, and real-time (and scarily accurate) recommendations are just the beginning. From “try before you buy” AR demos to hyper-targeted offers via AI, the possibilities for engaging digital audiences are endless.
Smaller, nimble agencies
When it comes to actualising fresh marketing strategies, many brands are realising bigger isn’t always better when it comes to the work, and even the agencies they choose. Niche ad shops, production houses, partnerships and collaborations are popping up every day promising increasingly unique and out-of-this-world creative ideas to bring messages to life. Agencies specialising in specific areas are proving they can deliver standout results, often with a more personal touch.
As audiences lean towards more authentic and less invasive advertising, brands are putting their trust in smaller, highly-skilled teams of craftsmen and women.
As January and holiday hangover ends, 2025 is looking like the year of bold innovation and meaningful connections. Whether you’re a brand, creator, or just someone interested in advertising, it’s clear the future is all about authenticity, audacity, creativity, and using tech to take us even further. What trends did you notice in 2024? What are we keeping in 2025 and what are we leaving behind? We’d love to hear from you (the comment section is now open)!
Till next time, here’s to staying ahead of the curve and creating the unforgettable! Happy 2025!
