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The 3 Top Things for Advertisers to Think About in 2025

The advertising landscape is evolving rapidly and isn’t showing signs of slowing down. With 2025 now here, we’ve highlighted three key priorities advertisers must consider to stay competitive while delivering real client value.

 

Crafting Authentic and Cost-Efficient Brand Strategies

Even post-COVID, brands are still working with tight budgets. Advertisers must build authentic, sustainable campaigns that resonate with audiences, deliver maximum ROI and respect budget constraints.

At Tug, we use our Brandformance approach to blend brand-building with performance marketing to deliver immediate results while laying the foundation for long-term growth. This helps advertisers create authentic, cost-efficient campaigns that resonate with audiences and maximise ROI in a world of evolving consumer behaviours and tighter post-COVID budgets.

Tug Tools like Real Impact enable clients to gain data-driven insights, justify budgets, and plan future strategies confidently. By optimising for both brand awareness and measurable conversions, we empower businesses to grow profitably and sustainably.

 

Mastering the AI Revolution

AI isn’t just a buzzword, it’s transforming how audiences interact with brands in the digital world. 

Last year, Google introduced AI Overviews, elevating user experience and redefining SEO in the process. It reduced organic click-through rates and shifted focus from traditional rankings to visibility within AI-generated responses. 

To adapt, advertisers would be wise to create informative, conversational, and answer-based content optimised for these AI summaries. By leveraging long-tail keywords and crafting content that directly addresses user queries, brands are in a better position to secure a spot in this new, premium digital real estate.

New automation tools like Google’s Performance Max and Meta’s Advantage Plus are also transforming advertising. These machine learning-powered tools optimise campaigns across channels and target high-intent audiences, prioritising those most likely to convert.

Brands want agencies to be confident in adopting and operating within AI technologies. Advertisers should prepare for clients’ curiosity (and scepticism) about AI’s potential and be ready to guide them with data-backed insights.

 

Merging Channels for Maximum Impact

In 2025, we expect to see more integration between channels, so you’ll need strategies to support this. For example, the line between Paid Search and Paid Social is blurring as platforms like Meta, TikTok, and Pinterest adopt search-like functionality, enabling keyword-based targeting within social contexts. 

This hybrid approach combines intent-driven strategies with behavioural and interest-based targeting capabilities, making search and social more complementary than ever. Advertisers now have the power to capture intent on social platforms, bridging the gap between these once-distinct channels

This holistic approach doesn’t stop with paid channels either. Platforms like Bing are now regaining relevance, making it essential to optimise organically beyond Google. By crafting unified strategies and leveraging diverse channels, advertisers can deliver cohesive campaigns that truly connect.

For advertisers, 2025 is THE year for innovation, embracing AI, and doubling down on delivering measurable value.

What are your top priorities for the year? Get in touch to see how we can help!