Online Advertising Trends: What to Expect in 2025

The digital world is changing at an astonishing rate, and so are successful marketing strategies. In such a dynamic environment, where consumers are scrolling faster than we can blink, brands need to keep up with the latest trends in online advertising.

From augmented reality (AR) and social commerce to ethical marketing and AI-powered automation, let's see what trends will dominate digital marketing in the new year and how your business can benefit.

AR, VR & AI: When reality isn't enough

Once considered something "futuristic", augmented reality (AR) and virtual reality (VR) are now part of the marketing ploys of one or two of the more innovative brands.

These technologies create interactive and immersive experiences that transform the way customers shop and interact with products.

The other innovation we will see more and more in 2025 is the inclusion of artificial intelligence in work.

Don't be intimidated by him, see him as your "Chief Simplifier Officer" - as Guillaume Roques, Google Cloud's Senior Marketing Director for Europe, Middle East and Africa, calls him.

And while the role of artificial intelligence is clearer, let's turn our attention to the other two odd abbreviations.

How are AR and VR changing digital marketing?

• IKEA and virtual shopping: imagine being able to put a sofa in your living room without buying it in advance. IKEA makes this possible through its AR app.
• Sephora and virtual makeup: How many times have you bought a lipstick, only to realize later that it's definitely not your color?

👉 How to take advantage of AR and VR?

• Fashion and cosmetics: implement virtual fittings for clothing and make-up.
• Real Estate: arrange virtual property viewings.
• Interactive ads: create AR experiences that customers can activate with their smartphones.

Hyperpersonalisation of content

Forget one-size-fits-all ads - 2025 is the year of hyper-personalisation. Customers now expect content that's created specifically for them, and across every digital channel.

It's the only way to stand out in the sea of online ads and marketing emails flooding your consumers' minds.

Imagine you're looking at a new laptop online and the next day you get an email with a promo code for the exact same model. That's hyper-personalization in action.

👉 How does hyperpersonalization work?

• AI and dynamic content: use platforms like HubSpot or Marketo to adapt ads to user behaviour.
• Predictive analytics: artificial intelligence can anticipate customer needs before they are even aware of them.

Social commerce: the shopping of the future

Social networks have long become something like digital malls. Besides the well-known Facebook, Instagram & TikTok ads, some platforms now offer shopping functionalities that allow purchase directly from the ad.

This may be the reason for forecasts that expect shopping directly on social networks to exceed $1 trillion by 2028.

It's important to note that not all social shopping options are available in our latitude right now.

👉 How to optimize for social commerce?

• Create shopping posts: add shopping tags that make it easy to buy directly.
• Work with influencers: real people talking about your products, generating trust and extending the reach of your messages.
• YouTube Shopping Ads: Include links to product feeds to make shopping easier directly from your video ad.
• Use Demand Gen campaigns with product feeds to turn your ad into a virtual showcase for your store. This will allow more consumers to discover your business and move closer to purchase.
• Focus on visually appealing and interactive content that engages users and makes them want your products/services here and now.

Ads without sound: vision wins

80% of Facebook users watch videos without sound, which means your ads need to tell a story with strong visuals and subtitles.

This is another one of the current trends in online advertising, which emphasises the need for concise and easily understandable content.

Consumers don't want to be interrupted with ads, and already so many of us are succumbing to the temptation of multitasking - the inevitable result of our increasingly busy schedules.

If you've decided to watch your feed on social networks while listening to music, a podcast or watching a movie, the sound of ads is unlikely to be your priority.

How much sense it makes to do both things at the same time is another topic...

👉 How to create effective "silent" ads?

• Add subtitles: grab attention from the first seconds.
• Visual highlights: clear, bright and beautiful images + inspiring text messages make the content easy to understand and engaging.

Video content continues to reign

One of the clearly noticeable trends in online advertising in 2025 - video marketing will show no signs of slowing down. On the contrary, it will become increasingly more concise, engaging and interactive.

And when your audience's attention window is about 8 seconds, the ability to communicate your message lightning fast gives you a competitive edge.

👉 How to adapt to current video trends in online advertising?

• Short videos: 15 to 60 seconds - the ideal length for users mesmerised by scrolling.
• Live streaming: use live videos for product presentations, Q&A sessions or surprise promotions.
• Interactive features: add polls, questions and shopping tags to keep attention.

Advertising in games: position yourself where your audience is

The gaming industry is growing and offers huge opportunities for embedded ads and branded challenges.

In-game ads are an innovation, but it's the future. We've known for a long time that ads that interrupt us (like those on TV and radio) are obsolete.

Integrate your brand and products directly into your audience's favourite game and successful selling will happen naturally.

👉 How to advertise in games?

• Organic integrations: place your brand naturally in a gaming environment (e.g. an in-game billboard).
• Rewards: Give bonus points or virtual items in exchange for watching an ad.

A new kind of marketing: ethics and mindfulness

We have all heard about climate change, excessive pollution from packaging and other waste, and the damage to the planet.

But the pollution is far from just with garbage. In today's information-overloaded environment , the average consumer's mind is swimming in a cocktail of news and advertising. And it affects - the psyche, the energy, the ability to make decisions.

People are getting sick of it. So in 2025 it won't be enough to just sell, you have to do it in a way that shows you care. For the planet, for people, for your employees.

Consumers are becoming increasingly demanding of brands' responsibility. Fairness, sustainability and inclusivity are key principles shaping the dominant trends in online advertising in 2025.

👉 How to make your marketing more ethical and mindful?

To build a successful marketing strategy in the new year, focus on the following techniques:

• Prioritize the data you collect about your users. But don't just have them - use the information to understand their individual needs and preferences. Doing so will serve them messages and offers that are relevant to their tastes.

• Forget the standard sales messages. It's much easier to win consumers over with emotional communication that will make them stop and pay attention to what you're saying. Offer personal relevance and value if you don't want them to ignore you.

• Focus on ethical and green business practices that create real change. Recyclable packaging, local sourcing, supporting vulnerable groups, charity initiatives are just some of the ideas you can implement to show you care. Your consumers will appreciate it.

⭐️ The year 2025 will be marked by innovation, hyper-personalisation and even greater technological advances.

Companies that adapt to online advertising trends will create content that not only sells, but also inspires trust and connection with consumers.

This could be you, just step out of the box and offer your users something new and different that will get them to click.