The latest trends in the digital media industry in 2024 & 2025 projection

The e-commerce and digital marketing industry is evolving at an incredible speed. Paid media professionals know this better than anyone. In 2024, succeeding with an acquisition strategy is no longer just about launching effective campaigns.

You have to pay attention to every euro spent and follow new practices closely to remain competitive.

Global advertising spending has increase by 5% in 2024, reaching 754.4 billion dollars.

In Europe, B2C e-commerce turnover reached 887 billion euros in 2023, 3% growth compared to the previous year.

For mid-market companies with solid digital maturity, mastering trends is not a choice. It is a necessity.

Let's take the example of generative AI, which is revolutionizing the creation of advertising content, or even personalization algorithms, which are now essential to meet

In this article, we offer you a thorough analysis of trends and best practices to follow to transform your campaigns into real growth engines.

Enough to support your strategic decisions with clear insights, solid data and an international perspective. 🌍

So, are we talking about media strategies that will make the difference in your performances?
We tell you everything.

Major technological innovations in 2024

In 2024, generative artificial intelligence changed the game for content creation. Texts, images, videos: everything can be produced automatically, with impressive quality. For professionals, this is a double advantage: saving time and boosting their creativity.

To give you a concrete example, Unilever has automated the creation of its content on social networks, reducing costs by 35% While increasing the reach of its campaigns by 20% in just six months 🌟

Among the essential tools, IBM Watson stands out from the crowd. This solution offers ultra-powerful applications for businesses: bulk data analysis, advertising campaign ideas, personalization of interactions. Enough to transform a simple brief into a highly effective strategy.

And that's not all. Augmented reality and virtual reality have emerged as indispensable elements of media strategies. These technologies make it possible to capture audiences with more immersive and new experiences.

Interactive filters on Instagram or Snapchat, for example, help users experience unique moments, while increasing engagement 📲

The media are also getting involved. AR is coming enrich articles and reports with interactive content.

Imagine watching a streaming event in a virtual environment where you feel like you are there. VR has the potential to revolutionize the entertainment sector. TV channels and streaming platforms are already exploring these possibilities.

These technologies are revolutionizing the way content is produced and distributed, which opens up a new field of possibilities for brands and digital marketing professionals.

Evolution of advertising media

In 2024, advertising media continued their transformation, with two major trends that are redesigning strategies: a saturation of digital platforms and an increasingly fine personalization of video content 📈

Saturation of digital platforms

Advertising platforms, which are already omnipresent, have further intensified their efforts. Linear television, for example, increased its advertising time by 7.7% in the first half of 2024. This trend explains the rise in advertising volumes on all channels.

But this overabundance is not without consequences. Users, bombarded with ads, are beginning to show signs of fatigue. This can reduce the effectiveness of campaigns and push advertisers to innovate. Rethinking commitment then becomes essential: it is no longer a question of doing more, but of doing better.

Customizing video content

The streaming market is becoming more and more fragmented.

Personalization is no longer a luxury, it is an imperative. Services financed by advertising, such as PlutoTV or Netflix's standard offer with advertising, rely on a detailed analysis of viewers' tastes in order to offer adapted content.

The objective: to maximize revenue while offering an optimized user experience.

And it works. Services financed by advertising now represent 47% of new subscriptions to streaming platforms. A figure that shows how essential this strategy is becoming in order to attract and retain audiences.

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Deprecation of third-party cookies: make way for first-party data

The end of third party cookies is coming to an end.

With Suppression planned in 2025, brands must now rely on their own data (first-party data). This requires reviewing their collection and exploitation strategies to ensure effective advertising campaigns.

A striking number: 75% of marketers were still using third-party cookies to target audiences in 2023. The challenge is clear, but so is the reward. By investing in proprietary data, businesses strengthen their independence and improve consumer confidence.

Explosion of retail media networks

Retailers are now playing in the big leagues. Their advertising networks, such as those of Amazon or Walmart, allow brands to reach consumers as close as possible to purchase. This model is booming: 20% of digital advertising spending in Europe are now devoted to it.

These ecosystems offer precise targeting and an excellent measure of return on investment, a winning combination for advertisers looking to maximize their impact.

Sustainable advertising: the consumer demands it, brands adapt

Consumer expectations are changing.

They no longer want only eco-friendly products, but also ads that are aligned with their values.

The result: brands are integrating sustainable advertising practices. This goes through campaigns that consume less energy or media choices with a reduced carbon footprint.

A recent study reveals that 60% of European consumers are more likely to support a brand that is committed to the environment.

Sustainability is becoming a key driver for building loyalty while remaining efficient.

Contextual targeting: the future of targeting without cookies

With the decrease in available personal data, contextual targeting is back in the spotlight.

No more relying on browsing histories. Today, the ads align with the content viewed by the user, to ensure relevance and respect for privacy.

This method of targeting, which is growing, allows brands to maintain strong engagement while anticipating a future without third-party cookies. Businesses that adopt this model now ensure a head start.

Emerging trends for 2025

Growth of retail media networks

In 2025, retail media networks continue to rise and become key players in the advertising landscape.

These platforms allow brands to reach consumers at the most decisive moment, just before the purchase.

Imagine targeted advertising on an e-commerce site who offers exactly the product the user is looking for, at the right time 🎯

The numbers don't lie. Advertising expenses on these networks should represent 25% of total digital advertising budgets by the end of the year.

Advertisers love this model for its efficiency and its ability to accurately measure the return on investment.

Adoption of sustainable advertising practices

Consumers are asking for more responsible campaigns, and brands are answering the call.

Sustainable advertising practices are becoming a standard. Businesses reduce the carbon footprint of their campaigns and opt for media with a reduced environmental impact 🌍

Why is it important? 70% of European consumers say they are ready to boycott brands that don't take sustainability initiatives.

By aligning their campaigns with societal expectations, brands strengthen their image while building the loyalty of their audience.

Reinforced contextual targeting

With the gradual disappearance of third-party cookies, contextual targeting is back in force. No more tracking users.

In 2025, adsadapt to the content that the user consults, making messages more relevant and less intrusive 🖥️

Example:

-> an Internet user reads an article on decoration trends receives an advertisement for an elegant and affordable sofa, perfectly in line with his current interests.

Result: more effective campaigns and a better user experience, while respecting privacy.

These trends leave no room for doubt: the advertising sector is reinventing itself, with a subtle balance between innovation and responsibility.

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In 2024 and 2025, the digital marketing and advertising media industry is changing at an impressive pace.

The integration of advanced technologies such as generative AI, the rise of retail media networks, and the return to favor of contextual targeting show the sector's desire for innovation.

At the same time, consumer expectations for sustainable and privacy-friendly practices are redefining brand priorities.

These trends are not simple adjustments: they create a new strategic framework where performance and responsibility go hand in hand.

Brands and advertisers that are able to embrace these changes while remaining agile will have a decisive advantage in an increasingly competitive environment 🚀

And to complete this article, I invite you to read the e-commerce trends 2024 & our predictions for 2025 🌟