The UK’s audiovisual (AV) advertising landscape is poised for a dramatic transformation. Personalisation, engagement and experiences will be at the heart of how brands interact with audiences in 2025.
Here are my predictions for what to look out for in 2025.
Connected TV (CTV) dominance
Perhaps the most significant shift we’re witnessing is the meteoric rise of Connected TV. Gone are the days when linear TV reigned supreme. With CTV ad spend projected to hit £3bn by 2028, it’s clear that marketers are recognising its unparalleled potential to engage viewers.
CTV offers a level of targeting and measurement that traditional TV simply can’t match and we’re seeing clients across the board shift significant portions of their budgets towards CTV, and that trend is only accelerating.
The immersive audio revolution
Another exciting development is the surge in immersive audio experiences. As virtual and augmented reality technologies develop, there’s a growing appetite for spatial audio that creates a genuine sense of presence. This isn’t limited to VR and AR applications — even traditional video content is incorporating these techniques for more engaging experiences.
AI-driven personalisation
Artificial Intelligence is set to revolutionise how ads are created, placed, and measured. The promise of hyper-personalised experiences is tantalising for brands looking to cut through the noise and deliver truly relevant content to their target audiences.
Shoppable content takes centre stage
With social commerce revenues expected to skyrocket, shoppable video is becoming an essential tool in the marketer’s arsenal. This trend aligns perfectly with the growing integration of e-commerce functionalities within social media platforms and streaming services.
Interactive and gamified experiences
In 2025, passive consumption will be passé. Audiences are craving interaction, and savvy brands are responding with innovative formats that incorporate elements like polls, mini-games, and AR filters.
The evolution of influencer marketing
The relationship between brands and creators is evolving. We’re seeing deeper partnerships forming, with influencers given more creative control and a larger stake in campaigns. This shift towards authenticity is resonating strongly with audiences.
A focus on quality and transparency
As the AV advertising ecosystem grows more complex, there’s a renewed emphasis on quality and transparency. Industry collaborations are working to establish new standards, ensuring that media owners can extract full value from their content while marketers reach engaged audiences effectively.
In conclusion, the UK AV advertising landscape of 2025 will be characterised by more immersive, personalised, and interactive experiences. Brands that can successfully navigate this evolving ecosystem — leveraging new technologies and formats while maintaining authenticity and transparency — will be well-positioned to thrive in this dynamic market.
The future of AV advertising is bright, and I, for one, can’t wait to see how these trends unfold in the coming year.
Main image by Giu Vicente on Unsplash