What does 2025 hold for the media and media measurement industry? In our 2025 Predictions Series, featuring insights from 10 industry voices, the media industry is poised for transformative shifts in how we create, share, consume, and measure content. From the impact of AI in ad creative to a resurgence of cable TV and the opportunities in audio for immersive listener experiences, these experts share their bold forecasts and the trends they believe will shape the year in media.
1. What will drive innovation in media?
Horst Stipp from The Advertising Research Foundation (ARF) believes it’s all about the application of AI for ad creative. Here’s Horst’s take on 2025:
“I’m not that much of a prediction guy; I like to focus on issues that we should do more research on in order to make better predictions.
Having said that, there is one issue that I think fits both – a prediction and a research issue: increased application of AI for ad creative. I think we’ll see an increase in using AI to develop ad creative and, hopefully, an increase in good research that explores consumer reactions and ad impact. (AI to support content development is also likely to increase and, again, research is needed.)”
2. A year of chaos and progress
As the media industry evolves, staying ahead means embracing new (and old?) trends and technologies. Tony Goncalves, the founder of The Evrose Group, shares his vision on what might just reshape the industry this year.
“2025 will be a year of chaos and progress—a transformative moment for media.
First, cable networks are making a comeback, with NBCU, Paramount, and Warner Discovery driving a major shift. While bankers capitalize, shareholders face uncertainty, and employees brace for change.
Second, AI won’t replace creative talent—it will supercharge it. We’ll see a surge of new studios and tools, where those who bridge artistry and technology to build something stronger and more sustainable will be the real winners.
Chaos and progress go hand in hand—let’s lean into both—it’s in these times that we thrive!”
3. Contextual targeting takes over CTV
Alan Wolk from TVREV is calling it: This is the year contextual targeting takes over CTV. Here’s why:
“2025 is shaping up to be the year contextual targeting becomes the dominant way CTV advertising is bought. Why? Because it fixes a world of hurt—privacy concerns, transparency issues, fragmented reach, unreliable data, and measurement headaches. The rest of the industry is fed up with the ad side’s failure to make these problems go away, and contextual, which also works with traditional demographic targeting, is the obvious solution. Viewers get ads that are relevant and less jarring— a win for advertisers too.”
4. The rebirth of cable
Next in our 2025 Predictions series is a bold twist for the contrarians, and funny enough, coinciding with Tony Goncalves’ prediction: The rebirth of cable TV. Howard Shimmel from Janus Strategy & Insights lays out why cable is poised for a comeback:
“Here’s a contrarian’s prediction for 2025—the rebirth of cable TV. The moves that have been announced at NBCUniversal and Warner Bros. Discovery, along with the expectations of Paramount post-Skydance acquisition, will place the cable TV assets from these companies into a position where they can get the necessary investments to continue to grow, not compete for investments with streaming and other assets.
The market tends to underestimate the importance of cable, but Comscore’s The Score report has cable accounting for 43% of ad supporting viewing time. Along with this huge share of impressions/time, cable also delivers huge reach in a brand safe environment.
Part of the investments will go to tools and data to improve the ROI that cable TV provides to its advertiser partners, for the $16 billion that advertisers spend on cable. Data from Mediaprobe, being able to optimize campaigns in environments with high Emotional Impact, is one example of the opportunities available to cable programmers.”
5. The next phase of retail media networks
In 2025, standing out will be the real challenge. According to Tameka Kee, SVP, Programming & Operations, Coalition for Innovative Media Measurement (CIMM), 2025 will be the year retail media networks shift focus from expansion to proving their value:
“This year, we’ll see retail media networks (RMNs) focus on differentiation — standing out and proving that the value they provide is really worth the upcharge.
With over 250 RMNs, there will be some consolidation — but not as much as some might expect — because buyers are still hungry for solutions that offer access to opted-in consumer data that can be used for planning, buying and measurement.
So expect to see RMNs justifying their existence with campaigns and case studies promoting their proprietary tech, privacy compliance, interoperability, and their ability to demonstrate clear outcomes that go beyond just ROAS metrics.”
6. A greater “flight to quality” by marketers
Jason Wiese from the Video Advertising Bureau (VAB) predicts a renewed focus on quality – from ad placement to audience measurement. Here’s their take:
“In this complex media ecosystem that now features an array of ad campaign optionality, we predict that there will be a greater ‘flight to quality’ by advertisers throughout their decision-making process. This means a renewed emphasis on high-quality, brand-safe, transparent ad placements and impressions that are guaranteed to reach quality (i.e., real) audiences and are measured by quality solutions which are both accurate and innovative. Several analyses have proven that an alignment with ‘quality’ delivers greater business results for brands, and marketers are recognizing the quantifiable benefits of this.”
Quality = better results. We could not agree more.
7. Creative AI comes “back to Earth”
After the meteoric rise of Generative AI, is 2025 the year reality sets in? Mike Berberich, Senior Director, Content Strategy & Marketing Futures at the Association of National Advertisers (ANA), predicts an AI hangover as marketers adjust their expectations:
“When ChatGPT became open to the public in late 2022, it ushered in a tidal wave of large language model (LLM) generative AI platforms that have since flooded the tech industry. Fresh on the heels of the lightning-fast, boom-then-bust hype cycle of the metaverse, I was cautiously optimistic that marketers might use a more mindful approach to generative AI integration. However, due to a combination of factors including over-promising by AI vendors, a lack of understanding of AI capabilities by users, and the complexities involved in integrating AI smoothly into existing workflows, there is a sense of disappointment and disillusionment toward Gen AI among many marketers.
Further, there has been a public pushback against the idea that AI should be used to write poems and draw cartoons instead of, say, cure cancer, and recent high-visibility AI-driven stunts have been met with derision. As a result, I think we’re going to experience a bit of “AI hangover” as the year progresses. But have no fear, fellow tech-geeks! As Bill Gates once said, “most people overestimate what can be done in one year, and underestimate what can be done in ten years.” Generative AI will have its true moment in the sun, but that day isn’t today.”
8. The power of content, connection, and measurement
The content landscape in 2025 will be more engaging than ever. The challenge for advertisers will be not just aligning with content—but proving the true value of those connections. As Lauren Zweifler puts it,
“The content landscape of 2025 is set to be vibrant, offering a diverse mix of new and returning favorites across various genres. As a content enthusiast, I eagerly anticipate immersing myself in original scripted shows, delving deep into their narratives and character developments. My forecast for 2025: abundant viewing and perhaps a bit less sleep.
In all seriousness, it’s the collective efforts of actors, writers, directors, marketers, and more that bring these programs to life. Their work elicits a spectrum of positive consumer emotions, sparking conversations around the water cooler and across social media platforms. These consumer connections extend beyond the content itself to the advertising that accompanies it.
Looking ahead, there will be an increased need for uniform sponsorship measurement—what I refer to as “marketing currency”—to replace disparate studies. Demonstrating the value for advertisers in aligning their brands with ad-supported programming, whether new or returning, is essential amid industry pressures to perform. Proving that authentic engagement between content and products drives full-funnel results and fosters greater consumer brand affinity in this data-driven ecosystem is key.”
9. The future of audio is louder than ever
As digital formats like podcasts and on-demand streaming continue to thrive, AI and data-driven personalization will redefine how we experience sound. According to Salvador B. Ribeiro, CEO of Bauer Media Audio Portugal:
“We look to 2025 with confidence and optimism. Audio consumption will continue to grow, driven by digital formats such as podcasts and on-demand streaming. The key to innovation will lie in using AI and data analysis to create personalized and immersive listener experiences. We also foresee a game-changing impact from the podcast ranking launch in Portugal, which will elevate the professionalism and visibility of this booming format.”
10. Proximity, relevance, and innovation
Our 2025 Predictions series ends with a look at the future of branding! According to Ricardo Assunção, the Executive Director of APAN — Portuguese Advertisers Association (APAN — Associação Portuguesa de Anunciantes), the coming year will be all about proximity, relevance, and innovation.
“Measurement – at the heart of the Effie Awards which APAN will be introducing in Portugal – will keep on evolving to highlight the true impact of campaigns on audiences, replacing traditional metrics such as reach with deeper and more meaningful insights that reflect real connection with audiences. APAN believes this momentum around measurement will require strong action to promote advertising literacy and ensure the industry moves towards a focus on quality metrics.
Additionally, and as an unavoidable topic in 2025, AI and its potential to transform creativity, optimizing processes and personalizing strategies in synergy with human talent. The future belongs to those who integrate creativity and AI, driving innovation and effectiveness in an ever-evolving market.”
Conclusion
2025 promises to be a year of both chaos and progress, where technology and creativity collide to reshape the media landscape. Whether it’s the adoption of AI, the resurgence of cable TV, or the rise of contextual targeting in CTV, one thing is clear: adaptability and innovation will be key. As these predictions unfold, the industry will have to embrace the change and lean into disruption to navigate this transformative moment. Stay tuned—this is just the beginning of the next chapter in media.
We would like to express our heartfelt thank you to everyone for contributing to our 2025 Predictions series.
