AI went from optional to essential
If 2023 was the 'year of AI buzz,' then 2024 was the year AI rolled up its sleeves and got to work. From predictive analytics to creative automation, artificial intelligence became a must-have tool in every media planner’s toolkit.
Where we saw AI in action:
- AI-generated ad copy: Tools like Google's Performance Max created ad variations that matched consumer intent in real-time.
- Bid automation: AI helped planners win auctions on platforms like Google Ads, driving better ROIs.
- Audience targeting: AI-driven customer segmentation allowed for deeper, more dynamic targeting.
What it means for 2025: AI isn't going anywhere. Media Planners and Buyers who learn to master AI tools will have a competitive edge. The days of manual bidding and endless A/B testing are fading fast.
Privacy-first advertising got real
Consumer privacy isn't just a talking point anymore, it’s a requirement. In 2024, brands had to think differently about tracking, targeting, and measurement. While Google’s Privacy Sandbox and its new solutions like Topics API gained traction, it was first-party data that became the real MVP of media planning.
Brands that invested in first-party data collection, such as email marketing, loyalty programmes, and direct customer relationships, found themselves ahead of the pack. Not only did they gain a competitive edge, but they also built better, more trusted customer relationships.
What we learned in 2024:
- First-party data is king: Brands that built their own customer databases thrived.
- New measurement models: Brands had to rely on multi-touch attribution and advanced measurement frameworks.
- Transparency is non-negotiable: Consumers want to know how their data is used, and brands that respect this win their trust.
What it means for 2025: Privacy-first approaches are here to stay. As consumer demand for transparency grows, brands will continue to prioritise data ethics, building direct customer relationships that foster trust and long-term loyalty.
The rise (and rise) of short-form video
Video content isn’t new, but in 2024 it reached new heights. Short-form video on TikTok, Instagram Reels, and YouTube Shorts became the most in-demand ad format. Why? Because that’s where consumer attention is, and, it’s where brands were seeing big returns on ad spend.
What changed in 2024?
- Short-form video = big results: We found that 15-second, snackable content had better engagement rates than longer videos.
- Native content performed better: Authentic, non-ad-like creative won on platforms like TikTok.
- AI-driven video production: Tools like Pictory and Lumen5 allowed brands to automate video production.
What it means for 2025: Short-form video isn’t going anywhere. Brands will double down on creative that feels native to TikTok, YouTube Shorts, and Instagram Reels. Media Planners and Buyers will also need to keep AI-driven content generation on their radar.
Attention metrics took centre stage
Impressions and clicks? Those vanity metrics are old news. In 2024, advertisers started to focus on attention-based metrics - that is, how long someone is actually engaged with an ad.
Platforms like TikTok, YouTube, and Connected TV (CTV) introduced tools to measure engagement duration. Brands learned that getting someone’s attention for 6 seconds was better than 100 impressions with no engagement (who'd have guessed?!).
What changed in 2024?
- CTV introduced attention-tracking: Ads on CTV platforms like Roku and Hulu now track not just views but how much of the ad is watched.
- Interactive ad formats: Playable ads, quizzes, and interactive polls became the norm on social platforms.
- Scroll-stopping creative was key: Planners started placing more emphasis on visual storytelling and emotional hooks in the first 2 seconds of video ads.
What it means for 2025: Attention will become the gold standard metric. Ad agencies and media buyers will focus on maximising attention, not just reach. Expect to see more interactive formats, creative testing, and emotional hooks in ad campaigns.
Sustainability moved from buzzword to benchmark
Consumers care about sustainability and in 2024, so did brands. Advertisers began to measure the carbon footprint of their media supply chains, with agencies like ours leading the charge on carbon-neutral campaigns.
Where we saw change in 2024:
- Ad emissions reporting: Brands started requesting CO2 impact reports from ad platforms.
- Sustainable ad tech: Media buyers favoured partners with transparent and ethical supply chains.
- Creative production: Planners looked at the carbon footprint of content creation as well as media buying.
What it means for 2025: Sustainability is no longer a trend, it’s a requirement. Brands will want to see eco-friendly certifications from media partners and will demand more transparency in media supply chains.
Omnichannel campaigns became smarter
Omnichannel marketing used to be about being everywhere. In 2024, it became about being everywhere, but better. Media buyers focused on fluid campaigns that could move the budget in real-time, depending on where consumers were most active.
How it changed in 2024:
- Connected TV (CTV) exploded: Programmatic CTV buying let advertisers target people on streaming services like Hulu.
- Retail media expanded: Amazon and Tesco launched their own ad networks.
- Real-time budgeting: Brands learned to move spend mid-campaign, reacting to performance.
What it means for 2025: Expect to see more fluid media planning, with agencies using dynamic budget allocation across channels. As consumer behaviour shifts, so will media spend in real-time.
Looking ahead to 2025
If 2024 taught us anything, it was a reminder of something that we already knew: nothing stays still for long in media planning and buying. With AI leading the charge, attention metrics becoming the norm, and sustainability taking centre stage, 2025 promises to be just as fast-paced.
Here’s what brands and planners should prioritise for next year:
- Master AI-driven workflows because the machines aren't slowing down.
- Double down on short-form video because 15 seconds of magic beats 60 seconds of mediocrity.
- Track attention, not impressions because people are scrolling faster than ever.
- Prioritise sustainability because consumers demand it.
If you need help with what's coming up in 2025, get in touch with us today and we'll help you navigate the media planning landscape of tomorrow (and next year!).
