Where Is Advertising Headed in 2025, Based on 2024 Data?

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Marketing is a sector that is constantly evolving in step with data. By analyzing the most relevant figures from 2024, we can anticipate the strategies and approaches that will dominate the sector in 2025. Here are five key trends to keep in mind so you don’t fall behind.

In this case, we focus primarily on data from the United States since, as we know, it tends to lead the way in marketing and innovation, but we also include some interesting data from Europe to provide a more comprehensive and balanced view of the global landscape.

1. Digital audio continues to gain ground

Digital audio consumption has reached record levels. According to a 2024 SiriusXM report , 75% of people aged 12 and over in the US listen to digital audio content, representing more than 214 million people. This growth includes not only music but also podcasts, which are gaining ground as a more authentic and trusted medium than traditional television.

What Can We Expect in 2025?

The digital audio advertising market continues to grow in the U.S., with an estimated annual growth rate of 7%, reaching 8.5 billion euros in advertising spend by 2029, according to Statista.

Meanwhile, in Europe, digital audio is also showing significant growth. According to IAB Europe, 63% of European internet users listened to podcasts in 2024, demonstrating steady year-over-year growth. Germany, the United Kingdom, and Spain lead in consumption of this format. Furthermore, the European digital audio market reached 2.1 billion euros in advertising investment last year, cementing its importance as a key channel.

2. Generative artificial intelligence is transforming marketing

Generative artificial intelligence (GenAI) is revolutionizing marketing. According to a BCG study, 80% of CMOs worldwide believe this technology has improved the automation, speed, and productivity of their strategies. Words like “optimism” and “confidence” are commonly used by CMOs to describe their perception of generative AI, although some have reservations about its impact on personalization.

What Can We Expect in 2025?

In the United States, 60% of CMOs plan to invest at least 9.2 million euros annually in AI initiatives over the next three years.

In Europe, the adoption of generative AI is also on the rise. According to a report by McKinsey Europe, 54% of European companies are already using AI in some of their operations, and investment in this technology is expected to reach 20 billion euros by 2025. Spain, France, and the Nordic countries are leading the way in implementing AI in personalized marketing strategies.

3. The Olympic Games Boosted Live Streaming

The 2024 Paris Olympic Games marked a turning point in the consumption of sports content via streaming. NBCUniversal set a record with 23.5 billion minutes streamed via Peacock, thanks to innovations such as personalized schedules and AI-generated daily recaps.

What Can We Expect in 2025?

Sports streaming will continue to outpace traditional television in the United States, with 114.1 million viewers projected for this platform in 2025, compared to the 82 million who will continue to watch sports on TV, according to eMarketer.

Sports streaming in Europe is also booming. According to a Deloitte report, in 2024 more than 40% of European soccer fans watched games on digital platforms, a figure that is expected to grow to 55% by 2026. In the United Kingdom, platforms like DAZN lead the market, while in Spain, LaLiga continues to expand its digital reach through agreements with operators such as Movistar and Amazon Prime Video.

4. Caution When Investing in Retail Media

Retail media has gained prominence as an advertising channel thanks to the use of first-party data to reach consumers. However, a study by the Association of National Advertisers (ANA) reveals that 55% of industry professionals are concerned about the lack of standardization across platforms, and 48% are concerned about sales measurement.

What Can We Expect in 2025?

Despite the challenges, investment in retail media in the United States is expected to double over the next five years.

And in Europe, the retail media landscape is also growing. According to IAB Europe, spending in this channel reached 4 billion euros in 2024, with the United Kingdom, Germany, and France leading the market. Interest in personalization and the use of machine learning is driving innovation on platforms such as Carrefour Links (France) and Tesco Media (United Kingdom).

5. The Unstoppable Rise of Women’s Sports

Women’s sports are experiencing unprecedented growth. In the United States, events such as the NCAA Women’s Basketball Tournament saw an 89% increase in viewership between 2023 and 2024, surpassing the men’s final for the first time.

What Can We Expect in 2025?

The value of women’s leagues such as the WNBA and the NWSL is projected to grow by at least 1.5 billion euros over the next three years.

In Europe, we are also experiencing a boom in women’s sports, and women’s soccer has taken center stage. According to UEFA, the 2022 Women’s Euro drove a 50% increase in viewership for the English Women’s Super League and cemented the Spanish league’s status as one of the most-watched. This growth has also attracted advertising investment: in 2024, European brands allocated 240 million euros to women’s sports sponsorship, a 35% increase from the previous year.

In conclusion, the data from 2024 provides us with a clear roadmap for marketing in 2025. From the growth of digital audio and generative artificial intelligence to the rise of women’s sports and retail media, these trends show that innovation and strategic analysis will be essential to standing out in an ever-changing market.

Communication Editorial Office