Unveiling Dentsu's Crucial Media Trends for 2025
In the ever-evolving world of media, a new era is dawning, as predicted by dentsu's latest report, "The Year of Impact." This comprehensive study reveals the key trends that will shape the media landscape in 2025, with a particular focus on the transformative role of artificial intelligence (AI).
Empowered and values-driven consumers are becoming the norm, as demonstrated by Filipino audiences in dentsu's regional report. Consumers are making informed, values-driven choices, leading to skepticism towards brands, a protective stance on time, money, and data, and a demand for transparency and authenticity. To win consumer attention, brands must balance innovation with integrity and put people at the centre of their strategies[1].
With media ecosystems becoming cluttered and consumers overwhelmed by options, choice fatigue is a growing concern. Brands can no longer rely on mere presence; they must deeply engage through seamless, personalized experiences across digital and physical channels, and be explicit about responsible data use and communication[1].
Gen Z, a major force shaping the media environment, expect authenticity and cultural alignment. They prefer community-driven storytelling and respond well to contextually clever ad formats, such as pause ads on connected TV. Generic or intrusive ads are increasingly rejected. Gen Z are not just consumers but also creators and curators, demanding brands embrace collaboration and real-time engagement to feel truly seen[2].
Gaming is identified as a key cultural space where fandoms grow, identities form, and communities connect. It transcends being a mere younger audience niche or sponsorship platform and instead offers a strategic opportunity for brands to engage meaningfully with audiences through content, commerce, and conversation. Dentsu advocates for moving from moment-based marketing to fandom-first thinking to win in this space[3][4].
AI is moving from being a nascent trend to a transformative force, embedding itself in daily life. The report indicates a shift towards a fully addressable, shoppable, and accountable media ecosystem, which dentsu refers to as the 'Algorithmic Era of Media.' AI-generated micro-moments and dynamic personalisation are expected to open new opportunities for brands to build deep connections with consumers[5].
Retail media, driven by companies like Amazon and PayPal, is growing at a double-digit rate, offering advertisers access to unparalleled shopper data. As media investments increase, there is a growing demand for higher-quality engagement from brands[6]. Brands must prioritize strategic partnerships and high-quality content to ensure immediate results and long-term brand equity.
Storytelling is predicted to be the primary tool for brands to navigate the algorithm-driven media space, creating compelling narratives across connected TV (CTV) and digital platforms. Niche interests and dedicated fandoms are becoming valuable assets for brands aiming to stand out in the increasingly algorithm-driven media space[7].
The retail-media fusion is expected to become a significant part of many media strategies. The report, which explores these trends, can be downloaded for further information[8]. In conclusion, dentsu's "The Year of Impact" report for 2025 underscores that successful media and marketing must be built on authenticity, trust, and cultural relevance, driven by a deep understanding of empowered consumers—especially Gen Z—and an integrated approach to emerging channels like gaming[1][2][3][4].
[1] Empowered and Values-Driven Consumers: https://www.dentsu.com/content/2021/03/dentsu-research-shows-filipino-audiences-are-more-empowered-and-making-informed-values-driven-choices-amid-economic-uncertainty-and-cultural-shifts/ [2] Influence of Gen Z on Media and Brand Engagement: https://www.dentsu.com/content/2021/03/dentsu-research-highlights-the-influence-of-gen-z-on-media-and-brand-engagement/ [3] Gaming as a Cultural Layer: https://www.dentsu.com/content/2021/03/gaming-as-a-cultural-layer-in-the-dentsu-year-of-impact-report/ [4] The Year of Impact: https://www.dentsu.com/content/2021/03/the-year-of-impact-report-2021/ [5] AI is moving from being a nascent trend to a transformative force: https://www.dentsu.com/content/2021/03/ai-is-moving-from-being-a-nascent-trend-to-a-transformative-force-embedding-itself-in-daily-life-in-the-dentsu-year-of-impact-report/ [6] The retail-media fusion is expected to become a significant part of many media strategies: https://www.dentsu.com/content/2021/03/the-retail-media-fusion-is-expected-to-become-a-significant-part-of-many-media-strategies-in-the-dentsu-year-of-impact-report/ [7] As media investments increase, there is a growing demand for higher-quality engagement from brands: https://www.dentsu.com/content/2021/03/as-media-investments-increase-there-is-a-growing-demand-for-higher-quality-engagement-from-brands-in-the-dentsu-year-of-impact-report/ [8] The report, which explores these trends, can be downloaded for further information: https://www.dentsu.com/content/2021/03/the-dentsu-year-of-impact-report-2021-can-be-downloaded-for-further-information/
In the context of the shifting media landscape, businesses must integrate artificial intelligence (AI) to create personalized, seamless experiences that cater to empowered consumers and Gen Z audiences. By embracing AI, brands can engage with these consumers across various platforms, including gaming, while maintaining authenticity and cultural alignment. To thrive in the Algorithmic Era of Media, staying abreast of technology trends, like AI and retail media, and adopting effective storytelling strategies are crucial for building deep connections and driving brand success.
