‘Tis the season for year-end predictions!
My inbox is chock-full of PR pitches around ad executives’ thoughts for what next year holds. It inspired me to ask ChatGPT for an #advertising prediction version of 12 Days of Christmas. I’ll post it in the comments for anyone that’s in need of a chuckle.
But I’m really here to share my predictions for 2025. I was fortunate to contribute to two reports in EMARKETER’s Top Trends collection.
Here’s what’s on my mind:
👩⚖️ REGULATION
I expect more turbulence for digital giants and smaller platforms alike. There will be *plenty* to watch on the #antitrust front, here in the US and globally. New leadership in the US (hello, Gail Slater) and EU (goodbye, Margrethe Vestager) could change the pace and trajectory of things, but with so many balls already rolling, it’s hard to imagine Big Tech will remain completely unscathed. We’ll also see legislators act on their concerns for kids’ online safety.
Check out the full trend write-up, along with contributions from Sky Canaves, Maria Elm, Jasmine Enberg, Bill Fisher, Rajiv Leventhal, Sarah Marzano, Carina Perkins, and Max Willens, here: https://lnkd.in/gpfPjiRD
🔍 GENERATIVE AI SEARCH
#Google is well-positioned to weather increasing competition from AI-first challengers. I’ll be paying close attention to #Perplexity and #ChatGPT —and Bing, of course—but don’t expect huge market share declines from Google. By the end of 2025, it will still account for over 70% of traditional (i.e., non-retail media) search ad spending in the US, per our latest forecast. And as my colleague Jacob Bourne points out in his forthcoming report on Tech Trends to Watch in 2025 (keep an eye out next week 👀), Google’s got an advantage when it comes to ad-supported business models, which ChatGPT and Perplexity are only beginning to explore and roll out, respectively.
Read the full trend write-up, featuring data courtesy of BrightEdge, here: https://lnkd.in/gtm3Gkd2
Anyways, I’m looking forward to covering each of these areas for EMARKETER in 2025 and beyond. As ChatGPT put it, happy holidays, advertising futurists! 🚀
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