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In Tinuiti’s eagerly-awaited annual white paper, we explore five pivotal shifts in digital advertising, designed to help your brand harness small, strategic moves that build toward meaningful, sustainable growth in 2025.
Big Bet #1 – SEARCH | It’s the End of Search as We Know It
AI-driven “answer engines” are transforming search by delivering fast, personalized answers rather than traditional “blue links.” To stay visible, brands need to rethink content strategies, optimize for AI interpretation, and embrace new CPM-based answer sponsorships.
Big Bet #2 – COMMERCE | Agentic Commerce: Selling to Robots
AI agents are automating purchasing, pushing human decision-makers to the sidelines. Brands must adapt by making their products easily navigable and enticing to AI-driven agents that are making consumer choices based on data, not emotion.
Big Bet #3 – CREATIVE | Creative is the New Targeting
In a privacy-first web with limited tracking, creative strategy becomes essential. Today, ads find the right audiences through resonance rather than intensive targeting. The focus is on making content culturally relevant, inclusive, and authentic enough to reach the right people without forcing it.
Big Bet #4 – TRADITIONAL MEDIA | Back to the Future with Gen Z
For younger audiences, offline experiences are a powerful alternative to digital ads. Real-world touchpoints like billboards, pop-up events, and other forms of traditional media are making a comeback as brands rethink how to create memorable, tangible interactions.
Big Bet #5 – GROWTH STRATEGY | The Fight is for Inches, Not Miles
Instead of big leaps, brands need to focus on small, intentional moves that drive growth through incremental gains. Leveraging platforms like YouTube and advanced tools like Tinuiti’s rMMM and Always-on Incrementality measurement, brands can maximize their impact inch by inch.
Welcome to Big Bets 2025.