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Share on XIndustry experts reveal what’s next for digital media in 2025
IAS, in collaboration with YouGov, surveyed U.S. digital media experts to uncover the trends, technologies, and solutions that will drive digital advertising forward in 2025.
From shifting priorities to anticipated challenges, this year’s Industry Pulse Report offers a comprehensive look at how media experts are preparing for these shifts so you can stay ahead of the curve.
Sneak Peek: Top Priorities & Challenges for 2025
- Social Media Takes the Lead: 61% of media experts place social media at the top of their list, but not without its challenges. With deepfakes becoming more common and new opportunities like social shopping emerging, advertisers will need to adapt quickly.
- Digital Video Growth: 43% of respondents expect digital video to dominate formats, particularly as it becomes more intertwined with social media. This format’s rise will require attention to new media quality threats like AI-generated content.
- Influencer Marketing Ramps Up: 28% of experts are prioritizing influencer campaigns to drive social purchases, but the format may face challenges due to growing pains.
- Safety Concerns Persist: Advertisers continue to rank safety as a top challenge, particularly in ensuring ads do not appear alongside risky content or misinformation. Deepfakes and ad waste are also high on the list, requiring strategic planning.
Download your copy of the 2025 Industry Pulse Report now to access the industry’s most actionable insights for a stronger 2025.
