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Share on XIndustry experts reveal what’s next for digital media in 2025
IAS, in collaboration with YouGov, surveyed UK 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: 72% of media experts place social media as their top priority, social shopping and influencer marketing fuelling growth. However 52% of media professionals see social media as the environment most vulnerable to brand risk.
- Digital Video Growth: 42% 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 prioritising influencer campaigns to drive social purchases, but the format may face challenges due to growing pains.
- Safety Concerns Persist: 34% of advertisers expressed concern with delivering ads alongside risky content and depfakes (31%). 77% of media professionals agree that third-party measurement and optimisation will be important to protect ads from being served alongside deepfakes.
Download your copy of the 2025 Industry Pulse Report now to access the industry’s most actionable insights for a stronger 2025.
