Agencies, platforms, and marketers stand at the crossroads of transformation, as privacy regulations tighten, technology accelerates, and consumer behaviors evolve. Yet these challenges also present extraordinary opportunities.
Our 2025 Digital trends and predictions report highlights five trends that will shape 2025 and digs into:
- What’s changing in the market
- How to keep learning about your customers
- How to reach your customers in different places
- How to measure what’s really working along the way
In this blog post, we’ll give you a sneak peek of three of these trends — from cracking the code of signal loss to tapping into the buzz around connected TV (CTV) and stepping up your omnichannel game. Think of it as a taste test before the main course. Ready for the full menu? Download our report to get the lowdown on all five trends.
1. Signal loss: A rich appetizer of alternate ingredients
As traditional cookies crumble, marketers need fresh ingredients to keep the flavor coming. Already, about 40% of browser traffic doesn’t support third-party cookies, and marketers are spicing things up with first-party data, alternative identifiers like Unified I.D. 2.0 (UID2) and ID5, and contextual targeting strategies. In fact, 50% more of our clients received alternative IDs (UID2, ID5, Hadron ID) in their Digital Graph in 2024 compared to 2023. The number of alternative IDs resolved to individuals in our Digital Graph increased by 30% year-over-year – as everyone looks beyond the cookie jar.
There is no secret sauce to replace cookies. Instead, expect a multi-ID recipe that brings together different identifiers, unified by an identity graph. This approach turns a fragmented pantry of data into a cohesive meal, giving you a complete view of your customer on every plate.
2. The rising power of CTV: A hearty entrée of opportunities
CTV is quickly becoming the main dish on the streaming menu, as viewers load up on their favorite shows. While CTV is slated to make up 20% of daily U.S. media consumption by 2026, advertisers are still holding back on pouring in the ad spend. To unlock its full flavor, marketers need to whip up solutions like frequency capping and unified audience activation.
Although CTV will account for 20% of daily U.S. media consumption by 2026, it’s projected to command only 8.1% of ad spend. Frequency capping and unified audience activation solutions will be key to unlocking CTV’s full potential.
By 2025, nearly half of CTV “diners” will choose free ad-supported streaming TV (FAST). Marketers need strategies to prevent ad overexposure. With 50% of U.S. consumers avoiding products due to ad overload, and 30% of marketers willing to increase their CTV spend if frequency capping improves, unified identity solutions help ensure every impression is served just right.
3. Omnichannel: A flavorful fusion plate
No one likes a one-flavor meal. Marketers are moving beyond single-channel “side dishes” to omnichannel “fusion feasts” that blend direct mail, digital, CTV, and retail media networks (RMNs) into a truly cohesive culinary experience. Even though only 21% of global B2C professionals currently put omnichannel at the top of their shopping list, the growing demand for seamless, audience-first campaigns is heating up.
In 2025, having an audience-first approach will be like having a perfect pairing for every course. Unified identity solutions act as your master sommelier, ensuring that each channel complements the next, and every customer enjoys a well-rounded, memorable journey.
Vertical trends: A dessert sampler from four unique kitchens
Different markets have their own signature flavors.
- In Auto, crossover utility vehicles (CUVs) claim 51% of new vehicle registrations, and consumers in the 35-54 age group and families are the primary buyers. Automotive marketers should prioritize CUV advertising with a strong focus on family-oriented and income-appropriate messaging
- In Financial Services, marketers need to anticipate shifts in consumer behavior tied to economic conditions, such as increasing demand for deposit products when interest rates are high. For insurance, aligning campaigns with life events, like new home purchases or marriage, can maximize engagement.
- In Healthcare, advertisers are prioritizing personalized, regulation-compliant campaigns that address social determinants of health (SDOH).
- In Retail, advertisers are increasingly activating on both CTV and social platforms, with many managing their own in-house campaigns. While larger brands often rely on media agencies, a shift toward in-house media buying is emerging among some bigger players, offering more control over audience targeting and performance metrics.
Our report covers each vertical’s unique menu, helping you select the right “ingredients” for your customers. With the top Experian Audiences on hand, you can create feasts that delight, nourish, and convert.
Hungry for more? Download our full menu
The three “samples” you’ve just tasted are just the starters. Our 2025 Digital trends and predictions report serves up five insights, complete with strategies, data, and tools to help you adapt, scale, and thrive in 2025.
Ready for the full menu? Download our report now and discover all five trends that will shape your marketing “cookbook” in 2025. Bon appétit!
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For British Petroleum (BP), 2010 has been marked by the unfortunate developments resulting after the Deepwater Horizon oil rig explosion in the Gulf of Mexico on April 20. Since then, BP’s crisis mismanagement and failed attempts to stop the oil spill have transformed this unfortunate event into an ecological disaster with political and financial consequences for the company. The oil leak has caused BP to lose a noticeable number of its American customers, namely their most loyal consumers. Experian Simmons DataStream shows that between April 26 and June 28, 2010 the percentage of American adults who report going to BP fell from 26.4% to 16.4%, a relative loss of 38% of their client base in just nine weeks. More astounding is the fact that BP’s most loyal consumers (those who said that BP is the gas or service station that they go to most often) declined a relative 56% during the same time. In fact, on June 28, 2010, only 9.5% of adults went to BP most often compared with 21.5% who were loyal to BP the week of the spill. With the flow of oil temporarily ceased and nearing a permanent solution, BP may finally be able to cap the flow of bad publicity and to reverse some of their loss in market share. Experian Simmons will continue to monitor this and other important consumer trends and share those findings here.
According to data released by Standard and Poor’s and Experian for S&P/Experian Consumer Credit Default Indices, “default rates nationally fell in May across the board.” Defaulting balances declined among all types of credit lines, including bank card loans, first and second mortgage default rates and auto loans. Further research from Experian Simmons DataStream underscores this trend. Between November 17, 2008 and May 10, 2010, there has been a 15% increase in the share of major credit card holders who report usually paying their credit card balance in full each month. This increase is reflected among both VISA and MasterCard credit card holders, during the same time period. Specifically, the percent of VISA and MasterCard credit card holders who usually pay their credit card balance in full increased by 25% and 17%, respectively. During the later part of 2008 and much of the first half of 2009, MasterCard holders were the more likely to pay their card balance in full each month. Today, however, VISA card holders are the more likely to pay the full amount due. As of May 10, 2010, 42% of VISA card holders usually paid their VISA balance in full compared with 40% of MasterCard holders. American consumers’ attempt to become solvent shows that personal financial responsibility standards are increasing in response to the recent financial crisis. According to data released by Standard and Poor’s and Experian for S&P/Experian Consumer Credit Default Indices, “default rates nationally fell in May across the board.” Defaulting balances declined among all types of credit lines, including bank card loans, first and second mortgage default rates and auto loans. Further research from Experian Simmons DataStream underscores this trend. Between November 17, 2008 and May 10, 2010, there has been a 15% increase in the share of major credit card holders who report usually paying their credit card balance in full each month. This increase is reflected among both VISA and MasterCard credit card holders, during the same time period. Specifically, the percent of VISA and MasterCard credit card holders who usually pay their credit card balance in full increased by 25% and 17%, respectively. During the later part of 2008 and much of the first half of 2009, MasterCard holders were the more likely to pay their card balance in full each month. Today, however, VISA card holders are the more likely to pay the full amount due. As of May 10, 2010, 42% of VISA card holders usually paid their VISA balance in full compared with 40% of MasterCard holders. American consumers’ attempt to become solvent shows that personal financial responsibility standards are increasing in response to the recent financial crisis.