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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If you are a mother, or if you know any mothers, you know that being a mom of an infant or toddler can be challenging. Not only is there an extreme amount of responsibility involved (and very little sleep!) but there is also a shift in social priorities. It’s no longer easy to ‘catch up with the ladies’ over drinks. Finding time to go on a date means finding a baby sitter and scheduling far in advance. And weekly poker nights at the neighbor’s house may no longer be feasible. It’s not a surprise, then, that moms with young kids (MYK’s) are very apt to become active on social media websites. In fact, according to a recent whitepaper by Experian Marketing Services, these moms are two times more likely than the average adult to use social media more than three times each day. And not only are they more likely to visit these sites, but they are also more likely to be active, posting and commenting two times more than the overall population. A possible explanation for this observation is that MYKs, especially those with infants, spend a lot of time at home with the kids and need an outlet that allows them to stay connected with family and friends. In that sense, social media—especially sites like Facebook (the top choice for MYK’s) where users can share photos, statuses and private messages—is ready-made for this segment. Beyond catching up with friends, these moms have a high propensity to follow brands and companies on social media platforms. Because they are so participatory as a segment, they offer a huge opportunity to marketers who may be looking to expand their target audience or narrow in on young mothers. Brands looking to target moms with young kids should consider offering deals through these social channels. They should also encourage moms to participate in their branded social media posts, both to interact with the brand directly and to support conversations between moms. Brands that offer time-saving ways to keep in touch and share ideas across platforms will do well with this segment. And marketers can get creative, too! Sponsoring “most beautiful baby” contests or starting discussions about the best way to calm a fussy child will not only give moms an entertaining break in their day, but will also help them associate the brand with positive, helpful experiences. For more information about moms with young kids, their online and mobile behaviors, and how to best reach them, download the whitepaper: From Diapers to Preschool: a window into the world of the Mom with Young Kids.
The holiday season is right around the corner and retailers are gearing up for a massive influx of customers, both new visitors and returning loyal patrons. But, organizations need to make sure they’re prepared to handle the influx of business. Data quality should be a priority for retailers at any time of year, but even more so as the holiday season approaches. During this time, it’s important for companies to provide customers with relevant shopping offers. When consumers shop for holiday gifts for their friends and families, they have countless directions to which they can turn. In order to prevail in competition, retailers need to provide customers with relevant offers and messages. Unfortunately, many businesses fall short in this regard. According to recent research from Experian QAS, organizations feel that, on average, 25 percent of their data is inaccurate. Consumers are frantically looking to find deals on products that meet their holiday needs, but loyalty offers may not be reaching consumers. One reason for the difficulty is the messy nature of companies’ customer databases. Retail businesses are working hard to gather as much information as possible about the consumers who patronize them, but all too often, information is riddled with errors. These errors have become more prevalent in recent years due to the proliferation of mobile apps, web interfaces and social media channels. There are so many different channels that companies now interact with people through an average of 3.27 channels. This poor data quality is hurting organizational bottom lines. Experian QAS found that an average of 12 percent of departmental budgets are wasted due to inaccuracies in contact data. During the 2013 holiday season, consumer spending is expected to increase by at least 11 percent. Retailers need to be certain that they improve data quality prior to the holiday season to ensure communications reach consumers and resources are maximized in order to take advantage of the expected increase. Be sure to check out our new data quality infographic.
Experian Marketing Services’ Head of Global Research Bill Tancer appeared recently on Fox Business News to talk about new holiday shopping trends, including why both retailers and consumers are starting the 2013 season earlier this year. “We are seeing the eventual extinction of Black Friday,” says Tancer. “What we see in our data is that retail is really changing. The consumer is relentlessly searching for that deal.” In fact, as Tancer notes, the hyper-connected, digital consumer is already searching for holiday deals. Hear more from Tancer in this clip. Watch the latest video at video.foxbusiness.com Tancer and other Experian Marketing Services data experts will discuss holiday marketing trends at an upcoming webinar; register for more insights and tips.