Introduction
Advertising follows attention. In 2025, attention is scattered across platforms and formats. Marketers are investing billions, but costs are rising and audiences are harder to impress. The question is not just where to spend, but how to spend wisely.
Key Numbers
- Digital share: 74 percent of global ad spend.
- Video growth: Video ads are growing 16 percent year over year.
- Retail media networks: Amazon, Walmart, and Shopify ads are booming, expected to surpass $140 billion globally.
Platform Benchmarks
- Google Ads: CTR 3.1 percent, CPC $2.96.
- Meta Ads: CTR 1.1 percent, CPC $0.83.
- LinkedIn Ads: CTR 0.6 percent, CPC $5.67.
- TikTok Ads: CTR 1.5 percent, CPC $1.01.
What Works in 2025
- Invest in first-party data due to privacy restrictions.
- Focus on video-first creative for higher engagement.
- Use AI optimization to streamline targeting.
- Explore retail media for purchase-ready audiences.
Challenges
- Rising CPMs and CPCs.
- Audience ad fatigue.
- Attribution gaps across platforms.
The Future of Advertising
By 2030, advertising will be more personalized, immersive, and experience-driven. Creative storytelling will matter more than settings and targeting.
