Mediaocean, a global technology platform offering campaign management across various digital channels, conducted a survey in November 2024 through TechValidate. The study was based on data from 688 respondents representing different entities in the marketing industry.
The participants included representatives of brands, advertising agencies, media companies, measurement firms, technology platforms, and other organizations operating in the marketing sector.
An analysis of the results helps identify the dominant trends in advertising budget allocation for 2025 across different industries.
Retail industry
71% of retail brands will focus on display and video ads to effectively showcase products and special offers. Content personalization and dynamic ads tailored to customer preferences will play a key role.
Pharmaceutical and healthcare industry
69% of pharmaceutical companies will intensify their presence on social media to promote a healthy lifestyle, educate patients, and increase awareness of innovative products.
Fast-moving consumer goods (FMCG)
74% of brands in this sector will invest in display and video advertising to reach a wide consumer base more effectively. Visual product presentations and storytelling will be crucial for marketing strategies.
Financial services
71% of financial service providers will use social media to educate customers, raise awareness of products, and build trust. Educational campaigns and content related to financial security will become even more popular.
Telecommunications industry
71% of telecom operators will increase their investment in social media to promote new services, support customer service, and build communities around their brands.
Automotive industry
74% of automotive companies will intensify their efforts on social media to promote new models, engage customers, and build loyalty. Campaigns based on dynamic video content and interactivity will attract greater audience attention.
Education sector
56% of companies in the education sector will continue to use social media, supported by display advertising, to promote courses, recruit students, and build communities around their brands. Educational content and interactive campaigns will attract new learners.
Entertainment industry
73% of entertainment companies will focus on social media to effectively promote films, music, and live events. Viral campaigns and interactive formats will increase audience engagement.
Quick-service restaurants (QSR)
53% of restaurant chains will invest in connected TV (CTV) advertising to reach audiences at home and encourage online orders. Visual campaigns and interactive ad formats will enhance marketing effectiveness.
Technology industry
65% of technology firms will concentrate on display and video ads to promote innovative solutions and educate customers about new technologies. Product campaigns and expert content will attract user attention.
Tourism industry
73% of companies in the tourism sector will focus on CTV advertising to inspire customers to travel and showcase attractive offers. Promotional videos and emotional campaigns will play a key role in marketing strategies.
Key strategic takeaways for digital marketing in 2025
An analysis of the study results shows that most industries have a strong preference for specific priority solutions. Several key strategic insights indicate deeper shifts in the digital marketing landscape for 2025.
A strategic polarization between social media and display/video formats
The results highlight a clear division between industries prioritizing social media (such as pharmaceuticals, automotive, telecommunications, and financial services) and those primarily investing in display and video ads (such as retail, FMCG, and technology). This suggests that industries focused on customer engagement and loyalty (such as financial services and automotive) emphasize interaction and direct communication, while industries that rely on strong product presentation (such as FMCG and technology) concentrate on visual messaging.
Personalization and dynamic content as an industry standard
Personalization, which was once a competitive advantage, is now becoming the foundation of marketing strategies. Retail and FMCG brands, in particular, highlight the growing importance of dynamic ads tailored to customer preferences. This signals that AI technology and customer data analysis will be key drivers of effective campaigns.
Social media evolving toward education and relationship building
Industries such as pharmaceuticals, financial services, and education clearly emphasize the use of social media for educational purposes and trust-building. This marks a shift in marketing approaches—companies are not only promoting their services but also providing valuable content that helps customers make better decisions. The strategic importance of trust and transparent communication is increasing.
