As 2025 approaches, the advertising landscape is rapidly evolving, driven by a confluence of technology, shifting audience behaviors, and cultural and political movements. In this context, Teads, a global media platform, introduces its Tech Themes 2025 report. This comprehensive guide highlights five major themes that will redefine how brands approach advertising in the coming year. Derived from Teads' Global Tech Themes Survey, trusted industry data, and expert insights from global media and marketing leaders, the report outlines the strategies marketers must adopt to stay ahead in this dynamic environment.

According to Natalie Bastian, Global Chief Marketing Officer of Teads, the advertising industry has already responded to the fragmented media landscape in 2024, embracing opportunities like CTV (Connected TV), AI-driven solutions, and new shoppable formats. Heading into 2025, these themes will guide brands toward delivering highly relevant and impactful customer experiences.

Key Insights from Tech Themes 2025

1. Transform Engagement Through Omnichannel Video Excellence
   Omnichannel video strategies are emerging as a critical component of successful advertising campaigns. By combining lean-back formats (like CTV) with lean-in experiences (such as mobile), brands can create cohesive, impactful storytelling that resonates across devices. Teads' omnichannel attention approach has been shown to improve video campaign performance, with 42% of media professionals citing CTV and omnichannel formats as the top advertising theme for 2025. Attention-driven strategies are expected to dominate the advertising landscape in the coming year.

2. Balance Personalization and Privacy to Drive Impact
   Privacy regulations are reshaping the digital advertising environment, pushing brands to deliver personalized experiences without compromising consumer privacy. Contextual targeting offers an effective solution by aligning ads with real-time content in a non-invasive manner. Research reveals that 1 in 3 consumers recall contextually relevant ads, and 17% are more likely to purchase from brands that use this strategy. Teads leads the charge with 80% cookieless inventory, enabling brands to scale their campaigns while ensuring privacy compliance.

3. Build Trust and Relevance in Premium Environments
   The importance of brand safety and content quality continues to grow. 70% of consumers report that the quality of content adjacent to ads directly impacts their perception of the brand. Campaigns in premium environments are shown to drive 25% higher ROI, making them essential for advertisers seeking to enhance both reach and reputation.

4. Deepen Audience Connections With Meaningful Moments
   Aligning advertising campaigns with cultural and global events—such as the Olympics or other major occasions—helps brands stay relevant and memorable. Ads tied to these meaningful moments see 25% higher engagement. By crafting campaigns that speak to consumers' emotional connections during key cultural events, brands can unlock a 15-20% ROI lift, with 33% increased purchase intent. Teads Contextual Reachcasts allow brands to engage audiences with highly relevant messaging during these pivotal moments.

5. Master Attention at Every Touchpoint With Creative Excellence
   Creative innovation is key to engaging audiences and delivering measurable results. By leveraging AI-driven tools and formats like shoppable CTV, dynamic inRead units, and AI-powered voiceovers, brands can create seamless, personalized experiences across the consumer journey. Teads empowers advertisers with cutting-edge solutions, including Personalized AI Voiceovers for customized ads across languages and AudioStack, which integrates high-quality AI-generated audio into campaigns.

The Tech Themes 2025 report from Teads outlines the strategies and technologies that will define advertising in the coming year. From omnichannel video and contextual targeting to creative excellence and leveraging cultural moments, the report emphasizes the importance of adapting to an evolving media landscape. With new tools and insights, brands can enhance their audience engagement, boost ROI, and ensure that their campaigns remain relevant and effective in an increasingly dynamic world.

By embracing these emerging trends, marketers will be better equipped to navigate the complexities of 2025 and beyond. Teads’ latest ebook offers a comprehensive roadmap for brands looking to stay ahead of the curve and capitalize on the future of advertising.