Nowadays, a large part of people spend a lot of time in the digital space every day, so areas such as digital advertising have already become commonplace. This type of advertising is a dynamic and constantly expanding area, so in order to properly utilize its opportunities, it is necessary to follow the latest trends and developing technologies. In this article, we provide a brief overview of digital advertising trends in 2025.

What is digital advertising?

Digital advertising is advertising using digital (online) channels, such as search engines, websites, social media, mobile apps, and other online platforms. In other words, it is a part of marketing that seeks to effectively use the online space to promote products, services, or brands. Examples of digital advertising are Google Ads, social media advertising and other online advertising.

New digital advertising trends

The concept of digital advertising is constantly expanding, as new technologies and opportunities emerge, and consumer behavior changes. This means that new forms of digital advertising are emerging. Therefore, if we want to remain competitive in the market, we need to know the latest trends:

• The use of artificial intelligence. As in many areas, the use of artificial intelligence in digital advertising will continue to grow. Algorithms driven by artificial intelligence will be extremely important in personalizing and automating advertisements, and machine learning will allow us to understand consumer behavior even better;
• Video advertising. Video advertising will continue to be an extremely popular format. The shorter the ad, the better – this means that short videos will be on the top trending list on TikTok, Instagram, and other platforms. These short videos should also be adapted for mobile phones and have links to make shopping even easier;
• Advertising that focuses on privacy. Data protection and privacy are becoming increasingly relevant for the modern consumer. This means that companies should focus on advertising that uses fewer third-party cookies and protects user data. In this area, it will be important to provide personalized content while maintaining user privacy, so solutions such as the use of artificial intelligence to ensure data protection will become critically important;
• User-generated content is changing influencer marketing. Influencer marketing will continue to be a popular way to advertise, but it will be partially replaced by user-generated content (UGC). User-generated content (that which is created not by famous influencers and celebrities, but by micro-influencers) is more trusted by other users because it seems more genuine and sincere. The best way to present such content is through short videos on social media platforms;
• Advertising that focuses on sustainability and ethics. It is noticed that the further, the more consumers care about sustainability and ethical issues. Therefore, advertising with messages of sustainability and ethical behavior will gain greater consumer trust – this means that you have to show how your brand or product contributes to sustainable consumption and solving ethical problems. The so-called green advertising, which aims to promote products that are produced in an environmentally friendly manner, will also become popular.

Final words

Digital advertising has changed the advertising field and expanded its possibilities. Advertising in the digital space is very different from traditional printed advertising or advertising on television and radio. For example, the effectiveness of digital advertising can be monitored using various digital tools, such as data analytics, and it can be even better adapted to the target audience.

Although new technologies and trends are changing the concept of digital advertising, this does not mean that older digital advertising channels and methods will disappear—Google Ads, social media advertising, and longer-form videos also remain relevant. In the field of advertising, it is important to combine different types of advertising through different channels to achieve the best results.