The media landscape is undergoing unprecedented shifts, driven by rapid advancements in technology, evolving consumer behaviors, and the ever-growing demand for sustainable practices. By 2025, global ad revenues are expected to surpass $1.1 trillion, building on the milestone of $1.04 trillion in 2024, according to GroupM. This growth of 9.5% highlights the accelerating shift towards digital advertising, which is projected to dominate the industry by accounting for over 70% of total ad spend.
In this dynamic environment, staying ahead of trends is not just advantageous – it’s essential for survival and growth. To gain deeper insights, we sat down with Johan Liljelund, Chief Information Officer and Executive Vice President at DanAds, to discuss his views on the key challenges and opportunities shaping 2025.
Johan, as we look toward 2025, what do you see as the biggest challenges facing the media industry?
Johan: “2025 will undoubtedly be a year shaped by a continued tough global financial climate. Global ad revenues are anticipated to reach $1.1 trillion by 2025, reflecting an annual growth rate of 9.5%. However, this growth will not come without challenges. Rising operational costs and increased competition will make efficiency critical. Automation and streamlining will be essential, not just as cost-saving measures, but as ways to create scalable operations that don’t compromise margins. AI will play a significant role, but it must be used thoughtfully where it can deliver real value.”
Where do you think AI will have the greatest impact in the industry?
Johan: “AI is expected to be transformative in 2025. Its greatest impacts will be seen in content creation, campaign optimization, and personalizations. Programmatic advertising, which is expected to account for $725 billion of global ad spend, will benefit enormously from AI advancements. For instance, predictive algorithms can enhance ad performance by up to 40%, enabling advertisers to achieve better results with fewer resources. As a European tech company, however, we also face challenges related to regulations like the AI Act, which will shape how we compete globally.”
How are consumer expectations influencing the media industry?
Johan: “Consumer behavior is evolving rapidly. By 2025, 73% of consumers are expected to prefer personalized advertising, while 85% will demand seamless multi-platform experiences. This means media companies need to invest heavily in creating unified, high-quality experiences that engage audiences wherever they are. Devices and platforms are evolving, adding complexity but also offering opportunities for those who can adapt quickly to changing consumer preferences.”
How do self-serve advertising platforms fit into the media landscape of 2025?
Johan: “Self-serve advertising platforms are becoming indispensable as publishers and advertisers look for efficient ways to manage campaigns. At DanAds, we empower publishers to offer these platforms, putting advertisers directly in control of their campaigns while reducing operational bottlenecks. With self-serve solutions projected to drive $60 billion in ad spend by 2025, the demand for these platforms will only grow. They enable transparency, scalability, privacy, and independence, key elements for thriving in a competitive market.”
Sustainability has become a buzzword in the industry. How important is it for media companies in 2025?
Johan: “Sustainability is a non-negotiable priority for 2025. Over 65% of consumers say they are more likely to support brands that adopt sustainable practices. Media companies must align their strategies with this trend. At DanAds, we’re advancing sustainability in advertising through initiatives like TripAdvisor Ad Express, which integrates eco-conscious solutions into digital campaigns. These efforts not only reduce environmental impact but also meet the rising demand for ethical advertising practices. From a technology perspective we believe that creating direct connections between buyer and seller, hence reducing the intermediaries, will reduce the need for computing which also will be seen as a more sustainable alternative.”
What advice would you give to companies trying to stay competitive in this complex environment?
Johan: “Continuous learning and adaptability will define the winners in 2025. Companies must invest in cross-functional collaboration and technology to gain actionable insights. With 80% of advertisers planning to increase investments in first-party data, having robust systems to manage and leverage this data will be critical. Privacy regulations will tighten further, making compliance a priority, but those who navigate these challenges effectively will gain a competitive edge. As a Publisher that wants to future proof their advertising business, cutting costs will not do it. You need to invest in the future.”
What is one thing you hope to see change in the advertising industry this upcoming year?
Johan: “ A crucial shift needed in the advertising industry in 2025 is a move towards radical simplification. While advancements like AI and automation offer incredible potential, the industry has become increasingly complex, burdened by intricate terminology and convoluted workflows. This complexity hinders efficiency, transparency, and ultimately, the ability to deliver truly impactful campaigns.
It’s time to make things simpler for everyone. The industry must do the grunt work to clean up the mess of intermediaries and processes it has created. By embracing streamlined processes, intuitive tools, and clear communication, advertisers and publishers alike can navigate the landscape with greater ease and agility. This simplification fosters collaboration and unlocks new levels of creativity and innovation. By removing unnecessary barriers and embracing user-friendly solutions, the industry can create a more accessible and efficient advertising ecosystem that benefits all stakeholders.”
Final Thoughts from Johan
“The future of media and advertising lies in striking the right balance between innovation and operational efficiency. Whether it’s AI, automation, sustainability, or self-serve platforms, the companies that succeed will be those that approach these trends with strategy and adaptability. Focus on the business itself and then let technology be the enabler instead of the other way around. 2025 will be a year of transformation, and I’m optimistic about the industry’s ability to rise to the challenge.”
Looking to lead in 2025? DanAds is the leading provider of self-serve advertising platforms, empowering publishers and advertisers to simplify campaign management and achieve greater efficiency. Discover how our solutions can transform your approach to advertising today.
