Expert paid media predictions for 2025

In 2025, paid media is set to evolve significantly.

Our paid media experts share their predictions for the year ahead! From the expansion of video advertising across all platforms, and AI contributing to advancements in measurement and analysis tools – to rising costs, and shifting budgets! 2025 is set to be a dynamic year for paid media professionals!

Continued growth in Tiktok ads

“We think that TikTok will continue to grow; everyone is still learning how to use it within their overall marketing strategy – but people are still sceptical about its use because its high effort, with rudimentary tools, and high initial investment” – Will Dixon, Head of Paid Media

Even while facing a ban in the USA, our paid media experts predict that TikTok will continue to grow worldwide – particularly in terms of their ad offering. Now, many brands use the app for organic engagement, but as TikTok expands their ad formats and targeting capabilities, our Head of Paid Media, Will Dixon, expects the ways in which we use the app will evolve to increasingly include paid methods.

TikTok is expected to introduce new ad-formats in 2025 to cater to diverse marketing needs and reach a wider audience. This in addition to the platform refining its targeting capabilities will continue to drive traffic to brand websites – allowing brands to reach increased numbers of brand advocates, and consumers.

Video is key to 2025

“Video is key to next year across all platforms. Once capabilities exist then we should be able to see content for TikTok / Meta etc be enhanced.” – Tom Reynolds, Senior Paid Media Executive

Our Senior Paid Media Executive, Tom Reynolds predicts that short-form video will continue to rise in popularity throughout 2025 – and the promotion of video through paid methods will start to dominate.

Video is already one of the most likely forms of content to perform well organically; marketers can repurpose this as an ad, by putting money behind it and promoting it as sponsored content. This content appears in-feed, and feels more natural to users – making them feel less like they are being sold to, increasing the likelihood of engagement and conversion.

As platforms continue to enhance their video advertising offering in 2025, our experts predict that advertisers will experiment with interactive video formats, such as clickable elements and quizzes, to create more immersive and engaging ad experiences.

Upgrade of measurements solutions

“Measurement has had a stutter since Google cancelled their plans, but it still remains important; everyone should be upgrading and advancing their measurement solutions” – Steph Douglas, Paid Media Executive

With the growth of AI, Steph Douglas, Paid Media Executive at Click, believes we should be upgrading and advancing measurement and analysis tools. In 2025 AI-powered tools will be able to provide more accurate and insightful data on campaign performance, helping marketers optimise their strategies in real-time.

Performance Max will continue to improve

“We’re seeing far better measurement and reporting for Performance Max than we ever hoped for when the campaign type was first launched. It’s still not ideal but we should see this continue to improve through 2025 purely due to demand from advertisers” – Tom Williams, Senior Paid Media Executive

Our Senior Paid Media Executive Tom Williams, predicts that Performance Max will continue to improve in 2025. He expects Google to continue optimising the platform by making use of developments in AI and machine learning to automate campaign optimisation; this will have several benefits, including freeing up marketers’ time and improving campaign performance.

Google are expected to continue expanding the targeting and measurement options available in the platform, allowing advertisers to reach more specific audiences and gain more precise measurement data. This will lead to the implementation of actionable insights and data driven-decisions – ultimately leading to better results.

CPCs continuing to rise

“CPCs have risen, and will continue to rise according to Google. Budgets remaining flat and not making decisions to either increase overall or reallocate budget to more specific areas will mean you get left behind. Improving the above measurement and constantly testing on your site to ensure the best Quality Score metrics will put you in the best position to keep up with CPC inflation.” – Chris Croft, Paid Media Executive

In 2025 costs are rising everywhere – and paid media is no exception. Cost per click (CPC) increased in 2024, and Paid Media Executive, Chris Croft expects that they will continue to rise in the new year.

To ensure brands continue to see successful performance from paid media campaigns brands need to make sure they are measuring campaign success, and reallocate budget to better performing areas.

More budget to upper funnel

“People are quick to delegate more budget to channels where they’re likely to see a direct ROI; but more people are starting to understand the benefits of directing more budget to upper funnel, and starting touchpoints” – Brian Mohan, Paid Media Executive

Marketers will shift budget allocations towards upper-funnel activities like brand awareness and consideration campaigns, says Brian Mohan, Paid Media Executive. This is because brands are starting to become increasingly aware of the value of building long-term brand equity.

Brian expects that in order to achieve this, brands will diversify the channels they advertise on in 2025 – including social media, streaming platforms, and connected TV (CTV).