Advertising Practices to Eradicate by 2025

VAunting Consistency Key to Commercial Success in 2025, Executives Say

As the clock ticks towards the new year, industry insiders are shedding light on trends to leave behind in the world of advertising. One such trend that Andrew Tindall, senior vice president of global partnerships at System1, believes warrants a quick burial is inconsistency.

According to a study by System1 which drew on data from the IPA, coherence across channels proves instrumental to driving commercial success. By harmonizing color, tone of voice, and other consistent branding elements, brands can double their long-term effectiveness over a five-year period, with the potential to unlock an additional £3.3 billion in value.

In a joint report with WARC, Prophet, Bera.ai, and Analytic Partners titled "The Multiplier Effect," System1 will further elaborate on the role consistency plays in enhancing both performance and brand advertising. Adhering to these findings will be crucial as the creative discourse enters the next phase in 2025.

In the same vein, Smita Pillai, regional vice president of customer success at impact.com, sees the value in switching gears from outdated marketing tactics. She recommends moving away from third-party cookies, generalized targeting, and overemphasis on mega-influencers.

The focus going forward should be on leveraging AI-driven optimization, first-party data, and privacy-first strategies. By prioritizing transparency, personalization, and genuine connections with audiences, advertisers can thrive in a data-optimized and privacy-conscious world.

Dynamic solutions like video content, live streaming, and shoppable content are also better positioned to align with the evolving preferences of consumers. Ignoring the growing clout of voice search integration and AI-powered engagement tools could lead to squandered opportunities in this burgeoning ecosystem.

Lottie Mariner, head of copy at bandstand, echoes the call for simplicity in the industry. With the rise of AI and automation, she advocates for dispensing with needless jargon and embracing clear, unadorned communication. This shift toward human-like conversation will allegedly unlock a more meaningful and inspiring creative environment.

Accurate attribution models, like those introduced by MMM, are also required to capture the complex, multi-channel nature of customer decisions. By embracing a more sophisticated understanding of marketing impact, brands can develop more effective strategies which drive long-term growth.

At Alkimi, Milly Putley, associate director of marketing, urges industry players to progress beyond barriers that stifle innovation and foster diversity. By adopting flexible, inclusive practices, collaborative partnerships can flourish, leading to better outcomes for all players—brands, publishers, and consumers alike.

Adapting to these shifts stands as a prerequisite for businesses aiming to remain afloat in the rapidly transforming marketing landscape. As marketers gear up for what 2025 has in store, embracing these insights will be the first step toward a more adaptive, impactful, and cohesive future.

Inconsistency in branding, as expressed by Andrew Tindall, may no longer work and could warrant a quick departure in the advertising world moving into 2025.
Leveraging AI, first-party data, and privacy-focused strategies, as suggested by Smita Pillai, could help advertisers navigate a data-optimized and privacy-conscious market.
Dynamic solutions, such as video content, live streaming, and shoppable content, are better poised to meet the evolving tastes of consumers, as noted by an unspecified source.
Lottie Mariner, head of copy at bandstand, advocates for clear, unadorned communication in the marketing industry, eschewing excessive jargon in favor of human-like conversation.
Accurate attribution models, like those presented by MMM, will be necessary to manage the complex, multi-channel nature of customer decisions, according to an unspecified source.
Adopting flexible, inclusive practices, as urged by Milly Putley of Alkimi, could yield better outcomes for all parties involved—including brands, publishers, and consumers.
In the realm of education and self-development, the industry may need to refine its approach, potentially moving away from jargon-laden communication towards a more human-like conversation.
As the world of finance continues to evolve, personal-finance strategies will need to keep up with the times, potentially adopting privacy-first strategies and AI-driven optimization.
In the entertainment industry, keeping an eye on trends and adjusting strategies accordingly will be essential for continued success, whether that means adapting to voice search integration or AI-powered engagement tools.