Make an impact: Top ad trends defining 2025

Will AI take over advertising? What ad format will capture the most attention and engagement in 2025? What does the industry’s future look like? 

To find out, we sat down with Eskimi Creative Director Marta Jurkšaitienė, who shared her insights for the upcoming year. From AI-powered creativity to bold new ad formats, here’s what you need to know to stay ahead in 2025.

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Rapid fire: give me the top 5 advertising trends for 2025.

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1. Ad creativity as a differentiator. The industry has been focusing on content for a while now. With greater attention to data analysis and insights, data-based content is increasingly effective. We are talking about high-impact ads, 3D ads, and gamified ads, which are achieving steadily growing results. Data-based creativity can result in user attention and engagement rates that are ten times higher than usual.
   
   
2. Contextual ads.  The ads are tailored not to the user but to the context in which the ad is shown. Let’s say there’s an article comparing different phone models. You display an ad of one of the phones next to it. This allows brands to speak to customers in the consideration phase at the peak of their interest.
   
   Contextual advertising isn't new, but its popularity will keep growing because it’s highly relevant, doesn’t rely on cookies, and helps brands reach more niche audiences.
   
   
3. Dynamic content ads.  Ads are getting smarter and more reactive. They can adapt to what’s happening at the moment — like the weather, time of day, or even live sports scores.
   
   Picture this: on a hot day, you see ice cream ads. When it’s cold, the same company with multiple products under its belt is pushing you tea. This level of personalization is becoming more automated and efficient.
   
   
4. Connected TV and digital out-of-home.   Connected TV and digital out-of-home is a growing space, blending traditional brand storytelling with data-driven targeting, interactivity, and dynamic content.
   
   According to Statista, digital out-of-home ad spend is projected to grow annually by more than 7%
   
   
5. AI implementation.   Experimentation with AI is still in progress. The industry is finding new ways to leverage emerging AI technology to make parts of the process more effective, such as data interpretation and behavior prediction. The industry is also experimenting with creative opportunities. We will see more interesting AI tools and use cases for them this year.
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What formats will dominate 2025?

New and innovative formats, if done right, lead the way and generate more traction. We are talking 3D, gamified, high-impact formats.

That said, it’s not just about the format – it’s what you do with it. The same format can feel entirely different with creative visuals, clever messaging, or an unexpected twist. Ultimately, it’s about understanding your audience and creating something that speaks to them.

How will attention metrics impact advertising?

Attention metrics do two main things: predict and measure the campaign from the user’s point of view. Predictive attention metrics allow for the analysis and adjustment of the content before spending the campaign’s budget on it. 

Attention metrics during the campaign shifted from measuring the behavior of technology - how many times the ad was shown – towards user behavior – how many times the ad was actually seen. 

This opens the door to smarter, more actionable decisions – ads can be tailored to keep audiences engaged.

What’s AI’s role in creative advertising?

AI is already helping us refine and improve campaigns. It’s great for testing ideas, predicting user responses, and optimizing content and placements. What used to take weeks can now happen in minutes.

But it’s also important to understand that the real magic lies with the person behind the AI. An experienced professional brings expertise and sharp critical thinking, unlocking AI’s full potential.

How can advertisers capture shrinking attention spans?

It’s all about variety and relevance. Start by understanding where your users are in their customer journey. Ads are annoying when they don’t match what someone needs at that moment. But when they’re timely and helpful, they feel like valuable information.

Creativity is key, too – have a twist in your advertising. Ads that connect emotionally stick with people. Boring ads get ignored, no matter how well-targeted they are.

How is sustainability shaping advertising?

Sustainability is increasingly important in many markets. It’s not just about messaging but how campaigns are processed. Companies are cutting CO2 emissions, optimizing media buying, and choosing more sustainable processes. Clients also prioritize partners with a sustainable approach.

Where do you find inspiration for campaigns?

Honestly? From clients. We are lucky to work with the most brilliant people in different industries. Ask the same question to different people in different places, and you’ll get different answers. Even asking the same question every month brings a twist to the answer. 

Data is another big one. Aggregated insights often highlight patterns or gaps you wouldn’t expect. It’s fascinating how much you realize you don’t know until you dig into the numbers.

How do you adapt campaigns for different cultures?

It starts with understanding both the local culture and the global brand identity. Small changes can make a big difference. Depending on the market or industry, a color, a word, or a button can resonate differently.

It’s about respecting those differences while keeping the brand message consistent.

If your team were a band, what would your style be?

What is the modern version of jazz? We are about solid fundamentals with plenty of improvisation. Each player listens to the others and adjusts in real time, creating something unique. That’s how creativity works in a team — everyone brings their own unique flavor, but together, it just works.

What campaign would you do with an unlimited budget and no constraints?

That’s the hardest kind of campaign to create. I genuinely believe the best creativity comes from constraints. If you look at award-winning ads, the most impactful ones often have substantial limitations.

You can’t have a good campaign without knowing what you want to achieve. If you don’t know where you’re going, it doesn’t matter which way you take.

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