2025 Digital Marketing Predictions

Monday, 22 December 2025, 11:08 am
Press Release: Conversion Marketing

As we gear up for another year, our team have shared their insights into what could lie ahead in the world of digital marketing. From AI-driven search campaigns to the evolving role of social media, these predictions highlight the key trends marketers need to watch and adapt to to stay competitive in 2025. Let’s dive in.

1. Google Search Campaigns: Evolving with AI and Search Themes

We predict Google Ad’s Search campaigns are set for major shifts:

• Goodbye Phrase Match Keywords: We expect more changes to keyword match types. Phrase match may be removed, and Broad Match will be promoted as the go-to keyword match type. Audience Signals will likely complement the keywords for each campaign. This is similar to how Performance Max campaigns use signals to find the right audiences.
• Related to this, a new type of search campaign may be launched. This campaign type could use “themes” instead of keywords and will mix audience signals and conversion data for better targeting.

These features, along with the change in how search results appear, suggest big changes for search ads in the year ahead. Watch this space!

2. The Rise of AI-Driven Advertising Platforms

ChatGPT’s Search features may begin to challenge some of Google’s share of search more in 2025.

One of our most exciting predictions? Advertising via ChatGPT.

We can imagine a near future where paid suggestions fit smoothly into ChatGPT responses. This would create a new, conversational ad platform. This could expand to a ChatGPT-powered search engine, embedding sponsored content directly into results.

It’s important to note that Google is using more in-platform AI. This change will require better data inputs and less control for advertisers. Advertisers must use their first-party data effectively and should integrate customer lists into their ad platforms. This will help improve performance.

3. SEO in Flux: Preparing for New Challenges

SEO isn’t slowing down—it’s transforming:

• Volatility Continues: We predict ongoing changes in the SEO landscape, with frequent updates keeping marketers on their toes.
• AI and SGE Optimization: We expect a change towards improving AI-driven platforms. This will focus on zero-click answers and strategies based on entities.
• Video SEO: Short-form videos will need strategic keyword embedding to boost visibility, as platforms prioritise concise, engaging content.

4. Social Media: AI, Personalisation, and Bluesky’s Rise

We see Meta and other platforms leaning heavily into AI over the next 12 months.

We see Meta and other platforms leaning heavily into AI:

• AI Personalisation: Meta will likely use AI tools like Meta LLama to improve content personalisation. This will create more engaging ad experiences.
• Short-Form Content: TikTok and Instagram Reels will continue to dominate, with AI-generated content leading the charge.
• Bluesky’s Potential: Bluesky could be the next big name in social media and might change the competitive landscape. With a big increase in new users in late 2024, the coming year might see this text-based social media platform grow.

5. Innovations in Ad Formats and Payment Models

• Interactive and Shoppable Ads: We expect to see more interactive ads. These include quizzes and QR codes for purchases and will engage users in a more dynamic way.
• Crypto Payments in Advertising: We might see crypto payment options being introduced as a payment option for ad transactions, along with traditional methods.

6. Connected TV (CTV) and Shoppable Content

Got a new Smart TV in the Boxing Day sales? It’s likely to begin showing more targeted ads to you and your household in 2025.

CTV advertising will likely continue to expand as more consumers adopt streaming platforms. Expect interactive, shoppable content that blends entertainment and commerce, making it easier for viewers to engage and purchase directly from their screens.

7. The Future of One-Click Advertising

Google might start “One-Click” ad campaigns. This will let advertisers enter a domain and create a fully optimised campaign across platforms. While convenient, this change may spark controversy, especially if it leads to the sunsetting of traditional campaign types.

This ties into the trend towards less control of Google Ads campaigns. However, we want to highlight that features like this aren’t always successful, and may not be the best way to get value from your paid digital advertising.

8. The Continued Growth of Digital-Out-Of Home Advertising (“DOOH”)

We’re likely to see a lot more locally-based and relevant business advertising on digital billboards in the years ahead.

You might have noticed that more and more billboards and street-level ad signage are going digital. It makes sense – with digital screens, publishers and screen networks can sell the same billboard multiple times per minute, rather than just leasing out their signage in one-week or longer blocks. And advertising on these outdoor screens is becoming easier and easier. In the past year alone we’ve seen the launch of two new locally-based programmatic DOOH platforms, both targeting businesses directly and making buying ad space and creating ads very easy via their online platforms.

In 2025, we predict the continued growth of DOOH around New Zealand. You’ll likely see more billboards convert to become digital versions of the same size, and you’ll see more local, and small or medium-sized businesses begin to utilise signage local to their locations.

Wrapping Up: Adaptation with a touch of caution is key.

These predictions paint a clear picture: adaptability will be critical in 2025. Whether it’s (cautiously) embracing AI-driven campaigns or navigating shifts in SEO strategy, marketers must stay agile and up-to-date to thrive in this evolving landscape.

We also recommend being careful when using AI tools for marketing. Advertising platforms can hide data and reduce your control over keywords, placements, or ad bids. Or, on the creative side of things, shoehorn in unwanted AI adaptations to existing creative assets. Use with caution.

For more insights and updates, contact or follow us as we track these changes throughout the year ahead!

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