Media Buying Trends 2025: What’s Hot, What’s Not?
Media buying trends are shifting faster than TikTok feed and if you blink, you might miss the next big opportunity (or fall into an outdated strategy trap). So, let’s take a look into the magic ball
Before we start…
Serge Abramov, our professional media buyer, shared some of his ideas on the main factors shaping today’s (and tomorrow’s) media buying. He highlighted:
- AI and machine learning will increase automation
- Prices for auctions will grow
- Platforms will consolidate and unite
- Emerging GEOs would be: LATAM, Southeast Asia, and Africa, since they experience growing internet penetration and mobile adoption
- Verticals like Finance, Gaming, eCommerce, Sports and Health are set to thrive as digital services expand and consumer needs evolve globally
Now, let’s observe the trendiest trends that are relevant for every media buyer, including you, no matter which GEOs and verticals you prefer.
1. AI takes the wheel (but you’re still in control)
Maybe, we won’t see the rise of the machines this year, but AI has already officially moved beyond being a buzzword – it’s now a full-fledged media buying powerhouse. AI-driven automation is optimizing campaigns in real time, crunching insane amounts of data, and even generating ad creatives on the fly.
Example: Imagine you’re running a campaign for a fitness app. Instead of manually A/B testing different headlines that appeal to different users goals (in our example – rapid results VS personalized approach), AI analyzes user behavior and automatically adjusts the ad copy for different audiences. Say, one person sees “Get Fit Fast,” while another sees “Your Personalized Workout Awaits.” The result? Better engagement and lower CPA.
What to do: Embrace AI tools, but don’t rely on them blindly. Keep a human in the loop to maintain creativity and strategy. Think of AI as your overenthusiastic intern – great at handling data but not so great at nuance.
2. Telegram mini apps: the rising star of digital engagement
With more businesses and advertisers shifting to platforms that provide direct interaction with users, Telegram Mini Apps are becoming a major player in 2025. These lightweight, interactive apps reflect another upcoming trend valued by modern users – the unification of numerous functions in one place. As for media buyers, mini apps open up new monetization and marketing opportunities, since they ensure new ad space and cover all imaginable verticals.
Example: A travel booking service launches a Telegram Mini App where users can compare flights, book hotels, and receive exclusive deals – all in one app without leaving the Telegram interface. This frictionless experience keeps users engaged and increases conversion rates.
What to do: As a media buyer, you can purchase Telegram mini apps traffic from PropellerAds to scale your campaigns with newly engaged users from Telegram. This traffic type also works for mini apps owners and Telegram channel owners, who want to grow their audiences.
3. Social search: the new Google?
Gen Z and Millennials are increasingly using social platforms as search engines. TikTok, Instagram, and even Reddit are where people look for product recommendations, reviews, and inspiration. If your ads aren’t showing up in these searches, you’re missing out.
Example: A sneaker brand partners with micro-influencers who post “Best Running Shoes of 2025” videos on TikTok. Instead of a traditional Google search ad, the brand appears in organic-style content where users are already looking for recommendations.
What to do: Optimize your social media presence for searchability. Use relevant hashtags, keywords, and even paid placements to get in front of high-intent users. Plus, collaborate with influencers (large and small) in your niche to reach relevant audiences.
Google keeps delaying it, but 2025 might actually be the year we say goodbye to third-party cookies. This means retargeting as we know it is changing, and first-party data (collected directly from users) is now worth its weight in gold.
Example: A fashion brand encourages users to sign up for a VIP list by offering early access to new collections. Now, they have a database of engaged shoppers to target directly – no third-party cookies are needed.
What to do: Start building your first-party data strategy right now. Email lists, loyalty programs, and interactive content (like quizzes) can help gather valuable user insights without relying on external tracking.
5. Hyper-personalization gets even more personal
Generic ads are officially out. Machine learning and AI-powered hyper-personalization is making it possible to serve unique ad experiences to individual users based on their behaviors, interests, and even moods. Here is what Serge Abramov says:
“From predictive analytics to creative automation, AI will streamline processes. AI technologies are already reshaping advertising, and in 2025, they will play a pivotal role in improving targeting precision and enhancing ROI. Also, the process of generating different types of creatives, such as banners, videos, and texts, will finally become AI-dependent rather than human-dependent.”
Example: Let’s imagine a sports supplements store that provides safe and certified vitamins. The ads can be adjusted by AI not only by demographics, but also use dynamic creatives that change during a day. Say, morning ads can promote energizing supplements, pre-workout goods, and all kinds of boosters. While evening ads can display post-workout supplements and recovery (or even sleep) aids.
What to do: Use dynamic ad creatives and AI-driven segmentation to deliver content that resonates with users on a personal level during the day.
6. Gamification in advertising
Ads are becoming more interactive, and brands that incorporate gamification are seeing higher engagement rates. From simple “spin-to-win” promotions to full-fledged AR experiences, interactive ads keep users entertained while driving conversions.
Example: A beverage brand launches an Instagram filter where users “mix” their perfect drink by shaking their phone. At the end, they receive a discount code for their personalized drink order.
What to do: Look for ways to make ads more fun. Whether it’s a quiz, challenge, or interactive experience, engagement is the new currency.
The future is fast, but you’ve got it
Media buying in 2025 is all about agility, creativity, and leveraging new tech without losing the human touch. AI and automation are powerful, but strategic thinking and innovative storytelling will always be the real game-changers.
Now, go out there and make this year your most successful one yet!
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