By Dara Nasr, VP Global Sales WeTransfer
A rise in confidence across the advertising industry
2024 was the year of the election with at least 70 happening worldwide, including in major advertising markets like the US, UK and France. With any election, the unpredictability associated with it limits free range advertising – uncertainty is generally awful for advertising.
For 2025, I foresee more swagger and confidence in the industry with there, hopefully, being less political volatility. Advertisers will be able to be more bold with what campaigns they put out there and not be restricted by the sensitivities of an election timeframe.
The changing role of the CMO and the impact it has on storytelling
Over the last few years we have seen the average tenure of the CMO decrease, with it becoming more of a revolving-door position. The short term life expectancy of the CMO has meant the long term perspective needed for storytelling and risk taking has become less of a priority. As a result, storytelling is not what it used to be and brand building has suffered.
I’d really love to see 2025 be the year that this changes. Critically, CMOs need the full support of businesses to encourage them to take more risks and not just go for the safe, yet boring, option in order to keep their job.
Attention, Attention, Attention
Attention has gone from being a niche measurement metric to one that is on every advertiser’s lips and a key part of media measurement. Next year we will see this continue, uniting brand and performance driven ads by forcing us all to think about how we can best capture a specific audience’s attention. Gone are the days where a beautifully delivered advert can exist without being designed for maximum attention.
By providing deeper insights that go beyond the traditional metrics, attention is a core predictor of effectiveness. The strong correlation between attention and business outcomes is no coincidence – never before have we had such accuracy to indicate the effectiveness or impact of an advert.
The importance of effective engagement
As we approach 2025, the key to effective digital advertising isn’t just about visibility; it’s about effective engagement. When an attentive, highly engaged audience intersects with a big idea, that’s where tmagic happens—where brands can create lasting impact.
It’s time for brands and media agencies to take a bolder approach to diversifying their media mix and rethink not just the way they tell stories, but where. While brand building is alive and well across digital platforms, meaningful storytelling requires more than capturing 1-2 seconds of attention.
WeTransfer Ads offers a unique space for brands to connect with audiences in a meaningful way, with the trust and safety that today’s consumers expect. In 2025, the brands that succeed will be the ones who prioritize partners who offer more than just impressions—they’ll prioritize creating unforgettable, truly engaging moments.
‘Emotioneering’ and creativity
Let’s face it, relying on the same old digital media playbook doesn’t cut it anymore. As we’re approaching 2025, the key to effective brand advertising isn’t just about visibility; it’s engagement that matters.
To truly captivate audiences, brands need to think beyond the usual suspects and embrace a richer, more diverse media mix. It’s less about “scroll and forget” and more “pause and remember”- creativity deserves attention. Steering this creativity with insights like video ads typically see +30% attention than non-video ads, is a real game changer. The agencies and brands that go against the grain and don’t follow predictable strategies, are the ones who make impressions count and deliver successful campaigns that actually resonate with audiences.
The magic happens when big ideas meet attentive audiences, whether that be total surprise, or a laugh out loud moment. Emotional resonance isn’t fluff; it’s what sticks in people’s minds and drives action. But if you’re banking on platforms that only hold attention for a second, you’re selling your creativity short.
