Top Trends of 2025
- December 30, 2024
- Ultra Team
The end of the year entails a lot of self-reflection and fresh perspectives. Moving to the New Year, we look back at 2024, the year that saw the rise of Connected TV, Quick Commerce, AI-based marketing tools, ChatGPT, and a resurgence of innovation in print and broadcast, among many other trends. As the new year approaches, we appreciate the lessons that 2024 has brought the advertising and media industry and look towards 2025 with renewed energy and fresh expectations.
Artificial Intelligence (AI) was the buzzword in Marketing this year, with generative AI leading the charge in hyper-personalising ads and predictive analysis. Immersive experiences through AR and VR innovations also gained prominence. Short-form videos and snackable content catered to digital-first audiences.
On the Creative side, there was a delicate dance between innovation and resilience. While the debate of whether AI breakthroughs were limiting creativity in its path or if agencies were yet to harness the true power of this man-made intelligence took over conversations, creatives looked at tried and tested formulas, playing it ‘safe.’ Will 2025 be the year creativity takes over, bringing back the josh in ad films?
In 2024, the radio industry showed steady recovery, integrating with digital platforms and adopting technological innovations like AI, gamification, and interactive content. This multimedia approach, along with stronger collaborations and personalised campaigns, expanded radio’s reach and engagement.
Print media too renewed its vitality in 2024, with political ads and sectors like real estate and healthcare driving growth. It adapted to digital trends by targeting premium, niche audiences and emphasising credibility.
As 2024 ends, Digital Marketing has firmly established itself as the powerhouse behind brand success. Influencer collaborations and shoppable videos have driven sales, while short-form content and micro-influencers continue to rise in prominence. AI-driven experiences, from CGI to AR, have captivated audiences, with the 3Vs—Video, Voice, and Vernacular—leading the way.
In 2024, India’s TV industry thrived, with over 45 million connected TV households. Linear TV viewership rose, with shows like Ramayan and regional content still drawing large audiences. TV reached 210 million households and 900 million daily viewers, with youth spending over 3.5 hours daily watching.
The OTT streaming landscape also evolved in 2024, with AI-driven personalisation and an increasing focus on regional content, particularly in smaller cities. Freemium models grew in popularity, and flexible subscriptions like pay-per-view are expected to rise in 2025.
As 2024 concludes, the media sector has undergone significant transformation, driven by technology and changing consumer habits. AI-powered advertising, immersive sports, and the rise of short-form, vertical video content have redefined media consumption.
In 2024, the out-of-home (OOH) sector evolved with digital billboards, programmatic ads, and real-time updates. Sustainability gained focus through solar-powered billboards, while interactive features like QR codes and AR enhanced creativity. Real-time data and hyperlocal ads allowed for instant optimisation and deeper community engagement.
The marketing scenario in 2024 was marked by rapid innovation and shifting consumer behaviours, with technology and authenticity at the core of brand strategies. Artificial intelligence and generative AI led the charge, transforming customer engagement through hyper-personalisation, predictive analytics, and immersive technologies like AR and VR. Short-form videos and snackable content dominated platforms, catering to the attention spans of a digital-first audience, while phygital experiences bridged the gap between online and offline interactions. Brands also embraced purpose-driven marketing, trust, and transparency to build genuine connections, while Gen Z emerged as a key audience, favouring micro-influencers, interactive storytelling, and experiential campaigns. From shock advertising to anamorphic visuals, 2024 showcased how creativity and technology could converge to create lasting impressions.
COMBINATION OF REGIONAL TARGETING AND PERFORMANCE ADS TO BOOST ROI
Sushilkumar Agrawal
CEO, Ultra Media & Entertainment Group
“At Ultra Play, a Hindi-only OTT platform launched in Q3 2024, we focused on Tier 2 and Tier 3 audiences with affordable, curated content. Our budget-friendly plans, including quarterly and annual options, led to strong engagement with both new releases and catalogue content. Advertisers are increasingly targeting regional audiences and using performance-driven ads to maximise ROI. Looking ahead, we expect AI-driven ad personalisation to boost engagement, while freemium models and rising Connected TV use in smaller cities will offer new brand opportunities.”
