Industry Snapshot: 'neglecting emerging platforms risks missing opportunities'

In this Industry Snapshot, YouExperience’s Frederic Wehbe notes the importance of emerging platforms, advising that industry professionals should prioritise that these platforms can enable brands to engages with consumers through “immersive experiences and precise, targeted messaging.”

What are the top lessons from 2024 that we’re taking into 2025?

Building on the lessons of 2024, the advertising industry in 2025 is refining its focus on innovation and meaningful consumer engagement. Key takeaways from 2024, such as the rising importance of personalisation, Al-driven insights, and authentic storytelling through the creator economy, are setting the stage for even more dynamic and impactful strategies. As brands continue to adapt to a digital-first world, these learnings drive a deeper understanding of how to connect with audiences effectively in a rapidly evolving landscape.

The industry is being transformed by Al and advanced data analytics, enabling faster, cost-effective, and highly personalised ad campaigns that deeply engage audiences. Personalisation has become pivotal, with brands leveraging Al to create tailored experiences that enhance customer loyalty and connection. Trends highlighted at Cannes Lions 2024 also underscore the growing influence of the creator economy, as brands collaborate with influencers to foster authenticity, amplify reach, and thrive in a dynamic, digital-first marketplace.

What do industry leaders in the digital ecosystem need to avoid in the months ahead?

In the digital communication and advertising sector, it is crucial to avoid prioritising short-term gains at the expense of long-term brand building. Overemphasising performance marketing without balancing it with strategic brand-building efforts can hinder sustainable growth and erode consumer loyalty over time.

Additionally, neglecting emerging platforms risks missing opportunities to connect with modern audiences. These platforms enable brands to engage consumers through immersive experiences and precise, targeted messaging. To remain competitive, businesses must proactively explore these tools and adapt to evolving consumer preferences.

How do you ensure every member of your agency remains at the forefront of emerging digital technologies and trends?

To thrive in the fast-paced digital landscape, organisations must equip their teams with the right resources and mindset. Enable access to cutting-edge tools and platforms in digital advertising, analytics, and Al, complemented by regular hands-on training to enhance skills. Encourage a culture of curiosity, cross-functional collaboration, and celebrate innovation to inspire fresh ideas and creative solutions.

By fostering continuous learning and embracing new technologies, organisations can drive growth and maintain a competitive edge in an ever-evolving digital environment.