Digital advertising is evolving at breakneck speed, and AdCellerant is here to guide businesses through these transformations. With the rapid rise of technologies like artificial intelligence (AI), Connected TV (CTV), and commerce media, brands are finding new ways to engage with audiences. However, these advancements also bring challenges, including market fragmentation and growing privacy concerns.
In its latest white paper, Digital Advertising in 2025: Trends to Watch, Challenges to Tackle, and Opportunities to Win, AdCellerant outlines key strategies for brands to not just survive but excel in this dynamic environment.
A new wave of change is sweeping through Gen Z, the so-called “TikTok Generation.” According to Raptive’s latest research, “DECODING GEN Z: The New Rules of Digital Trust and Influence,” this demographic is shifting gears, favoring credible, expert-driven content over the quick entertainment found on platforms like TikTok.
Raptive, previously known as CafeMedia and AdThrive, published findings based on responses from over 1,000 Gen Z consumers. The data reveals that as this generation matures, they are redefining their relationship with digital content. Erika Leone, Raptive’s EVP of Marketing, remarked on this trend, highlighting the importance of authenticity and expertise for a demographic increasingly focused on significant life milestones.
Trust and the Open Web
The survey shows that 49% of Gen Z respondents engage in independent research to verify online information, and 55% trust content from established experts. This shift is driven by a need for reliable information as they explore personal interests and navigate adult responsibilities. Leone emphasized that marketers and brands must adapt to meet Gen Z on platforms offering substantial, credible content.
From Entertainment to Expertise
Interestingly, 73% of Gen Z respondents are saving for the future, with 51% identifying as “do-it-yourselfers.” This indicates a strong pivot towards practical life skills and responsibilities, such as homeownership and financial planning. The days of consuming content solely for entertainment are fading, replaced by a hunger for knowledge and self-improvement.
A Critical Eye
Gen Z’s critical thinking is a defining trait. About 37% of them view most online content with skepticism until proven credible. This cautious approach makes them one of the most discerning generations online, actively seeking trustworthy sources and validating information through various channels.
The Digital Trust Economy
While TikTok remains a go-to for entertainment, its credibility pales in comparison to the open web. Only 39% of Gen Z respondents trust social media posts, signaling a significant shift toward platforms that offer expert-led insights. This change underscores the necessity for brands to provide transparent and reliable content to capture Gen Z’s attention.
Leone summarized the findings by pointing out that Gen Z’s quest for authenticity online is unparalleled. They gravitate toward resources that align with their values and long-term goals, whether it’s financial security, pursuing passions, or creating a home. For marketers, this means that gaining Gen Z’s trust requires a commitment to transparency, credibility, and meaningful content.
Raptive’s research is a wake-up call: to connect with this generation, brands must offer more than entertainment. They need to deliver content that resonates with Gen Z’s evolving needs and expectations.
For further details and to access the full survey report, visit Raptive.com.
Why CTV is a Must-Have
Connected TV (CTV) is revolutionizing the advertising landscape by merging the broad reach of traditional TV with the precision targeting of digital platforms. Advertisers are finding CTV invaluable for engaging audiences who prefer streaming services over cable. This format allows for personalized ad experiences, which increases viewer retention and brand recall. Moreover, CTV’s interactive capabilities enable direct consumer engagement, making it an essential tool for modern marketing strategies.
AI’s Role in Advertising
Artificial intelligence is reshaping the way advertisers approach campaign management. By automating data analysis and audience segmentation, AI enhances efficiency and allows marketers to focus on creative aspects. AI-driven tools optimize ad placements and spending, ensuring that campaigns reach the right audiences at the right time. This not only boosts performance but also provides actionable insights that drive continuous improvement in advertising strategies.
The Rise of Commerce Media
Commerce media is expanding beyond traditional retail boundaries, creating new opportunities for brands across various sectors. This approach integrates advertising with the shopping experience, enabling brands to connect with consumers through shoppable ads and personalized content. As consumer expectations evolve, commerce media offers a seamless path from discovery to purchase, enhancing the overall customer journey and driving higher conversion rates.
Leveraging Live Sports and Creators
Live sports and influencer content provide unique platforms for brands to build authentic relationships with their audiences. Sports events draw massive, engaged viewers, while influencers bring a personal touch to brand promotions. By aligning with these mediums, brands can tap into the loyalty and trust that fans and followers have for their favorite teams and creators, fostering deeper connections and long-term engagement.
Adam Lee, Chief Business Development Officer at AdCellerant, sums it up: “This is an exciting time for brands to rethink their strategies. By embracing these evolving trends, businesses can connect with audiences in more meaningful ways.”
As we navigate through 2025, AdCellerant’s insights serve as a roadmap for brands aiming to stay ahead in the competitive digital advertising space. For more in-depth strategies and detailed findings, access the full white paper at AdCellerant.com.