As we dive into insights from Mediaocean’s 2024 H2 Market Report, it’s clear that social media continues to dominate ad spend and will be a cornerstone for brand engagement well into 2025. Social media’s growth is more than a trend; it reflects a shift in consumer behavior and media consumption patterns that will continue reshaping the marketing landscape.
The sustained rise in social ad spending speaks to a fundamental transformation. Consumers are going to platforms like TikTok, Instagram, and Facebook for more than entertainment, but also as essential hubs for discovery, information, and brand interaction. Interestingly, beyond the mainstream giants, our team has observed increased activity on platforms like Reddit and Snapchat, too. This social trend has been accelerated by the prominence of ad-supported streaming options, further blurring the lines between social, video, and connected TV (CTV).
Predictions outlined for 2025:
- Meta is poised to surpass linear TV in ad revenue by 2025. As social media platforms gain ground, the migration of ad dollars to social away from traditional channels like linear TV marks a paradigm shift that cannot be ignored.
- TikTok, despite regulatory hurdles, is projected to hit $23 billion in revenue in 2024. This growth speaks volumes about its influence and reach among younger demographics and niche communities.
- The ascension of influencer marketing. Social media’s transformation is further evidenced by the rise of influencer marketing, with brands increasingly looking to tap into micro-communities through authentic influencer relationships that drive engagement and sales.
For our agency, which specializes in programmatic media, this presents both an exciting opportunity and a strategic challenge. Social platforms are becoming integral to the omnichannel approach but integrating them into programmatic strategies effectively will be essential. This convergence—powered by advancements in AI and automation—will allow us to streamline targeting, enhance personalization, and optimize performance across media types.
As we look ahead to 2025, the lines between media channels will continue to blur, reinforcing the need for brands to think differently about media planning. A first-party data strategy will be important, as it enables brands to deliver highly targeted, privacy-compliant campaigns that align with today’s performance benchmarks. Social media will not just be a line item in budgets but a critical driver in omnichannel strategies designed to achieve measurable outcomes across the funnel.
As social media continues to transform the marketing landscape, Butler/Till remains committed to monitoring these trends closely, evolving our strategies, and leveraging the latest insights to deliver innovative, results-driven solutions for our clients. For more information on this topic, connect with our social experts today.
*Sources:
https://info.mediaocean.com/rs/331-XPM-231/images/Mediaocean_Market%20Report_H2%202024.pdf
https://www.advertonclick.com/news/view/social-media-surpasses-search-as-largest-ad-spend-channel-worldwide
https://thecirqle.com/blog-post/does-influencer-marketing-work#:~:text=Benefits%20of%20Influencer%20Marketing%20over,opinion%20and%20purchasing%20habits%20ultimately.
Contributors: Alex Sembra
