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Top 5 Media Trends to Watch in 2025
- trevor jordan
- 5 days ago
- 2 min read
The media landscape across the UK and Ireland is evolving fast. From shifts in platform preferences to smarter tech, advertisers must rethink how and where they connect with audiences. At 7747 Media, we keep our clients ahead of the curve.
Here are the top 5 trends shaping media planning and buying in 2025 across Britain and Ireland:
1. 📺 Connected TV (CTV) is Taking Over British & Irish Living Rooms
Platforms like ITVX, Channel 4, RTÉ Player, and Sky's NOW TV are pulling viewers away from linear TV. With ad-supported content growing and addressable targeting becoming sharper, CTV ad spend is projected to surpass £1.5B in the UK this year alone.
Why it matters:
Reach households with postcode-level targeting
Engage viewers in a lean-back but attentive environment
Combine with mobile ads for full-funnel exposure
7747 Tip: Use frequency capping across CTV and digital to avoid ad fatigue.
2. 🤖 AI-Powered Media Buying Becomes the Norm in shaping top media trends
AI tools are changing the way media is planned, bought, and optimised—especially in privacy-first markets like the UK and EU. From real-time creative testing to predictive modelling, AI is saving time and increasing ROI.
Key benefits:
Automates budget distribution based on live performance
Refines targeting without relying on third-party cookies
Optimises multi-channel campaigns more effectively
7747 Tip: Choose platforms that are GDPR-compliant while offering machine learning-based optimisation through platfrorms such as our programmatic partner StackAdapt.
3. 🎧 Audio Advertising Hits a High Note
From BBC Sounds and Spotify to podcast networks, digital audio has become a powerful, affordable way to build brand recall—especially with commuters, gym-goers, and work-from-home audiences.
Why it works:
Ideal for multi-tasking listeners
Strong emotional resonance and brand lift
Great for regional and national targeting
7747 Tip: Try dynamic audio ads that adapt messaging based on time, weather, or location.
4. 📍 Hyperlocal Targeting Gets Smarter
Brands are turning to hyperlocal media strategies to reach consumers in specific postcodes, boroughs, or even streets—especially useful in retail, QSR (quick service restaurants), and events.
Why it’s trending:
Better engagement for local offers, store openings, or regional campaigns
Combines digital out-of-home (DOOH) with mobile geo-fencing
More cost-effective than broad regional media
7747 Tip: Use DOOH screens paired with location-based mobile ads to hit users multiple times in their local area.
5. 🛍️ Retail & Commerce Media is Going Mainstream
UK and Irish retailers like Tesco, Boots, and Dunnes Stores are now offering media networks that combine real shopper data with ad targeting tools. For advertisers, this means direct access to in-market consumers—often at the moment of decision.
Why it matters:
Combines brand awareness with measurable outcomes
Taps into loyalty card data for laser-targeted campaigns
Works both in-store and online
7747 Tip: Align creative messaging with seasonal purchase trends and retailer promotions to maximise performance.
🚀 Stay Ahead with 7747 Media
At 7747 Media, we specialise in UK & Ireland-focused media planning and buying. Whether you're scaling your brand locally or expanding cross-border, we’ll help you navigate today’s fast-changing media environment with insight, creativity, and performance-first strategies.
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