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As we look ahead to 2025, Abbey Mecca is buzzing with excitement about the opportunities and innovations on the horizon.

Reflecting on 2024, it’s clear that it has been a phenomenal year for our agency. Winning numerous creative awards—including two New York Emmy Awards, two Gold AAF Addys, and the prestigious 2024 Best of Show at the Buffalo Addys—has reaffirmed the incredible talent and dedication of our team. These accolades are not just milestones; they’re a testament to the amazing partnerships we share with our clients and the impactful work we create together.

With Taylor Thompson leading the way, our branded content marketing department has experienced unprecedented growth this year. From dynamic multi-channel campaigns integrating web content, email marketing, and social media to generating meaningful publicity, this team has set new benchmarks for storytelling excellence. It’s incredibly rewarding to see our work deepen the connection between our clients and their audiences, creating powerful brand narratives that inspire and engage.

Another major highlight has been the evolution of our digital advertising capabilities under the leadership of Melissa Keith, our Vice President of Media. Melissa’s expertise in performance marketing has driven extraordinary results, with campaigns achieving returns on ad spend (ROAS) ranging from an impressive 200% to an incredible 700%. Her forward-thinking strategies have transformed our clients’ campaigns into precision-tuned successes.

What Should We Expect from 2025?

  • Dominance of Digital Advertising – Digital platforms are set to capture 62.7% of global ad spend, reaching $513 billion. Retail media is leading this surge with a projected 21.9% year-over-year growth, as advertisers leverage retailer consumer data for targeted campaigns.
  • Expansion of Retail Media Networks – Retail media’s influence is expanding beyond traditional boundaries, integrating with connected TV (CTV) and other digital channels. This convergence allows for more precise targeting and measurement, enhancing the effectiveness of ads.
  • AI-Driven Creative and Targeting – Artificial intelligence is revolutionizing ad creation and targeting. Generative AI enables the production of personalized content at scale, while machine learning enhances targeting strategies, delivering contextually relevant ads to consumers.
  • Shift Towards Attention Metrics – Advertisers are moving beyond traditional metrics, focusing on attention-based measurements to assess ad effectiveness. This shift aims to ensure that ads not only reach audiences but also engage them meaningfully.
  • Growth of Connected TV Advertising – Connected TV is experiencing rapid growth, with ad spend projected to increase by 18.4%. The rise of ad-supported streaming services offers new opportunities for advertisers to reach audiences in a premium, television-like environment.
  • Evolution of Search with AI Integration – The search landscape is diversifying with AI-driven platforms gaining traction. Competitors like OpenAI and TikTok are challenging traditional search engines, prompting a shift in search advertising strategies.
  • Increased M&A Activity in Ad Tech – The advertising industry is anticipating a surge in mergers and acquisitions, particularly in sectors like retail media, streaming TV, and influencer marketing. This consolidation aims to integrate data and AI capabilities, enhancing service offerings.

We’re fully embracing the emerging technologies transforming the advertising landscape and expanding our creativity. Generative AI is enabling us to craft personalized, engaging ad content at scale with new tools for text, imagery, and video. Imagine campaigns brought to life with visuals and messaging tailored to each audience segment, all powered by AI.

Predictive analytics and programmatic advertising are helping us deliver precision-targeted campaigns that maximize ROI. These advancements aren’t just tools; they’re catalysts for creativity, effectiveness, and efficiency that elevate every campaign we launch.

We’re brimming with optimism and anticipation for 2025. The future is bright, and we’re thrilled to continue partnering with our clients to explore new horizons, push boundaries, and achieve even greater success. Here’s to an innovative and inspiring year ahead!

Happy New Year,

-Dan