The 2025 Tipping Point: Gradually, then Suddenly

I have been in the advertising industry for decades. I have run an agency for the past 18 years. The industry's current transformation in the past 12 months has been the most profound change and challenge I have ever been a part of.

These changes are driven primarily by two factors: 1) technological innovation and 2) complex consumer expectations. These changes have been coming for some time, but even when they hit, they still seem to happen incredibly fast and catch us off guard. If you are reading this, I am sure that you feel like we are in crazy ass times.

This famous Hemingway quote from “The Sun Also Rises,” is always apt.

“How did you go bankrupt?”

“Two ways. Gradually, then suddenly.”

This sums up where the industry is today. It illustrates the concept of change occurring so incrementally that you almost don’t see it or feel it. Then, we reach a tipping point, which feels dramatic and sudden, and there is no turning back. And the good news of no turning back is that we have the opportunity right now, to get ahead of these “sudden” changes or at least keep up with the changes.

Five gradual/sudden shifts that will impact your 2025.

1. AI Disruption: This one is blindingly obvious. Artificial Intelligence is and will create more personalized and efficient marketing strategies over the next two years. And by 2027, an astounding 79% of ad spend will be algorithmically enabled, marking a significant shift in how we approach marketing.

2. Digital Dominance: Digital advertising continues its unstoppable growth, projected to capture over 62% of global ad spend and reach a staggering $513 billion in 2025. The rise of shoppable video is particularly transformative, with social commerce revenues expected to surpass USD 1 trillion by 2028. We will see sophisticated creative, media and influencer marketing continue to emerge in this space.

3. Bite-sized Content: Platforms like TikTok and Instagram Reels redefine content consumption. The paid social sector is forecasted to grow by 8.7% in 2025, reflecting the power of bite-sized, engaging content. We will see the power and potency of more mid-funnel marketing activation.

4. Humor & Levity: Connecting through creative comedy remains a powerful strategy, especially targeting Zillennial demographics. Brands need to keep their content in the tone of the platforms that consumers are inhaling.

5. Immersive Storytelling: Multi-sensory campaigns create more profound, more meaningful connections. The out-of-home (OOH) advertising sector is expected to grow by 3.9% in 2025, for example. Consumers will expect more innovative marketing experiences and for brands to surprise and delight them (hate that term-but it works) with immersive storytelling.

Keeping these five gradual/sudden changes in mind won’t leave you bankrupt but will lead you to growth.

The future of advertising is about tech disruption, personalization, and new buying habits, but it is still and always will be about big ideas, storytelling, and consistency of messaging.

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