Strategic partners of the WFA share their global marketing predictions for 2025. Ryan Kangisser, Chief Strategy Officer at MediaSense contributes, highlighting how brands will prioritise intentional, high-quality consumer experiences over media saturation:
Fewer, bigger, better
“In 2025, we expect brands to adopt a more refined role for media, shifting the focus from attention to intention. This will mean moving away from the relentless pursuit of media saturation being everywhere all the time, to prioritising the quality of consumer experiences and the desired outcomes they create. Rather than a pivot to performance marketing, this change reflects more a reprioritization driven by finite resources and the continued proliferation of media and audiences. Expect to see brands returning to the core principles of sufficiency planning and adopting more curated measurement strategies to improve their ability to measure intention and effectiveness.”
All of the 2025 Partner Predictions can be read via the WFA’s website.