Over half of marketers are cutting their budgets in 2025. Why? The cocktail of inflation, political chaos, and a trust crisis in digital platforms. Because of the mix of all of those. Time to restart the game with new rules.
Expert Say
1. Nielsen’s 2025 Annual Marketing Report
Nielsen’s latest data is a gut punch: 54% of global marketers are cutting ad spend this year. Europe’s even worse—60% are pulling back. The shift isn’t just about shrinking budgets; it’s about reallocating. Marketers are moving away from brand awareness and doubling down on revenue growth. Traditional media is making a surprising comeback, with 16% planning to boost out-of-home budgets by over 50% .(thenextweb.com, nielsen.com, campaignasia.com)
2. AudienceXpress European Marketers SurveyDespite the cuts, 73% of European marketers expect budgets to stay the same or increase. The focus? Efficiency and loyalty. Nine out of ten are eyeing ad-supported streaming platforms, betting on their reach and quality. Automation and AI are no longer buzzwords—they’re necessities. Italian and Spanish marketers are leading the charge, prioritizing automation to demonstrate ROI .(audiencexpress.com)
Our Take
The marketing landscape is undergoing a seismic shift. Budgets are tightening, but expectations remain sky-high. The winners will be those who adapt swiftly, leveraging technology and data to do more with less.
3 Action Steps
1. Embrace AI-Powered Tools
- Copywriting: Utilizing platforms like Jasper or Copy.ai will help you to generate an attractive ad within a matter of time.
- Analytics: Implement tools like Pecan AI to forecast campaign performance and optimize in real-time.
- Creative Scoring: Use AI tools to assess and, if needed, enhance the effectiveness of your ads.
2. Invest in Ad-Supported Streaming Platforms
Firstly, identify streaming services popular with your target audience. Then, develop ads that integrate with streaming content to increase viewer engagement. And lastly, use statistics and data to monitor ad performance and adjust strategies accordingly. (businessinsider.com, ft.com, businessinsider.com)
3. Prioritize Customer Retention
- Loyalty Programs: Implement or enhance loyalty programs to reward loyal customers.
- Personalized Communication: Use customer data to send targeted messages and offers. People love being treated as individuals.
Feedback Loops: Regularly collect customer feedback and get back to them. This will improve your products/services. (arxiv.org)
In 2025, adaptability isn’t optional—it’s survival. Cutting through the noise requires precision, innovation, and a relentless focus on value. The future belongs to those who can pivot fast and execute faster.
Written by Lusine Sargsyan
