Dentsu has unveiled its 2025 Media Trends report, delving into the changes driven by algorithms, artificial intelligence (AI), and new dimensions of consumer engagement, expected to shape the media landscape in 2025.

The report, titled 'The Year of Impact', was crafted by specialists across Carat, dentsu X, and iProspect. It details how 2025 will drive towards a fully addressable, shoppable, and accountable media ecosystem, marking a shift into what Dentsu defines as the 'Algorithmic Era of Media'.

Key themes poised to drive the industry forward according to the report include AI's evolution from a nascent trend to a transformative force, the importance of storytelling in an increasingly algorithm-driven media space, the growth of retail media, the demand for higher quality engagement, and the need for hyper-localised strategies due to unevenly distributed technology and media consumption habits.

"The rapid integration of AI across the media value chain has transformed how brands interact with consumers, marking the beginning of The Algorithmic Era, where real-world value creation moves beyond experimentation," said Global Practice President, Media, dentsu, Will Swayne. "The 2025 report is a toolkit for brands seeking to thrive in this new era, offering strategic guidance on leveraging niche communities, connected television, and next-level retail media."

The report is a valuable resource for brands looking to navigate the evolving media landscape, providing strategic guidance on how to leverage niche communities, connected television, and next-level retail media. It underscores the importance of understanding and adapting to the changes brought about by AI and algorithm-driven processes in the media industry.

The 2025 Media Trends report is available for download at https://insight.dentsu.com/2025-media-trends/. It offers a comprehensive look at the future of the media industry, providing actionable insights for brands looking to stay ahead of the curve in the 'Algorithmic Era' of media.