Here are some of the key trends that leaders from Horizon’s portfolio predict will shape the future of marketing and advertising.”
The Rise of Voice-Activated Advertising
A Shift in Consumer Behavior
The 2025 report highlights the growing importance of voice-activated advertising, with 71% of respondents predicting that voice assistants will become a primary means of interacting with brands. This shift in consumer behavior is driven by the increasing adoption of smart speakers and virtual assistants, such as Amazon Alexa and Google Assistant. Key statistics: + 71% of respondents predict voice assistants will become a primary means of interacting with brands + 55% of respondents believe voice-activated advertising will become more prevalent in the next 5 years + 45% of respondents think voice-activated advertising will be more effective than traditional advertising methods
The Rise of Voice-Activated Advertising
Voice-activated advertising is becoming increasingly popular, with brands like Domino’s Pizza and Starbucks already using voice-activated ads to reach customers. For example, Domino’s Pizza uses voice-activated ads to offer customers exclusive deals and promotions, while Starbucks uses voice-activated ads to promote its coffee and other beverages. Examples of voice-activated advertising: + Domino’s Pizza: “Hey Domino’s, can I get a large pepperoni pizza with extra cheese?” + Starbucks: “Hey Starbucks, can I get a venti iced coffee with room for cream?”
The Benefits of Voice-Activated Advertising
Voice-activated advertising offers several benefits, including increased reach and engagement.
The Evolution of Advertising Agencies
The advertising industry has undergone significant transformations over the years, with agencies adapting to changing consumer behaviors, technological advancements, and shifting market trends. As we look to the future, it’s essential to understand the evolution of advertising agencies and what this means for the industry as a whole.
The Rise of Digital Agencies
In recent years, digital agencies have emerged as a dominant force in the advertising landscape. These agencies specialize in creating digital experiences, from social media campaigns to e-commerce platforms.
Here’s a closer look at the intersection of technology and marketing.
The Rise of AI and LLMs in Marketing
The integration of AI and LLMs in marketing is revolutionizing the way businesses approach customer engagement, decision-making, and competition. These technologies are not only changing the marketing landscape but also creating new opportunities for businesses to innovate and differentiate themselves. Key benefits of AI and LLMs in marketing include:
- Personalization: AI and LLMs enable businesses to create highly personalized customer experiences, tailoring messages and content to individual preferences and behaviors. Automation: AI and LLMs automate routine tasks, freeing up marketing teams to focus on high-value tasks and strategic initiatives. Data analysis: AI and LLMs provide insights into customer behavior, preferences, and needs, enabling businesses to make data-driven decisions. ## The Impact on Customer Engagement
The Impact on Customer Engagement
The integration of AI and LLMs in marketing is transforming the way businesses engage with customers. With AI and LLMs, businesses can:
Democratizing Data Access for Faster, More Informed Decision-Making in Marketing.
The Democratization of Access to Data
The deployment of Horizon’s blue LLM has the potential to democratize access to vast datasets, making it possible for marketers to query and analyze data in real-time. This shift has the potential to revolutionize the way marketers approach their work, enabling them to extract valuable insights from large datasets in seconds.
Key Benefits of Democratized Access to Data
The Impact on Marketing Strategies
The democratization of access to data has the potential to transform the way marketers approach their work.
“Cultural intelligence will be central to how brands build emotional resonance, foster loyalty, and drive impact. As consumers increasingly align themselves with subcultures and value hyper-personalized experiences, marketers must rethink how they engage audiences — not just by observing cultural trends but by embedding them into their strategies…Cultural resonance doesn’t come from targeting a demographic; it’s about understanding the passions that define people’s lives.” David Campanelli, President, Global Investment, Horizon Media — on industry growth: “The global advertising industry is projected to grow this year, but at a slower pace than in 2024. Key growth drivers include retail media and other digital channels, but economic uncertainty is leading marketers — especially those in the U.S. — to temper growth expectations…While the global market is robust, a more cautious outlook in North America reflects economic trepidation. For marketers, the emphasis will be on balancing investment across high-performing channels like retail media while navigating uncertainties in regional markets.”
Embracing diversity drives innovation and growth in the business world.
The Future of Diversity, Equity, and Inclusion (DEI) in Business
As the world becomes increasingly interconnected, companies are recognizing the importance of Diversity, Equity, and Inclusion (DEI) in driving innovation, growth, and success.
Seamlessly integrating digital media into brick-and-mortar locations to create a holistic shopping experience for consumers.
The Rise of Omnichannel Retailing
The retail landscape is undergoing a significant transformation, driven by the increasing importance of digital media in the shopping experience. Retailers are no longer content with simply having a physical store; they are now integrating digital media into their brick-and-mortar locations to create a seamless shopping experience for consumers. This is known as omnichannel retailing.
Key Technologies Used in Omnichannel Retailing
Benefits of Omnichannel Retailing
The Intelligence-Backed Approach
While the focus on craft in advertising is important, it is equally crucial to have an intelligence-backed foundation. This means using data and analytics to inform the retail strategy and ensure that the omnichannel approach is effective.
Data-Driven Decision Making
Women’s sports are gaining traction worldwide, driven by increased popularity and participation.
This shift is driven by the increasing popularity of women’s sports, particularly in the United States, where the WNBA and the US Women’s National Soccer Team have seen significant growth in viewership and participation.
The Rise of Women’s Sports
The WNBA has experienced a surge in popularity, with its viewership increasing by 25% in the 2022 season compared to the previous year. The US Women’s National Soccer Team has also seen a significant boost in viewership, with its 2022 World Cup campaign attracting a record-breaking 14.3 million viewers.
The agency is also the largest media planning and buying company in the U.S. and the global leader in digital media planning and buying. Horizon Media is a diversified media agency, and it operates in the following areas: Digital Media Planning and Buying, Media Planning and Buying, and Programmatic Media. Horizon Media is a company that operates under the private equity firm, KKR. In 2014, KKR acquired a majority stake in Horizon Media. Since then, Horizon Media has continued to grow and expand its services. The company has a strong presence in the U.S. and global markets, with a diverse range of clients across various industries. Horizon Media’s clients include major brands like General Electric, Coca-Cola, and McDonald’s. These brands trust Horizon Media to manage their media planning and buying, as well as their digital media planning and buying needs. Horizon Media’s expertise in digital media planning and buying has enabled it to establish itself as a leader in this field. The company’s ability to analyze data and provide insights to its clients has allowed it to build strong relationships with its clients and increase client satisfaction.
For more information, visit www.horizonmedia.com. SOURCE Horizon Media
news is a contributor at MarkAxis. We are committed to providing well-researched, accurate, and valuable content to our readers.
