The KINESSO report outlines key advertising and marketing trends for 2025, emphasizing agility, authenticity, and tech-driven strategies. Commerce Media Networks are growing rapidly beyond retail, offering alternatives to cookie-based targeting. Personalisation becomes essential, powered by AI and stricter email rules. True Account-Based Marketing requires better data and audience insights. Google's AI Overviews reshape SEO, prioritising natural language and brand accuracy. Authentic content, generative AI, short-form videos, and multisensory experiences will dominate. Brands must lean into first-party data, cloud tools, and privacy compliance while navigating increasing media fragmentation and tighter regulations.

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