‘Edu-Tainment’, regionality, purposeful marketing and data-driven approaches – IMAA releases 2025 Future Trends and Insights Report

Country music is set to go mainstream, a new era of ‘regionality’ is dawning, Australia will become a nation of ‘switchers,’ and ‘edu-tainment’ and wearable technology are on the rise – these are just some of the fascinating consumer and marketing predictions that can be found in this year’s Independent Media Agencies of Australia (IMAA), 2025 Future Trends and Insights Report.

IMAA, the national, not-for-profit industry association for the independent media agency industry, has harnessed data, industry insights and audience predictions from its 45 media partners, five industry bodies and collaborators, to deliver its second annual trends report. Designed to be a comprehensive guide for marketers and brands, the report includes critical predictions for the Australian marketing sector, along with key consumer insights, to help brands looking to reach audiences in the coming year.

The comprehensive report explores the media trends set to dominate the industry in 2025, including the increased use of CTV to drive online impressions, the rise of gaming nationwide, the importance of diversity, inclusivity and regionalism, the evolution of ‘edu-tainment’ (where education meets entertainment) and the need for brands to focus on transparency and authenticity across their campaigns.

The report also delves into what will be top-of-mind for consumers in the coming year – expect a focus on wearable technology, particularly smart glasses and their integration with AI and AR, the rise of the ‘super consumer’ (the 50-64 age group with significant spending power), a move away from the ‘great Australian dream’ of home ownership and the growth of the ‘switcher’ movement as Australians double down on where they spend and save their money.

The IMAA has identified 10 key trends in the report that are anticipated to feature heavily in consumer communications in 2025:

1.       Generative AI will continue to reshape marketing
2.       Sustainable marketing will be non-negotiable – consumers want brand transparency and accountability in 2025
3.       The ongoing rise of short-form video – brands should look to platforms like TikTok and Instagram Reels to set the standard for connecting with younger, tech-savvy consumers
4.       Connected TV (CTV) will be a core performance channel
5.       Data-driven marketing approaches will be king, particularly first-party data and privacy-centric strategies
6.       The importance of inclusivity and crafting campaigns for diverse audiences
7.       The importance of regional and local communities for brands
8.       The rise of ‘edu-tainment’ – content that both educates and entertains
9.       The importance of personalisation and transparency
10.   The rise of gaming and augmented reality platforms.

The IMAA’s media partners also contributed their own predictions to the report, with some highlights including:

·       How sport unites communities – opportunity for brands: how brands can harness the power of local sport to connect with regional communities (ACM)
·       Country music is set to go mainstream in 2025 (ARN)
·       Event-driven tourism in regional Australia (Bishopp)
·       A new era of regionality – how brands can leverage the wider cultural shift to regional living (Boomtown)
·       A market of ‘switchers’– how brand can lean into the rising number of Australians re-evaluating where they spend and save their money (Gumtree Group)
·       Out-of-home as a new space for influencer-led content (JCDecaux)
·       Retail media networks as the new revenue goldmine (oOh!media)
·       Older Australians as a key group for marketers (SBS)
·       The growth of ‘vertical video’ (Snapchat).

Says Sam Buchanan (pictured below), CEO, IMAA: “As we enter 2025, the advertising and media landscape is on the cusp of significant transformation, with innovation and adaptability emerging as critical drivers of success. Looking forward, there will be a shared emphasis on consumer engagement, technology innovation and purposeful marketing; by aligning with these evolving priorities, brands can position themselves for success in 2025 and beyond. This is a year to reimagine possibilities, embrace change and lead with confidence. Collectively, we can navigate the transformative landscape and share a future defined by growth, resilience and creativity.

“On behalf of the IMAA I’d like to sincerely thank our valued media partners and industry bodies for their leadership and insights, which offer a roadmap for navigating the complexities of the year ahead. These trends are not just forecasts, but essential strategies to thrive in an ever-evolving market.”

IMAA media partners featured in the Trends report include: Nova Entertainment, Nine, Seven Network, Network 10, Acast, ACM, Adobe, Amazon, ARN, Audience360, Bishopp, Blis, Cartology, COOL Media, Crimtan, Criteo, Foxtel Media, GoTransit Media Group, Gumtree Media, GWI, Integral Ad Science (IAS), JCDecaux, LinkedIn, Mamamia, Motio, News Corp Australia, Nexxen, oOh!media, Pinterest, QMS, Quantcast, Reddit, SBS, SCA, Scentre Group Brandspace, Sports Entertainment Network, Spotify, StackAdapt, Taboola, TikTok For Business, Tonic Media Network, Val Morgan, and Weatherzone.

IMAA industry body partners include Boomtown, Commercial Radio & Audio, iab, Outdoor Media Association, ThinkTV, and Think News Brands.

The full report is available here.