As we consume more content, what lies ahead for video advertising in 2025

Noel McCarthy, Head of AV at Dentsu Aegis Network, analyses Ireland’s video advertising landscape in 2025.

Video is a hot topic at the moment.

Viewers have more choice then ever before and in a world where the cost-of-living is still biting we’re spending more time at home viewing video content.

According to TAM, Ireland’s Total Video Panel, we consumed on average 41 more minutes of video content in H1 2024 vs. H1 2023 or a 19% increase in time spent viewing videos to any video platform.

This trend in viewing hasn’t gone unnoticed either. Advertisers are quick to recognise the significance of patterns like this and have shifted money towards video formats.

Suppliers also recognise this shift in revenue and are keen to innovate and bring content to the table in ways that match the needs of the viewer and therefore the advertiser.

In this quickly changing landscape, what will 2025 look like and how to navigate it?

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