Key Media Predictions for 2025

1. Performance Marketing will go from Best in Targeting to Best in Creatives

In the past, crafting a sound strategy to target specific audiences in efficient ways was the secret sauce for performance marketing success. However, with AI now dominating major platforms, the value driven by performance marketers is shifting. The focus is moving away from clever targeting settings to reduce costs and maximize efficiency, and toward those who can test as many creatives as possible.

This shift is further fueled by platforms pushing their own automated targeting solutions powered by AI—such as Meta’s Advantage+, Google’s Performance Max (PMAX), and TikTok’s algorithm. It’s no surprise that performance marketers are leaving behind traditional targeting strategies in favor of this new approach.

The path forward is clear: scaling through endless creative testing to discover the best formats that resonate with your client and target audience. Today’s top results are being delivered by world-class creatives—a feat achieved through rigorous layers of testing and optimization.

Are you going to ride the wave and adapt to the changes or will you resist and double down on the old ways?

2.? Tiktok Search is here to stay

TikTok Search has emerged as a powerful tool for everyday users to find information. Need to know what food a restaurant serves? Why Google it when someone has likely created a TikTok showcasing the experience? Curious if that date activity is worth the money? Someone has probably documented the entire journey just for you.

In an era dominated by zero-click searches (more on that later), users are no longer satisfied with short write-ups. Instead, they gravitate toward fully immersive, filmed, and reviewed content that provides an authentic look at what they’re seeking. We live in a world where content meets convenience—and that combination is a recipe for success.

What does this mean for marketers and brands? It’s time to update your TikTok profiles and prioritise creating content that showcases positive experiences. Organic content will be key to building trust and credibility among consumers. Do this well, and you may even benefit from user-generated content (UGC) that amplifies your brand’s reputation and shows potential customers that your brand is worth trusting.

3.? Zero Click Searches: the new normal

As a digital native, I’ve always been cautious about online scams. I rarely click on links I don’t trust, especially ads. That’s why I’ve been fascinated by how Google’s AI and other quality-of-life features have adapted to this behavior. For most of my online questions, I can rely on Google’s AI overview or featured snippets to give me a quick answer—without ever clicking through.

From AI overviews to featured snippets, direct answer boxes, knowledge panels, and local packs (map previews), Google now provides information directly on the search results page. Beyond Google, other platforms like TikTok, YouTube, and even ChatGPT are becoming complementary search engines. We search for something, get a preview of the answer, and use that information as a starting point for further exploration.

So, what’s the takeaway? For marketers, it reinforces the importance of being well-rounded and adaptable, with expertise that extends to SEO. Far from being obsolete, SEO is crucial in this new landscape. By optimizing content for keywords that avoid triggering SERP features—or, conversely, by strategically crafting content to appear in these features—brands can maintain visibility and relevance.

Additionally, creating content that answers popular user queries, improves readability, and enhances the overall user experience will go a long way in building trust, authority, and legitimacy for your brand. In this new era of search behaviour, making your website or content a positive and valuable experience is more critical than ever.

Article written by Mj Singson , Performance Marketing Manager at Murmur.