IAB’s 2025 Outlook Study

solli's 6 key takeaways from IAB's recent review of 2025 trends

Solli
21st January 2025

The 2025 IAB Outlook Study highlights a rapidly evolving advertising ecosystem, offering pivotal insights for pharma media professionals navigating this complex landscape. From rising ad spend to advanced targeting capabilities, the report underscores critical opportunities and challenges that will shape the year ahead. Here’s how these trends can be applied within the pharma media sphere.

1. Ad Spend Growth: Focus Shifts to Digital

While 2024’s double-digit ad spend surge was driven by cyclical events like elections and the Olympics, 2025’s growth is expected to moderate at 7.3%. Digital channels—especially Connected TV (CTV), social media, and retail media—are predicted to grow substantially, reinforcing their dominance in ad spend share.

  • Pharma Implications: With healthcare-related content thriving in CTV and social media, pharma brands should capitalize on these platforms’ advanced personalization and measurement tools to drive meaningful connections with patients and caregivers.

2. Generative AI: A Game-Changer for Precision Planning

Generative AI is rapidly transforming media planning, with 80% of buyers either using or exploring these tools. Key applications include optimizing workflows, enhancing creative production, and refining targeting strategies.

  • Pharma Implications: AI can streamline the creation of targeted campaigns tailored to specific patient demographics or conditions, while ensuring compliance through automated checks. Optimize media planning and campaign activation, while embedding human oversight to maintain ethical standards.

3. Retail Media: Expanding Pharma’s Reach

Retail media continues to outpace overall ad spend growth, though its momentum is slowing. The integration of shoppable ads and closed-loop measurement makes it an attractive option for pharma marketers looking to connect with consumers near the point of care.

  • Pharma Implications: Retail media offers opportunities to promote over-the-counter products and wellness initiatives in a data-rich, commerce-friendly environment. Potential to collaborate with retail media networks to integrate health-related products into shoppable experiences, enhancing patient access and engagement.

4. Performance Over Brand Advertising

The report reveals a shift toward performance advertising, driven by demands for measurable ROI. Brands are prioritizing tactics like e-commerce integration, shoppable ads, and personalization technology.

  • Pharma Implications: While brand-building remains critical, as we have written about on multiple occasions on solli, the ability to measure outcomes directly aligns with the pharma industry’s focus on patient adherence and education. It is always essential to balance brand and performance campaigns to ensure both long-term equity and immediate impact on patient / HCP behaviors.

5. Cross-Platform Measurement: A Persistent Challenge

Despite advancements, cross-platform measurement remains a top concern. Buyers seek consistent metrics to evaluate performance across TV, CTV, social, and digital channels.

  • Pharma Implications: Accurate measurement is vital in healthcare advertising, where precision and accountability are paramount.

6. Video Streaming: Opportunities and Complexities

Streaming remains a hotbed for innovation, offering opportunities to target audiences with precision. However, challenges such as inconsistent metrics and managing frequency across platforms persist.

  • Pharma Implications: Streaming platforms can host engaging, informative content on health topics, fostering better patient outcomes while addressing concerns like overexposure.

solli’s Final Thoughts

For pharma media professionals, the 2025 landscape offers both challenges and unprecedented opportunities. By embracing digital-first strategies, leveraging advanced technologies like generative AI, and focusing on measurable outcomes, pharma brands can navigate this evolving ecosystem with confidence.

Adapting these insights to the nuances of healthcare advertising will not only drive better results but also support the ultimate goal – improving patient lives through effective, data-driven communication.


To read the full report click here

Solli

SIGN UP FOR FREE TODAY

Access your FREE my.solli account to get unlimited access to all FREE content across solli.
SIGN IN / SIGN UP
Most Popular Content