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