The media buying landscape is changing faster than ever, and brands that fail to keep up risk being left behind. Once dominated by prime-time TV slots and glossy magazine spreads, today’s media buying demands strategic insight, audience understanding, and the ability to connect campaigns across a fragmented landscape.
At Rebel Lion Advertising, media planning and buying is one of our key specialisms. We understand the challenges brands face in navigating this evolving space—whether it’s reaching consumers across multiple platforms, building campaigns that resonate with specific audiences, or delivering measurable results.
This article explores the key trends shaping media buying in 2025, offering practical insights for brands ready to make their media investments work harder. From balancing traditional and digital channels to embracing emerging opportunities, this is your guide to staying ahead—and thriving—in a fast-changing industry.
The Digital-First Era
In 2025, the dominance of digital channels continues to reshape media buying strategies. With audiences increasingly engaging online, adopting a digital-first approach is essential for brands aiming to connect effectively with their target markets. This shift encompasses various platforms, including social media, streaming services, and Connected TV (CTV).
Bridging Traditional and Digital
Connected TV (CTV) has emerged as a pivotal platform, merging the expansive reach of traditional television with the precision of digital targeting. Services like Sky AdSmart exemplify this integration by enabling advertisers to deliver tailored ads to specific households, even when viewers are watching the same programme. Sky AdSmart allows brands to target audiences based on location, demographics, and lifestyle attributes, offering a level of precision previously unavailable in TV advertising. This capability ensures brands can reach the right audience, maximising the return on their media investment.
Engaging Diverse Audiences
Social media platforms remain central to digital media strategies, offering extensive reach and sophisticated targeting capabilities. TikTok’s advertising revenue is projected to reach $33.1 billion in 2025, marking a 40.5% increase from the previous year. With its ability to engage younger demographics and nurture authentic connections, TikTok is a prime platform for brands looking to grow their digital presence. Crafting platform-specific content is crucial to maximise engagement and ensure advertising resonates with distinct audience segments.
Strategic Integration
While digital platforms undoubtedly offer vast opportunities, integrating them with traditional media channels amplifies a campaign’s impact. Television, radio, and out-of-home (OOH) advertising continue to play vital roles in building brand awareness. A well-coordinated media strategy ensures consistent messaging across all touchpoints, reinforcing brand identity and enhancing overall effectiveness.
The Fragmentation of Consumer Attention
The days of relying on a single platform to capture an audience are long gone. In 2025, consumer attention is divided across an ever-expanding range of platforms, devices, and contexts. This fragmentation challenges brands to be present and impactful wherever their audiences are. For advertisers, this means adopting a more holistic, omnichannel approach to media planning and buying—one that maximises reach without sacrificing relevance.
Embracing Non-Traditional Spaces
Beyond social platforms, non-traditional ad spaces are growing in importance. In-game advertising, for instance, has become a booming market. With gamers now making up a significant portion of the global population, brands can engage through in-game product placements, branded experiences, and even virtual events. Global in-game advertising revenue is projected to reach approximately $46 billion by 2027, highlighting its significance for forward-thinking brands.
Another area of opportunity lies in audio platforms like Spotify and podcast networks, which enable advertisers to deliver personalised ads that integrate seamlessly into listeners’ daily routines. These non-traditional channels allow brands to engage with their audience in more organic and less intrusive ways.
Navigating Complexity with Cohesion
Fragmented attention doesn’t mean fractured strategies. The key is integration—ensuring all platforms and touchpoints work together to deliver a cohesive brand message. At Rebel Lion Advertising, our expertise lies in harmonising these elements, ensuring your campaigns deliver impact across the entire customer journey.
The modern media landscape may be complex, but with the right strategy, brands can turn fragmentation into opportunity—reaching the right audience, at the right time, with the right message.
