{"id":18576,"date":"2025-02-13T14:10:34","date_gmt":"2025-02-13T13:10:34","guid":{"rendered":"https:\/\/fdmg.nl\/en\/?p=18576"},"modified":"2025-02-13T14:20:22","modified_gmt":"2025-02-13T13:20:22","slug":"media-insiders-reveal-their-2025-industry-forecast","status":"publish","type":"post","link":"https:\/\/fdmg.nl\/en\/news\/media-insiders-reveal-their-2025-industry-forecast\/","title":{"rendered":"Media insiders reveal their 2025 industry forecast"},"content":{"rendered":"<p class=\"whitespace-pre-wrap break-words\">As we enter the new year, it&#8217;s time for our forward-looking analysis! Following last year&#8217;s success, FD Media Group has gathered insights from three influential industry leaders for their 2025 predictions. This time, we&#8217;re getting our perspectives straight from the boardroom!<\/p>\n<p class=\"whitespace-pre-wrap break-words\">Our distinguished panel includes:<\/p>\n<ul>\n<li>Jasmijn Bouwmeester, Client Managing Partner at Havas Media Netherlands<\/li>\n<li>Michael Willems, Managing Director at dentsu Benelux<\/li>\n<li>Henriette van Swinderen, Director at bvA (Dutch Advertisers Association)<\/li>\n<\/ul>\n<p class=\"whitespace-pre-wrap break-words\">In this exclusive interview, they share their expert vision on the evolving landscape of media, advertising, and technology in 2025.<\/p>\n<h2>What media industry developments do you anticipate for 2025?<\/h2>\n<p>Henriette: &#8220;We&#8217;re witnessing unprecedented media fragmentation. While traditional mass media maintains its significance, new channels continue to emerge. Within new media, we&#8217;re seeing particularly strong growth in social platforms and video\/audio-on-demand. A key development to watch is the <a href=\"https:\/\/fd.nl\/bedrijfsleven\/1532409\/optimisme-over-goedkeuring-rtl-overname-blijkt-voorbarig\">potential RTL-DPG merger<\/a>, which could create a stronger local player to counterbalance global giants.&#8221;<\/p>\n<p>Michael: &#8220;For better or worse, we&#8217;re living in an algorithmic world where all eyes are on AI&#8217;s impact across the entire media value chain. The promise of 1-to-1 communication will be realized, enabling dialogue with\u2014rather than just broadcasting to\u2014consumers. On the supply side, we&#8217;re seeing unstoppable momentum from streamers, with Amazon and Netflix now entering live sports.&#8221;<\/p>\n<p>Jasmijn: &#8220;I&#8217;m incredibly excited about the coming year, with automation, digitalization, and AI creating numerous opportunities. My vision is that agencies must focus on trust, simplicity, and agility. Clients need clear explanations of complex data and processes to navigate an increasingly sophisticated landscape.&#8221;<\/p>\n<h2>What will be the defining advertising trends?<\/h2>\n<p class=\"whitespace-pre-wrap break-words\">Henriette: &#8220;Brands are seeking relevant ways to engage through social and on-demand media. This requires a fundamentally different approach than mass media advertising\u2014demanding faster responses to current events and adaptability to consumer types, screen formats, and locations. AI can play a crucial role in making content both personally relevant and brand-appropriate.&#8221;<\/p>\n<p class=\"whitespace-pre-wrap break-words\">Michael: &#8220;In today&#8217;s algorithmic era, consumers expect brands to not only understand their preferences but anticipate future needs. Since 2018, dentsu has pioneered global research into &#8216;attention.&#8217; In a fragmented landscape, understanding creative execution and contextual resonance is crucial.&#8221;<\/p>\n<p class=\"whitespace-pre-wrap break-words\">Jasmijn: &#8220;I expect increased focus on local advertising, reflecting growing consumer preference for local content. The battle for attention remains intense. With shrinking attention spans, brands must create impact within seconds. Simultaneously, I anticipate further decline in media trust, elevating the importance of quality news media and authentic influencer marketing.&#8221;<\/p>\n<h2>What&#8217;s your take on technology&#8217;s role, especially AI?<\/h2>\n<p class=\"whitespace-pre-wrap break-words\">Henriette: &#8220;I expect exponential AI adoption across all media and advertising sectors. From generating content and optimizing media strategy to accelerating consumer research. The critical concern is AI ethics. It&#8217;s essential that our industry finds a responsible balance between leveraging opportunities and preventing misuse.&#8221;<\/p>\n<p class=\"whitespace-pre-wrap break-words\">Michael: &#8220;For agencies, this means not only automating routine tasks and extracting deeper data insights faster but also making significant advances in automated content creation and media planning, combined with expert human interpretation.&#8221;<\/p>\n<p class=\"whitespace-pre-wrap break-words\">Jasmijn: &#8220;The power of physical client connections and active listening will be key differentiators in the coming period. Human connection remains crucial in our industry because automation and digitalization alone aren&#8217;t sufficient. We are the data interpreters!&#8221;<\/p>\n<h2>How significant will ESG objectives be in campaigns?<\/h2>\n<p class=\"whitespace-pre-wrap break-words\">Henriette: &#8220;I expect all sectors launching more sustainable and healthier solutions to give this disproportionate attention. Marketing and advertising must play an essential role in necessary transitions.&#8221;<\/p>\n<p class=\"whitespace-pre-wrap break-words\">Michael: &#8220;In 2025, EU regulations will require companies to report their environmental impact (<a href=\"https:\/\/impact-investor.com\/challenges-remain-as-firms-gear-up-for-new-eu-green-reporting-rules\/\">CSRD<\/a>). We&#8217;re helping them develop plans that minimize emissions while meeting reporting requirements.&#8221;<\/p>\n<p class=\"whitespace-pre-wrap break-words\">Jasmijn: &#8220;Sustainability in its broadest sense remains more important than ever\u2014it&#8217;s not just the responsibility of agencies, advertisers, or government\u2014it belongs to all of us. We&#8217;re working diligently with our clients to approach this thoughtfully, deploying our resources and budgets as consciously as possible.&#8221;<\/p>\n<h2>What are you most looking forward to in 2025?<\/h2>\n<p class=\"whitespace-pre-wrap break-words\">Henriette: &#8220;I&#8217;m incredibly excited about SAIL Amsterdam. It&#8217;s always an impressively well-organized event and one of my favorite business networking venues.&#8221;<\/p>\n<p class=\"whitespace-pre-wrap break-words\">Michael: &#8220;Rather than a specific event, I&#8217;m anticipating the evolution of modern products and strategies\u2014specifically how we&#8217;ll optimally integrate innovative technology with our human capital.&#8221;<\/p>\n<p class=\"whitespace-pre-wrap break-words\">Jasmijn: &#8220;<a href=\"https:\/\/amma-awards.nl\/\">The AMMA Awards<\/a>. Under Tessa (Van der Starre) &amp; Eva (Rozenbeek)&#8217;s inspiring leadership, the AMMAs have been beautifully reinvented. I&#8217;m looking forward to showcasing outstanding client cases with our team!&#8221;<\/p>\n<h2>What&#8217;s your industry mandate for 2025?<\/h2>\n<p class=\"whitespace-pre-wrap break-words\">Henriette: &#8220;Wisdom and composure to maintain objectivity and make sound decisions despite societal, political, and professional turbulence. And curiosity to explore innovative developments.&#8221;<\/p>\n<p class=\"whitespace-pre-wrap break-words\">Michael: &#8220;dentsu wishes the Netherlands increased investment in knowledge and innovation. These are crucial for maintaining competitiveness in an economic landscape increasingly dominated by Chinese and U.S. big tech.&#8221;<\/p>\n<p class=\"whitespace-pre-wrap break-words\">Jasmijn: &#8220;Connection and Trust. Better listening leads to greater progress. This requires genuine connection and attention to each other. While we might move faster alone, we go much further together.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As we enter the new year, it&#8217;s time for our forward-looking analysis! Following last year&#8217;s success, FD Media Group has gathered insights from three influential industry leaders for their 2025 predictions. This time, we&#8217;re getting our perspectives straight from the&hellip;<\/p>\n","protected":false},"author":19,"featured_media":18579,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-18576","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Media insiders reveal their 2025 industry forecast - FD Mediagroep - EN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fdmg.nl\/en\/news\/media-insiders-reveal-their-2025-industry-forecast\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Media insiders reveal their 2025 industry forecast - FD Mediagroep - EN\" \/>\n<meta property=\"og:description\" content=\"As we enter the new year, it&#8217;s time for our forward-looking analysis! 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