Advertising 2025: New advertising models based on creativity & engagement

Interaction is becoming the new paradigm, supported by creative and technological solutions that transform the way brands communicate with consumers.

The advertising landscape is constantly evolving, but 2025 will mark a crucial turning point. Reaching a vast audience will no longer be enough: the success of a campaign will increasingly depend on the value generated by each interaction. This value will become the driving force for business growth, not only in terms of sales but also in building authentic and lasting relationships with the audience.

Today, we know that only 1% of online time is dedicated to interacting with advertising content, as highlighted by Nielsen. This data calls for reflection: every single touchpoint must be designed to offer a meaningful experience. No more interruptions, but rather dialogues that enrich the user and strengthen the brand’s identity. At Aryel, we believe that advertising must evolve from a tool of persuasion to a vehicle for creating relationships based on value and authenticity.
 

A New Advertising Paradigm: Dialogue & authenticity at the core

The cultural context in which brands operate is undergoing profound change, redefining how people interact with advertising content. According to the 'Think Forward 2025' report by We Are Social, the future of advertising is moving towards a balance between authenticity, lightness, and depth.

Authenticity will be the new imperative. In an era where consumers are increasingly aware and discerning, campaigns must celebrate spontaneity and imperfection. Brands that can tell real stories, showcasing their humanity without filters, will build trust with their audience. At Aryel, we have observed that campaigns conveying authentic and meaningful messages, supported by our immersive 3D and Augmented Reality formats, have outperformed industry standards. This demonstrates how innovative technologies can amplify the impact of authentic storytelling, effectively reaching an increasingly demanding audience.

At the same time, the desire for lightness is growing. In a digital world saturated with messages, users seek moments of escape and humour reminiscent of the early 2000s Internet. Brands must adapt to this new context, creating relaxing content without the constant pressure to sell. In this area as well, Aryel’s formats have proven to over-perform, thanks to their ability to create experiences that naturally capture attention, transforming interaction into a moment of enjoyment and discovery.

Additionally, consumer awareness is increasing. Gen Z and Millennials are driving the shift toward intentional consumption, favouring sustainable and durable products. This pushes brands to demonstrate commitment to social and environmental causes, integrating these values into every touchpoint.

Advertising storytelling is also evolving. Creators and brands are increasingly collaborating to reinvent pop culture, creating stories rich in meaning and references that foster a sense of community. This approach, known as 'Modern Mythmaking', invites audiences to actively participate, making every interaction more engaging and memorable. Thanks to the versatility and immersive nature of Aryel’s formats, brands can create engaging and interactive experiences that encourage active participation, turning consumers into co-creators of the message.

Lastly, there is a strong need for authentic connection. Brands can no longer rely on superficial digital interactions but must build personal and meaningful relationships. Aryel’s experience has shown that, through targeted campaigns and innovative formats, it is possible to create deeper connections with audiences, exceeding expectations and helping redefine the future of advertising communication.
 

Attention: The measure of advertising value

In 2025, attention measurement remains a crucial topic for advertising success, but if not linked to brand and sales outcomes, it risks becoming a mere vanity metric. This topic was central to the second edition of the INNOV8 Roundtable organised by Aryel in Milan, following the London edition, where we observed the same insights and reflections shared by publishers, brands, agencies, and other players in the advertising industry.

Both events highlighted a strong awareness of the importance of focusing on attention as a key metric. This paves the way for new purchasing models that value attention as a strategic factor, emphasising the need for increasingly omnichannel measurement.

To address these challenges, Aryel has recently launched two proprietary metrics: Attention Time and Attention Quality, designed to provide advertisers with concrete tools to optimise campaigns both on the media and creative side.
 

Emerging Media & Innovative Formats: A new opportunity for engagement

The media landscape is rapidly transforming, driven by the rise of innovative channels such as Retail Media Networks (RMNs) and Connected Television (CTV). These tools, increasingly powered by artificial intelligence, are reshaping advertising strategies, paving the way for highly personalised omnichannel experiences.

Simultaneously, digital out-of-home (DOOH) is experiencing explosive growth, confirming itself as a highly effective channel for reaching diverse audiences with dynamic and contextual messages.

These emerging media present a unique opportunity for Aryel to innovate the way brands interact with their audiences. We have already integrated our immersive formats into RMNs, CTV, and DOOH, expanding our offerings with AR, 3D, and VR experiences that maximise creative impact and engage users in a memorable way. Thanks to this evolution, brands can connect with increasingly segmented audiences, tailoring messages to context and consumer behaviour to achieve tangible results.
 

Towards a future of advertising based on interaction, creativity & value

In an increasingly dynamic media landscape, the true value for brands lies in their ability to create meaningful interactions with their audience. Creativity emerges as the primary vehicle of connection, transforming advertising messages into engaging experiences that foster dialogue and strengthen the bond between brands and consumers.

Attention, in this context, is not the ultimate goal but a fundamental variable for measuring the effectiveness of these interactions. Through innovative solutions and well-thought-out strategies, brands can not only capture attention but also translate it into lasting connections and concrete results.

Looking ahead, the success of advertising will depend on the ability to combine creativity, technology, and omnichannel strategies to build experiences that are both memorable, measurable, and relevant. This interaction-centered approach is the key to generating real and sustainable value, turning every campaign into an opportunity to bring brands and audiences closer in an authentic and lasting way.