Column written by the digital agency Biggie
Marketing is facing an unprecedented revolution, like the “ Messy Funnel » where audience fragmentation and the disappearance of cookies make purchasing journeys and measurement more complex than ever. Artificial intelligence is emerging as a major breakthrough, transforming our way of working and thinking at lightning speed. The media, for their part, are evolving towards a multi-screen era, where uses and content are redefining the rules of the game. At the same time, influencer marketing is reaching a new maturity, favoring ambitious cultural collaborations and high-quality content. quality, which redraw the boundaries between influence and traditional media. Faced with these upheavals, companies and advertisers must innovate and adapt to transform these changes into new growth opportunities.
Navigating the Messy Funnel Era (without getting lost in the decision fog)
Audiences have never been so fragmented: dispersion between media, exponential multiplication of media, increasing diversity of paths before conversion… Welcome to the era of the Messy Funnel, where understanding and capturing consumers becomes a real challenge. A large portion of audiences is no longer accessible due to consent settings, and a significant portion of advertising space already works without cookies. This world without cookies requires radical changes: not only is the funnel disorganized, but it also becomes unclear, further complicating monitoring and measuring performance.
To prevent this messy funnel from turning into decision-making fog, it becomes vital to reinvent measurement using measurement approaches combining econometrics, panels, etc. such as Marketing Mix Modeling, brand lift surveys, etc., and to support advertisers in the implementation of strategies guided by detailed analysis of data. Taming attribution and measurement models is more essential than ever for the future of marketing.
AI: a cultural revolution
Artificial intelligence represents not only a technological advance, but a real cultural revolution, more profound and rapid than the emergence of computing and the Internet. Where IT technologies took decades to transform our working methods, in just a few years AI is redefining the way we produce, collaborate and think. For businesses, developing an “artificial intelligence quotient” (AIQ) is becoming essential and urgent. These multi-agent systems, capable of managing problems of unprecedented complexity, require rapid adaptation to remain competitive.
Many large platforms are already integrating AI-powered campaigns. For example, Meta offers “Advantage” and “Generative AI Ad Tools”, Google offers “PMax” and “DemandGen”, while expanding its AI suite from Search to Creative. Pinterest innovates with “Pinterest Ad Labs”, while TikTok stands out with “Smart+” and “Symphony” to optimize advertising scripts.
Testing these new formats alongside standard campaigns is strongly recommended, in order to assess their effectiveness and direct efforts towards the most promising innovations. However, it is crucial to ensure that these new campaigns do not compete with existing setups. In case of uncertainty, support from a specialist is strongly recommended.
These technological advances also imply a major cultural transformation, which goes well beyond the professional framework. Failure to actively engage in this revolution runs the risk of being left behind in the world of tomorrow. AI offers immense opportunities, but also requires adaptation and strategic vision.
The year 2025 will be the year of AI agents. They will complete tasks independently, analyze data and collaborate to achieve complex goals. AI agents will become an indispensable part of planning and managing advertising campaigns. Automation and AI will enable more efficient planning, more precise targeting and optimal advertising management, resulting in better results.
The televisions of tomorrow
Some shows are now broadcast live on television even though they have been available on YouTube for some time. This upheaval of the classic media chronology raises questions. Television is in fact on the way to becoming a simple device, on which content is king. We stream Youtube on our TV screen and watch “Koh Lanta” on our smartphone: the borders are disappearing. Faced with this new reality, advertisers must adopt multi-screen advertising strategies to combine traditional television with streaming video, maximizing their reach and effectiveness. This is a real opportunity for advertisers and their agencies to imagine not television, but the televisions of tomorrow.
The growing diversity of the connected television (CTV) ecosystem leads to enormous complexity. From SVOD (Subscription Video on Demand) and BVOD (Broadcast Video on Demand) to ATV (Addressable TV) and other formats, businesses must consider a multitude of platforms and usage scenarios to effectively reach their target groups. A focused strategy integrating these different variants is essential to exploit the full potential reach of the CTV market. The AI will further analyze viewer preferences and deliver advertising in a more targeted manner. This not only increases the impact of the advertisement but also improves the overall viewing experience.
Additionally, we can expect TVs to not only be better connected to other devices, but also to the entire smart home. The competition between different operating systems will also be exciting – manufacturers are increasingly relying on their own operating systems, which offers more diversity and choice to users. In this context, programmatic advertising will play an important role in effectively reaching target groups in this fragmented environment.
2025, the time of maturity for influencer marketing
No more classic product placements and short-term strategies. In 2025, the world of influence reaches a new maturity. Planets are aligning with influencers who are diversifying their cultural initiatives, strengthening their impact beyond digital platforms, providing brands with opportunities for integration into meaningful cultural projects. In addition, more spotlight will be placed on engaging collaborations, where brands actively participate in inspiring projects. Influence is shifting toward longer, more immersive content, favoring deep engagement rather than superficial interactions. The main challenge for 2025 will therefore be to support the rise of influencer marketing to the masses, while maintaining its ability to reach specific targets.
In influencer marketing, the focus is often on mega and macro influencers, but partnerships with micro and nano influencers can also provide significant benefits. Particularly at the regional and local level, they have a strong impact for brands thanks to their close connection with the community and their great credibility. These small influencers can tell authentic stories and speak to specific target groups, making them valuable partners for targeted marketing strategies.
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