Now in its 15^th year, dentsu’s The Year of Impact | 2025 Media Trends report presents our insights into the trends shaping today’s media landscape - and what these trends mean for brands in 2025 and beyond.  

As generative AI goes mainstream, how will it change the way people interact with technology? Where does it fit into the media toolkit? 

Why is storytelling the best strategy for brands looking to break into new fast-growing media spaces? What do influencers and fandoms add to the story? 

Anyone can create content today, but not all content is equal or equally available, and competition for attention and marketing budgets is intense. Can marketers find the sweet spot between retail media solutions, reliable supply chains, and effective partnerships? Can brands translate all this into quality across the funnel? 

In this report, our experts examine these trends and, more importantly, share practical considerations brands can incorporate into their 2025 media planning.