For instance, adding lead forms to TLAs would be a nice marriage of conversion friendliness and a popular new ad type.
The best ads won’t look like ads
One of the things we’re working on with our clients is getting creative with messaging and tying it to pain points or industry or job lingo.
In short, we’re doubling down on empathetic messaging and authenticity, which is not unique to LinkedIn.
With the feed getting junkier and more AI-formulaic by the day, the more organic you can make an ad look, the more people will pay attention.
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2025 Reddit predictions
Improved testing will roll out as competition grows
For its market share, Reddit made arguably the most significant moves in B2B advertising in 2024.
With new ad types, audience features, advanced reporting, and enhanced targeting capabilities, Reddit enters 2025 with a growing user base and a spot on the shortlist of must-test platforms for B2B and SaaS advertisers.
They’ll meet the moment with more testing features, specifically A/B testing functionality that starts mimicking rival platforms.
Tracking and attribution will struggle
Because Reddit is populated by a younger, tech-savvy audience, part of its brand is tied to user privacy (hence usernames, not real names).
This is great for users with edgy and authentic POVs to share, but it will make life harder for advertisers trying to track the real business impact of their Reddit campaigns.
(Related prediction: their fairly rudimentary CAPI function will improve quite a bit in 2025.)
Dig deeper: Diversifying your B2B paid media portfolio: When does it make sense?
2025 martech and measurement predictions
Chrome’s third-party cookies will survive 2025 – kind of
Yes, Chrome’s cookies will be severely weakened by the (still-impending) opt-out feature that Google plans to implement.
But my prediction is that the cookies will be (somehow) clinging to life at the end of 2025 because I don’t see Google and the IAB agreeing on an alternate solution.
CDPs will gain serious momentum
More marketers will move to adopt server-side tracking in 2025 (disclaimer: we’re pushing our clients hard in that direction) as a holistic, privacy-safe transition away from third-party cookies.
We’re seeing most of our clients getting an artificial increase in “direct” traffic as data is stripped away.
This will hit a critical point, leading brands to get proactive about server-side solutions.
First-party data enrichment tools will gain prominence
Less third-party data to work with means more emphasis on first-party data and the tools that empower it.
Look for names like Stape and Pendar, which are beefing up first-party data collected on the server side, to start appearing more frequently in brand conversations.
Dig deeper: 5 PPC measurement initiatives to set yourself up for 2025 success
There’s room for 2025 to be a more transformative year than 2024 for B2B campaigns – if only because there will be more room for challengers to Google’s market dominance.
I expect marketers to become more proactive about tracking and measurement solutions because their hands are being forced.
This should also lead to new scrutiny about which campaigns are actually driving business impact. (Or maybe that’s just something on my wishlist every year.)
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