New York City has always been at the forefront of advertising innovation. As we move through 2025, several trends are reshaping how brands connect with audiences in the media capital of the United States. Here are the five key trends defining advertising in NYC today:
1. Generative AI Transforms Video Ad Creation
Generative AI (GenAI) is revolutionizing video advertising. According to the IAB’s “2025 Digital Video Ad Spend & Strategy Report,” 86% of advertisers are using or planning to use GenAI to produce video ads. Projections indicate that GenAI will account for nearly **40% of all video ads by 2026**, offering high-quality, cost-effective production for small to mid-sized brands. This shift enables scalable, personalized video campaigns that resonate with diverse NYC audiences. IAB report
2. Connected TV (CTV) Impressions Surge
CTV is growing rapidly. A recent Samba TV study shows that in early 2025, **68% of the top 100 brands** increased their TV ad impressions. CTV viewership grew by **46% in Q2**, far outpacing linear TV. There’s a clear shift toward streaming platforms—especially among younger and more diverse NYC viewers—pushing marketers to rethink media plans. Samba TV study
3. Retail Media’s Explosive Growth
Retail Media Networks (RMNs)—ads placed within retail websites and apps—are booming in NYC’s retail ecosystem. Skai’s Q1 2025 trends report highlights that retail media grew **21% year-over-year**, outperforming search and social channels. With stable costs and strong ROI, formats like Amazon DSP and Meta’s Advantage+ Shopping continue to deliver measurable results across buying funnels. Skai Q1 2025 Digital Trends
4. Social Video Platforms Shape Media Time
Deloitte’s “2025 Digital Media Trends” report reveals that social video platforms are challenging traditional media and streaming as centers of entertainment. With fragmented audiences and six hours a day of media consumption, platforms like TikTok and YouTube now hold prime real estate in ad strategies. NYC marketers must create content that stands out amid algorithm-driven feeds and changing attention patterns. Deloitte Insights
5. Cultural Tension Reshapes Brand Messaging
Amid rising political and cultural divisions, some brands are shifting toward safer, less provocative messaging. The Financial Times reports that advertisers in the U.S.—including big names like Bud Light and Carl’s Jr.—have pulled back from DEI-centered campaigns to avoid backlash. In New York’s polarized market, striking the balance between authenticity and brand safety has become essential. FT analysis
Why These Trends Matter for NYC Marketers
- Innovation at Scale: GenAI and CTV are enabling high-impact, cost-efficient creative work.
- Precision Targeting: Retail media and social video platforms offer granular audience reach—critical in a diverse market like NYC.
- Adaptive Messaging: Cultural sensitivity and strategic storytelling are indispensable amid NYC’s evolving social context.
- Media Fragmentation Strategy: Success depends on owning the right mix of channels—from streaming to social feeds to retailer platforms.
In a fast-paced market like New York, staying ahead means embracing technology, understanding audience nuances, and adapting to a shifting cultural landscape. These five trends are not just shaping 2025—they’re setting the foundation for advertising in the city that never sleeps.
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