Q1 2025 Media Buying Trends: Outcomes, Localization, and Influencer Momentum

Welcome to the latest edition of Jun Group’s Media Buying Trends! I’m Lindsey Rand, Director of Media Strategy, here to share the latest trends and takeaways from Q1 2025.

As always, our analysis shows patterns across the brand and agency requests we see at Jun Group, which is most powerful when paired with your expertise and market knowledge to craft media strategies.

KPIs: The “Outcomes Era” continues

• Lower-funnel KPIs, such as sales, leads, and ROAS, were called out in 72% of media buying requests in Q1 2025, surpassing mid and upper funnel KPIs for the first time.

• Mid-funnel interest also remained prominent, with CTR and engagement metrics requested in over half of media buying requests.

• Audience quality appeared in 61% of healthcare media requests, upholding its position as the dominant metric in DTC pharma advertising. Learn more about our In-Flight Audience Quality Optimization product that helps brands reduce cost-per-patient reach.

🔍 Bottom line:The “Outcomes Era” is continuing to rise. Whether through performance-based products or smarter targeting, media buyers are seeking meaningful results that prove return on ad spend.

Targeting: Localization gains traction

• Localized targeting was present in 49% of media buying requests, signaling strong demand for hyper-local strategies that support lower-funnel performance.

🔍 Bottom line:While targeting has always been about reaching the right audience, advertisers across verticals are doubling down on precision in support of outcome-driven campaigns.

Creative: Influencer momentum builds and CTV continues upward trend

• Influencer marketing saw a 91% quarter-over-quarter increase in media buying requests, with more brands leaning into custom executions to build trust and authenticity. This momentum mirrors industry-wide trends, with brands like Unilever dedicating over 50% of their ad spend to social and influencer strategies.

• CTV continued its upward trend, with a 120% lift in media buying requests. While it remains a staple in media and entertainment, we’re also seeing growing investment across other categories like CPG, B2B, and pharma.

🔍 Bottom line: Influencer marketing is entering its next breakout moment, fueled by consumers’ growing obsession with creator content. At the same time, CTV is experiencing sustained growth, with no signs of slowing down.

That’s a look at the trends shaping Q1 2025! We’ll be back soon with more insights as the year unfolds.

_

Disclaimer: This website and the information provided on this website to readers (the “users”) has been issued by Jun Group Productions, LLC. It has been prepared solely for informational purposes and should not be construed as an offer to buy or sell or a solicitation of an offer to buy or sell any security or instrument or to participate in any transaction or trading activity. The content is based upon or derived from information generally believed to be reliable although no representation is made that it is accurate or complete and Jun Group accepts no liability with regard to the user’s reliance on it. This website and the information contained herein is not intended to be a source of advice with respect to the material presented, and the information and/or documents contained in this website do not constitute investment advice.