{"id":21691,"date":"2024-11-09T00:48:22","date_gmt":"2024-11-09T00:48:22","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21691"},"modified":"2024-11-09T00:48:24","modified_gmt":"2024-11-09T00:48:24","slug":"less-brand-safety-more-seo-spend-in-2025-forrester-predicts","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21691","title":{"rendered":"Less brand safety, more SEO spend in 2025, Forrester predicts"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-be70e519-12 krXrpG\">Winter is coming: The air is cooling, the leaves are falling, and the 2025 predictions are rolling in.<\/p>\n<p class=\"dist__StyledText-sc-be70e519-12 krXrpG\">As a tumultuous 2024 comes to a close, Forrester predicts that 2025 could be slightly more steady for marketers, but that they \u201cshouldn\u2019t get too comfortable.\u201d<\/p>\n<p class=\"dist__StyledText-sc-be70e519-12 krXrpG\">In a pair of reports detailing its expectations for media, advertising, and agencies in the year to come, Forrester detailed insights into the state of topics like brand safety, investment in social media platforms such as TikTok, and AI adoption in the marketing industry. We broke down some of the big takeaways below.<\/p>\n<p class=\"dist__StyledText-sc-be70e519-12 krXrpG\"><strong>Safety dance: <\/strong>Brand safety concerns in 2024 were no different than any other year, and in 2025, marketers will look to be more \u201cbrand smart\u201d than brand safe, the authors of Forrester\u2019s media and advertising predictions report wrote.<\/p>\n<p class=\"dist__StyledText-sc-be70e519-12 krXrpG\">They anticipate that 10 \u201cinfluential global brands will drop DoubleVerify\u201d as their brand safety company, instead embracing new practices like swapping keyword exclusion lists with lists of publishers to include in their campaigns. The prediction is based on a finding from a Forrester CMO survey in which more than half (53%) of US B2C marketing execs said they\u2019re becoming less \u201cprudish\u201d about brand safety.<\/p>\n<p class=\"dist__StyledText-sc-be70e519-12 krXrpG\"><strong>Clock\u2019s ticking: <\/strong>In addition to questions about brand safety, a potential ban of TikTok in the US has been looming over the heads of marketers for years. But Forrester doesn\u2019t think it\u2019ll happen next year. The authors, writing before Donald Trump won his re-election bid, point to a few reasons why they think this is the case:<\/p>\n<ul>\n<li>TikTok\u2019s data collection policies aren\u2019t much different from those of other social media companies, they wrote.<\/li>\n<li>Both Vice President Kamala Harris and Trump used TikTok during their presidential campaigns.<\/li>\n<li>TikTok has put significant effort into lobbying against the ban, \u201cwhich will help push the appeals process beyond 2025,\u201d according to the media and advertising predictions.<\/li>\n<\/ul>\n<div class=\"style__InlineSubscribeWrapper-sc-b0c0fc32-1 CuWWT inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-fdc976c-0 iTWzCH dtoEFc\">\n<h5 class=\"dist__StyledText-sc-be70e519-12 cioGdK inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-be70e519-12 cBIqXC inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-be70e519-12 krXrpG\">With that in mind, Forrester also predicts 10% of performance media budgets will go toward social commerce next year, including TikTok Shop.<\/p>\n<p class=\"dist__StyledText-sc-be70e519-12 krXrpG\"><strong>Omnipresent: <\/strong>AI seemed to be everywhere in 2024, especially so in SEO marketing, a trend that\u2019s expected to continue in 2025. Forrester analysts anticipate SEO budgets to triple as a result of the integration of AI into search engines.<\/p>\n<p class=\"dist__StyledText-sc-be70e519-12 krXrpG\"><strong>Get out of the house: <\/strong>In the agency world, the rise of AI content production shops is expected to lead to a slow-down of in-house agency growth, according to Forrester\u2019s 2025 predictions for marketing agencies.<\/p>\n<p class=\"dist__StyledText-sc-be70e519-12 krXrpG\">Forrester analysts also suspect full-funnel agencies will rise in popularity next year, with one-third of agencies that specialize in digital media becoming more generalist:<\/p>\n<ul>\n<li>In a Forrester survey of CMOs from Q4 last year, almost half (46%) of respondents said they \u201cplan to integrate performance and brand media assignments with a single media agency\u201d in the next year.<\/li>\n<li>Another 35% said they intend to combine creative and media assignments in that time.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-be70e519-12 krXrpG\">\u201cBrands demand integration,\u201d the Forrester analysts wrote. \u201cIn 2025, CMOs and agency executives will reconcile full-funnel, full-service capabilities with deep expertise in various disciplines and channels.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/11\/08\/forrester-predicts-less-brand-safety-more-seo-spend-in-2025?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Winter is coming: The air is cooling, the leaves are falling, and the 2025 predictions are rolling in. As a tumultuous 2024 comes to a close, Forrester predicts that 2025 could be slightly more steady for marketers, but that they \u201cshouldn\u2019t get too comfortable.\u201d In a pair of reports detailing its expectations for media, advertising, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21142,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21691","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Less brand safety, more SEO spend in 2025, Forrester predicts | Brandiary<\/title>\n<meta name=\"description\" content=\"Winter is coming: The air is cooling, the leaves are falling, and the 2025 predictions are rolling in.As a 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