Schaefer Advertising is a member of the Magnet Group, a global marketing network made up of agencies and marketing companies around the world. In January, we traveled to Miami to engage with our media leaders to discuss and analyze what to look for in digital media in 2025 and beyond. The top takeaways from the two-day conference are outlined below.

The Data Landscape is Overwhelming. We Need a New Approach.

The digital marketing landscape is saturated with data, leading to intense competition and loss of frequency control. There are thousands of data marketplaces, each with its own nuances, requiring a new, strategic approach. Marketers must question the value of data and combine assets meaningfully rather than simply targeting the “right person, right place, right time”.

Marketers should evaluate their data strategy, ensuring they maximize value without waste. By creating 360-degree consumer profiles with numerous data points, businesses can go beyond basic “in-market” checkboxes. Instead of targeting people merely looking for a product, this approach identifies those with attributes that indicate intent to convert. Understanding relationships between profiles, like word-of-mouth influence, helps make smarter targeting decisions.

Data Quality is Crucial but Getting More Complex

Data quality and validation are paramount for the future of digital media. Inaccurate or incomplete data leads to wasted ad spend and missed opportunities. It’s critical to validate data from the outset to ensure its accuracy and reliability.

To address these challenges, your approach should focus on:

• Updating data regularly to maintain accuracy and relevance.
• Unifying data sources into a single platform to create a holistic view of the consumer.
• Leveraging first-party data beyond basic “yes/no” criteria to refine targeting and boost effectiveness.

Ethical Data Management is Essential

Ethical data management is crucial for marketers, especially in highly regulated industries such as healthcare and finance. It’s not enough to collect data; it must be managed responsibly and ethically.

Regulations such as Washington’s “My Health My Data” Act are reshaping how businesses can target audiences based on health conditions. Companies need to adapt to these regulations while still reaching their intended audiences effectively. More recently, Meta has implemented new restrictions in the financial industry, requiring advertisers to categorize themselves as such and adjust targeting based on limitations around age, gender and zip code.

At Schaefer, we work diligently to stay ahead of regulatory changes while maintaining trust and engagement with all our audiences we’re targeting.

Synergizing Paid and Organic: A Holistic Approach to Search

Instead of treating paid and organic media as separate strategies, they should be integrated to amplify content and maximize ROI. It is beneficial to align successful paid content with organic efforts to create a sustainable strategy that lowers acquisition costs over time. 

There is no denying that platforms like Facebook, TikTok, and Amazon are evolving into search engines, requiring adaptable strategies. Any platform you produce content for should be designed to capitalize on the user behaviors of that specific platform while retaining brand consistency throughout the campaign. Maintaining a unified approach ensures a seamless consumer journey that enhances visibility and engagement.

The Untapped Potential of Podcast Advertising

Podcast advertising offers a unique opportunity for marketers, with strong listener engagement driven by host trust. However, digital audio accounts for about 30% of listenership but only receives 10% of ad spend, highlighting an untapped opportunity.

There are platforms that provide real-time visibility into available podcast inventory and audience insights. By combining audio with channels like social media and Connected TV (CTV), marketers can create comprehensive media plans that enhance brand recall and campaign effectiveness.

Data-Driven Marketing: The Importance of Measurement, Planning and Speed

In today’s fast-paced landscape, having a clear measurement plan is essential. Every dollar spent should tie directly to business objectives, with reporting focused on high-level goals rather than granular channel metrics.

Your business should establish clear KPIs that align with broader objectives, making it easier to assess the impact of each channel. For example, rather than focusing solely on YouTube conversion costs, prioritize understanding its overall contribution to brand awareness.

Moreover, speed from insight to action is crucial. Your processes should empower media buyers with the autonomy to quickly analyze data, identify trends, and make optimizations in real time. Integrating media and creative teams ensures messaging remains relevant throughout the user journey.

How Can You Prepare?

The digital media landscape is evolving, and the sheer volume of data available can be overwhelming. Businesses need to focus on managing their data effectively to avoid unnecessary spend and maximize ROI. Ethical data practices are crucial in building trust, and aligning paid and organic efforts is key to long-term success.

At Schaefer, our teams work closely in tandem on both paid and organic strategies to generate the best results for your budget. We prioritize data accuracy and privacy while helping you navigate the complexities of the ever-changing media landscape.

Contact us today to learn how our team can help your business thrive in 2025 and beyond.