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Moving image advertising 2025

Developments, challenges, and recommendations

Moving image content has developed rapidly in recent years and has become a central component of modern media use. In advertising in particular, moving images offer unique opportunities for emotional appeal and lasting brand anchoring. This article highlights the current developments, challenges, and strategic recommendations for the use of moving image advertising in 2025.

Changes in moving image usage

The use of moving images has become highly fragmented. While linear television remains indispensable for reach, on-demand offerings are increasingly dominating the 14–49 age group. Streaming services, media libraries, and social media platforms such as YouTube, TikTok, Instagram, and Snapchat are shaping consumer behavior. Technological developments, mobile devices, and personalized content have accelerated this shift.

Challenges for advertisers

The range of moving image content is constantly growing, but not all channels can currently be used for advertising (e.g., Netflix in Austria). There are also opportunities to place moving image advertising outside (outstream) of moving image content, or in completely different media channels, such as digital out-of-home advertising. The diversity of platforms makes it difficult to implement a uniform advertising strategy, and user expectations vary greatly.
Advertising and content must therefore always be considered separately. In recent years, the total usage time of moving image content has remained stable. However, usage time is spread across many more moving image channels. This intensifies the competition for attention. Advertising must adapt to the usage situation and the respective end device in order to be effective. Content is king.

Success factors for moving image advertising

Qualitative criteria are crucial for effective moving image advertising: the emotional connection to the medium, the credibility of the environment, the device size, multisensory appeal (image and sound), advertising density, placement in the usage context, and the possibility of interaction.

Conclusion and outlook

There is no longer a single moving image channel. In the future, the success of moving image advertising will depend on how well content, platforms, and advertising messages are coordinated.