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Key Q3 2025 digital marketing trends

Here are some of the key digital marketing trends from Q3 2025's advertising data.


Retail media maintained its upward trajectory with spend rising 21% year over year, while clicks climbed 19% and cost-per-click edged up just 2%. The growth story has matured. Engagement is keeping pace with investment, signaling that marketers are scaling efficiently while maintaining quality rather than speculatively bidding up inventory.
Paid search held its ground as high-intent infrastructure with 9% spend growth and flat click volume, while CPCs rose 9% reflecting intensified competition for premium placements among advertisers consolidating budgets toward proven performance segments.
Paid social rebounded with rare efficiency gains, showing 11% spend growth alongside 18% growth in both impressions and clicks, while CPMs declined 5%. Platforms have stabilized delivery after quarters of volatility, and marketers are now comfortable scaling budgets again. This trifecta of higher spend, stronger engagement, and lower costs signals that social has become a reliable, scalable channel once more.
Prime Big Deal Days in October delivered efficiency breakthroughs that reframe what's possible during peak demand. Click-through rates surged 74% year over year while cost-per-click fell to $1.80 (lowest in 3 years) and CTR hit 0.32% (highest in 3 years), proving that strategic preparation can achieve both scale and efficiency. The event wasn't just a sales driver; it was proof that careful planning, clean data, and real-time flexibility deliver outsized results even when traffic peaks.
TikTok adoption reached 46% of paid social advertisers with 13% of social spend, up significantly from previous quarters. The platform has moved beyond experimentation into mainstream practice. Despite broader regulatory uncertainty, marketers continue prioritizing TikTok performance, demonstrating the platform's integral role in balanced social strategies.

The Q3 2025 Quarterly Trends Report

Discover comprehensive quarter-over-quarter and year-over-year digital advertising performance insights from Q3 2025, featuring:

  • Performance metrics: Detailed analysis of retail media's 21% growth, paid search's steady climb amid rising competition, and social platform resilience with cost breakdowns and efficiency insights across all channels.
  • Market news and Platform Updates: Comprehensive roundup covering global ad spend forecasts, streaming platform growth, retail media network expansion, search platform AI enhancements, and social creator commerce integration.
  • AI Integration and Workflow Maturity: Analysis of how AI has transitioned from experimental tool to integrated infrastructure, including strategy and planning shifts, performance insights acceleration, and what successful AI integration actually looks like.
  • Forward-looking insights: Q4 preparation strategies informed by Prime Big Deal Days learnings, 2026 budget planning frameworks based on economic headwinds, and how to position your team for AI-driven shopping acceleration.

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