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Key Q2 2025 digital marketing trends

Here are some of the key digital marketing trends from Q2 2025's advertising data.


Retail media maintained its leadership with +18% YoY growth, while paid search demonstrated foundational stability throughout the quarter. Social advertising showed platform resilience with strategic diversification as marketers embraced multi-platform approaches.
Prime Day 2025 delivered efficiency breakthroughs with CPCs dropping -10.4% while CTRs improved +33.3%. The four-day event led the biggest week in US online spending, generating $24.1 billion and proving that strategic preparation can achieve scale without sacrificing performance quality.
TikTok adoption reached 46% of paid social advertisers, up significantly from previous quarters, with 13% spend share. Despite ongoing regulatory uncertainty, marketers continue prioritizing platform performance, demonstrating TikTok's integral role in social strategies.
AI integration accelerated across all channels. Performance Max adoption reached 60% of search accounts, Amazon DSP climbed to over 20% of total Amazon investment, and 86% of advertisers now use or plan to use GenAI for video ad creation, signaling AI's transition from experiment to infrastructure.

The Q2 2025 Quarterly Trends Report

Discover comprehensive quarter-over-quarter and year-over-year digital advertising performance insights from Q2 2025, featuring:

  • Performance metrics showing retail media's efficient 18% growth, AI adoption milestones, and social platform diversification trends.
  • Market news covering streaming's TV dominance, Google's AI Overviews ads integration, and Prime Day's record-breaking efficiency gains.
  • How AI integration is reshaping campaign optimization, creative development, and strategic planning across all channels.
  • Forward-looking insights for Q4 preparation and 2026 budget planning based on AI acceleration and commerce media maturation.

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