Marketing Production: An Updated Look at the Trends

Influencer Marketing Recalibrates for ROI

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At the start of the year, the trajectory for influencer marketing seemed limitless. While still a dominant force, the latter half of 2025 has brought a strategic recalibration. Global influencer marketing spend is now forecasted to reach between $32.5 billion and $33 billion by year-end, a testament to its sustained power. However, we've observed a leveling-off in budget allocation. Data shows a slight dip in the number of brands planning dedicated budgets for 2025, down to 75.6% from 85.8% in 2024.

This isn't a retreat but a refinement. Amid economic uncertainty, the focus has sharpened intensely on measurable ROI. Marketers are no longer just participating; they are scrutinizing performance, leaning on micro- and nano-influencers for greater efficiency and engagement. AI-powered platforms are also becoming standard for automating campaign management, enabling brands to scale personalized content with precision. The key takeaway is that influencer-led content, now commanding an average of 25% of social media budgets, must prove its value through concrete metrics.

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Connected TV's Reign Continues, Raising the Creative Bar

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The shift from linear television to Connected TV (CTV) has accelerated just as predicted. CTV ad spend is on track for its projected 14% growth this year, fueled by major streaming platforms expanding their ad-supported tiers. This migration of advertising dollars is no longer an experiment but a core component of modern media buying.

This sustained growth reinforces the need for "screen-agnostic" content that shines on both a 70-inch 4K television and a smartphone screen during a quick scroll. The creative standard is exceptionally high. Brands must produce visually compelling, high-quality video that captures attention instantly, regardless of the viewing context. Efficiency in production is paramount, but it cannot come at the cost of creative excellence.

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E-commerce Thrives, and Retail Media Emerges as a Powerhouse

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E-commerce has maintained its strong position, consistently accounting for approximately 21% of all retail sales. This stability reflects a permanent shift in consumer purchasing habits, solidified in the post-pandemic era. The blend of mobile commerce, personalized digital experiences, and influencer-driven sales continues to fuel this channel.

However, the bigger story as we close out 2025 is the explosive growth of retail media. This category is expanding even faster than e-commerce itself. As brands seek to connect with consumers at the point of purchase, retail media networks have become critical touchpoints in the omnichannel strategy. Integrating retail media into your marketing mix is no longer a forward-thinking move but a competitive necessity for visibility and sales.

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Managing Fragmentation with Stronger Governance

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The demand for diverse, omnichannel content has made managing a complex network of creative and production partners the new normal. The marketing supply chain is more fragmented than ever, putting immense pressure on procurement and marketing operations teams to maintain control over costs, quality, and brand consistency.

In response, leading brands are reinforcing their governance models. The trend of producing double the number of assets per shoot while bundling stills with motion has continued, highlighting an industry-wide push for maximum efficiency. We also see a sustained decline in original director-led productions for lower-budget projects as marketers favor more agile, multi-asset campaigns. Success in this environment depends on robust partner management systems and clear agency scorecards to track performance and ensure every dollar is accounted for.

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AI in Post-Production: From Insight to Mainstream Adoption

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What began as an emerging efficiency has now become a standard operating procedure. AI-driven workflows are no longer an "early insight" but a fully integrated part of post-production. The evidence is clear: teams are routinely achieving cost savings of up to 20% and significantly faster turnaround times on content.

This rapid adoption has moved beyond simple automation. AI is now fundamental to VFX, asset versioning, and localization, allowing creative teams to stretch budgets further and reallocate resources toward high-impact creative endeavors. Brands that have embedded AI into their post-production processes are gaining a significant competitive advantage through speed, cost-efficiency, and the ability to scale content personalization.

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Key Takeaways

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As you finalize strategies for the coming year, these updated trends point to several clear priorities:

• Refine Your Influencer Strategy: Shift from broad spending to a performance-based model. Focus on creators who deliver measurable ROI and leverage AI to manage campaigns efficiently.

• Invest in High-Quality Video: With CTV's dominance, your video content must be creatively compelling and technically flawless across all screens.

• Embrace Retail Media: Integrate retail media networks into your e-commerce and omnichannel strategies to capture consumers at the critical point of decision.

• Strengthen Partner Governance: In a fragmented landscape, robust tools for managing costs, performance, and quality are essential for maintaining control and agility.

• Double Down on Production Efficiency: Continue to seek efficiencies by bundling assets and leveraging AI in post-production to maximize the output and impact of every shoot.

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Marketing fuses strategic creativity with data-driven efficiency. For CMOs, brand managers, and marketing professionals, navigating this landscape requires a commitment to bold ideas, rigorous measurement, and the strategic adoption of technology. The brands that succeed will be those that are not only present where their audience is but are also masters of their own complex marketing ecosystem.

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