As we move deeper into Q2, mid-market retail brands and ecommerce merchants are navigating an increasingly dynamic advertising landscape – especially in streaming. After kicking off the year with notable momentum across the industry, including at Shoptalk and POSSIBLE, it’s clear that 2025 is shaping up to be a year of transformation. While the hype around new channels and tools continues, several real, actionable trends are rising to the top. Here are four we think marketers should lean into right now:
1. Seamless Cross-Channel Advertising Experiences: The New Normal.
The line between online, offline, mobile, and TV has officially disappeared – at least in the eyes of the consumer. Omnichannel expectations aren’t just for the big brands of the world anymore. Consumers now expect seamless engagement across channels, so mid-market brands need to adapt and bring the same sophistication to their media mix.
Streaming is a huge part of this evolution. It allows brands to connect with viewers during high-attention moments while syncing messaging with other digital and physical touchpoints. What once felt out of reach is now very much within grasp thanks to more accessible tools and smarter platforms.
2.“AI-Powered,” Out. “Agentic AI,” In.
We’ve all seen the term "AI-powered" slapped onto nearly everything in marketing ad nauseum. But there’s ashift happening – and it’s one worth watching. The next generation of AI tools are becoming agentic, meaning they don’t just surface insights – they take action autonomously, serving as AI agents.
In the context of streaming, that means platforms that automatically optimize campaigns across publishers, adjust bids, and reallocate spend – all without constant human oversight. The result is that marketers get to focus on the big picture while letting the system drive day-to-day results. It’s smarter, faster, and more scalable.
Universal Ads is at the forefront of this shift, offering platforms that autonomously optimize campaigns and adjust bids in real-time. Our tools ensure that marketers can focus on strategic decisions while our systems handle the day-to-day optimizations.
3. Incrementality Testing FTW.
One of the most energizing conversations happening right now is around measurement– specifically, the power of incrementality testing to prove real impact. Brands are moving away from last-click attribution and toward a more meaningful metric: what actually drives extra sales.
At Shoptalk, Best Buy’s Lisa Valentino put it simply: if you’re not measuring incrementality, you’re flying blind. Her team now tracks 93% of transactions to understand true performance. For retail brands using streaming, this is a game-changer – giving marketers the ability to tie exposure to actual outcomes and reinvest in what works.
At Universal Ads, we’ve partnered with industry leaders like Measured and Haus to bring these insights to our clients. Our collaboration highlights the importance of incrementality testing, and we’re committed to helping brands track and optimize their performance with precision.
4. Moving Beyond the Social Feed.
As social platforms become more expensive and crowded, many brands are rediscovering a not-so-new channel: TV. In fact, a recent study uncovered that viewers’ unaided ad recall is 58% higher for ads in premium video environments as compared to non-premium environments – illustrating the power that TV holds, offering focused, distraction-free moments in ways that social often cannot.1
With streaming’s targeting and measurement capabilities, retail advertisers can now access the power of the big screen without the traditional price tag or limitations. It’s a reminder that some of the most effective performance marketing opportunities may be sitting in plain sight.
The Bottom Line
Marketers can’t afford to stand still. The trends we’re seeing – cross-channel strategy, agentic automation, incrementality measurement, and the resurgence of TV – are more than buzzwords; they're signals of a larger shift in how growth-focused brands will win this year. In order to successfully navigate today’s dynamic environment, retail marketers need access to transformative tools and insights.
The future of advertising is not just about keeping pace; it’s about setting the pace. As we transition from exploration to execution in Q2, let Universal Ads be your partner in driving growth and achieving your marketing goals.
Sources:
1) Comcast Advertising, MediaScience Study, May 2023,consumer survey responses, N=284.
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