Marketing Trends That Could Impact Your Business Next Quarter

Meta’s AI Targeting Overhaul

Meta’s Ads Manager is evolving into an AI-first environment, promising better performance through AI driven targeting and creative.

Creative AI Features Introduced in 2025:

• Optimise Text Per Person ~ Meta decides which headline or description to show each user.
• Creative Enhancements ~ Automatically adjusts brightness, applies motion, crops images, etc.
• Generate Backgrounds ~ New from March/April 2025, AI creates stylised backgrounds at the click of a button.
• Create Images ~ Meta’s generative AI now builds complete images from prompts.

So, what’s happening in June 2025? Multiple agency insiders and media buyers have referenced internal Meta comms suggesting June 2025 is a major checkpoint for automation. It’s not a deadline where everything flips, but it does mark an acceleration.

👉 Why it matters? For smaller businesses or those with niche offerings, giving full control to Meta’s AI is like handing over the wheel and hoping it knows where you’re going. We don’t buy into “set and forget”. At MAPS, we manually manage campaigns with precision, then use automation tools where they make sense, never blindly. Your budget deserves more than a black box.

Google’s AI Overviews are Eating Organic Traffic

AI Overviews (AIOs) are a new feature in Google Search that provides users with concise, summarised answers to their queries, directly in the search results. These overviews represent a big shift in how information is presented to users and in how businesses might need to adapt their SEO strategies.

The most immediate impact of AI Overviews will be a likely decrease in click through rates for websites. Users finding comprehensive answers directly in search results may feel less compelled to visit individual sites, particularly for straightforward, informational queries.

• This has slashed click through rates from ~7.3% to as low as 2-3% for featured queries
• Publishers like Business Insider have reported up to 55% drops in site traffic as a result

👉 Why it matters? If your organic content isn’t showing up in AI Overviews, you might be losing search visibility, and more importantly, revenue. Strategy pivots to richer content, brand authority, and direct channels are a must.

Ad Fatigue is Fueling Storytelling & Trust-Based Marketing

Consumers are exhausted by hard sell ads, here’s what’s rising:

• 41% cite ad avoidance as a major challenge (up from 29% in 2022); 71% can recall a brand from storytelling formats.
• Emotional, trust-driven ads are performing stronger, connecting in ways flashy promotions don’t.

👉 Why it matters? If campaigns feel too salesy, results will stagnate. We recommend blending value driven storytelling with occasional CTA pushes, better a mix for long term loyalty and short-term ROI.

Local Media is Driving Results

Marketing success isn’t just online, legacy media is finding new life, especially when paired with digital.

• In Australia, Nova Entertainment saw its metro ad revenue (broadcast + digital) rise 2.6% year-on-year, with digital audio jumping 27%
• TVB research says local broadcast sparks 80% of daily conversations and is the top trusted source across demographics.
• A balanced mix of broadcast + digital is delivering stronger reach and recall than either alone.

👉 Why it matters? Layered reach trumps single channel bets. A 2025 Trade Desk studyfound omnichannel campaigns (mobile, video, audio, CTV) boosted ad persuasion by 1.5x, attention by 1.4x, and memorability by 1.7x compared to single channel ads.

Trust still lives in legacy formats, local TV and radio are often more credible than social or banners, ideal for brand recall. Ads that combine local broadcast exposure with digital targeting are delivering stronger results than each medium alone.