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12 Paid Ads Predictions & My Comments
And some predictions from me + examples.
What's up, Marketers! This is Aazar.
This newsletter is about leveling up your paid growth marketing skills by analyzing the best brands' paid strategy, tactics, positioning, and value props.
This newsletter is divided into:
Sharing what I've learned
Sometimes sharing some other performance marketers’ lessons with you (this issue)
And I analyze & compare the best ads on the internet
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The world of advertising is evolving faster than ever.
I’ve been following my friends Alex Cooper and Dara Denney, who are both brilliant minds in this space (both are my fellow creators and friends but I do have to disagree on some of their predictions).
They recently shared their predictions for 2025, and I’ve summarized them here. I’ve also added my commentary—what I agree with, what I don’t, and where I think we’re heading next.
Let’s dive in.
Predictions from Alex Cooper
#1 Authenticity will win this year
Audiences are tired of polished, scripted content.
The era of overdone UGC is fading. So what’s stepping into the spotlight? Ads that feel genuinely real.
Brands will rely on authentic customer stories, founder-led narratives, and real authority figures—no actors playing doctors this time.
Here's what I think:
This is spot on. Raw and authentic content cuts through polished noise, and customers want to see themselves in ads, not picture-perfect models.
But here’s the thing: brands need to collaborate with their customers to make these stories work.
When customers tell their stories on their own, the results often fall flat.
That’s why I see brands working hand-in-hand with users—creating docu-style interviews or co-produced ads.
It’s not new, though. We saw authenticity win last year. What’s different now is this collaborative storytelling approach that blends customer insights with creative execution.
#2 AI-Powered ads will dominate
Alex says that tools like Archades and Creative Fire are churning out ad variations faster than ever. Imagine generating dozens of creatives tailored for different demographics in hours.
But transparency is critical: audiences and regulators won’t tolerate misleading claims.
Here's what I think:
I’m skeptical. AI ads may be fast, but they lack authenticity. Lip-syncing issues and overly scripted AI-generated content feel fake and audiences notice. What I think will work better are AI-powered B-roll ads—visuals that support human narration.
AI can assist, but it won’t replace the human touch (at least not this year). Great ads require emotion and storytelling—qualities that AI hasn’t mastered yet.
#3 The rise of “Ugly Ads”
“Ugly” ads—raw, imperfect and authentic—will keep cutting through the noise. Think unpolished, grainy videos in relatable settings.
It’s not about looking perfect—it’s about authenticity. It’s about being relatable.
Here's what I think:
This isn’t new and it’s not a trend.
Ugly ads already work and they’re here to stay. But I don’t think we’ll see a surge in these ads. Instead, brands will focus on balancing relatability with creativity.
“Ugly” doesn’t mean sloppy. It means creating content that doesn’t look like an ad while still delivering a clear message. I’ve seen some great examples of this and it’s not about being lazy—it’s about being deliberate.
Example of an ugly ad.
#4 New tools will open new possibilities
Alex predicts that innovative tools like Sora are reshaping ad creation. With the ability to storyboard entire campaigns and produce exaggerated visuals instantly, advertisers can test more ideas faster than ever. The mantra is to fail sooner and iterate faster.
Here's what I think:
Tools like Sora will help marketers test ideas at scale, but what’s really missing is the rise of animated ads. Not simple how-to animations, but full-fledged animated stories that deliver big emotions.
Predictions from Dara Denney
#5 Creative Volume: The key to Meta ads
Scaling Meta ads in 2025 requires volume—lots of it. AI tools like Airpost, combined with Advantage+ shopping campaigns, make producing and testing creatives easier than ever.
More testing means more winners, but don’t sacrifice quality.
Here's what I think:
Throwing hundreds of ads at the wall isn’t sustainable.
What matters more is diversity in creatives, not just volume. Instead of focusing on churning out thousands of ads, brands should double down on user insights to create fewer but better-targeted ads. Quality always beats quantity in the long run.
I’m not against the volume game. But that’s only good when you’re testing to find the winning messaging and high-converting ads.
One of the agency owners I admire, Jess, spoke about this recently as well.
Thanks to our partners who support this newsletter.
Tools worth checking out:
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#6 AI reshaping creative production
AI is taking care of video editing and graphic design. While tools like deepfakes and automated UGC still face hurdles, combining AI capabilities with platforms like Storyblocks offers brands a quick, cost-effective way to produce high-quality ads.
Here's what I think:
It’s true AI is reshaping creative production, but the real deal will be B-roll storytelling.
Supporting visuals that enhance a human-centered story can make ads more effective. A-roll (scripted talking heads) is overrated.
#7 The rise of B2B creators
Corporate content is booming. In 2025, business leaders will need to create authentic, valuable content to build trust. Audiences want substance, not fluff. Long-term partnerships with credible creators will drive better results than one-off sponsorships.
Here's what I think:
I’ve been hearing this since 2021. It’s not a trend anymore—it’s the norm. I am one of the creators.
But here’s the thing: not all creators will succeed. Audiences crave substance, so only those who provide genuine value will grow.
#8 Influencers as performance channels
Influencer marketing is evolving into performance-driven partnerships. Affiliate-based models align incentives and encourage long-term collaborations that feel more authentic.
Here's what I think:
I’m not completely sold on this idea. Influencers as performance channels sound great in theory, but it’s rarely sustainable.
What might work better is exploring influencers as early investors—putting their attention and credibility behind a brand for long-term success.
#9 UGC saturation requires innovation
UGC is still effective but oversaturated. Brands are refining their messaging and turning to image creatives to stand out before incorporating UGC into campaigns.
Here's what I think:
UGC isn’t going anywhere—it’s just evolving.
Formats like podcast-style ads, skits, B-roll storytelling and stitch videos will breathe new life into UGC.
Here’s an example of what I meant (we created this UGC):
We’ll also see a rise in high-production UGC and even actor-generated content (AGC). These will push the boundaries of what UGC can be.
#10 Commercial-Style storytelling
Brands will focus on creating ads with richer narratives. Think mini-movies, but with a strong product focus. Few brands do this well, and there’s huge untapped potential here.
#11 End-to-End advertising tools
We might see a platform that handles everything—from concept to launch. This could completely change the way small brands approach advertising.
#12 Diversity with volume
Winning brands won’t prioritize creative volume only—they’ll focus on creating diverse, high-quality assets tailored to specific audiences.
That’s it for now!
Let me know which predictions you agree or disagree with—or what you think is missing from this list.
Happy Growing with Paid Social,
Aazar Shad
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