Digital Media
Selecting an appropriate combination of digital, social, and traditional media requires consideration of audience characteristics, industry regulations, and the specific capabilities of each platform. Brands may aim to reach targeted audiences via digital channels, engage through social media, or utilize out-of-home placements based on their objectives. Media strategies can be developed and implemented to address organizational goals and adapt to emerging trends.
Digital advertising—including search, display, video, and social formats—is undergoing significant changes, with further shifts anticipated in 2025. The following trends are currently shaping how businesses approach and purchase digital ads:
AI-Powered Advertising: Artificial intelligence is increasingly used for ad targeting, content production, and campaign optimization. AI-based systems can facilitate ad personalization, predict user behavior, and automate bidding processes. For example, Google Ads and Meta’s Advantage+ employ AI to enhance campaign outcomes in real time.
Third-Party Cookies vs Contextual Advertising: Due to privacy considerations, some advertisers are transitioning from third-party cookies to first-party data and contextual advertising. Examples include placing ads in alignment with website content or user interests, such as a sports ad appearing on a sports news page.
Conversational advertisements use interactive messaging to encourage user interaction. Examples contain chatbots on platforms like Facebook Messenger that guide users toward purchases, and retail platforms such as Amazon enabling brands to advertise within their ecosystems.
Short-Form & Shoppable Video Ads: Short-form video continues to drive engagement on platforms such as TikTok and Instagram. Shoppable video ads, such as those integrated into Instagram Stories with direct product links, allow viewers to make purchases during content consumption.
Voice Search & Audio Ads: With increased usage of smart speakers and voice assistants, advertising is being optimized for voice search, alongside investment in podcast sponsorships and dynamic audio ads. This includes brand sponsorship of podcast episodes on services like Spotify or insertion of targeted audio ads on platforms such as Pandora.
Programmatic Advertising & Inventory Cleanup: Advertisers are prioritizing high-quality media buys to mitigate ad fraud and avoid low-quality placements. Programmatic guaranteed deals and private marketplaces, such as purchasing premium video inventory through The Trade Desk, are seeing greater adoption.
Digital advertising encompasses the following:
- Display banner ads on websites (e.g., leaderboard ads on major news outlets)
- Search engine marketing (SEM), such as Google Search Ads
- Interactive ads on mobile applications (including rewarded video ads in games)
- Sponsored content and influencer partnerships on social platforms
- Native advertisements placed within news articles or online publications
Out-of-Home Media
Out-of-Home (OOH) advertising gives your brand unmatched visibility. It’s always present—unskippable, highly local, and seen by audiences where they live and move. With advanced targeting, measurable impact, and cost efficiency, OOH offers a powerful advantage. HXM specializes in all OOH formats, including:
- Billboards: Eye-catching static or digital displays along major roads and city centers.
- Transit Advertising: Strategic placements on buses, taxis, subway stations, and airports.
- Street Furniture: Ads on benches, kiosks, and shelters to connect with commuters in their daily routines.
- Place-Based Media: Dynamic screens in malls, gyms, elevators, and sports venues that capture attention where people gather.
- Digital Out-of-Home (DOOH): Real-time, interactive displays with flexible and dynamic content options.
Broadcast Media
Broadcast media—like radio and television—remain powerful channels for brand storytelling, though they come with unique advertising policies. For highly regulated industries where traditional broadcast is off-limits, HXM recommends alternatives such as OTT (over-the-top/streaming TV), which delivers content directly to your target audience.
Print Media
Print advertising still matters—especially for reaching targeted audiences, older demographics, or local communities. While many publishers are integrating new technology and strategies, print delivers key benefits:
- Trust and credibility, especially in established news publications
- Direct access to local, industry, and niche markets
- Less crowded ad environments
- A tangible, lasting impression
- Seamless integration with digital strategies for maximum reach
HXM leverages proven print channels to put your message in front of motivated consumers—and drive real business results.