Exploring Innovative Advertising Channels for Brands & Marketers in 2025
1 Apr , 2025
In today’s fast-paced digital era, businesses must continuously adapt to stand out in the competitive marketplace. One key to success lies in leveraging innovative advertising channels that go beyond traditional methods, such as In-app ads.
The Evolution of Innovative Advertising
Six Innovative In-App Advertising Channel Recommendations
1. The Evolution of Innovative Advertising
Advertising in recent years is evolving rapidly. The usage of technology- especially smartphones and Artificial Intelligence (AI) - plays a major role in the advertising industry.
Smartphones are no longer a luxury; they've become a necessity. This shift is due to the rise in smartphone usage, with the number of users increasing significantly in recent years. Cited from Backlinko, “Back in 2014, there were 1 billion smartphone users. Now, the number is nearly 5 billion and forecasted to reach 6 billion by 2027”.
The increase is due to the fact that everything is now revolving around smartphones. Various applications, especially mobile apps, have been massively developed to support and facilitate users' lives. Services like streaming (Netflix, Spotify) and online transportation (Grab, Uber) have been tailored to meet audience demands.
The growing demand for these applications has created a fertile ground for advertisers to tap into new and effective advertising channels. Music and video streaming services, for example, attract millions of active users who are often engaged for extended periods.
This provides advertisers with the opportunity to deliver personalized and impactful ads within the context of content that users are already enjoying. With sophisticated data analytics and targeting capabilities, these platforms enable advertisers to reach specific demographics based on user behavior, preferences, and interests.
In-app advertising has evolved from basic static banners and pop-ups, which were often seen as disruptive, to more sophisticated and personalized formats, thanks to AI. Advances in mobile technology and app development have made it possible to integrate ads more seamlessly into applications, improving user experience.
Additionally, the rise of programmatic advertising has further transformed ad landscape by utilizing data and machine learning for precise targeting and real-time campaign optimization. This allows advertisers to deliver highly relevant ads, boosting engagement rates and driving better returns on investment.
2. Six Innovative Digital Advertising Channel Recommendations
Below are some of highly recommended innovative digital advertising channels you can consider including in your 2025 strategy:
2.1 Netflix Ads
Since the launch of “Netflix with Ads” in 2022, which highlights more affordable prices options, advertising has become a significant addition to the platform. Unlike traditional streaming ads, Netflix offers a unique approach as the platform is Over-the-Top (OTT) platform that provides ad-supported video on demand (AVOD) space for advertisers.
You can easily place ads via Ads Marketer, partnership with agencies, or even using third-party platforms that partner with Netflix to place your ads. This allows you to gain insights into your campaign's performance effectively.
Key Features:
Ad Types: Netflix offers various ad formats, including pre-roll, mid-roll, and post-roll ads, which are shown at the beginning, middle, and end of the content, respectively.
Targeting Capabilities: Advertisers can target their audience based on demographics, interests, and viewing behaviors, making it easier to reach specific segments effectively.
2.2 Uber Ads
As one of the world’s leading mobility platforms, Uber has expanded beyond transportation to offer unique advertising opportunities through Uber Ads. By integrating advertisements seamlessly into its app ecosystem, Uber provides brands with access to a highly engaged and diverse audience.
Whether promoting on the ridesharing app or the Uber Eats platform, you can leverage Uber’s data-driven approach to deliver targeted and impactful campaigns. You can easily place your ads via in-app advertising in the Uber Eats app or by contacting Uber's Business Solutions team.
Key Features:
Ad Types: In-App ads (Impressions Ads & Full Screen Ads), Journey Ads (Post-Checkout & Playables), Car Top Ads (Mobile Billboards & Targeted Campaigns)
Wide Reach: Uber operates in over 40 countries, with 161 million monthly active users and 32 million average daily trips.
Targeted Advertising: Brands can leverage Uber's first-party data and deep user insights to create stronger campaign strategies.
Diverse Formats: Advertising options include in-app ads, post-checkout ads, and playable ads, among others.
Success Stories: Uber has partnered with various brands like Coca-Cola, KFC, and Lacoste to drive impressive results through innovative advertising formats.
2.3 Grab Ads
Grab, Southeast Asia’s leading super app, has introduced Grab Ads as a powerful tool for businesses to connect with its vast and diverse user base. Similar to Uber, GrabAds connects advertisers, large and small, with easy-to-use and personalized advertisement solutions with millions of people across Southeast Asia as they eat, shop, and commute every day.
Grab offers advertisers unique touchpoints to engage customers throughout their daily journeys with a wider audience. By leveraging its deep insights and hyper-localized targeting, Grab Ads allows brands to deliver personalized campaigns that drive impact and visibility. As for the method, you can directly place your ads from your devices and Grab merchant account for the Self-Serve Ads.
Key Features:
Ad Types: Self-Serve ads via Ad Manager (Search Ads & Image Ads) and Personalized Ads (Masthead Ad, Homepage Native Banner Ad, Food or Mart Image Ad, Search Ad, In-Transit Ad, and Rank Booster)
Targeting Capabilities: Advertisers can target their audience based on demographics, interests, and viewing behaviors, making it easier to reach specific segments effectively.
Ad Specifications: There are clear guidelines on ad specs to ensure a seamless viewer experience and high-quality ad content.
2.4 Spotify Ads
As one of the world’s leading audio streaming platforms, Spotify offers advertisers a unique opportunity to connect with listeners through Spotify Ads. With its extensive reach and advanced targeting options, Spotify allows brands to deliver personalized messages that resonate with specific audiences. Whether through audio, video, or display ads, businesses can engage users during their favorite playlists, podcasts, or daily listening routines.
The platform’s active users spend an average of 148 minutes a day listening to their favorite music, with most users enjoying the free, ad-supported version of Spotify. To be effective, your ads should feature strong CTAs and concise, clear messaging, as the ads will heavily rely on audio.
Key Features:
Ad Type: Audio Ads, Video Ad Takeover, Overlay Ads, Homepage Takeover (Desktop), Leaderboard, Sponsored Playlist, Sponsored Session Video, Banner Display Ads, and Podcast
Expansive and diverse audience reach: You will have access to 300 million+ ad-supported listeners, users who spend 2+ hours listening daily, a 24% lift increase in ad recall for audio ads.
Consumers spend a lot of time on the platform: With almost every song imaginable available for streaming and a steadily expanding library of podcasts, there is no shortage of entertainment options.
A ripe opportunity for engagement and revenue generation: Currently, over 317 million users are engaged with the ad-supported tier of the platform, presenting a big opportunity for advertisers. Spotify’s approach to effectively reach and resonate with audiences.
Provides a first-party data advantage: First-party data is a golden commodity for marketers and brands when it comes to reaching a targeted audience at the right time. Spotify collects data that pinpoints when and how often users listen to running playlists. To put it simply - the ad resonates on an even deeper level.
2.5 Joox Ads
Joox, a music streaming service launched by Tencent in 2015, has rapidly grown in the Asia-Pacific region, establishing a significant presence in Hong Kong, Indonesia, Malaysia, Myanmar, Thailand, and South Africa. Brands looking to advertise on the platform can choose from various formats, including display ads, content marketing, performance campaigns, branded initiatives, and sponsorship opportunities.
Key Features:
Region-Specific Content: Joox provides region-specific content, including Joox Originals, which support local music industries.
Karaoke and Live Streaming: The platform offers karaoke, live streaming, and custom lyric cards for social sharing.
Joox Coins Redemption Centre: This feature encourages user engagement through rewards.
Unique Integration: Joox differentiates itself from Spotify by integrating live artist interactions, video content, and gifting options.
2.6 pDOOH
Programmatic Digital Out-of-Home (pDOOH) advertising is transforming the traditional out-of-home (OOH) advertising landscape by combining digital technology with programmatic buying. This innovative approach allows advertisers to deliver dynamic and highly targeted ads across digital billboards, screens, and other outdoor displays in real time. By leveraging data for precision targeting and flexibility in campaign execution, pDOOH offers a powerful way to reach audiences in public spaces.
Key Features:
Hyper Targeting: pDOOH capabilities enable advertisers to reach target audiences in real time. With the integration of various data sources and insights, marketers can optimize pDOOH ad campaigns by adjusting targeting parameters, creative elements, and messaging based on performance and audience feedback.
Sophisticated Campaign Measurements: pDOOH ads utilize mobile tagging technology to accurately track ad impressions. This allows marketers to monitor audience interactions and the performance of their DOOH ads in real time, enabling data-driven decisions promptly.
Increased Engagement and Connections: Various pDOOH ad placements can enhance audience engagement with real-time updates from marketers, strengthening connections with viewers.
Innovative Advertising Channels Summary
The rapid evolution of advertising in recent years has been driven by technological advancements, particularly the rise of smartphones and artificial intelligence (AI). Several innovative advertising channels are set to shape 2025, offering businesses new ways to connect with their audiences, including Netflix Ads, Uber Ads, Grab Ads, Spotify Ads, JOOX Ads, and pDOOH.
Unsure about the best innovative advertising channel for your brand in 2025? Reach out to AsiaPac Group here! Our team of experts will deliver tailored solutions to help elevate your brand.
About AsiaPac Net Media
With an extensive digital marketing experience of serving more than 5,000 clients across the region in sectors such as education, travel and hospitality, retail, finance, Government and others, AsiaPac Group’s expert team is highly recognized for the excellence in providing performance-driven services to customers from Hong Kong, Taiwan and the PRC, and global corporates targeting Asia markets. AsiaPac has local offices across Asia Pacific regions, including Hong Kong, Mainland China, Taiwan, Japan, Korea, Singapore, Malaysia, Thailand, Vietnam, and Indonesia. If you’d like to learn more about AsiaPac and the work we’ve done, visit our cases page. For more information on AsiaPac and our services, please contact us at info@asiapac.com.hk/ info@adtechinno.com.
