As we prepare for 2025, advertising and media agencies are navigating a landscape marked by increased spending and a surge in requests for proposals (RFPs). This dynamic environment presents both opportunities and challenges for companies striving to stay ahead.
Technology plays a key role in optimizing operations. By embracing innovative solutions, ad agencies can streamline processes and boost efficiency, better positioning themselves for success in a competitive market.
In August 2024, AvidXchange surveyed 500 finance leaders to learn about their priorities and concerns for 2025. We summarized the key takeaways in our “2025 Finance Focus” report. Following are the top 7 trends we identified for the year ahead with insights on how they may impact finance and accounting departments within media and ad agencies.
1. Measuring the Return on Investment (ROI) of Artificial Intelligence (AI)
Our 2025 Trends Survey found that 82% of finance departments are using AI or have plans to in 2025. A recent Forrester report showed that media agencies are ahead of the game when it comes to AI adoption, with 91% using the technology or exploring use cases.
While more than three-quarters of our survey respondents see value in using AI within the finance department, 71% said they are concerned about measuring the ROI of their AI tools, echoing overall industry sentiments.
Instead of focusing on earnings gains related to AI, experts recommend that companies concentrate on how it moves the needle in other areas at first. Media agencies, in particular, are expected to see enhanced productivity for creative ideation and production, according to Forrester.
2. Security Remains a Concern
For the second year in a row, security, including fraud and phishing attempts, is the top concern of our survey respondents. Most finance departments were victimized by check fraud (63%), phishing (61%), and deep fake (62%) attacks or attempts in 2024, according to our survey.
Seventy-five percent of media and advertising leaders in our Media Industry Survey 2024 said that they believe security and fraud prevention will help them maintain financial health within their organization. Given the pervasiveness of these issues, agencies will likely prioritize technology investments that protect their businesses from fraudsters in 2025.
3. Evolving Finance Functions
Finance and accounting roles are shifting due to factors like the ongoing talent shortage and digital transformation. Our survey found that 87% of finance leaders took on new job duties in 2024, often including financial technology integration and data analytics and reporting.
Forty-five percent of our survey respondents said they now have AI- and automation-related responsibilities, which underscores our finding that 77% of finance departments invested in AI and automation to address staffing challenges in 2024.
4. Tech Moves to the Cloud
Disconnected, paper-based systems can make it challenging to maintain workflows across different locations and provide the flexibility employees desire. As a result, finance departments are increasingly moving operations to the cloud and centralizing processes. In fact, 96% of our survey respondents said at least some of their work is conducted in cloud-based systems.
5. ePayment Adoption Expands
According to our Media Industry Survey 2024, most agencies anticipate a 1-10% increase in media spending this year. To manage increased transaction volume, some agencies are turning towards ePayment methods like virtual credit cards and real-time payments.
Electronic payments offer benefits like enhanced security and speed compared to traditional paper checks. It’s no wonder our 2025 Trends Survey found that only 8% of businesses are using checks most often to pay suppliers.
6. Spotlight on Automation
Our Media Industry Survey 2024 found that most agencies believe technology automation will have the biggest financial impact in 2024. Our 2025 Trends Survey underscored this, with 75% of respondents agreeing that automation technology will have a positive impact on their finance department.
Sixty-four percent of organizations are currently using automation technology, according to our 2025 Trends Survey, with an additional 17% planning to implement finance automation tools in 2025. Survey respondents cited benefits like increased productivity and reduced errors as reasons for adopting automation.
7. Focus on Supplier Relationships
Our survey found that finance departments are focusing on supplier relationships for strategic benefits, like better terms and early payment discounts. Self-service supplier hubs are central to managing these relationships, with 64% of respondents willing to adopt payment automation software or switch providers to access a supplier hub.
Read More About 2025 Finance Trends
As the media and advertising industry looks towards 2025, many finance departments will embrace change to stay competitive. By leveraging advanced technologies like AI, automation, and ePayments, finance teams can unlock new levels of efficiency essential for managing increased spending and transaction volumes.
Enhancing data reporting and prioritizing cybersecurity will not only help protect finances but also deliver the strategic insights needed to navigate a competitive market.
Addressing these trends proactively can help finance departments ensure their organizations’ long-term success. Download AvidXchange’s full 2025 Trends Report to learn more.