As we look ahead to 2025, advertising and media agencies find themselves in a rapidly
evolving landscape characterized by increased spending and a growing number
of diverse media channels. This dynamic environment offers a mixture of opportunities
and challenges for businesses striving to remain competitive and efficient. Financial
leaders, particularly those in media and ad agencies, are tasked with navigating this
complex terrain, balancing innovation with operational demands.
In August 2024, AvidXchange surveyed 500 finance leaders to better understand their
priorities and concerns for 2025. The findings are detailed in our “2025 Finance Focus”
report. Below, we share the top 7 trends we identified for the coming year and discuss
their potential impact on finance and accounting teams within media and ad agencies.
We also tie in data from our Agency Insights Survey from 2024, which highlights the
sentiments of 150 media and advertising agency leaders from across the United States.
One of the most significant trends is the increasing value placed on artificial intelligence
(AI) within finance departments. According to the AvidXchange 2025 Trends Survey,
82% of finance departments are either already using AI or plan to adopt it by next year.
This trend is even more pronounced in media agencies, where a recent Forrester report
found that 91% of agencies are either using AI technology or actively exploring its use.
Despite this widespread adoption, the benefits and challenges of AI integration remain
varied. While 68% of respondents who utilize AI reported experiencing significant
returns on investment, 71% acknowledged the difficulty in measuring that ROI,
according to our 2025 Trends Survey.
Many experts suggest that rather than focusing solely on ROI, businesses should
initially concentrate on the other advantages of AI, such as increased productivity and
creative ideation. Media agencies in particular are expected to benefit from AI’s capacity
to enhance creative processes, leading to greater efficiency and innovation, according
to Forrester.
Alongside the rise of AI, the issue of cybersecurity has emerged as a critical concern for
finance leaders. In fact, 52% of participants in our 2025 Trends Survey identified
cybersecurity as their top priority for the year, prompting increased investments in
secure payment platforms and advanced fraud prevention measures.
The rise of sophisticated threats such as check fraud, phishing schemes, and deepfake
attacks has created an urgent need for more robust security protocols. In 2024 alone,
60% of finance departments experienced at least one cybersecurity incident.
Within the media and advertising sectors, security and fraud prevention are seen as
vital to maintaining financial health, with 75% of media leaders highlighting the
importance of these measures in our 2024 Media Industry Survey. As these threats
continue to evolve, businesses can stay ahead by adopting new technologies and
strategies to protect their financial assets.
Another significant development in the finance sector is the ongoing evolution of finance
and accounting roles. This shift is being driven by a combination of factors, including the
persistent talent shortage and the acceleration of digital transformation.
According to our 2025 Trends Survey, 87% of finance leaders have taken on new
responsibilities in 2024, including the integration of financial technology, data analytics,
and advanced reporting. Additionally, 45% of respondents indicated that they now have
AI- and automation-related duties, reflect the growing importance of these
technologies in finance operations.
With 77% of finance departments investing in AI and automation to counter staffing
shortages according to our 2025 Trends Survey, it’s clear that the scope of finance roles
is expanding, requiring professionals to acquire new skills and adapt to a changing
environment.
The consolidation of technology platforms is another trend reshaping the finance
landscape. Many finance departments are moving away from manual, paper-based
systems that can slow down workflows and hinder operational flexibility. Cloud-based
solutions are becoming the norm, with 96% of 2025 Trends Survey respondents stating
that at least some of their work is now conducted in the cloud.
Additionally, organizations are increasingly adopting centralized enterprise resource
planning (ERP) and spend management tools to streamline processes and gain better
insights. According to the AvidXchange 2025 Trends Survey, 64% of organizations are
considering switching their ERP systems due to issues including security concerns and
the need for more advanced analytics.
This shift towards technology consolidation is helping businesses improve efficiency
and agility, positioning them to meet the demands of a more complex financial
landscape.
The growth of digital payments is another critical trend. As media spending continues to
rise, with most agencies expecting a 1-10% increase in 2025 according to our 2024
Media Industry Survey, finance departments are exploring new payment methods to
manage the surge in transaction volume.
Our 2025 Trends Survey found that 92% of organizations are now using ePayments,
such as virtual credit cards and real-time payments, as their primary method for paying
suppliers. Digital payment systems offer several advantages, including improved
convenience, reduced processing times, and enhanced fraud protection. As the volume
of transactions continues to grow, the use of ePayments will likely become increasingly
important for maintaining efficiency and security in financial operations.
Automation technology is also set to have a major impact on finance departments in
2025. Our 2024 Media Industry Survey found that a majority of agencies believe
technology automation will have the greatest financial impact in the coming year.
Similarly, our 2025 Trends Survey revealed that 75% of respondents expect automation
to positively influence their finance departments. Currently, 64% of organizations are
leveraging finance automation technology, and an additional 17% are planning to
implement it in the near future.
The key benefits of automation cited by 2025 Trends Survey respondents include
increased efficiency, reduced costs, and improved accuracy in financial processes. As
automation becomes more widespread, finance departments will likely be able to focus
on higher-level strategic tasks, driving greater value for their organizations.
Strengthening supplier relationships has emerged as another priority for finance
departments. In today’s competitive business environment, nurturing strong supplier
relationships can result in favorable terms and early payment discounts.
Self-service supplier hubs, which provide suppliers with easy access to payment
information and other resources, are becoming essential tools. Our 2025 Trends Survey
found that 64% of respondents were willing to adopt payment automation software or
switch providers to gain access to a supplier hub. By investing in these technologies,
finance departments can enhance collaboration with suppliers, creating mutually
beneficial partnerships that drive long-term success.
As the media and advertising sectors gear up for 2025, finance departments may need
to adapt to new trends. By adopting technologies such as AI, automation, and
ePayments, finance teams can achieve greater efficiency, helping them handle rising
expenses and transaction volumes.
Focusing on improved data reporting and strengthening cybersecurity will not only help
safeguard financial assets but also provide the critical insights necessary to thrive in a
competitive landscape.
Staying ahead of these trends will help finance teams plan for future success. To
explore these ideas in more detail, download AvidXchange’s complete 2025 Trends
Report.