How to keep going strong

We're (already) halfway to 2025.

It's the perfect time to take stock, adjust our aim and head into the second half of the year with a clearer plan than ever.

This week, we share with you the marketing trends to watch, our unfiltered opinion on generative AI, and some concrete ideas for staying successful in a fast-changing environment.

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The impact of generative AI on marketing content creation

Is AI better than your creative team?
Not really. But it can help it to move faster, organize its ideas better, or simply unblock a blank page at 8:27 in the morning.

At Web Tonic, we see AI as an assistant, not a primary creator.

It is very good at automating, reformulating and structuring.

She's average at writing a poem, an emotional campaign or an ad that really converts. And that's just fine.

" A real right-hand man - not a thinking head."

Our position:
✅ Yes to AI as co-pilot in the creative process
⛔️ No to AI as sole source of content
🤝 Yes to balance: human intuition + machine that follows

What we do: quick brainstorming, idea analysis, simplified version of a concept for different audiences.

Reflection for your teams : Have you decided how to integrate AI into your way of working? Is it early on your list of priorities, or are you still waiting to see?

CPM up, cookies down - what's happening on the advertising platforms?

The latest updates on Meta, Google, Reddit and co. confirm what we were already observing:
👉 Costs per thousand impressions (CPM) continue to climb
👉 Third-party cookies are bowing out (it's official at Chrome)
👉 Targeting is getting fuzzier... unless you're willing to adapt

Disappearance of third-party cookies: a historic shift 🍪

Chrome - which still holds +60% of the browser market - is phasing out third-party cookies by the end of 2025. (THAT'S RIGHT!)

This means: less precise tracking, less effective retargeting... Unless you're already in transition mode.

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A quick reminder: third-party cookies enable us to track users from one site to another. Without them, you'll have to rethink your personalization and conversion strategy.

Rising CPMs = more budget or better strategy?

Platforms like Meta and Google Ads are more competitive than ever.CPM increases (+10 to +20% in some markets since January) are driving advertisers to invest better, not just more.

What we recommend at Web Tonic :

1. Prioritize high-intent campaigns (e.g. remarketing, brand search)
2. Integrate 1st-party signals (internal data, CRM, on-site engagement)
3. Test alternative or emerging channels (TikTok, Reddit, Amazon, YouTube Shorts)

The key: regain control over your data

The future of digital advertising will be cookieless, but not without personalization.

To remain competitive, you must :

• Retrieve more direct data (e.g. forms, e-com, lead magnets)
• Create internal audience segments
• Optimize campaigns with more modern attribution models

Read all "

Neuroscience & marketing: why your ads don't grab attention

1 | Too much text, not enough visual impact

The brain processes an image 60,000 times faster than a word. Prioritize strong visuals.

2 | Lack of emotion

No emotion, no memorization. A neutral ad is a forgotten ad.

3 | Generic call-to-action
"Learn more" is no longer enough. Be clear, engaging and precise.

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In 2025, capture attention by talking to the brain... Not just the eye.

Eyes burning, but head boiling

📱 | TikTok wants to put you at the heart of what's going on

At NewFronts 2025, TikTok presented a host of new features to help brands keep up with trends in real time.

With Pulse Core, Pulse Premiere and new partnerships (such as Formula 1, Red Bull and Warner Bros), the message is clear: if you want to stay in the game, you have to be there while it's happening - not after. - Read more

🎬 | Netflix scrolls like TikTok

Netflix gets a new look! A new, simpler design lands on the TV app, while the mobile app gets a TikTok-style infinite thread of vertical videos.

The aim? Help subscribers find their next favorite without getting lost in the catalog. More information, more tags (prices, trends, new products), and extracts... A fine example of a platform that adapts to the behavior of its users. - Read more

🎧 | TikTok + SoundCloud = instant playlist

TikTok teams up with SoundCloud for a new "Add to Music App" feature. With a single click, users can add a song heard on TikTok directly to their SoundCloud library. A new step towards turning viral discoveries into loyal listens. - Read more

If you missed it...

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📈| UX writing isn't just pretty words: it's a way of guiding the user through clear micro-contents (buttons, messages, menus). The result? Smoother navigation, more engagement... and better SEO.

By reducing the bounce rate and increasing the time spent on the page, UX writing also helps your site rank better. In a nutshell, when user experience meets SEO strategystrategy, everyone wins.

Let's grow together!
‍(we'll stop here, otherwise we'll have too much text😉)