Shaken AND stirred (up):
How to integrate this year's biggest adtech trends into your event theme
2025 is a year rich in trending adtech themes, new products, innovation, and bombshell news. We’ve seen the ruling on Google’s open web monopolisation, increasing consumer calls to champion privacy, culture and authenticity, the rapid ongoing expansion of the partnership economy and the meteoric rise of CTV - among many others.
Needless to say, these topics will be the focus of many events in our industry. But as an organiser, how do you connect the dots across content, delivery and the guest experience to create an event that sticks in the mind? After all, that’s the goal - no one wants to organise an event that's forgotten before the canapés have even been digested.
To keep that from happening, we’ve put together a list of ideas on how you can tie some of this year's top trends, news items and topics into a physical event. These will help deliver an extra twist on the event's theme, and ensure you stand out from the crowd. Let’s take a ride through some funky event ideas…
The big C’s: CTV, curation, contextual
The topline: While we could write a book about each of these topics, there’s one big thing they have in common, and that’s the careful creation of a particular consumer experience. Whether that’s within contextual advertising, the connected TV experience, or an audience curation service that boosts advertising performance. It’s all about the consumer.
Why not try…
- A photobooth opportunity for guests where different props and elements build a different context and customer experience for each photo.
- An activation or presentation in which different versions of an ad or campaign are displayed to attendees. Have your audience vote and ask them: which stands out to you as the most creative? Which speaks to you the most in connection with the message of the ad? How would you change it to boost performance?
Authenticity, culture & creativity
The topline:
These powerhouse topics are engaging the emotive side of advertising in 2025. Along with AI, they’re shaping much of the conversation around the adtech industry. Consumers crave authenticity, the human touch and the feeling of true meaning and experience, and so do your guests.
Why not try…
- Have your guests submit, via poll (Slido is always effective), an ad campaign that really resonated with them, and why. Now, ask them to type that rough storyline or brief into ChatGPT, and see what it comes up with. Have them feed back on the results, see what they think: does AI really overtake when it comes to that human touch? Personally, the John Lewis Christmas adverts never miss when it comes to exemplifying the values of family and the emotions around Christmas for me, and I can’t imagine that getting any better!
- Reiki or aura clearing: If the format fits, could you have someone practicing reiki or aura clearing on your guests? This works as a relaxing and rejuvenating experience which can encourage space for creativity for your guests.
- Bake with a celebrity: What better way to encourage true experiences, connection and creativity than a VIP baking class with your team and prospects? This works well as a more intimate way to connect and celebrate culture, creativity and authenticity outside of a standard corporate setting.
The rise of the partnership economy
The topline: The partnership economy has been working its magic to generate revenue for a few years now. But as it hits the mainstream, we need to consider a few ways we might shape the theme of a partnership event, and give it some sparkle.
Why not try…
- Incorporating fun combinations of food that demonstrate how two or more good things can combine to become greater than the sum of their parts. Ice cream flavours or ice cream rolls are a great hit for summer events, or even a ‘create your own smoothie’ bar with various combinations of fruit to symbolise partnership success.
- On the subject of drinks, unlikely cocktail and mocktail flavour pairings are a fun way to spice up a partnership event - caramel and miso espresso martini anyone?
- A puzzle game - guests form word or physical combinations to solve a problem, and win a prize
Of course it goes without saying that the above topics are a drop in the bucket of all of the incredible news and developments we’ve seen across adtech in H1 of this year, with so much more we could explore for event ideas and themes.
The key takeaway here, however, is to find a creative direction that leans into your content, and pairing it with a unique attendee experience for your guests. There’s always scope to put something completely different out there, and really make your mark on the delivery of new and exciting topics.
Rosie Hutchinson is The Digital Voice’s Events and Content Producer. A first-class Bachelor of Laws graduate from the University of Manchester, Rosie has transferred these skills throughout her two years of event experience and is hugely passionate about all things creativity, analysis and of course, events! Bringing enormous energy and enthusiasm to her role, Rosie prioritises client care and the highest standard of working at all times. She loves an opportunity to think outside of the box to create a standout project - keeping high energy levels and unique ideas at the top of the agenda.
