5 Key Insights Brands Must Consider for Their 2025 Search Advertising Strategy

Rapid innovation and emerging trends in consumer choice and behavior are driving a shift towards native search advertising. Brands and advertisers must be nimble and responsive to these shifts, or risk losing consumer attention, market share, and potential sales. 

To better understand the rapidly changing modern consumer search experience, we surveyed 1,000 individuals in the U.S. to glean insights into what’s fueling how and where consumers search and their purchasing decisions. 

The full findings of this survey are detailed in our first-annual report “The State of Search in 2025.” If we’ve learned anything from this report, it’s that time and attention are precious commodities. To that end, below are the five biggest insights from our report that brands should know in order to remain competitive in the new native search era.

1). Digital advertising plays a crucial role in brand & product discovery

Regardless of their generation, consumers are becoming increasingly reliant on online search ads in their shopping journey. Nearly half of consumers (44%) discover new brands or products through online ads, while ⅓ of consumers discover new products through search engines. 

Online ads are not only serving as a primary source of discovery for next-gen consumers but they’re also influencing their purchasing decisions. Nearly ¾ (74%) of consumers report having purchased a product after seeing an ad. 

2). Advertisers must look beyond the legacy SERP to reach and convert next-gen consumers

The traditional search engine results page is no longer the sole — or best — avenue for consumers seeking information. With the rise of social media, open web channels, shopping apps, and other digital platforms, consumers have greatly diversified their search habits.

More than half (55%) of consumers say the way they search for information or products has changed over the past five years. Nearly the same number of consumers (54%) say they are more likely to trust a brand after seeing multiple ads for it across different platforms. Lastly, 45% of consumers say they’re open to making purchases on lesser-known or emerging platforms. 

3). Alternative web browsers are steadily growing in popularity

For decades, online search has become synonymous with “Google.” But despite Google illegally maintaining a monopoly in online search and squashing competition for years, consumers have still been steadily branching out and using alternative browser options.

Almost half (48%) of consumers say they use an Internet browser other than Google Chrome or Apple Safari. This is especially true for younger generations, with over half of Gen Z (62%) and Millennials (60%) saying they use alternative browsers. 

4). Buy now pay later (BNPL) apps are increasingly driving purchasing behavior for younger consumers

Over half (51%) of consumers say they have used BNPL apps, with a third (32%) reporting they use them often. BNPL usage is especially strong with younger generations, with 73% of Gen Z consumers regularly using these shopping apps.

Additionally, 51% of consumers say they make a purchase after finding a product on BNPL apps within just a few hours. BNPLs are also helping expose brands to a wider audience of potential customers, with three in five (60%) users saying BNPL apps introduced them to new brands or products.

5). Editorial sites are an underused but valuable channel for driving purchases

Editorial sites are a unique resource for brands looking to share product information with consumers in an easily digested way. Users often research price points, features, and reviews on these sites ahead of making a purchase. 

Nearly half (45%) of consumers say they have used editorial or review sites to discover new products or brands, specifically among younger generations (55% of Gen Z and 52% of Millennials). The majority (74%) of consumers report having purchased a product by clicking on a product ad or link after exploring the product on an editorial or review site. 

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For advertisers and brands, the takeaway is clear: diversifying your search media beyond the legacy SERP is necessary to remain competitive and efficient. Brands must invest in innovative native search strategies to ensure relevant results and to create engaging experiences for next-gen consumers.

If you’re eager to get a leg-up on the competition, then check out our full The State of Search in 2025 report. If you’d like to discuss the findings of the report and learn how adMarketplace’s native search solutions can help you scale your 2025 search strategy, reach out to us today.