Social media leads with a 97% usage rate for paid ads among marketers, followed by display ads at 75%, reflecting trends toward greater adoption of digital channels.
Cost of media continues to be a significant barrier to increased channel adoption for marketers; diversity across platforms is crucial to overcome rising acquisition costs.
Emerging threats and opportunities for channels show ad-supported streaming and retail media facing disruption from new entrants, while display ads and social media are wary of policy changes.
Retail media's growth from 40% in 2023 to 53% in 2024 highlights a notable shift as marketers seek effective advertising channels to augment social media and display ads.
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