According to recent surveys, 62% of global professionals consider performance-driven paid media investments crucial due to the ongoing macroeconomic challenges. As brands prepare for 2025, awareness, sales lift, and incremental return on ad spend (ROAS) are prioritized KPIs among U.S. marketers. Furthermore, the trend shows that many marketers are increasingly managing retail media measurement in-house, with only a minority relying on external agencies. Use of the accompanying chart can help marketers benchmark their media investments and emphasize the importance of robust measurement and attribution frameworks to ensure effective ad strategies moving forward.
62% of professionals worldwide say performance-driven paid media investments are most critical to them, given the current macroeconomic conditions.
Awareness, sales lift, and incremental return on ad spend (ROAS) are the top three brand KPIs that US brand and marketers are prioritizing heading into 2025.
62% of marketers managed retail media measurement in-house in 2024, revealing a trend towards internalizing analytics to drive campaign effectiveness.
Marketers can use this chart to benchmark their media investments and highlight the need for measurement and attribution platforms.
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