The third installment of Digiday+ Research's 2025 CMO Strategies series indicates that display advertising remains a vital channel in the U.S. marketing landscape, with spending increasing by 12% from the previous year. A significant 79% of marketers reported using display ads in Q1 2025, ranking it second only to social media. Notably, email display ads and sponsorships have surpassed programmatic site display ads for the first time, with 64% of marketers now leveraging this channel, showcasing a shift in preference towards email-based advertising strategies.
In digital ads, there are search ads and display ads. Search ads are a good business because the conversion rate is high. Display ads are a good business because it has a lot of impressions and a lot of views because you can put banners anywhere.
For the first time, marketers are using email display ads and sponsorships more than they are using programmatic site display ads - making email ads marketers' top choice among display ad options.
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