Social media and digital display/video are the top media channels marketers plan to increase spend on this year, according to recent research from Mediaocean.

The report was based on data from a survey conducted in November 2024 among 688 marketers.

Some 68% of respondents say they plan to increase spend on social media in 2025, and 67% say they plan to increase spend on digital display/video.

Respondents say that in the current macroeconomic conditions, the most critical advertising capabilities and media investments are performance-driven paid media, measurement and attribution, and brand advertising.

Respondents say their top area of concern related to their media/marketing initiatives is a decline in the ability to measure digital campaign effectiveness.

About the research: The report was based on data from a survey conducted in November 2024 among 688 marketers.