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.
