The trend: Brands are tightening their belts in 2025, and it's showing in where the money’s going.
As inflation lingers and tariff threats shake business confidence, marketers are prioritizing platforms that drive measurable outcomes. Advertising spend is moving away from upper-funnel efforts like connected TV (CTV) and social branding campaigns, and instead flowing toward channels that deliver clearer returns—namely, search, retail media, and creator-led performance-oriented content.