Key stat: 62% of marketing professionals worldwide say performance-driven paid media investments are most critical to them, given the current macroeconomic conditions, according to a November 2024 survey from Mediaocean conducted by TechValidate.

Beyond the chart:

• Awareness, sales lift, and incremental return on ad spend (ROAS) are the top three brand KPIs that US brand and agency marketers are prioritizing heading into 2025, according to October 2024 data from InMarket.
• 62% of marketers managed retail media measurement in-house in 2024, 48% used an external agency, and 34% leveraged a third-party resource, according to a survey by the Association of National Advertisers (ANA).

Use this chart: Marketers can use this chart to benchmark their media investments and highlight the need for measurement and attribution platforms. Retail media networks can use this chart to ensure they’re providing advertisers with the capabilities they need to succeed in 2025.