Marketing budgets are shifting as performance data becomes clearer. This chart breaks down how advertisers plan to adjust spend across secondary digital channels. It highlights where confidence is growing and where budgets are being reduced. The results reflect performance-driven decision-making.

Essential Statistics

• 81% plan to increase podcast ad spend.
• 89% plan to increase remarketing spend.
• 63% plan to increase OTT or CTV spend.
• 54% plan to increase influencer marketing spend.
• Banner ads saw the highest percentage of budget decreases.

Key Takeaways

• Remarketing is the top growth priority for advertisers.
• Podcasts and OTT continue gaining budget confidence.
• Banner ads are losing favor due to lower performance.
• Influencer marketing remains a growth channel.
• Marketers are reallocating budgets toward higher intent formats.

Actionable Insights

• Double down on remarketing strategies. With nearly 9 in 10 marketers increasing spend, remarketing remains one of the most reliable ROI drivers.
• Test podcast advertising aggressively. High planned increases suggest strong performance and scalable opportunity.
• Shift away from low-performing display formats. Banner ads continue to decline due to poor engagement and returns.
• Integrate OTT with broader funnel strategy. Increased spend indicates OTT is moving beyond awareness into performance roles.
• Continuously rebalance budgets based on intent signals. The fastest-growing channels are those closest to conversion.

Smart marketers follow performance, not tradition. Budgets are moving toward channels that drive intent and measurable returns. – Neil Patel