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Marketers foresee,
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Digital decree.
Marketers optimistic for 2025, but only one third expect bigger budgets: WARC report
A new report from The World Advertising Research Center (WARC) has revealed that 65% of marketers are optimistic about business improvement in 2025, marking the highest level of optimism in three years.
The report, titled 'The Voice of the Marketer 2025', is based on a survey of over 1,000 marketers worldwide.
Despite the positivity, only 34% of marketers expect an increase in marketing budgets in 2025, a decrease from 41% in the previous year. The report also indicates that 72% of marketers believe economic conditions will significantly impact their marketing strategy in 2025.
Global advertising investment is projected to surpass $1 trillion for the first time this year and grow by 7.6% in 2025. Digital channels continue to be prioritised over traditional media, with 93% of marketers using at least one technique to measure their marketing investments. The use of experiments to measure marketing effectiveness has doubled over the past year.
Media and audience fragmentation is a major concern for 44% of marketers in 2025. Online advertising now accounts for over half (58.7%) of total advertising spend, while legacy media accounts for a quarter (25.3%). Interestingly, 34% of marketers do not currently invest in TV and cinema, compared to only 5% for online video and social media.
The impact of environmental issues, diversity, inclusion, and social justice on marketing strategies has decreased in recent years.
Senior Analyst at WARC, Isabel Cleaver, said:“The Voice of the Marketer report explores broader marketer thinking on budgets, media channels, measurement and investment plans. We hope readers find the insights outlined in this report useful as they begin to finalise their marketing plans for the year ahead.”
Chief Marketing Officer at Klarna, David Sandstrom, said: “I do think traditional media, versus the very hardcore performance media, still has an ability to create trust and tell a story. One thing that brands are lacking today is not their ability to optimize their Facebook ads, it is their ability to tell a story.”
