The research, commissioned by AudienceXpress attempts to understand how marketers – advertisers and agencies – across five European countries are adapting to the current market forces, how they are adjusting spending priorities, and how they are preparing for the year ahead
This study was conducted by independent media research firm CoLab Media Consulting. This is the fifth iteration of the survey which began in 2020. Between July and August 2024, CoLab surveyed 500 marketing decision-makers and influencers in the UK, France, Germany, Italy, and Spain (EU5). Respondents were evenly split between advertisers and agencies
How to allocate ad spend effectively is always at the forefront of marketers’ minds; especially when faced with a multitude of fast-changing, growing, and dynamic digital channels. But with many struggling to make an impact with current performance marketing strategies, how can marketers adapt their tactics and get the best results for the year ahead?AudienceXpress has partnered with the independent research firm CoLab Media Consulting, for the fifth year running, on a survey looking at how marketers across five European countries are thinking about 2025.
Key findings:
- Marketers plan to increase spend in line with the modest economic growth outlook in Europe
- With levels of consumer loyalty declining amid the rising cost of living, retaining existing customers is a prime objective for marketers
- Measurement remains a top priority, while automation and AI have emerged as major drivers of efficiency
- Nine out of ten marketers want to increase spend in ad-supported streaming platforms, due to their potential to deliver reach and high-quality ad experiences
- Buying complexity and difficulty in managing CTV and linear campaigns are inhibiting investment in streaming TV
Posted on: Wednesday 27 November 2024
