Keen 2026 Marketing Benchmarks & Insights Report
The data to guide your next dollar decisions
Download Keen’s annual marketing benchmarks report that connects what happened in 2025 to what to do next in 2026.
Here’s what’s inside:
- ROI benchmarks across streaming, social, and retail media networks
- Top vs. bottom funnel investment ratios by company size
- Media efficiency benchmarks to support budget and channel allocation decisions.
- Channel-level performance and mROI insights that hide behind platform dashboards
Get benchmarks you can use immediately to optimize your 2026 media plans. Download the report now.
Download your marketing benchmarks report
Fill out the short form below to get access to these insights.
400+ brands
See how your plan compares to the marketing strategies and ROIs of industry leaders
$42B analyzed
We processed billions of marketing data points to uncover these industry-first insights
To help you pressure-test your 2026 media plans and prove your ROI
Top 2025 marketing benchmarks from Keen
Our analysis helped us identify the benchmarks you need to plan your 2026 strategy. Each insight is based on Keen’s analysis of $42B in media investment across 400+ brands.
Here’s a preview of some of the insights and data included in the report:
Retail Media made up 22% of total media budgets in 2025, up 7% since 2022.
Retail Media continues to take a larger share of the mix, but the story is shifting from rapid expansion to smarter deployment. The next gains will come from how brands allocate across retailer and throughout the funnel.
Social Media reached an ROI of $1.9 while investment declined.
Even with a pullback in spend from 2024-2025, Social efficiency improved. Brands saw stronger returns when investment was concentrated in the right platforms and positioned higher in the funnel.
Top of Funnel investment rose to 58% among enterprise brands.
Larger brands are continuing to move upstream. The funnel mix is shifting toward sustained demand creation, with top-of-funnel investment playing a bigger role in long-term growth planning..
Display investment grew to 15% in 2025, up 4% since 2024.
Display has expanded as a steady bottom-funnel lever, delivering consistent ROI around $2.00 over the last three years. As Search becomes more expensive, teams are leaning on display to maintain efficiency.
Linear TV saw 11.4x increase in efficiency with optimized investment timing.
Linear TV performance improved significantly when spend was paced across more weeks instead of compressed into campaign-based flights.
Make your next dollar decisions: actionable frameworks you can use
Use the marketing industry report to:
Rebalance your media mix and investments using ROI benchmarks across Search, Streaming, Retail Media, and Social to guide smarter channel allocation decisions.
Build full-funnel plans with top vs. bottom funnel benchmarks by company size to better balance brand-building and performance spend.
Spot diminishing returns with mROI data that shows where to scale back or double down on your marketing efforts.
Time campaigns more effectively using decay curves that map short- and long-term impact, helping you pace investment beyond peak weeks.
Benchmark performance against 400+ brands across spend levels and growth stages to see how your channel mix and efficiency compare.
Justify marketing budget shifts to internal stakeholders with real, cross-channel ROI comparisons.
Download the marketing data report
Use the marketing industry report to get:
- Detailed channel performance analysis and ROI optimization frameworks
- Investment allocation playbooks specific to your business size
- Quarterly planning roadmaps to capture both immediate and long-term value
Shape your 2026 marketing strategy with confidence using comprehensive data and proven frameworks. Download your report now.
Ready to optimize your marketing strategy?
Frequently Asked Questions
What kind of marketing statistics does the Keen report include?
Keen’s 2025 marketing report includes high-impact marketing statistics, including:
- ROI benchmarks across search, social, streaming, and retail media
- Funnel investment ratios by company size (top vs. bottom)
- Media efficiency ratio showing revenue-to-spend performance
- mROI data to identify diminishing returns
- CPM trends and decay curves to help with budget pacing
Is your marketing data report free to download?
Yes, our marketing data report is completely free to download. Just fill out the short form on this page to access the full PDF.
Who is this Keen Insights Report for?
Keen’s Marketing Insights Report is ideal for:
- Mid-market and enterprise marketing teams managing large budgets
- Media buyers and performance marketers leading ad spend optimization
- Advertising agencies building strategies for clients for 2025 and beyond
- Growth and brand leaders who want benchmarks they can trust
What makes Keen’s data different from other marketing industry reports?
Most marketing reports rely on self-reported surveys or platform-provided data, which often reflect bias or incomplete views of performance. Our 2025 marketing report is different.
It’s built on actual marketing investment outcomes, not opinions. Keen’s proprietary modeling engine analyzed $7.5B+ in media spend from 350+ brands. That means every insight is grounded in measured impact, not vendor trends or click metrics.
You won’t find generic predictions or recycled stats here.
Do you have any benchmarks for how much mid-market brands should invest in marketing?
Yes. According to Keen’s 2025 marketing report, mid-market companies should allocate around 16% of their revenue to marketing. Brands hitting this level typically see stronger efficiency, with a target media efficiency ratio of 16.4 or higher.