Keen Marketing Insights Dashboard
The latest trends in marketing spend & performance
If you’re navigating tight budgets or shifting priorities, these insights can help. Get a customized report showing how top brands are spending—and where you can make smarter moves.
Investment & Allocation
Last data update: January 2026 | Subscribe for updates
How Much Revenue to Reinvest
Revenue Per $1 Investment
Reinvestment Rate
Smaller brands (<$50M) reinvest over 30% of revenue into marketing. Larger brands (>$1B) reinvest just 2–3%.
This reflects a natural efficiency curve: big brands generate more return per dollar.
The Takeaway:
If you’re early-stage, needing to spend more isn’t a mistake. It’s a growth strategy. Efficiency comes with scale, but momentum needs investment upfront.
Investment Profile for SMB
Annual Revenue < $100M
Annual Revenue > $500M
Investment Profile by Size
Smaller brands (<$100M) split spend evenly between Media and Trade.
Enterprise brands (>$500M) go all-in on Trade, with Media dropping to just 20%.
Consumer Promotions nearly vanish at scale, as execution and pricing strategy take precedence.
The Takeaway:
Where you are shapes how you spend. Smaller brands need visibility. Larger brands bet on shelf space and retailer influence.
Investment by Media Tectic Over Time
Media Allocation
Digital channels continue to attract more budget as marketers look for flexibility and faster feedback.
- Linear TV has held steady this year.
- Social held steady as a core piece of the mix
- Streaming Video continues to gain ground.
- Search is stable across verticals.
- Display saw a notable lift in 2025.
The Takeaway:
Balance stability with experimentation. Search delivers dependable returns. Display, Streaming, and Social create room for growth, but expect more short-term noise in the data.
* 2025 data is partial and may not reflect full-year trends.
Funnel Analysis
Last data update: January 2026 | Subscribe for updates
Media Investment by Business Size
Funnel Investment
- Smaller brands focus more on conversion, nearly 55% of their media spend goes to performance tactics.
- Larger brands prioritize awareness, with close to 60% going to top-of-funnel investments.
How Tactics Support Marketing Funnel
Tactics by Funnel
- Search drives more than 60% of conversion-focused spend
- Streaming, Social, and TV lead in top-of-funnel reach but also support conversions, depending on format and execution.
Retail Media
Last data update: January 2026 | Subscribe for updates
Retail Media Share of Media Budget
Retail Media Adoption
Retail media adoption has surged, reflecting rapid maturation across categories, signaling retail media’s evolution from experimental to essential.
The Takeaway:
This isn’t a trend—it’s a transformation. If Retail Media isn’t already part of your plan, now’s the time to revisit your mix.
Retail Media | Investment by Retailer
Display
Search
RMN Retailers Over Time
Amazon still dominates retail media, but brands are diversifying.
- Display spend is rising across Walmart, Target, and Instacart.
- Amazon Search is strong but starting to lose share.
The Takeaway:
Avoid over-reliance. A multi-platform approach helps you reach more customers and reduce performance risk if one partner underdelivers.
Retail Media Investment & ROI
RMN Investment & ROIs
Not all channels return equally.
- Search delivers stronger ROI than Display across most retailers.
- Kroger leads with stronger ROIs across Search and Display
- Amazon’s Search ROI trails likely demonstrate over-investment
The Takeaway:
High spend doesn’t always mean high impact. Choose partners based on performance, not just scale—and use ROI to guide your next move.
Related resources
