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: July 9, 2025 | Subscribe for updates
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 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.
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 dipped slightly but remains 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: July 9, 2025 | Subscribe for updates
Funnel Investment
Media priorities change as brands grow.
- Smaller brands focus more on conversion, nearly 40% of their media spend goes to performance tactics.
- Larger brands prioritize awareness, with close to 90% going to top-of-funnel investments.
The Takeaway:
Your stage matters. If you’re building traction, invest where you’ll see short-term returns. As you grow, shift your spend toward long-term brand building.
Tactics by Funnel
Each channel plays a different role—knowing where they fit helps you spend smarter.
- Search drives nearly 60% of conversion-focused spend.
- Streaming, Social, and TV lead in top-of-funnel reach but also support conversions, depending on format and execution.
The Takeaway:
Use Search to drive immediate results. Use Streaming and Social to build awareness and reinforce performance. Channels don’t live in silos—a smart plan connects them.
Retail Media
Last data update: July 9, 2025 | Subscribe for updates
Retail Media Adoption
Retail Media has tripled its share of total media spend, rising from just 10% in 2019 to nearly 30% in 2024.
As brands chase closed-loop measurement and retailer alignment, RMNs are becoming a go-to for both awareness and conversion.
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.
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.
RMN Investment & ROIs
Not all channels return equally.
- Search delivers stronger ROI than Display across most retailers.
- Kroger leads with $2.25 ROI on Search.
- Amazon’s Search ROI trails, despite heavy 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.
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