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: April 15, 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
- Linear TV is declining.
- Social and Streaming Video are gaining ground.
- Search remains a stable performer across industries.
Balance stability with experimentation. Search gives dependable returns, while Social and Streaming create space to grow, but watch for short-term noise in the data. * 2025 data is partial and may not reflect full-year trends.
Funnel Analysis
Last data update: April 15, 2025 | Subscribe for updates
Funnel Investment
Media priorities change as brands grow.
- Small brands focus on conversion. Over 50% of spend goes to performance tactics.
- Larger brands shift to awareness. Nearly 80% goes to top-of-funnel efforts.
The Takeaway:
Your stage matters. If you’re building traction, invest where you’ll see short-term results. As you grow, shift your focus to long-term brand value.
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: April 15, 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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