The 2025 Marketing Report: Maximize Your Impact

Marketing Statistics to Help You Master Your ROI

Download Keen’s exclusive marketing data report that’s shaping the strategy of leading brands. What’s inside:

Get the data behind your next strategy. Download the report.

Download the Marketing Industry Report

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350+ Brands

See how your plan compares to the marketing strategies and ROIs of industry leaders

$1.27B analyzed

We processed billions of marketing data points to uncover these industry-first insights

Why?

To uncover the marketing trends that will help optimize your plans and prove your ROI

Top Marketing Statistics 2024 from Keen

Our analysis helped us get marketing statistics that you can use to plan your next strategy. Each insight is based on Keen’s analysis of media investments across 350+ brands. The 2025 marketing report shows you:

Marketers are shifting away from traditional TV toward digital-first formats like OTT and CTV, which have led all video content platforms in ROI.

In 2024, Google Search remained the highest-performing digital channel, driven by consistent intent-driven conversions and scaled investment across verticals.

Despite strong growth, rising costs could compress margins if brands don’t track ROI and mROI carefully across retail networks.

TikTok spend grew by 136% in 2024, while Meta remained a top choice for scaled reach. However, platform profitability varied by audience segment.

Enterprise companies allocated up to 79% of spend to top-of-funnel efforts in 2024, focusing on brand building and reach. Mid-market brands are following that lead, with 2025 plans shifting to a 70/30 top-bottom funnel split.

Inside the Marketing Report: Actionable Benchmarks You Can Use

Use the marketing industry report to:

Rebalance your media mix and marketing budget based on proven ROI patterns across search, streaming, retail media, and social media ads.
Restructure your funnel investments with benchmarks for top vs. bottom funnel by company size.
Spot diminishing returns with mROI data that shows where to scale back or double down on your marketing efforts.
Time your campaigns better using decay curves that map out short- vs. long-term impact.
Benchmark your performance against 350+ brands across spend levels and growth stages.
Justify marketing budget shifts to internal stakeholders with real, cross-channel ROI comparisons.

Download Our Full Marketing Data Report

Use the marketing industry report to get:

Shape your 2025 marketing strategy with confidence using comprehensive data and proven frameworks. Download your report now.

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Frequently Asked Questions

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

Yes, our marketing data report is completely free to download. Just fill out the short form on this page to access the full PDF.

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

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.

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.