Marketers Optimistic for 2025, Despite Budget Concerns and Economic Uncertainty

In 2025, business sentiment is trending positively, with many marketers expressing optimism for the upcoming year. According to WARC's Voice of the Marketer 2025 report, 65% of surveyed marketers anticipate better trading conditions, reflecting the highest level of confidence in the past three years. However, when it comes to marketing budgets, expectations are more subdued, with only a third of respondents expecting increases.

Global advertising spend is on track to exceed $1 trillion this year, with a forecasted 7.6% growth in 2025. Despite the overall growth in digital media investments, traditional channels are losing ground. The majority of marketers (93%) employ at least one measurement tool to assess their marketing effectiveness, with a notable increase in the use of experiments, which have doubled over the past year.

Isabel Cleaver, Senior Analyst at WARC, remarked, "The Voice of the Marketer report explores broader marketer thinking on budgets, media channels, measurement, and investment plans. We hope readers find the insights outlined in this report useful as they begin to finalise their marketing plans for the year ahead."

David Sandstrom, Chief Marketing Officer at Klarna, said: “I do think traditional media, versus the very hardcore performance media, still has an ability to create trust and tell a story. One thing that brands are lacking today is not their ability to optimise their Facebook ads, it is their ability to tell a story.”

Key Highlights from the Report:

Business Optimism for 2025
Optimism for next year is widespread, with two-thirds (65%) of marketers expecting improved business conditions. However, global uncertainties, including geopolitical tensions and economic challenges, are concerns for 72% of marketers, with these factors likely to influence their strategies.
Marketing Budget Trends
While business confidence remains high, budget expectations are lower. Only 34% of marketers expect increased budgets for 2025, a decline from the previous year’s 41%. However, 44% expect their current budgets to remain unchanged, signaling stability despite economic concerns.
Brand and Performance Marketing Investment
Investment in brand marketing remains a priority for many, with 35% of marketers expecting to increase their brand-related spending. Similarly, 38% foresee a rise in performance marketing investments.
Declining Focus on Environmental and DEI Strategies
The influence of environmental concerns and diversity, equity, and inclusion (DEI) on marketing strategies has decreased. Only 28% expect the environment to significantly impact their strategy, while just 20% anticipate DEI will play a major role, down from 38% and 30% last year, respectively.
Media Fragmentation Challenges
Fragmentation in media and audience targeting is a growing concern, with 44% of marketers highlighting it as a significant challenge for 2025, up from last year. However, it also presents opportunities for new experimentation in reaching and engaging consumers.
Increased Investment in Digital Channels
Online video and social media are poised for continued growth in advertising investments. According to WARC’s data, digital advertising now comprises more than 58% of global ad spend, a trend that is expected to continue.

David Sandstrom, Chief Marketing Officer at Klarna, commented, “I do think traditional media, versus the very hardcore performance media, still has an ability to create trust and tell a story. One thing that brands are lacking today is not their ability to optimise their Facebook ads, it is their ability to tell a story.”
Growing Use of Marketing Experiments
Measurement has become more sophisticated, with 93% of marketers using at least one form of measurement, such as brand health tracking or marketing mix modeling (MMM). Notably, the use of experiments as a marketing measurement tool has surged, increasing from 18% in 2023 to 36% in 2024, reflecting a growing preference for rigorous, data-driven evaluation methods.
Brand Metrics as Key Performance Indicators
Brand health metrics continue to be the most influential for marketers. About 57% of marketers consider brand metrics the most impactful measure of effectiveness, followed by ROI, which is crucial for 54% of marketers.

As businesses gear up for 2025, the report underscores the rising importance of digital media, strategic budget allocations, and the use of advanced measurement tools to guide marketing decisions.

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