Marketers funnel budgets into defensible channels, leaving innovation behind

Marketers funnel budgets into defensible channels, leaving innovation behind

Yesterday
MarTech.org AI SprinklerAS Martech_landscape

The Gist

  • Google Search and YouTube dominate marketer confidence at 57% each
  • Combined, these channels command 75% of defensible budget allocations
  • TikTok and Meta lag behind with confidence in the low-to-mid 40% range
  • Emerging channels like connected TV struggle to prove ROI

RevBots.ai View:

Marketers are prioritizing channels they can defend in budget reviews, creating a feedback loop that stifles innovation and experimentation.

Full Story: MarTech.org →