Recently, Digiday+ members have been exploring the latest installment of our CMO Strategies series, which breaks down where CMOs are investing.

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CMO Strategies: A playbook for marketing channels

By Li Lu, research director

To wrap up Digiday+ Research’s 2024 CMO Strategies series, we’re looking at some of its biggest trends and breaking down key findings from each report.

The current state of marketing channels

Each of the four channels Digiday+ Research examined in our CMO Strategies series draws on a different set of marketing tactics and is influenced by distinct consumer and advertiser trends. Among the four channels, social media had the highest overall channel usage for paid ads, at a 97% usage rate among survey respondents. Display ads came in second place, with 75% of respondents saying that they use the channel for paid ads, an increase of 14 percentage points over last year. However, while the top two channels have taken up a large amount of marketers’ attention this year, retail media also saw an increase in adoption, from 40% in 2023 to 53% in 2024.

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