The Great Shift: Where Media Dollars Have Moved in the Past Year

The past 12 months have brought profound changes in media spending, with brands rethinking where to allocate budgets to maximize return. This shift is largely driven by a heightened focus on commerce, where traditional awareness campaigns are making way for direct sales and conversions. Let’s dive into where media dollars are moving—and why.

1. Streaming and OTT: The Power of Data and Targeting

Streaming platforms like Netflix, Hulu, and Disney+ continue to capture larger portions of media budgets, especially as ad-supported options make these channels more accessible for brands. OTT platforms offer data-driven targeting, allowing brands to reach specific audiences with precision. For brands focused on both reach and measurable engagement, OTT is an ideal space to drive performance.

2. The Rise of Commerce-Driven Social Media

Social media spending remains robust, but the strategy behind it is shifting. Brands are increasingly leveraging platforms like TikTok, Instagram, and Facebook not just for awareness but for direct commerce. With “shoppable” features, brands can seamlessly turn engagement into sales, making social media a powerful channel for immediate ROI. Influencer marketing, too, has evolved—now focused on authentic, commerce-oriented partnerships that connect users directly to products.

3. SEO and First-Party Data: Reclaiming Owned Channels

While social and streaming platforms dominate paid media, brands recognize the enduring value of their own websites as key revenue drivers. By investing in SEO and content marketing, brands are driving organic traffic and creating a foundation for capturing valuable first-party data. As privacy regulations reshape the landscape, this shift to owned channels is critical for brands looking to maintain a direct line to their audiences.

4. Programmatic Advertising: Commerce Meets Context

Programmatic advertising has evolved beyond blanket targeting to more contextually relevant placements that align with consumer interests and intent. Brands are prioritizing quality over quantity, using contextual and behavioral targeting to reach users in relevant, purchase-oriented moments. This shift is particularly beneficial for commerce-driven campaigns where personalization and timeliness are essential.

5. Retail Media Networks: Connecting Directly to Consumers

One of the biggest shifts this year is the rise of retail media networks. Brands are increasingly turning to platforms like Amazon, Walmart Connect, and Target Circle, which allow them to reach consumers at the point of purchase. Retail media offers brands the unique advantage of advertising within the digital environments where consumers are already shopping, creating a more seamless path from discovery to transaction.

6. The Commerce Lens Across All Media

Across these platforms, one thing is clear: brands are prioritizing performance-driven media, where every dollar can be connected to a measurable outcome. As the lines between marketing and commerce blur, campaigns are designed to engage consumers, drive consideration, and ultimately convert interest into sales.

Looking Ahead

As consumer preferences and data regulations continue to evolve, the trend toward commerce-focused media will only grow. Brands that adapt by embracing platforms that drive both engagement and sales will find themselves well-positioned in this changing landscape. The key is agility—adapting quickly to emerging trends and new opportunities that balance awareness and conversion