CMO Strategies: A playbook for marketing channels

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.

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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