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Factors driving shift to performance advertising according to ad investment decision-makers in the United States as of December 2024

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Release date

January 2025

Region

United States

Survey time period

November 13 to December 6, 2024

Number of respondents

152 respondents

Special properties

among buy-side ad investment decision-makers, primarily at brands and agencies increasing performance advertising in 2025

Method of interview

Email survey

Citation formats

Factors driving shift to performance advertising in the U.S. 2024

Published by ÌÇÐÄÆƽâ°æ Research Department, Jun 25, 2026

During a December 2024 survey conducted among buy-side ad investment decision-makers in the United States, primarily at brands and agencies increasing performance advertising in 2025, ** percent of respondents stated that the pressure to demonstrate return on investment (ROI) was a factor driving the shift to performance advertising. Advancements in personalization technology were named by ** percent of respondents in the same context. 

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