WARC: consumer goods firms raise ad-to-sales ratio as tech giants cut theirs
Marketing Dive’s Peter Adams reports that WARC Media found top consumer goods marketers raised ad-to-sales ratios from 11.6% in 2023 to 12.5% in 2025, while tech firms like Alphabet and Meta cut theirs from 13% to 7.4% between 2019 and 2025.
Why it matters. Agencies and vendors serving enterprise brands face slower budget growth as tech platforms increasingly draw ad dollars from small and mid-sized businesses instead of big marketers.
Signal from marketingdive.com · Peter Adams · read the original.
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