With A Bang: Marketers Increasing Spend, AI Use To Close Out Year

As we begin these first days of fall, a new report is sharing marketers’ high hopes for Q4 and the momentum it will create for 2025.

“We found that 99% of marketers plan to increase ad spend YoY in Q4 2024, making this upcoming holiday season the most competitive yet,” says Quartile in its 2024 Retail Media Pulse Report. “Next year will continue that trend, with most marketers planning to increase investment in the most popular retail media channels.”

The report found Search to be the most important channel for each of the SMB, MMB, Enterprise, and Agency segments, with expectations for an increase in investment ranging from 65% (MMB) to 79% (SMB).

(Source: Quartile)

“Integration is at the forefront of every marketer’s mind,” the report says, finding that more than half (53%) said their retail media is extremely or very integrated with their digital ad channels. “Leveraging data from one channel to drive decisions in another enables improved efficiency and personalization within a retail media strategy.”

As EMARKETER says, this strategy of diversifying across multiple channels “maximizes reach and reduces platform dependency.”

Additionally, the Quartile report found that 91% of marketers are taking advantage of AI in those strategies as well, with expectations ranging from:

• improved ROI insights (55%)
• real-time campaign optimization (49%)
• automated creative efforts (48%)
• improved targeting and bidding (48%)
• increased personalization (46%)

“The current gap between excitement and execution stands as an opportunity for innovative brands,” the report says. “Marketers can gain a competitive advantage over their peers by accelerating investment into AI, either by building in-house capabilities or leveraging third-party platforms to incorporate AI into their campaign strategy.”

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