DENVER--(BUSINESS WIRE)--Jun 2, 2025--
Digital channels now account for 61.1% of total marketing spend, according to a survey by Gartner, Inc. This digital dominance is reshaping strategies across industries, with seven out of 10 sectors dedicating more than 60% of their budget to online channels.
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The annual Gartner 2025 CMO Spend Survey of 402 CMOs and other marketing leaders in North America, the United Kingdom and Europe between February and March 2025 found that paid online channels lead the digital mix, accounting for 69% of total digital spend (see Figure 1).
Gartner experts presented the findings today during the Gartner Marketing Symposium/Xpo, which is taking place here through Wednesday.
Paid search is the leading digital channel, increasing its share year-over-year from 13.6% to 13.9% of total digital spend. Digital display advertising has overtaken social advertising for the second spot, growing by 17% year-over-year (YoY) to 12.5%. Social advertising maintains its budget share at 12.2%, reflecting its continued importance in the digital mix.
Despite the growth in digital channels, budget allocations to owned and earned channels have decreased 9% YoY, with email being the exception. Email marketing remains resilient, experiencing a marginal increase and accounting for 7.4% of total digital spend for 2025.
“The increasing allocation towards digital channels reflects a strategic pivot as CMOs recognize the need to adapt to rapidly changing consumer behaviors and technological advancements,” said Ewan McIntyre, VP Analyst and Chief of Research in Gartner Marketing Practice. “With Google's postponement of cookie deprecation, the rise of GenAI, and uncertainties surrounding TikTok's future, marketers are navigating a dynamic digital landscape to keep their strategies effective and impactful.”
Navigating the Impact and Spend of Advertising Channels
CMOs recognize the importance of evaluating channel impact alongside spend (see Figure 2):
“As CMOs maneuver the evolving channel landscape, strategic implications of multichannel plans become paramount. Budget challenges and channel volatility will continue to shape priorities, emphasizing the need for performance-driven strategies,” said McIntyre.
Gartner clients can read more in Insights From the 2025 CMO Spend Survey.
About Gartner for Marketers
Gartner for Marketers provides the objective, expert advice, and proven tools that CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and to stay ahead of the trends that matter. With in-depth research and analysis, Gartner for Marketers helps you focus on the opportunities with the greatest potential to deliver results. More information on Gartner for Marketers is available online at www.gartner.com/marketing. Follow news and updates from the Gartner Marketing practice on X and LinkedIn using #GartnerMKTG. Members of the media can find additional information and insights in the Gartner Marketing Newsroom.
About the Gartner Marketing Symposium/Xpo
The Gartner Marketing Symposium/Xpo is taking place June 2-4 in Denver, providing marketing leaders with actionable advice about the trends, tools and emerging technologies they need to deliver business results and exceed expectations. Gartner analysts address the biggest opportunities, challenges and priorities marketers face today, including marketing strategy development, marketing analytics and CX strategy. Follow news and updates coming out of the conference on the Gartner Newsroom and on X and LinkedIn using #GartnerMKTG.
About Gartner
Gartner, Inc. (NYSE: IT) delivers actionable, objective insight that drives smarter decisions and stronger performance on an organization’s mission-critical priorities. To learn more, visit gartner.com.
Figure 2. Source: Gartner (May 2025)
Figure 1. Source: Gartner (May 2025)
PARIS (AP) — Aryna Sabalenka's diamonds sparkled in the sun when she won her first-round match at the heat-soakedFrench Open on Tuesday.
Top-ranked Sabalenka looked light on her feet on Court Philippe-Chatrier, despite wearing two thick necklaces in a 6-4, 6-2 win against Jessica Bouzas Maneiro.
“Diamonds, I don’t really feel the heaviness, but I can imagine how it looks from the outside,” said Sabalenka, the tournament runner-up last year to Coco Gauff. “So I feel pretty comfortable. For me, it’s important to look good.”
The four-time major winner was initially going to wear three necklaces but said she thought that might be too much.
“It probably sounds a bit crazy, but when I feel good about what I’m wearing, how I look on court, I tend to perform much better,” she said. "I like to bring a little bit of a fashion on the tennis court. I know the dress that I will wear on the Grand Slam, and I just try to come up with something to match the outfit."
Sabalenka said she wasn't worried over her jewelry away from Roland Garros.
“I have my fiancé. He’s kind of like my security,” she said, smiling. “My physio does jujitsu, so I feel pretty secure walking around. If I go somewhere, I don’t go alone.”
Gauff began her title defense with a 6-4, 6-0 victory over fellow American Taylor Townsend, while four-time major winner Naomi Osaka beat Laura Siegemund 6-3, 7-6 (3) on Court Suzanne-Lenglen.
The fashion-conscious Osaka again caught the eye with a sequined gold playing dress.
Frenchwoman Lois Boisson, who made a surprise run to the semifinals last year when she was ranked 361st, lost 6-2, 6-2 to the 22nd-seeded Anna Kalinskaya.
For a third consecutive day, the temperature in Paris was forecast to rise to at least 32 degrees Celsius (90 Fahrenheit).
The unusually hot conditions made the courts faster than usual.
Daniil Medvedev usually thrives in such conditions but he struggled in a five-set loss to 97th-ranked Australian opponent Adam Walton.
Walton, who received a wild card invitation from tournament organizers, beat Medvedev 6-2, 1-6, 6-1, 1-6, 6-4. It was Medvedev's second straight first round exit here and third in four years.
“I know why I don’t really play my best in Roland Garros, but if I say it, it’s (making) excuses,” he said. “So I keep it to myself.”
Stefanos Tsitsipas, the 2021 runner-up to Novak Djokovic, was leading 6-2, 3-0 against Alexandre Muller when his French opponent retired. Muller injured his right calf, three months after injuring his left calf.
Alexander Blockx withdrew from the tournament with a right ankle sprain, making Alex de Minaur — his scheduled second round opponent — the first player into the third round.
Later, top-ranked Jannik Sinner looks to extend his 29-match winning streak when he opens against French wild card Clement Tabur in the night session.
French teenager Moïse Kouamé made the perfect start to his French Open career with a 7-6 (4), 6-2, 6-1 win over Marin Cilic.
The 17-year-old Kouamé won one day after 39-year-old Frenchman Gael Monfils made his last appearance at Roland Garros.
The teenager raised his arms in triumph after defeating the 37-year-old Cilic, who won the 2014 U.S. Open, finished runner-up at two other majors, and reached the French Open semifinals in 2022.
The ATP Tour said No. 318-ranked Kouamé became the first man born in 2008 or later to win a Grand Slam match.
In March, he became the youngest winner in Miami Masters history when he beat Zachary Svajda in the first round — earning a congratulatory message from Djokovic.
AP tennis: https://apnews.com/hub/tennis
Spectators cover themselves from the sun with ab umbrella during the first round men's singles tennis match between Adam Walton of Australia and Daniil Medvedev of Russia at the French Open tennis tournament in Paris, Tuesday, May 26, 2026. (AP Photo/Aurelien Morissard)
Naomi Osaka of Japan returns to Laura Siegemund of Germany during their first round women's singles tennis match at the French Open tennis tournament in Paris, Tuesday, May 26, 2026. (AP Photo/Aurelien Morissard)
Coco Gauff of the U.S. celebrates after winning against Taylor Townsend of the U.S. during their first round women's singles tennis match at the French Open tennis tournament in Paris, Tuesday, May 26, 2026. (AP Photo/Christophe Ena)
Daniil Medvedev of Russia reacts as he plays against Adam Walton of Australia during their first round men's singles tennis match at the French Open tennis tournament in Paris, Tuesday, May 26, 2026. (AP Photo/Aurelien Morissard)
Aryna Sabalenka of Belarus returns to Jessica Bouzas Maneiro of Spain during their first round women's singles tennis match at the French Open tennis tournament in Paris, Tuesday, May 26, 2026. (AP Photo/Christophe Ena)
Aryna Sabalenka of Belarus reacts as she plays against Jessica Bouzas Maneiro of Spain during their first round women's singles tennis match at the French Open tennis tournament in Paris, Tuesday, May 26, 2026. (AP Photo/Christophe Ena)
Aryna Sabalenka of Belarus celebrates after winning against Jessica Bouzas Maneiro of Spain during their first round women's singles tennis match at the French Open tennis tournament in Paris, Tuesday, May 26, 2026. (AP Photo/Christophe Ena)
Alexandra Eala of Philippines returns to Iva Jovic of the U.S. during their first round men's singles tennis match at the French Open tennis tournament in Paris, Tuesday, May 26, 2026. (AP Photo/Aurelien Morissard)
Iva Jovic of the U.S. reacts as she plays against Alexandra Eala of Philippines during their first round men's singles tennis match at the French Open tennis tournament in Paris, Tuesday, May 26, 2026. (AP Photo/Aurelien Morissard)
Daniil Medvedev of Russia serves to Adam Walton of Australia during their first round men's singles tennis match at the French Open tennis tournament in Paris, Tuesday, May 26, 2026. (AP Photo/Aurelien Morissard)
Aryna Sabalenka of Belarus reacts as she plays against Jessica Bouzas Maneiro of Spain during their first round women's singles tennis match at the French Open tennis tournament in Paris, Tuesday, May 26, 2026. (AP Photo/Christophe Ena)
Aryna Sabalenka of Belarus celebrates after winning against Jessica Bouzas Maneiro of Spain during their first round women's singles tennis match at the French Open tennis tournament in Paris, Tuesday, May 26, 2026. (AP Photo/Christophe Ena)
