5 Must-See Graphs In 2025
Rezan Manan
Sales & Marketing Director I Founder I Business & Mindset Coach Building a Women' Pantheon and Talk About: Business Growth, Advertising, AI, Marketing Psychology & Life So Far
Essential Stats for Business Leader & Marketer to Nail 2025
2025 is here, and the game is changing faster than ever. Whether you’re a business leader or marketer, staying ahead means asking the right questions, understanding where trends are heading, and refining your strategy to drive results. These 5 essential graphs will help you focus, challenge your thinking, and set the stage for success.
Where to Start?
Over the last five weeks, we’ve covered:
Each graph raised questions that can help entrepreneurs, marketers and business leaders refine their strategies.
The big takeaway? No one has all the answers, but the key is to start asking the right questions.
Graph #1: Global Advertising Spend Distribution
Digital leads the way with 60–62% of global ad spend, while TV holds 20–22%. Print, out-of-home (OOH), audio, and cinema split the remaining share.
Advertising today is a mix of online and offline. The question isn’t if you should invest in digital—it’s how you can optimize it while complementing it with traditional channels.
?? Questions to Ask Yourself:
1?? How is your ad budget broken down? Is your spend aligned with global trends or adjusted to fit your regional and local market? When was the last time you validated this breakdown—based on real data, not assumptions?
2?? Do you know your ROI per channel? Can you confidently say where every dollar went and what it brought back? Are you tracking performance by campaign, season, and audience to understand what’s really working?
3?? Is your digital ad spend optimized? Digital is massive, but are you investing in the right formats—like search, video, or display—that give you the best ROI?
4?? If TV isn’t a fit, what’s your alternative? TV still holds weight, but let’s face it: Gen Z carries their “TV” in their hands. Are you compensating by showing up on platforms like YouTube, TikTok, and Instagram?
5?? Are you underestimating smaller channels? OOH, print, and audio might seem minor, but they can pack a punch when used creatively. Are you testing them?
?? My Take: Advertising isn’t one-size-fits-all. It’s about balance. If you’re guessing where your spend is going or relying on outdated assumptions, you’re leaving money on the table. Break down your 2024 data—by channel, season, and audience—and use that to inform your 2025 plan.
Graph #2: Digital Advertising Formats
Search and video dominate digital ad spend, with banners and classifieds growing steadily.
The “how” of digital advertising matters as much as the “where.” Search drives intent, video captures attention, and banners remain relevant for certain audiences.
?? Questions to Ask Yourself:
1?? What formats drive your best results? Are you focusing on search because it performs, or is it because it feels safe? When was the last time you tested video or display formats?
2?? How well are you using video? Video isn’t optional anymore. For B2B brands, are your videos humanizing your brand and speaking to decision-makers? For retail, are they building trust, connections, and conversions?
3?? Is your search strategy optimized? Search works, but are you maximizing it? Are your keywords on point, and is your agency (if you have one) pushing you forward?
4?? Are you diversifying your mix? Banners and classifieds may not lead the pack, but in certain markets and segments, they perform. Are you tracking their ROI?
5?? Are your channels working together? Search feeds video. Video drives social. Everything connects. Are your channels working cohesively or running in silos?
?? My Take: Search and video are where the magic happens. But don’t sleep on creativity—your audience stops scrolling for what grabs them. Test formats, align your mix, and track everything.
Graph #3: Dominant Platforms
Google + YouTube lead in global ad revenues, followed by Meta (Facebook + Instagram), Amazon, and TikTok.
Platforms are evolving fast. Are you showing up where your audience already is?
?? Questions to Ask Yourself:
1?? Are you where your audience is? Google and Meta dominate for a reason, but are you also testing TikTok, Amazon, and local marketplaces?
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2?? Is Meta still worth it? For B2B brands: Instagram isn’t a catalog. People want inspiration, not factory photos. For retail: Are you building community and connections instead of just posting product shots?
3?? Are you leveraging TikTok’s rise? TikTok has 1.7 billion users—half of Instagram’s base, in half the time. Plus, its CPMs are still lower. Are you ignoring it or testing it smartly?
4?? Is Amazon (or your local marketplace) part of your plan? For e-commerce, Amazon is key. But what about Noon in the UAE or other regional players? Find where your customers shop.
5?? Are you testing beyond the obvious? Platforms like Microsoft, Tencent, and Apple might not be top of mind, but they offer untapped potential.
?? My Take: Platforms are your playing field. If you’re just copying content from one platform to another, you’re missing out. Tweak, test, and see what works.
Graph #4: Key Marketing Strategies
Brand building leads at 87%, followed by full-funnel strategies, KPI clarity, and creative growth.
If you’re not building your brand, measuring KPIs, and staying creative, you’re missing the mark.
?? Questions to Ask Yourself:
1?? Is brand building a priority? Are you investing in trust, connection
, and recognition, or are you only focused on short-term wins? Brands that build connections today will spend less to win tomorrow.
2?? Are you deploying a full-funnel strategy? Do you have a plan to nurture leads at every stage of the journey? If you’re only focusing on bottom-funnel conversions, you’re leaving money on the table and driving up costs long term.
3?? How clear are your KPIs? Can you answer questions like “What’s your most profitable channel?” or “What’s your average ROI?” without guessing? If you’re not tracking KPIs consistently through a dashboard, you can’t measure—or improve—your growth.
4?? Are you prioritizing creativity? Creativity drives results. Ads that inspire, make people smile, or stop them mid-scroll are the ones that convert. Are you challenging yourself to stand out and do things differently?
5?? Are you exploring new growth opportunities? Growth isn’t always about budgets; it’s about mindset. How can you adapt big ideas to fit your resources? Sometimes all it takes is a fresh perspective and smart execution.
?? My Take: Marketing isn’t just about selling—it’s about connecting. Build your brand, measure what matters, and get creative with how you grow.
Graph #5: AI in Media Planning and Buying
AI is leading the way in ad personalization (66%), audience insights, creative ideation, and performance data analysis.
AI isn’t a buzzword anymore—it’s a tool that can transform your campaigns. If you’re not using it, you’re falling behind.
?? Questions to Ask Yourself:
1?? Are you personalizing your ads? People expect ads tailored to their needs. Are you using AI to create personalized, relevant experiences for your audience?
2?? Are you exploring AI-powered tools? Tools like Google Performance Max and Meta Advantage+ can automate and optimize your campaigns. Are you testing them?
3?? Do you know your audience inside out? AI can uncover insights about behaviors, patterns, and preferences. Are you using it to truly understand your audience—or are you still guessing?
4?? Is AI enhancing your creativity? AI can help with creative ideation and production, making it easier to develop standout campaigns faster. Are you blending AI with human creativity to deliver better results?
5?? Are you optimizing in real time? AI makes it possible to analyze and improve performance on the fly. Are you tracking your data and making real-time decisions to maximize ROI?
?? My Take: AI is here to stay. You don’t need to become an expert, but you do need to get your “AI driver’s license.” Understand what tools exist, test them out, and see how they can save you time, money, and effort.
As we wrap up, one thing is clear: while everyone is unique and has its own priorities, the path is quite clear, success in 2025 requires focus, adaptability, and a willingness to ask the tough questions. From aligning your ad spend to optimizing your platforms, embracing creativity, and leveraging AI, it’s all about finding the balance that works for your business. The tools are here, the trends are clear—now it’s time to take action, challenge assumptions, and make 2025 your most impactful year yet. ??
I hope you enjoyed reading this blog! I’d love to hear what struck you the most, what resonated, and what you’re taking away from it.
If you have a question, a challenge, or a thought, drop it in the comments and let’s spark a conversation. And if you need a hand refining your 2025 game plan, don’t hesitate to reach out directly—I’d be more than happy to help! ??
Best of luck! ?? Rezan Manan
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