GLG Network Survey Tracker: Advertising Platforms IV

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SURVEY DETAILS
TARGET POPULATION

For this Network Survey, GLG surveyed 80 marketing leads based in the US, Europe and Australia. This is the fourth iteration in this tracker series.

 

What will you learn from this survey?

  • The survey analysed the strengths, weaknesses and use cases of Instagram, Pinterest, Facebook, X (F.K.A Twitter), Google Ads, Amazon, TikTok and Trade Desk in digital strategy.
  • Respondents commented on the vendors they use, their budgets for these and how budget allocation has changed over time as well as the expectations of growth for these vendors.
  • Lastly, the research captured respondents’ views on loss of third-party cookies and how this may affect budget and ROI.

 

Examples of findings:

  • Overall, spending on advertising platforms increased during Q4-2024, with Amazon Ads seeing the highest growth. However, companies like Pinterest Ads and Snapchat Ads perceived a substantial drop.
  • Two-in-three (66%) respondents expect YouTube Advertising to experience the biggest growth in the next 2 years.
  • Over half (54%) of respondents stated to be very or extremely satisfied with Google Ads ROI.

 

Deliverables

The GLG Surveys team drafted the questionnaire with the support of GLG Network Member, Adam Steve, Founder and CEO of Swish Brand Experience.

  • 1 x Individual responses (“raw data”) in Excel.
  • 1 x PPT report with aggregated data.
  • Executive summary with key takeaways and highlights from the raw data.

Sample Questions

  • Which of the following are the biggest challenges with retail media measurement?
  • Which of the following retail media networks do you expect to increase your advertising spend on over the next 12–24 months?
  • How has AI-driven automation (e.g., performance max, meta-advantage+, TikTok smart performance) impacted your efficiency and budget allocation?
  • Which of the following strengths of the Trade Desk platform are the most beneficial for your business?
  • Which of the following strengths of the Amazon platform are the most beneficial for your business?
  • Which of the following weaknesses of the X (formerly known as Twitter) platform impact your business the most?
  • What impact do you expect the loss of third part cookies to have on your ROI for the following advertising platform for the remainder of 2025-2026?

Access

This survey is available to subscribers of the Technology, Media, and Telecom (TMT) sector (Limited subscriptions and above). This offer includes the raw data file and a high-level presentation through PowerPoint. Please contact your GLG representative for details on your firm’s access.

DISCLAIMER

Please be advised that GLG Network Surveys operate differently than traditional GLG consultations, surveys, teleconferences, etc. and it is advisable that you consult with your firm’s legal and/or compliance department to review your use of the product and the payment for such work under your current subscription. 

By downloading this document and/or participating in the Network Survey, you understand and agree that the information and material provided by GLG, including survey results and survey proposal information, is provided for your own insight and informational purposes only. You further acknowledge and agree that this is a Network Survey for multiple GLG clients, and the results will be provided to all GLG clients that agree to participate in the Network Survey and GLG clients that agree to purchase the Survey results in the future. All survey results do not constitute investment advice or a recommendation. In using this Survey, you agree to hold Gerson Lehrman Group and the Survey respondents harmless and free of all liability as a result of your use of this Network Survey, other than liability resulting from the gross negligence or wilful misconduct of the protected party. You otherwise agree to be bound by Gerson Lehrman Group’s Usage Policies in your interactions with Gerson Lehrman Group and your receipt of services. These Survey results are for are for client’s own use and client shall not redistribute, disseminate, publish, or display the same, in whole or in part, to any third parties or publicly without the prior written permission of Gerson Lehrman Group, except explicitly set forth in your agreement with GLG. This survey will be double-blinded to both client and respondent. GLG reserves the right to restrict the number of clients that can pre-commit access. These Network Surveys are priced outside of standard GLG subscriptions but at a substantially reduced price to commissioning a fully proprietary GLG Network Survey. Upon finding these terms acceptable, please send an affirmative confirmation via email, which GLG will file in its records. Once confirmed, please note that the Client’s agreement to purchase the Network Survey is a legally binding and irrevocable commitment. If the survey is not included within your subscription, GLG will invoice Client for the fees due for the Network Survey. Please note that some respondents may not be Network Members, and the Terms and Conditions of Network Membership would not apply to such respondents and detailed records for them will not be available aside from the information that GLG capture in the Network Survey.

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