New Study Reveals Nearly 75% of Performance Marketers Are Experiencing Diminishing Returns on Social Media Ad Spend; Over 50% Expand Into Additional Channels Beyond Social
Taboola (TBLA) has released a new study conducted with Qualtrics revealing significant challenges in social media advertising performance. The research shows that nearly 75% of performance marketers are experiencing diminishing returns on their social media ad investments, with most reporting that these diminishing returns affect over 30% of their spend.
Despite projections that social media ad spend will reach $239 billion in 2025 and $273 billion in 2026, marketers are facing obstacles due to audience saturation, rising costs, and ad fatigue. The study, which surveyed over 300 US advertisers from brands and agencies, found that over 80% of performance marketers are implementing multiple tactics to combat these challenges, with more than half expanding into additional digital channels beyond social media.
Taboola (TBLA) ha pubblicato un nuovo studio condotto con Qualtrics che rivela sfide significative nelle performance della pubblicità sui social media. La ricerca mostra che quasi il 75% dei marketer delle performance sta affrontando rendimenti decrescenti sui propri investimenti pubblicitari sui social media, con la maggior parte che riporta che questi rendimenti decrescenti influenzano oltre il 30% della loro spesa.
Nonostante le proiezioni secondo cui la spesa per la pubblicità sui social media raggiungerà 239 miliardi di dollari nel 2025 e 273 miliardi di dollari nel 2026, i marketer si trovano ad affrontare ostacoli dovuti alla saturazione del pubblico, all'aumento dei costi e alla fatica pubblicitaria. Lo studio, che ha intervistato oltre 300 inserzionisti statunitensi provenienti da marchi e agenzie, ha trovato che oltre l'80% dei marketer delle performance sta implementando più tattiche per affrontare queste sfide, con più della metà che si espande in ulteriori canali digitali oltre ai social media.
Taboola (TBLA) ha lanzado un nuevo estudio realizado con Qualtrics que revela desafíos significativos en el rendimiento de la publicidad en redes sociales. La investigación muestra que Casi el 75% de los marketers de rendimiento están experimentando rendimientos decrecientes en sus inversiones publicitarias en redes sociales, con la mayoría informando que estos rendimientos decrecientes afectan más del 30% de su gasto.
A pesar de las proyecciones que indican que el gasto en publicidad en redes sociales alcanzará 239 mil millones de dólares en 2025 y 273 mil millones de dólares en 2026, los marketers enfrentan obstáculos debido a la saturación de la audiencia, el aumento de los costos y la fatiga publicitaria. El estudio, que encuestó a más de 300 anunciantes en EE. UU. de marcas y agencias, encontró que más del 80% de los marketers de rendimiento están implementando múltiples tácticas para combatir estos desafíos, con más de la mitad expandiéndose a canales digitales adicionales más allá de las redes sociales.
Taboola (TBLA)는 Qualtrics와 함께 실시한 새로운 연구를 발표하여 소셜 미디어 광고 성과에서의 중요한 도전 과제를 드러냈습니다. 연구에 따르면 거의 75%의 성과 마케터가 소셜 미디어 광고 투자에서 수익 감소를 경험하고 있으며, 대부분이 이러한 수익 감소가 자금의 30% 이상에 영향을 미친다고 보고하고 있습니다.
2025년까지 소셜 미디어 광고 지출이 2390억 달러에 이를 것이라는 예상에도 불구하고, 마케터들은 청중의 포화, 비용 상승 및 광고 피로로 인해 장애물에 직면하고 있습니다. 300명 이상의 미국 광고주를 대상으로 한 이 연구에서는 80% 이상의 성과 마케터가 이러한 도전 과제에 대응하기 위해 여러 전술을 시행하고 있으며, 절반 이상이 소셜 미디어를 넘어 추가 디지털 채널로 확장하고 있음을 발견했습니다.
Taboola (TBLA) a publié une nouvelle étude réalisée avec Qualtrics, révélant des défis significatifs dans la performance de la publicité sur les réseaux sociaux. La recherche montre que près de 75 % des marketers de performance rencontrent des rendements décroissants sur leurs investissements publicitaires sur les réseaux sociaux, la plupart rapportant que ces rendements décroissants affectent plus de 30 % de leurs dépenses.
Malgré les prévisions selon lesquelles les dépenses publicitaires sur les réseaux sociaux atteindront 239 milliards de dollars en 2025 et 273 milliards de dollars en 2026, les marketers font face à des obstacles dus à la saturation du public, à la hausse des coûts et à la fatigue publicitaire. L'étude, qui a interrogé plus de 300 annonceurs américains issus de marques et d'agences, a révélé que plus de 80 % des marketers de performance mettent en œuvre plusieurs tactiques pour lutter contre ces défis, plus de la moitié s'étendant à d'autres canaux numériques au-delà des réseaux sociaux.
Taboola (TBLA) hat eine neue Studie veröffentlicht, die in Zusammenarbeit mit Qualtrics durchgeführt wurde und erhebliche Herausforderungen bei der Leistung von Werbung in sozialen Medien aufzeigt. Die Forschung zeigt, dass fast 75% der Performance-Marketer sinkende Renditen bei ihren Investitionen in soziale Medien erleben, wobei die meisten berichten, dass diese sinkenden Renditen über 30% ihrer Ausgaben betreffen.
Trotz der Prognosen, dass die Ausgaben für Werbung in sozialen Medien 239 Milliarden Dollar im Jahr 2025 und 273 Milliarden Dollar im Jahr 2026 erreichen werden, sehen sich die Marketer aufgrund von Publikumssättigung, steigenden Kosten und Werbefatigue mit Hindernissen konfrontiert. Die Studie, die über 300 US-Werbetreibende aus Marken und Agenturen befragte, ergab, dass über 80% der Performance-Marketer mehrere Taktiken umsetzen, um diese Herausforderungen zu bewältigen, wobei mehr als die Hälfte in zusätzliche digitale Kanäle über soziale Medien hinaus expandiert.
- Study positions TBLA as a thought leader in performance advertising
- Research findings support TBLA's potential to capture market share from social media advertising
- No direct financial impact or business metrics reported
Insights
This research reveals a pivotal shift in the digital advertising landscape that significantly benefits Taboola's positioning. With
The causes cited—audience saturation, rising costs, and ad fatigue—represent structural challenges rather than temporary fluctuations. These issues persist despite projected social ad spend growth to
Most revealing is that
The timing of this research is particularly strategic, as it provides Taboola with data-validated selling points during a period when CMOs are scrutinizing ROI across their digital portfolios. By quantifying the diminishing returns problem, Taboola has effectively created a business case for its own solutions without explicitly claiming superiority.
This market research represents an important positive catalyst for Taboola's business development efforts and potential revenue growth. As the
The key financial implication is that Taboola has identified and quantified a specific market pain point that its platform directly addresses. With
The company has strategically commissioned this research to support its sales narrative, providing its team with data-backed arguments when approaching potential clients. This approach can potentially accelerate customer acquisition by addressing a documented industry challenge rather than theoretical benefits.
For investors, this represents an attractive growth vector as Taboola targets the inefficient portion of social media ad budgets—which the research indicates affects
The report essentially serves as both a market education tool and a business development asset that strengthens Taboola's competitive positioning in the broader digital advertising ecosystem.
NEW YORK, April 02, 2025 (GLOBE NEWSWIRE) -- Taboola, a global leader in delivering performance at scale for advertisers, today announced a new report based on a survey conducted with Qualtrics, a leading company in experience management working with nearly 20,000 organizations worldwide.
Performance advertising on social media is rapidly growing—industry forecasts predict that social media ad spend will reach
Additional key insights from The Pulse of Performance Advertising: Diminishing Returns include:
- Most of these performance marketers indicated that diminishing returns impact over
30% of their spend. - Marketers focused on performance face diminishing returns on social media due to audience saturation, rising costs, and ad fatigue.
- Over
80% of performance marketers use multiple tactics to combat diminishing returns, with more than half expanding into additional digital channels beyond social media ads.
“While social media accounts for a large portion of performance advertising budgets, many marketers have hit a barrier in the form of diminishing returns,” said Adam Singolda, CEO of Taboola. “More spend just isn’t translating into better results. The findings in this report point to difficulty in sustaining performance over time, with marketers seeking solutions that can help them overcome that barrier.”
The Pulse of Performance Advertising: Diminishing Returns is based on a survey of more than 300 advertisers, from brands and agencies in the US.
About Taboola
Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale.
Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale.
Disclaimer – Forward-Looking Statements
Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.
Contact: Dave Struzzi, dave.s@taboola.com
FAQ
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