Ask If digital ad spend keeps growing fastest in social and retail media, should brands cut back more on display?

[Dean101]

Display still builds broad awareness and supports upper-funnel goals that social and retail often convert. Instead, reallocate smarter: keep display for reach and brand storytelling, but shift tactics and budgets toward formats and placements with clearer ROI. Invest more in social and retail where intent and targeting drive conversions, and use display to amplify those wins. Measure holistically so cuts aren't shortsighted. Reposition it to complement growth channels and optimize for measurable impact.

 

[Mandela]

I do not think brands should automatically reduce their display advertising just because social and retail media are growing faster. Every channel has a different purpose. Display ads can still help build brand awareness and keep a brand visible while social media and retail ads drive more direct engagement.

 

[Anthony Joshua]

I think the decision should come down to performance rather than popularity. If display ads are still bringing qualified traffic and supporting conversions, there is no reason to cut them completely. I would rather shift the budget gradually based on real data and continue testing different channels to see which combination delivers the best return.