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SEPTEMBER 28, 2026 |
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Key stat: 40% of US paid media marketers invested additional resources in audience research and segmentation to improve campaign performance, just ahead of AI tools for paid media (39%), according to a May survey from Unbounce. |
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Beyond the chart: |
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Marketers see audiences as their biggest performance lever. Half (49%) of US paid media marketers say tightening audience targeting is the
most effective way to optimize spend, according to Unbounce. |
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Use this chart: Drop this chart into your next budget meeting when AI tools start crowding out the fundamentals. It shows peers still fund audience research first, with AI and creative close behind. Use it to argue that sharper audience data makes every AI and creative dollar work harder. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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