CMOs Overinvest in Performance Media, Leaving Mid‑Funnel Starved
CMOs now allocate 71 % of ad spend to performance media, slashing the 60/40 brand‑vs‑performance balance that drives long‑term growth. The mid‑funnel—where consideration forms—is chronically underfunded, jeopardizing brand equity and future sales. Rebalancing budgets could restore the effectiveness gap.