Marketing in our industry is noisy. Channels are multiplying, budgets are being scrutinised more than ever and the pressure to deliver a return on investment is almost at a tipping point.

But for media buyers, the wheels keep on turning as they look to find new and innovative ways to drive brand awareness and generate leads. 

The SBC Insights Media Marketing Buyers Survey sought to measure a range of factors that are relevant to media buying habits across the industry, including:

• Media as a means of achieving core KPIs

• Measuring ROI on media solutions

• Multiple touch points – perceptions of print, event and digital campaigns

• Barriers to media buying (e.g. budgeting pressures, ROI, internal resources, etc.)

• Future outlook – how respondents expect marketing practices to evolve

By blending quantitative metrics with granular qualitative feedback from major industry stakeholders, this analysis evaluates current purchasing behaviours, identifies systemic gaps in traditional B2B media partnerships and outlines the data-driven shift required for iGaming marketing in 2026 and beyond.

This report cuts through opinion and surfaces real preferences, real spend behaviour, and real priorities across print, digital, podcasts, events and more.

Why it matters

If you sell marketing solutions, this report shows you what your buyers are actually looking for. If you buy media, it benchmarks your strategy against your peers.

Either way, it gives you a clearer view of what cuts through the noise  – and what gets ignored.

You can register for the report here.