Martech’s 2025 Takeoff: Companies Are Throwing Cash at Tech Like It’s a New Game
According to a fresh joint study from Moore Stephens and the ad‑world heavy‑hand WARC, the global marketing technology arena is now worth a whopping $99.9 billion. No small pie—just a piece of a gigantic, growing dough.
What the Study Says
- Over 800 brands and agencies from every corner of the planet (UK, North America, Asia‑Pacific, Europe) were surveyed.
- Market size is huge and only popping up faster every year.
- Brands are planning to spend even more on martech next year.
Europe (without the UK) is Fast‑tracking
In continental Europe, 63% of brands expect their martech budgets to jump higher. That’s a clear sign that the “tech wave” is making way.
UK & North America: Cash in, Cash Out
These regions have already boosted their martech spend by 44%, pushing the total market in these areas up to a solid $52 billion. In plain English: they’re pouring money into tech tools faster than a banker with a fresh bonus.
- Brands now dedicate 23% of their budgets to martech—up from a modest 16% just a year ago.
- More and more companies are building tech in-house. 63% of tech spend is headed to their own teams, compared to 44% the previous year.
Moore Stephens’ analysts say the spike comes from a mix of wanting pure control over the customer experience and a touch of scepticism toward agencies.
Voice of the Industry
Damian Ryan, Partner at Moore Stephens, comments:
“In the past year, martech investment has hit a tipping point. Companies in disrupted sectors, like insurance and financial services, see tech as essential for staying future‑ready. Look at the Nationwide Building Society’s £1 billion tech push—they’re buying their way to relevance. And the arrival of challengers like Revolut is forcing a big rethink across the board.”
Ready for the Tech Rollercoaster?
With budgets surging, martech has no choice but to grow. The next wave? Companies will probably wrestle with new tools faster than you can say “data‑driven fashion.” Stay tuned.
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