In 2025, the brands worth selling to aren’t waiting around. Global digital ad spend is on track to reach $1.16 trillion, with more than 72% of the budget allocated to digital. Budgets are shifting fast, media plans are built earlier, and the window to get in front of decision-makers is shorter than ever. For agency leaders and martech sales pros, success comes down to timing.

That’s where leveraging sales intelligence tools like Winmo make all the difference. These tools can flag brands that signal intent to spend media dollars, soon. And while having that intel is great, what truly drives results is knowing what to do with that information—spotting buying signals, recognizing when planning starts, and stepping in before the spending is locked in.

Catapult New Business, Winmo’s longtime strategic partner, brings this data to life, transforming real-time buying signals into qualified sales conversations for agency and platform growth teams.

Keep reading to discover 10 brands increasing their digital ad spend this year.

Top 10 Brands Increasing Their Digital Ad Spend in 2025

These brands are increasing their digital ad spend while sending clear signals that they’re rethinking partner strategy—creating whitespace for agencies, platforms, and solutions providers. This list was developed in partnership with Winmo and curated by Catapult.

As the #1 outsourced business development team for agencies and martech leaders—and a trusted Winmo partner—Catapult identifies where attention is deserved. By tracking brand-side movement, agency shifts, and digital ad spend surges, Catapult builds pipelines that reflect real-time opportunity windows.These brands are boosting their digital ad spend while simultaneously signaling openness to new media partnerships. This prospecting list, developed by Catapult using Winmo intelligence, showcases where attention is deserved—and where your pitch will land warm.

1. Old Navy

Old Navy’s digital ad spend has jumped 226.9% YoY, with a clear reallocation away from national TV. This shift signals more than just budget growth—it suggests a significant change in media priorities.

• Digital ad spend: $8.5M in Q1 2025 (up from $2.6M in Q1 2024)
• Key channels: Instagram (61%), TikTok (21%), Programmatic (99%)
• Opportunity signals:
  • TV spend is declining, freeing up budget for digital.
  • Campaign activity is tied to the back-to-school and holiday seasons.
  • Agency roster could be shifting, especially on the digital side.

Why now: Brands often revisit partners ahead of seasonal spikes. Old Navy’s current strategy opens doors for digital-first solutions, especially in social and CTV.

2. Zaxby’s

This regional quick service restaurant brand has gone national with a creative platform refresh—and the budget to back it. A recent agency change and a 10x increase in spend make this one of the year’s strongest indicators of a brand ready for fresh ideas.

• Creative AOR: Goodby Silverstein & Partners
• Digital ad spend: $71M YTD (up from $6.9M in 2024)
• Opportunity signals:
  • Campaign led by a new brand persona (“Sauce Boss”).
  • Heavy investment in YouTube and TikTok.
  • Likely looking to scale influencer or social video components.

3. Macy’s

Why now: New agencies often bring new partners into the fold. If you work in digital video, experiential, or influencer engagement, this is the time to reach out.

Macy’s has long been a top advertiser, but what’s interesting now is how aggressively they’re leaning into digital. With an 85% increase in Q1 spend and a clear preference for image-based social ads, they’re prioritizing platforms where storytelling and brand engagement shine.

• Digital ad spend: $5.2M in Q1 2025 (up from $2.8M in Q1 2024)
• Top platforms: Instagram (51%), Facebook (23%), Pinterest (17%)
• Opportunity signals:
  • Digital budgets are outpacing TV growth.
  • Peak campaigns are expected in Q3 and Q4.
  • Roster reviews are likely tied to upcoming seasonal pushes.

Why now: If your offering aligns with fashion, beauty, or lifestyle audiences, Macy’s platform strategy presents a perfect timing window.

4. Applegate

Known for organic deli meats, Applegate is back in the spotlight after launching its first major campaign in years. Their budget growth is dramatic, suggesting not only a renewed focus but also an urgency to build awareness ahead of back-to-school.

• Digital ad spend: $703.5K in Q1 2025 (up from $30K in Q1 2024, +2,245%)
• Key platforms: Pinterest (71%), Facebook (29%)
• Opportunity signals:
  • Creative agency BarkleyOKRP recently onboarded.
  • Campaigns likely targeting Gen-X and millennial moms.
  • Back-to-school alignment points to Q3 push.

Why now: New creative means new media execution. Applegate’s digital is a fresh entry point—especially for partners with a family or CPG focus.

5. Panera Bread

After just under a year into the role, Panera’s CMO, Mark Shambura, is pushing a complete brand refresh, accompanied by a significant increase in spending and a new creative direction. Their digital strategy appears to be shifting toward premium video and CTV placements.

• Brand campaign: “It Just Meals Good”
• Digital ad spend: $33M YTD (up from $6M YoY)
• Opportunity signals:
  • Big spend on Hulu, YouTube, and TikTok.
  • New messaging signals possible partner shakeups.
  • Focus on the dine-in experience suggests omnichannel testing.

Why now: Panera is reintroducing its brand—and likely reassessing media partners who can help them do it.

6. Neutrogena

While Neutrogena’s core digital ad spend dipped slightly, its experiential and influencer investment is rising fast. Recent campaigns are heavily focused on festival integrations and celebrity influence.

• Campaign highlights: John Cena-led creative and Coachella partnerships
• Spend shifts: Slight dip in digital, uptick in experiential
• Opportunity signals:
  • Actively engaging in health + beauty content partnerships.
  • Open to sponsorships, festival activations, and youth-targeted storytelling.
  • Looking for brand-safe partners with strong audience trust.

Why now: If you offer content, influencer marketing, or event-based media, this is a strong opportunity to showcase your capabilities.

7. Southeastern Grocers (Winn-Dixie)

This legacy supermarket chain is rebuilding its media approach with performance and attribution in mind. Their new media AOR, along with a 4x year-over-year increase in digital ad spend, points to fresh interest in measurable, audience-specific results.

• Digital ad spend: $468.8K in Q1 2025 (up from $100K in Q1 2024)
• New media AOR: Net Conversion
• Opportunity signals:
  • Attribution and customer acquisition are now a focus.
  • Shift toward programmatic and direct media.
  • The buying cycle is open during Q2.

Why now: Net Conversion is known for performance-focused execution. If you can support analytics or acquisition KPIs, there’s a pitch to be made.

8. Parachute Home

This home goods brand is emerging from a quieter year with new leadership and a renewed budget. Early signs point to a testing phase, with smaller buys designed to validate new channels.

• Leadership change: New SVP of Marketing from Lunya
• Digital ad spend: $55.6K in Q1 2025 (up from $2.7K YoY)
  Opportunity signals:
  • High growth from a low base = test-and-learn mindset.
  • Facebook and YouTube are top channels.
  • Likely targeting millennial women with design-forward messaging.

Why now: Soft spend now suggests they’re warming up. Reach out early to be part of their next phase.

9. BodyArmor

BodyArmor is repositioning itself as the smarter alternative to sugary sports drinks. Backed by high-profile athletes and new packaging, the brand is betting big on CTV and social video.

• Brand refresh: New packaging, logo, and media creative
• CTV spend: $30M over the past year
  Opportunity signals:
  • Massive spend on YouTube App, Tubi, Roku
  • Endorsements from Joe Burrow, Sabrina Ionescu, and CeeDee Lamb
  • Targeting Gen Z and health-conscious consumers

Why now: They’re going for scale. If you can support full-funnel awareness or athlete-led storytelling, it’s time to get in touch.

10. Bad Ass Coffee of Hawaii

This fast-growing coffee chain has tripled its locations in the past two years and continues to build brand equity through digital and franchise marketing. Their digital ad spend is still modest, but expanding steadily.

• Digital ad spend: $92.6K in 2024 (up from $1.6K in 2023)
• Signals:
  • New Chief Brand Officer in place.
  • Franchise expansion = hyper-local media needs.
  • Strong interest in experiential and community engagement.

Why now: They’re scaling fast and building from scratch in many markets—ideal for regional media, sponsorships, or lifestyle-focused partners.

How Media Sellers Turn Digital Ad Spend Into Revenue

Access to digital ad spend data isn’t the challenge. Every seller has tools. The real advantage comes from knowing how to interpret signals and acting on them with precision. That’s where strategic prospecting separates order-takers from top performers.

Here’s how agencies and martech companies can convert these signals into pipeline:

1. Follow momentum, not just spend

A quarter-over-quarter spike in digital investment is a signal that something is shifting internally. Whether it’s a new product launch, a competitive response, or an agency shakeup, that momentum often opens the door to new partnerships, integrations, or platform testing opportunities.

2. Map decision windows

Outreach timing is everything. Most brands plan and commit digital ad spend well before campaign assets go live. By understanding buying cycles (Q3 planning for Q1 campaigns, for example), agencies and platforms can enter conversations early and define the brief before it’s written.

3. Craft signal-specific messaging 

Generic outreach kills interest fast. Instead, align messaging to the signal you’re responding to. If a brand just brought in a new CMO, lead with innovation. If they’re expanding channels, position your platform as a strategic test partner. Whether it’s creative support, measurement capabilities, or channel-level innovation, aligning to the signal builds relevance.

4. Layer your signals

One data point is helpful. Two or three, combined? That’s actionable. A brand increasing digital ad spend and undergoing a leadership change during their seasonal planning period is a flashing green light. For agencies and martech firms, layering signals helps narrow in on brands most ready for new solutions.

This kind of prospecting isn’t about doing more, it’s about doing the right things, at the right time, with the right message. Whether your team builds this muscle in-house or partners externally, the goal is the same: a smarter, more predictable pipeline driven by real buying intent.

Conclusion: Turn Spend Signals into Sales with Outsourced Business Development

The brands featured above are actively increasing digital ad spend and signaling openness to new partnerships. These are high-value leads for agencies and martech companies, especially those positioned to support digital transformation, new channel testing, or advanced measurement.

Catapult specializes in recognizing and acting on this momentum. As a partner, Catapult builds targeted pipelines based on live buying signals from agency changes and leadership moves to seasonal campaigns and spend surges. This approach removes guesswork and replaces it with precision.

With Winmo’s intelligence and Catapult’s execution model, agency and platform teams gain full-funnel visibility and predictable access to brand-side decision-makers. Book a meeting today to see how this strategy turns digital ad spend signals into meaningful, revenue-generating conversations.

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