Kiosk’s latest white paper reveals a high-stakes game of digital dominance, budget battles, and strategic pivots.
In the face of declining enrollment and intensifying competition, higher education institutions are investing more than ever in marketing — but are those dollars translating into meaningful results?
Kiosk’s newest white paper, “Higher Education Marketing Investment Continues to Rise Amidst Digital-First Imperatives,” delivers a data-rich analysis of $10+ billion in media spend over the last 30 months. The findings reveal a sector in flux — reactive, resourceful, and racing to maintain relevance.
What’s driving this surge in spend?
The report reveals that higher education marketing spend has been on a steady rise, climbing from $3 billion in 2023 to over $4.1 billion in 2024. And in just the first half of 2025, we’ve already seen $2.4 billion invested. But this increase isn’t a signal of healthy growth — it’s a response to mounting pressures: demographic shifts, declining organic visibility, and a more transactional prospective student.
More spending isn’t necessarily leading to more enrollments. In fact, the correlation between advertising and enrollment remains weak. Instead, spend is becoming the cost of staying in the game — a defensive moat rather than an offensive strategy.
The Winners and the Chasm
The top 10 advertisers — largely online, for-profit, and non-traditional institutions — are dominating the landscape. Western Governors University, Southern New Hampshire University, and University of Phoenix alone accounted for hundreds of millions in media investment, outspending traditional institutions by a wide margin.
This “winner-take-most” dynamic is creating a competitive chasm that’s increasingly hard for smaller institutions to bridge, especially in digital channels like paid search where keyword bidding wars are driving up costs.
Paid Search Still Rules — But It’s Not Alone
As organic discovery continues to decline, paid search remains the top channel, now representing up to 58% of media spend in H1 2025. But there’s movement. Institutions are shifting dollars to social and video, recognizing the need to connect with audiences earlier and across more dynamic, visual platforms.
Messaging is also shifting. Creative themes have moved from broad brand promises to authentic, career-focused outcomes — a sign that institutions are listening to a more value-driven, outcomes-oriented learner.
What This Means for You
Kiosk’s analysis concludes that a digital-first, data-driven approach is now table stakes. But it must be paired with creative storytelling and human connection to stand out. As the marketplace becomes more crowded and the stakes higher, agility and authenticity will define success.
This is not the time for business as usual.
Download the full white paper to explore:
- Top advertiser spend rankings and trends
- Shifts in media mix and channel strategy
- Recommendations for competing in a saturated market
