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1、2024 Annual Marketing ReportMaximizing ROI in a fragmented media world Copyright 2024 The Nielsen Company(US),LLC.2Table of contentsIntroductionSection 1Section 2Section 3Section 4ConclusionAbout351219283536Spending optimismMarketing misalignmentMedia balanceMartech mismatch Copyright 2024 The Niels

2、en Company(US),LLC.3In 2023,the world braced for a recession.One never fully materialized,but that didnt stop budgets getting slashed and significant layoffs across nearly every sector.While this year may be poised for more of the same,global marketers are staying optimistic.Many are leaning hard in

3、to performance marketing and digital platforms to help them deliver quantifiable results for their businesses.These channels are made all the more appealing with programmatic-style,automated ad buying based on audiences that can be measured,and often optimized,in real time.But,a healthy media mix is

4、 a balanced one.And striking the right balance requires a cross-media approach,continuous tailoring and measuring across the full marketing funnel.This years edition of the Nielsen Annual Marketing Report explores how global marketers are allocating budgets and measuring successall with an eye on pr

5、oving and improving the ROI of their efforts.By studying their priorities and plans,weve developed recommendations to sharpen your own ROI strategies for 2024 and beyond.Based on findings from our global marketer survey,we identified four consistent themes.Four themes from Nielsens 2024 global marke

6、ter surveyCopyright 2024 The Nielsen Company(US),LLC.44.Measurement confidence is high,but incomplete 84%of global marketers say theyre either extremely or very confident in their ROI measurement capabilities,up from 69%in 2023.But only 38%say they evaluate the holistic ROI of their marketing effort

7、s by measuring traditional and digital marketing together.1.Spending optimism is upDespite inflation,slowed consumer spending and supply chain uncertainties,72%of global marketers expect bigger ad budgets this year,up from 64%last year.2.Marketing tactics and KPIs are misaligned Marketers top KPIs a

8、re long-term and full-funnel ROI.However,70%plan to prioritize performance marketing over brand-building initiatives.3.Digital dominance may hurt holistic returns With nearly two-thirds of media budgets going toward digital and performance channels,marketers may not be able to achieve the holistic r

9、eturns theyre looking for.In section 1,we explore how the perceived effectiveness of digital channels is lifting marketers spirits and influencing their budgets.In section 2,we look at how conversion-focused marketing stacks up against long-term KPIs.In section 3,we dive into channel nuances to unde

10、rstand how they work together to deliver on comprehensive campaign goals.In section 4,we uncover the disconnect between marketers confidence and their execution of full-funnel measurement across channels.Copyright 2024 The Nielsen Company(US),LLC.51Spending optimismAd spend is up and earmarked for e

11、ffective channelsCopyright 2024 The Nielsen Company(US),LLC.5Copyright 2024 The Nielsen Company(US),LLC.5Spending optimism1Copyright 2024 The Nielsen Company(US),LLC.6Delivering ROI has always been a top priority for marketers.While“returns”can mean more than just sales figures on a spreadsheet,the

12、unsettled nature of the global economy over the past few years has forced marketers to focus on revenue more than any other KPI.This year,however,marketers appear optimistic:72%expect bigger ad budgets compared with last year,when only 64%expected a budget increase.APAC is particularly bullish,with

13、81%anticipating budget increases,versus just 56%in 2023.Anticipated budget changes across regionsFigure 1.1Read as:72%of global marketers expect budgets to increase.|Percentages may not sum to 100%because the chart does not include responses for“not applicable”.|Source:2024 Nielsen Global Annual Mar

14、keter SurveyMarketers are feeling more optimistic on ad spend007080902023202420232024202320242023202464%17%19%13%14%72%56%19%24%10%8%82%71%12%16%15%15%70%64%18%19%11%12%76%62%19%17%21%62%19%Global averageEurope,the MiddleEast and AfricaNorth AmericaAsia-PacificLatin AmericaIncr

15、easeNo changeDecreaseSpending optimism1Copyright 2024 The Nielsen Company(US),LLC.7Expected budget change in the next 12 months Global averagesFigure 1.2Digital channelsTraditional channelsRead as:72%of global marketers plan to increase their spending across social media channels.Percentages may not

16、 sum to 100%because the chart does not include responses for“not applicable”.Source:2024 Nielsen Global Annual Marketer SurveyGlobal marketers plan to increase digital spend0070809010010%72%16%66%22%11%65%24%9%63%24%11%53%32%13%53%29%13%52%30%13%50%33%13%46%36%14%45%36%17%42%33%21%41%36%1

17、7%40%35%22%40%35%17%38%34%23%Social mediaSearchVideo:Online/mobileDisplay:Online/mobileEmailOTT-TV/CTVPodcastsStreaming audioNative advertisingOut-of-homeDirect mailLinear TVPrintCinemaAM/FM radioIncreaseNo changeDecreaseOn average,global marketers plan to dedicate 63%of their budgets to digital cha

18、nnels,with social media,search,online video and digital display accounting for the largest increases.For context,last years respondents said they allocated approximately half of their 2022 budgets to digital channels.Global marketers expect to allocate more than 63%of their ad budgets to digital cha

19、nnels in 2024Spending optimism1Copyright 2024 The Nielsen Company(US),LLC.8Perceived effectiveness of digital media channels Global averagesFigure 1.3Read as:79%of global marketers view social media as extremely/very effective.Percentages may not sum to 100%because the chart does not include respons

20、es for“not applicable”.Source:2024 Nielsen Global Annual Marketer SurveyMarketers are leaning in to digitals perceived effectiveness070809010005%15%79%7%20%72%8%19%71%8%21%70%14%25%60%13%26%57%16%24%56%14%24%58%15%27%56%Social mediaSearchVideo:Online/mobileDisplay:Online/mobileEmailOTT-TV

21、/CTVPodcastsStreaming audioNative advertisingSlightly effective¬ at all effectiveModerately effectiveExtremely effective&very effectiveIn terms of media mix,marketers around the world remain committed to increasing their spending across select digital channels,attributing the continuing shift to

22、higher perceived effectiveness.Spending optimism1Copyright 2024 The Nielsen Company(US),LLC.9Importance of retail media in 2024Figure 1.4Read as:68%of global marketers say retail media is more important to their media strategies in 2024 than a year ago.Source:2024 Nielsen Global Annual Marketer Surv

23、ey1 GroupM forecasts 5.8%ad spend growth;Magna forecasts 7.2%ad spend growth;Dentsu forecasts 4.6%ad spend growth.The planned increases in search and CTV follow a familiar trend in recent years,driven by perceived effectiveness and growing usage.More recently,the rise of retail media networks as a l

24、ucrative channel has marketers readily adding them to their media plans.In 2024,nearly 70%of global marketers say the importance of retail media in their planning is more important than it was a year ago.Industry ad spending forecasts for the year are similarly optimistic,as several leading media in

25、vestment companies are predicting ad spend growth ranging from 4%to 7%1.They also expect retail media,search and CTV to drive the biggest increases.Global marketers plan to up Retail Media Networks investments68%1%64%70%79%59%31%35%30%20%38%1%1%3%GlobalaverageNorthAmericaLatinAmericaAsia-PacificEuro

26、pe,the Middle East and AfricaLessSameMoreSpending optimism1Copyright 2024 The Nielsen Company(US),LLC.10How social media and search spending measures up The allure of digital media has clear merit.But in looking at marketers top objectives for the year Nielsens outcomes data doesnt support some of m

27、arketers planned media allocations.Social media,for example,continues to garner the biggest marketing increases among global marketers.Over the past three years,the average ROI of social media spending has been 36%higher than the average ROI across all media.Our brand impact data also illustrates th

28、at 75%of people who are exposed to social media ads say the ads made them more likely to purchase,use or consider the brand.So,at a high level,the shift in spending makes sense.But results vary significantly across brands.The top 25%of brands from an ROI-generation perspective are 6x more successful

29、 than the bottom 25%.Comparatively,the average ROI of search,which is the second-most favored channel among marketers,has been 51%lower than the average ROI across all media over the past three years.There are always winners and losers,but the performance gaps herewhile not benchmarksare notable.ROI

30、 benchmarks arent brand-level blueprints Brand variability is very important when considering ROI averages.Thats because absolute ROI will include brand-level factors that aggregations will mute,including industry,market,advertising budget and company size.Marketing Mix Modeling is critical for unde

31、rstanding our media impact.MMM insights allow us to balance effectiveness and efficiency and scale those learnings across brands,tactics and partners.By using detailed ROIs,response curves and saturation points,we can now make smarter,data-driven decisions to maximize returns.Anthony JackelDirector

32、Consumer Analytics FerraraSpending optimism1Copyright 2024 The Nielsen Company(US),LLC.11Marketers continue to dedicate more of their budgets to digital channels because of their perceived effectiveness.But whats effective for one brand might not work as well for another,and todays budgets dont alwa

33、ys allow for expensive trial and error.Copyright 2024 The Nielsen Company(US),LLC.11The takeawayOnce you identify your campaigns true goal,focus your spending on the channels that deliver the most ROI for your specific KPI.Broadcast radio,for example,is less expensive(weighted average CPM)than strea

34、ming audio and delivers a higher weighted average ROI2.1Explore new media channels like podcasts and branded content.These are relatively affordable options that are proven to deliver.Our norms databases show that ads in these channels can boost brand awareness by as much as 11 percentage points.2Sp

35、ending optimism12 Nielsen CompassCopyright 2024 The Nielsen Company(US),LLC.11How do you stay relevant if mass-reach campaigns are too costly?Copyright 2024 The Nielsen Company(US),LLC.12Long-term goals need a long-term focus2Marketing misalignmentCopyright 2024 The Nielsen Company(US),LLC.12Copyrig

36、ht 2024 The Nielsen Company(US),LLC.12Marketing misalignment2Copyright 2024 The Nielsen Company(US),LLC.1370%of marketers say they will likely use more performance marketing in their 2024 media strategiesPlanned marketing tactics for 2024Figure 2.1Marketers top objective of revenue growth is a clear

37、 reflection of the recession fears that loomed large in 2023.Economic uncertainty notwithstanding,marketers stated objectives and strategies highlight a notable disconnect from their desired KPIs.From a planning perspective,global marketers most important KPIs are long-term ROI and full-funnel ROI.B

38、ut a shift toward performance marketing,combined with some of their media buying plans,wont fully support these goals.Inflation,consumer spending and supply chain uncertainties are marketers top considerations for media planning in 2024.Consequently,they plan to lean more heavily on performance mark

39、eting and less on brand building to meet their top objective for the year:revenue generation.A performance marketing upswing Read as:70%of global marketers plan to increase their performance marketing spend and reduce their brand building spend.|Percentages may not sum to 100%because the chart does

40、not include responses for“not applicable”.Source:2024 Nielsen Global Annual Marketer Survey80%77%70%68%56%15%16%21%21%19%5%7%8%10%25%Reduce ad spendingFocus spending on lessexpensive channels(i.e.,not TV)Increase performancemarketing spend/reduce brand buildingIncrease spend onnewer channels(i.e.,CT

41、V,Influencer,etc.)Shift spending todigital channelsVery likely&LikelyNeither likely nor unlikelyUnlikely&Very unlikelyMarketing misalignment2Copyright 2024 The Nielsen Company(US),LLC.1405010013%13%22%22%18%8%4%12%14%22%23%18%8%3%12%13%20%24%18%9%5%14%12%23%22%19%8%3%11%12%21%25%19%9%4%15%13%21%21%1

42、7%9%5%AM/FMradioLinearTVOut-of-homeDirectmailCinemaPrintI have not reduced my spending on this traditional channelLess than 10%10-19%20-39%40-59%60-79%80%or moreAs global marketers plan to shift more of their spend to digital channels,where they can more easily track and connect their spend to reven

43、ue,theyre also pulling back on spending on traditional,mass-reach channels like TV and radio.In our annual marketing survey,global marketers report reducing their linear TV and AM/FM radio spend in the last two years.Nielsens Ad Intel data is able to confirm marketers reported reductions in trended

44、TV and radio ad spending.Not all markets are seeing the same rates of decline,but TV and radio ad spending has decreased in several key markets around the world.Stated traditional channel ad spend reductions over the past 2 yearsGlobal averagesFigure 2.2Read as:18%of global marketers have reduced th

45、eir linear TV spending by 40%-59%over the past two years.Percentages may not sum to 100%because the chart does not include responses for“not applicable”.Source:2024 Nielsen Global Annual Marketer SurveyDeclining spend across traditional brand-building channelsMarketing misalignment2Copyright 2024 Th

46、e Nielsen Company(US),LLC.15Conversion-focused marketing efforts(e.g.,promotions,retargeting)are attractive because theyre easy to quantify and can be helpful in gaining quick sales.But they do little to attract new customers,and they can lead to brand erosion when used outside of a holistic marketi

47、ng strategy.Committing to spending for advertising can be difficulteven for massive multinationals.We saw this firsthand when global brands like Coca-Cola,General Motors and Netflix hit the brakes on their brand building efforts after the COVID-19 pandemic arrived in early 20203.Those types of decis

48、ions can be costly,as Nielsen Compass data shows that a brand loses an average of 2%of future revenue for every quarter it stops advertising.However,the inverse is also true:Investment in brand building marketing can drive revenue growth.Understanding the values and outcomes each offer will help mar

49、keters deliver full-funnel ROI.Conversion-focused marketing is only half the funnelA 1-point gain in brand metrics,such as awareness and consideration,drives a 1%increase in salesBrand buildingUpper-funnel marketingMessaging to influence consumer perceptionsConversionLower-funnel marketingMessaging

50、to influence consumer purchasesBroad reachDrives future salesLong termNarrow reachShort termDrives immediate sales3Coca-Cola cut its 2020 spending by USD$1.47 billion.GM cut its 2020 promotional spending by approximately USD$1 billion;Netflix reduced 1H 2020 ad spend by more than 17%.Marketing misal

51、ignment2Copyright 2024 The Nielsen Company(US),LLC.16Long-term ROI multipliers Nielsen BenchmarksFigure 2.3In addition to helping stay top-of-mind with consumers,always-on upper-funnel marketing is critical when marketers are focused on long-term and full-funnel ROI.The importance cant be understate

52、d,as Nielsen research has found that ongoing marketing efforts account for 10%-35%of a brands equity.And the ROI norms database in Nielsen Compass highlights how the long-term impact of media can even double the impact of media spend,particularly for channels like TV and digital video.Brand building

53、 does more than just seed long-term sales.It also moderates the cost of new customer acquisition.Thats because short-term marketing strategies trade future sales for near-term sales that are actually more costly to obtain.Brand building is critical for long-term ROI Brand building is not just about

54、making a brand visible.Its about embedding into the consumer consciousness.When coupled with performance marketings immediacy,this dual approach hits immediate sales targets while capturing market share,building market leaders and setting the foundation for a legacy of success.Adam IsselbacherSVP,Gr

55、oup Director,Research&Analytics UM WorldwideSource:Nielsen Compass2,52,01,51,02.11.71.51.41.21.21.1TV Digital video Paid socialDisplayOOHPaid searchRadioROI Multipliers are an ad effectiveness KPI that captures the long-term effect of how media can emotionally prime consumers,over time,to have a hig

56、her propensity to buy and impact core sales.Marketing misalignment2Copyright 2024 The Nielsen Company(US),LLC.17Measuring the effects of brand-building campaigns ROI case studyNielsen worked with Roundel,Targets retail media network,to understand media effectiveness and its impact on key brand metri

57、cs and consumer perceptions of Hanes,an American clothing company.Hanes wanted to drive both brand and sales metrics.During a 12-week,multichannel campaign,Roundel used Nielsen Brand Impact for In Campaign to understand how they improved brand recognition and perception.The in-flight analysis enable

58、d strategic insights for improvement during the campaign.About 60%of exposed respondents indicated they“definitely will”or“probably will”consider purchasing Hanes the next time they shop for mens underwear at Target.Nielsen brand impact revealed:The group exposed to the campaign had a 20%greater ass

59、ociation for Hanes than the group that was not exposed.The group exposed to the“comfort and maximum support”message had an 11%greater association for Hanes than the group that was not exposed.Version 1 of the creative was 25%more likely to indicate strong brand association;version 2 drove a 10%direc

60、tional lift in favorability.Marketing misalignment2Copyright 2024 The Nielsen Company(US),LLC.18There is monetary truth to the saying,“out of sight,out of mind.”If you let your brand decay,future sales tend to decline at a 1:1 ratio.This is the kind of ROI-minded intel you need when presenting plans

61、 to those who have ultimate say in budgets.And when advocating for a full-funnel approach,some impact may be hiding in plain sight.The takeaway12Measure both KPIs,then plan and optimize a budget that drives both.For channels that perform poorly on the chosen objective,determine if optimizations in e

62、xecution could make the channels perform on par with the rest of the plan.Before deprioritizing a poor-performing channel,measure its performance for the second objective to ensure youre not underutilizing a channel that is critical for the other objective.3How do you determine the right mix?Here ar

63、e three steps to consider:Copyright 2024 The Nielsen Company(US),LLC.19ROI starts with reach3MediabalanceCopyright 2024 The Nielsen Company(US),LLC.19Copyright 2024 The Nielsen Company(US),LLC.19Media balance3Copyright 2024 The Nielsen Company(US),LLC.20You cant engage with audiences you never reach

64、.Compared with less fragmented times,however,reaching audiences today requires a much deeper understanding of how they engage with media,especially across digital channels.By looking at the nuances of each channelin the context of how audiences actually engage with themyoure able to understand how t

65、hey work together to achieve holistic campaign goals.The complexity of todays media landscape is on full display in Nielsens 2023 Digital Ad Measurement Benchmark data,especially in North America,where the average on-target rate for digital ads is just 65%(64%in the U.S.and 66%in Canada).Averages ar

66、e higher across Europe and highest in select countries in Latin America.Across all markets,however,on-target rates are higher across mobile than desktop.Quality,person-level audience data can greatly improve marketers efforts in reaching their intended audiences.2023 Digital ad measurement benchmark

67、 dataAverage on-target rates by countryFigure 3.1On-target reach for digital ads vary wildly by region Averages include benchmarks for all impressions served through open web methodology and walled garden integrations.|Sources:Nielsen ONE Ads;Digital Ad RatingsBrazil85%76%86%85%80%68%64%69%64%49%67%

68、87%82%88%76%69%76%72%57%73%75%67%77%66%57%67%77%66%79%MexicoAustralia TaiwanU.S.JapanU.K.GermanyCanadaItalyComputer and mobileComputerMobileMedia balance3Copyright 2024 The Nielsen Company(US),LLC.21CTV penetration,total time with TV and percent of time streamingFigure 3.2Globally,CTV penetration do

69、esnt mean more streamingyetGiven their growing reach,CTV and streaming represent a massive,burgeoning opportunity for marketers.At the end of 2023,for example,streaming had grown to account for 36%of TV usage in the U.S.and 24%of TV in Mexico4.In terms of ad spend,GroupM notes that CTV is where all

70、the upside in TV resides,forecasting compound annual growth of 9.5%to USD$45.8 billion in 2028.While CTV adoption has inspired significant streaming growth in some markets,it has not yet had the same effect everywhere.CTV penetration in Denmark,for example,was 56%halfway through 2023,but video on-de

71、mand and streaming accounted for just 8%of video consumption across devices.And in Poland,where CTV penetration is 42%and audiences spend almost four hours with TV each day,they only spend 15 minutes of that time with streaming content5.CTV penetration is 42%in Poland,but audiences there only watch

72、15 minutes of streaming per day*January 2024;Denmark:3+,1H 2023;Poland:4+,1H 2023;Thailand 4+,1H 2023;U.S.2+,Q3 2023.|Sources:Nielsen National TV Panel;Nielsen audience measurement4 The Gauge,Nielsens monthly snapshot of audience engagement with TV.5 Nielsen Audience Measurement43%6%19%36%2:453:551:

73、494:11Daily time with TV(HH:MM)%of time streaming on TV56%DenmarkCTV penetration in18%ThailandCTV penetration in42%PolandCTV penetration in75%U.S.CTV penetration inMedia balance3Copyright 2024 The Nielsen Company(US),LLC.22Assessing reach requires granular data A key challenge marketers face with re

74、spect to investing in CTV is the level of granularity needed to assess reach and performance.Reach,a top KPI among marketers in the quest for ROI,is far more complicated in CTV than linear TV because of the commingled nature of the platform and campaign IDs in measurement data.Through that lens,its

75、not surprising that only 31%of global marketers say theyre very confident in measuring the ROI of their CTV investments.With a focus on understanding reach within CTV campaigns,Nielsen recently used Nielsen ONE Ads to conduct a categorization and coding initiative to separate the traditional network

76、 content delivered through an internet connection digital network TV6 content from the other online video.From there,we selected a sample of 230 campaigns at random to assess reach success levels.Only 31%of global marketers are very confident in measuring the ROI of their CTV investments6 Digital ne

77、twork TV content is traditional,linear programming that is made available through an internet connection.Media balance3Copyright 2024 The Nielsen Company(US),LLC.23At a very high level,our analysis found that targeted reach was very low among campaigns that werent dispersed across channels.Across a

78、small portion of campaigns with concentrations of 85%or more in other online video content,for example,the highest target reach was 17%.Campaigns that heavily invested in digital network TV content had similar results.Reach increased when campaigns were more dispersed and included digital network TV

79、 and traditional TV buys.The only two brands that were able to achieve reach levels of 90%or more did so by focusing on two things:Scale and a highly dispersed campaign.Achieving reach in CTV requires dispersed media buys How two brands achieved 90%+reachFigure 3.4Source:Nielsen ONE AdsAcross 230 CT

80、V campaigns,only two brands were able to achieve 90%reachChannel diversity helps campaign reachP18-4993%1152,819P18-5490%1651,80419912 13 12 8762Campaign targetReachNworks/platforms targetedGRPs obtainedBrand ABrand BCTV DNTVCTV OOVDesktop DNTVDesktop OOVMobile DNTVMobile OOVLinearNumbers

81、 of ad buysDNTV:Digital network TVOOV:Other online videoMedia balance3Copyright 2024 The Nielsen Company(US),LLC.24Underspending on media is rampant globallyFigure 3.5Scale is an important callout,as data from Nielsens Predictive ROI(PROI)database has found that 50%of brands dont invest enough in me

82、dia to achieve their maximum ROI.Across channels,brands under-invest the most on digital video(by 66%),followed by digital display(by 60%)7.Globally,underspending is highest in Latin America and lowest in Europe.Source:Nielsen Predictive ROI Database,20227 Nielsen Predictive ROI Database,2022Underin

83、vesting hurts ROI potential0500%57%45%31%52%66%52%45%59%38%25%59%Latin AmericaNorth AmericaAsia-PacificEuropePercentage of plans that are underinvestedMedia level of underinvestmentMedian ROI growth potentialMedia balance3Copyright 2024 The Nielsen Company(US),LLC.2501020304050

84、6070809010020%8%10%62%39%16%22%22%46%12%12%30%72%8%12%9%53%3%15%29%18%16%10%56%20%13%11%56%Digital displayAbove average at bothAbove average at sales onlyAbove average at brand only Below average at brand only Digital videoOut-of-homePrintRadioSocialLinear TVUnderstanding channel effectiveness acros

85、s objectivesWhile audiences are consuming media across multiple channels at once,very few channels are able to deliver on both short-and long-term goals.Globally,only 36%of channels perform above average for delivering both sales and brand building.This percentage varies by region,rising to 42%in As

86、ia-Pacific and dropping to 20%in the Americas8.Like ROI benchmarks,channel effectiveness averages will vary at the brand level.Generally,however,digital display,social media and linear TV are stronger at delivering full-funnel effectiveness than other channels.Comparatively,print is least likely to

87、deliver for brand and sales metrics.Because channels may be strong for only one objective,advertisers should measure both brand building and sales impacts to understand how specific parts of your media plans drive value.Full-funnel effectiveness by channelFigure 3.6Read as:In 62%of cases,digital dis

88、play ads deliver above average effectiveness for both brand and sales objectives.|Percentages may not sum to 100%because the chart does not include responses for“not applicable”.|Source:2024 Nielsen Global Annual Marketer Survey8 Nielsen Marketing Mix Modeling studiesOnly 36%of media channels perfor

89、m above average for delivering both sales and awarenessMedia balance3Copyright 2024 The Nielsen Company(US),LLC.26A U.S.insurance company set out to understand the strength of its marketing efforts across channels,campaigns and KPIs.Aware of economic uncertainty,the company knew that if it wanted to

90、 safeguard its marketing investments,it would need to validate them both in the present and the future.The company enlisted Nielsen to use real-time spending data to model quotes and items for new and existing customers,as well as renewals.With the use of Nielsens Long-Term Effects analyses9,the com

91、pany was able to prove that its marketing efforts generated more than 31%increased incremental sales over the long term.ROI case study9 Nielsen Long-Term Effects is a tool within Nielsen Marketing Mix Modeling that helps brands understand the long-term ROI of their marketing investments.Understandin

92、g marketings long-term influence on salesMedia balance331%Copyright 2024 The Nielsen Company(US),LLC.27Copyright 2024 The Nielsen Company(US),LLC.27Media balance3Copyright 2024 The Nielsen Company(US),LLC.27When long-term ROI is a brands top priority,reaching and engaging new audiences is essential.

93、Leaning too heavily into just a few channels can mean that you miss out on those fresh audiences.Thats why a cross-media approach that understands the correlation between channels and outcomes is critical in media planning.The takeaway12Marketers cant reach all of their intended audiences through a

94、single channel.Ninety percent reach is P&Gs goal,and the companys chief brand officer makes it clear that media precision in reaching people is job#1,complemented by ad effectiveness and optimum efficiency.When massive scale is not feasible,person-level audience data can help marketers ensure that t

95、heir campaigns,regardless of channel,are as pinpointed as possible.CMOs understand the value of their teams work and the risks of divestment.But,when advocating for budget,they need to speak the same language as CFOs.That means understanding the KPIs they care about and centering marketing plans and

96、 measurement strategies that deliver on those metrics.Nichole HendersonGroup Manager Campaign Analytics,NielsenTwo considerations when developing a cross-media strategy:Copyright 2024 The Nielsen Company(US),LLC.28The disconnect between insights and execution4MartechmismatchCopyright 2024 The Nielse

97、n Company(US),LLC.28Copyright 2024 The Nielsen Company(US),LLC.28Martech mismatch4Copyright 2024 The Nielsen Company(US),LLC.29Compared with a year ago,global marketers express significantly more confidence in their marketing technologies ability to measure the ROI of holistic marketing efforts.On a

98、verage,84%say theyre either extremely or very confident in their ROI measurement capabilities,up from 69%in 2023.Confidence is highest in Latin America(90%),and lowest in North America(79%).However,only 38%of global marketers say they evaluate the holistic ROI of their marketing efforts by measuring

99、 traditional and digital marketing together.How marketers measure the ROI of their marketing spendAcross traditional and digital channelsFigure 4.1Percentages reflect responses to this question:How does your organization measure and evaluate the ROI of your media spending?Percentages may not sum to

100、100%because the chart does not include responses for“not applicable”.Source:2024 Nielsen Global Annual Marketer Survey84%of global marketers say they are extremely or very confident in the holistic ROI capabilities of their marketing technologyMost marketers dont measure holistic ROI05010035%28%37%3

101、8%28%34%42%29%30%39%27%34%37%27%37%GlobalaverageEurope,the Middle East and AfricaNorthAmericaAsia-PacificLatinAmericaMeasure holistically both traditional and digital media spendingMeasure digital media spending ROIMeasure traditional media spending ROIMartech mismatch4Copyright 2024 The Nielsen Com

102、pany(US),LLC.30Only 30%of global marketers cite MMM as their preferred method of measuring holistic ROIThere are three possible reasons for the gap between martech confidence and tactical execution:Varied definitions of“full-funnel measurement”Insufficient martech capability knowledge A lack of reso

103、urces to evaluate and/or communicate the data to stakeholdersRegardless of reason,the mismatch creates blind spots in measurement that will contribute to misattribution and a likely underestimation of the true impact of a brands total marketing efforts.Perhaps more enlightening,however,is the sentim

104、ent about the tools marketers have for measuring full-funnel ROI and which ones they use most often.More than two-thirds,for example,say they lean on media metrics for holistic ROI,even though KPI measurements like reach,click-through-rate and cost-per-click wont provide insight beyond initial audie

105、nce engagement.Comparatively,only 56%use marketing mix modeling(MMM),which is more focused on marketing outcomes.Measurement blind spots can misattribute ROIMartech mismatch4Copyright 2024 The Nielsen Company(US),LLC.31Tactically,MMM is the most prevalent option among global marketers for measuring

106、holistic ROI.The only downside is that nearly half(44%)dont use or have access to MMM tools.We also see misalignment in marketers stated approaches to cross-media measurement,as only 67%say theyre focused on reach,frequency and ROI.Measurement tools available to evaluate holistic ROIFigure 4.2Read a

107、s:64%say they have media metrics tools to evaluate holistic ROI.|Source:2024 Nielsen Global Annual Marketer SurveyHow marketers measure campaign impact10%20%30%40%50%60%70%0%64%65%61%70%60%56%51%52%68%51%45%57%58%46%51%50%50%58%50%42%38%41%34%41%36%26%28%22%31%24%GlobalaverageEurope,the Middle East

108、and AfricaNorthAmericaAsia-PacificLatinAmericaAttributionSurveysSales Lift Brand Lift Marketing Mix ModellingMedia metrics(i.e.,reach,CPM,CPC,CTR,video views)Martech mismatch4Copyright 2024 The Nielsen Company(US),LLC.32Measurement tools most used to evaluate holistic ROIFigure 4.3Read as:30%say the

109、y use MMM most often to evaluate holistic ROI.|Percentages may not sum to 100%because the chart does not include responses for“not applicable”.30%28%16%13%8%5%28%29%15%14%9%4%23%31%20%17%5%4%36%27%11%12%10%5%31%26%17%11%9%6%Global averageEurope,the MiddleEast and AfricaNorth AmericaAsia-PacificLatin

110、 AmericaAttributionSurveysSales lift Brand lift Marketing mix modellingMedia metrics(i.e.,reach,CPM,CPC,CTR,video views)MMM can be expensive for many brands,but tools like Nielsens PROI,a cost-efficient forecasting tool that pulls from Nielsens extensive MMM norms database,can provide brands with im

111、mediate visibility into the anticipated ROI of their efforts even before their campaigns launch.MMM alternatives offer ROI visibilityMartech mismatch4Copyright 2024 The Nielsen Company(US),LLC.33Predicting impact to unlock optimizationsWell aware that the creator economy is booming,yet unclear on th

112、e ROI of influencer marketing,Whalar,a global company that unlocks the power of creators for its brand clients,enlisted Nielsen to help measure incrementality and ROI of creator-specific campaigns.ROI case studyNielsens PROI capability gave Whaler clients visibility into the anticipated ROI of their

113、 media plans.This insight uncovered opportunities to optimize before campaigns even launched.Average return on ad spend(ROAS):USD$2.63 per dollar spentNielsen analytic solutions revealed findings across six measured campaigns:The average ROAS was 9%higher(USD$2.43)than a previous MMM study,confirmin

114、g the comparability of PROI w/MMM analysis.Historical advertiser plans were underinvested by approximately 75%.These results helped Whaler clients improve their ROIs by optimizing weekly paid media weight levels and the length of time on air,as well as reallocating resources to maximize the potentia

115、l of their creator marketing campaigns.Martech mismatch4Copyright 2024 The Nielsen Company(US),LLC.34Copyright 2024 The Nielsen Company(US),LLC.34Copyright 2024 The Nielsen Company(US),LLC.34Despite marketers stated confidence in holistic ROI measurement,assurance shifts dramatically when you drill

116、down to the channel level.For example,less than half(49%)of global marketers we surveyed said they are very confident in their social media ROI measurement.There is a clear and urgent need to embrace a comprehensive media planning and measurement strategy;your media spend efficacy depends on it.But,

117、getting there will require a transformative mindset and keen understanding of on-the-ground realities.The takeawayTwo considerations when adopting a cross-media measurement strategy:12Digital media represents the future of how audiences will engage with content.However,many of these channels are wal

118、led gardens.Without interoperable solutions that work within these spaces,youll never get the complete picture of performance.The impact of a single ad exposure is a point in time.Once the time passes,its effect will fade.Brand perceptions arent static or confined to a single point in time.Thats why

119、 marketers need to reinforce their messages over time,adapting as needed,to maintain the health of their brands.Ongoing measurement is critical in validating that health.Marketers manage a diverse and growing number of channels,each with a unique set of activation needs and performance metrics.Niels

120、ens Analytics Portfolio meets marketers where they are atacross channels and across objectivesto accurately measure value and maximize returns across a complete marketing plan.Tina WilsonGroup General Manager,Analytic Portfolio Companies NielsenCopyright 2024 The Nielsen Company(US),LLC.35The media

121、landscape wont get any less complex any time soon.Marketers will have to figure out how to balance conversion-focused initiatives with long-term,brand building needs.As with many industry terms and phrases,“long-term”can mean different things to different people.The same can be true about evaluating

122、 long-term impact.Some may lean on downstream purchases that result from conversions or previous brand exposures.Others may opt to analyze the impact that their marketing has on driving brand equity metrics,like consideration and purchase intent.Rather than choosing one or the other,these approaches

123、 work best when they work together.Whats more,effective measurement will require an integrated effort to review both in tandem.Marketers need to measure the impact of downstream purchases as well as how consumer perceptions are affected by marketing exposures and how theyre sustained over time.Doing

124、 this right requires a cross-media mindset.Busting out of siloes ensures youre spending where it counts,and measuring full-funnel impact lets you succeed today and tomorrow.Marketers great balancing actCopyright 2024 The Nielsen Company(US),LLC.36About this reportThis is the sixth annual marketing r

125、eport Nielsen has produced.Its also the third to be global.The report leverages survey responses of marketers across a variety of industries whose focus pertains to media,technology and measurement strategies.For this report,we engaged 1,514 global marketing professionals who completed an online sur

126、vey between Dec.5,2023,and Dec.21,2023.In terms of seniority level,we engaged global brand marketers at or above the manager level.These managers work with annual marketing budgets of USD$1 million or more across the auto,financial services,FMCG,technology,health care,pharmaceuticals,travel,tourism

127、and retail industries.Here are the corresponding sample distributions by region.Please keep these sample sizes in mind when reading and interpreting the charts in this report.Respondents by region:APAC:363 respondentsEMEA:390 respondentsNorth America:372 respondentsLatin America:389 respondentsTOTAL

128、:1,514Nielsen shapes the worlds media and content as a global leader in audience measurement,data and analytics.Through our understanding of people and their behaviors across all channels and platforms,we empower our clients with independent and actionable intelligence so they can connect and engage with their audiencesnow and into the future.Nielsen operates around the world in more than 55 countries.Learn more at and connect with us on social media(Twitter,LinkedIn,Facebook and Instagram).About NielsenCopyright 2024 The Nielsen Company(US),LLC.36