1、The need for consistent measurement in a digital-first landscape2023 AnnualMarketing Rep rtCopyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.2Table of contentsForeword3Introduction4Key survey findings5Industry insights7 Digital spend edges out other investment

2、s amid economic headwind8 Global ad budgets are leaning into CTV11 Confidence in holistic ROI measurement is low15 Increasing complexity inhibits measurement confidence17Our takeaways21 Investments today can save money in the long term22 The future is here:embrace a comparable measurement mindset24

3、Increase your ROI by reaching more of your target audience25About this report27Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.3ForewordThere is no shortchanging the complexity that comes with being a CMO today.But at the same time,complexity doesnt grant CM

4、Os any leeway when it comes to delivering for their businesses or justifying their marketing investments.In reality,we know that increased complexity simply amplifies accountability.Whether its managing with constrained resources,understanding audience engagement with new media channels,assessing me

5、asurement tools and tech stacks,identifying the right data partner,or all of the abovecomplexity is both a unique and universal challenge.Throughout history,marketers have navigated complexity by,first-and-foremost,keeping the customer as their North Star.In the world of media management,that means

6、ensuring you stay relevant and connected with audiences where they arein traditional channels and new oneswhich,admittedly,can require a period of opacity as measurement and data ramp up.In a complex world,with media channel proliferation,its imperative to find comparabilityto ensure data and measur

7、ement integrity and consistency in order to find clarity and true outcomes success.It sounds simple to say that we live in a complex world.But its the CMOs job to navigate that complexity,make the right decisions,spend in the right places and ultimately deliver for the business.That responsibility c

8、omes with increased weight,especially as the level of noise to wade through is forever increasingand resources are constrained.This edition of our Annual Marketing Report illuminates the path forwardalbeit a windy one.For marketers,that means focusing on the customer,testing new channels,learning wh

9、ere to pivot and leaning into new capabilities.And with the audience in mind,its critical to leverage the highest quality inputs and data to inform your way forward.Jamie MoldafskyChief Marketing and Communications OfficerCopyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not

10、 distribute.4Few changes in the media industry are as defining as audiences relationship with television.Originally developed to receive analog programming from nearby broadcast stations,todays television is simply an oversized screenone that can deliver anything the internet has to offer.With the g

11、rowing proliferation of smart TVs1 and the content they enable,brands have an emerging channel to engage audiences withone that comes with more flexibility than traditional,linear programming affords.It also adds a new consideration for marketers as they assess of their marketing spend.Streaming cha

12、nnels are not alone in attracting increased marketing spend from marketers.Brands are increasing their spending across all digital channels to keep pace with audienceseven amid economic uncertainty.With this as a backdrop,the survey supporting this years annual marketing report desired to better und

13、erstand which channels marketers are focused on,how effective they believe each channel is and how confident they are in assessing the returns of their investment across all of the channels they invest in.The findings of our survey illustrate that brands are adjusting their marketing strategies to m

14、eet audiences where they are,with 84%of global marketers saying they now include streaming channels in their media plans.They also understand the importance of knowing who is engaging with the devices and channels that carry their advertising,as 71%,on average,acknowledge the importance of comparabl

15、e measurement across channels.The downside within the findings,however,is that marketers express relatively low confidence in channel effectiveness and their ability to measure ROI across channels.Introduction1 A smart TV is an internet-enabled televisionKey survey findingsCopyright 2023 The Nielsen

16、 Company(US),LLC.Confidential and proprietary.Do not distribute.61324Economic headwinds aside,marketers expect their ad budgets to growConfidence in measuring ROI is low across digital channelsStreaming is the future,but it has yet to prove its value to marketersThe use of multiple measurement tools

17、 hinders confidence in a single view of audience performanceMore than two-thirds of marketers(69%)globally said the economic conditions had an extreme or significant impact on planning for 2023.Nevertheless,64%expect their annual budgets to increase this year.Marketers confidence in being able to me

18、asure the returns of their spending is relatively low at the channel level.On average,marketer confidence in ROI measurement across digital channels is 54%,which leaves them without insight into the complete return of their spending.The growth of streaming illustrates the future of how audiences wil

19、l engage with TV.Global marketers see the opportunity,as 84%say they now include streaming in their media planning.Less than half,however,view this spending as effective.Given the historically different methodologies for linear and digital measurement,the widespread use of multiple measurement solut

20、ions is a factor in marketers stated confidence in arriving at consistent,person-level measurement across devices and platforms.On average,62%of marketers globally use multiple measurement solutions to arrive at cross-media measurement,with 14%leveraging four to five.64%54%84%62%Industry insightsCop

21、yright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.8Digital spend edges out other investments amid economic headwinds2 GroupM forecasts 5.9%ad spend growth;Zenith forecasts 4.5%ad spend growth;Magna forecasts 5%ad spend growth.3 Connected TV(CTV)refers to any tele

22、vision that is connected to the internet.The most common use case is to stream video content.4 AB 2023 Outlook Survey,November 2022Despite economic uncertainty,64%of marketers expect their ad budgets to increase in the year ahead“Several of the industrys leading media investment companies2 are forec

23、asting mid-single-digit ad spend growth this year,compared with double-digit growth last year,with much of that growth attributed to CTV3 and streaming.Similarly,the Interactive Advertising Bureau(IAB)expects increased ad spend across every digital channel and declines in spending across traditional

24、 channels like TV and radio4.Heading into 2023,global marketers were prepared for uncertainty,with 69%of the marketers surveyed for this report saying that the economic conditions had an extreme or significant impact on their planning for the year.That uncertainty notwithstanding,the majority(64%)st

25、ill expect their ad budgets to increase in the year ahead,with 13%expecting increases of 50%or more.Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.9Anticipated budget changes of 50%or more throughout the yearSource:Annual Marketing Report surveysCopyright 2

26、023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.10The anticipated spending aligns with global trends weve been tracking via Nielsen Ad Intel over the past few years:In the U.S.,digital video ad spend through the first three quarters of 2022($14.6 billion)had already su

27、rpassed the total digital video ad spend in 2021($14.5 billion).That represents a 171%increase from the$5.4 billion spent in 2020.Across Puerto Rico,Mexico and Brazil,digital ad spend increased 228%between to 2021 and 2022,with total spend in these markets reaching$24.5 billion last year.Of the tota

28、l,58%,or$14.2 billion,was allocated to digital video.In France,Denmark and the U.K.,internet-based video spend increased from$2.3 billion in the first three quarters of 2020 to$4.2 billion in 2022.*The data reported is derived from the increased coverage of our Ad Intel measurement,which shows great

29、er visibility of actual spending on digital vehicles.(1)Digital activity reporting in Brazil starts in January 2022.(2)PPP and social activity reporting in Puerto Rico starts in May 2022.Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.11Global ad budgets are

30、 leaning into CTVThe increased spend across digital video,including CTV,reflects audiences shift to streaming.In the U.S.,for example,streaming usage is staggering:Americans watched more than 19 million years worth of streaming content in 20225.In Mexico,streaming had grown to account for 15.2%of to

31、tal TV usage as of December 20226.In Thailand,streaming content reaches more than 50%of the TV audience,with the average viewer spending just under one hour per day streaming content7.In Australia,70%of people 14 and older say they use the internet to stream video,with the average viewer streaming 2

32、.7 hours each day8.As a result,advertisers and agencies are putting their money where the audience is,which illuminates a critical measurement need.Whats at stake?Billions.Marketing and advertising agency Zenith forecasts that global online video ad spending will grow at a compound annual growth rat

33、e(CAGR)of 4.8%through 2025 to account for 30%of the overall ad market.At a more granular level,the company expects advertising on subscription video on demand(SVOD)services to grow at a CAGR of 27.9%to reach$13.1 billion by 2025.Well aware of the transition to streaming,global marketers are adjustin

34、g their media spend accordingly:Globally,on average,32%report allocating 40%-59%of their budgets to CTV,and nearly one-fifth(19%)report shifting 60%-79%.5 Nielsen Streaming Content Ratings and Nielsen National TV panel 6 The Gauge Mexico 7 Thailand Cross-Platform Ratings 8 Australia Consumer and Med

35、ia View,Q4 2022On average,45%of ad budgets are shifting to CTV globally“Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.12How much of your ad budget is shifting to CTV?20%-39%Less than 20%40%-59%60%-79%80%or moreNote:The data may not sum to 100%because the c

36、hart does not display data for not applicable,prefer not to say and dont know.APAC6%17%11%27%34%EMEA6%18%12%27%33%North America4%19%12%25%33%Latin America5%22%14%25%30%Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.13Perceived effectiveness of digital spend

37、ing by channelNote:The data may not sum to 100%because the chart does not display data for not applicable,prefer not to say and dont know.SearchDisplay:Online/MobileOTT-TV/Connected TVPodcastsVery effectiveExtremely effectiveEmailSocial MediaNative AdvertisingVideo:Online/MobileStreaming AudioSlight

38、ly effectiveModerately effectiveNot at all effective50%21%5%19%31%27%16%57%16%4%22%35%26%12%62%15%4%28%35%22%11%48%19%4%18%30%30%15%57%15%4%21%36%27%11%58%16%4%25%33%24%12%49%18%4%19%30%29%14%44%22%4%17%28%30%17%45%23%6%17%28%27%17%NET:Extremely/very effectiveNET:Not effectivePerceived effectiveness

39、 of digital spending by channelThe downside to the increased CTV spending is that marketers dont yet view CTV spending as effective as they view their investments in many other digital channels.Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.14Smart TV data

40、is not representative of audiences Distribution of U.S.household by size,October 2022Importantly,the World Federation of Advertisers,the Association of National Advertisers and the comparable organizations in over 30 other nations believe the future of audience measurement should include a combinati

41、on of quality panels and big data.Globally,experts agree both panels and big data are required for future measurement“Smart TV=Internet-enabled TVs|HHLD=Household Source:Nielsen TV Panel Distribution of scaled install penetrations Sept.26-Oct.30,2022Smart TV data is not representative of the U.S.Sma

42、rt TV=Internet enabled TVs|HHLD=HouseholdSource:Nielsen TV Panel Distribution of scaled install penetrations Sept.26-Oct.30,2022Distribution of household by size,October 2022Smart TV(Internet enabled TVs)Total USDifference27%20%35%34%15%17%23%29%Household size1Household size2Household size3Household

43、 size4+1%2%6%7%Total U.S.Smart TV(Internet enabled TVs)DifferenceSmart TVs introduce a new set of data to the cross-media puzzle,and some companies are leveraging it for measurement purposes.The rise of streaming is among the most exciting stories in the media industry,and the automatic content reco

44、gnition(ACR)data from smart TVs adds to the excitement.But its also what makes measurement so complex.By itself,ACR data only tells us whats on the screen.Thats where panels come in.They provide person-level behavior,which is critical in understanding the audience.For example,a Nielsen study in the

45、U.S.last fall found notable audience misrepresentation when smart TV data was used by itself for measurement.Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.15Confidence in holistic ROI measurement is lowWhile marketers see the benefit of digital channels an

46、d the ballooning streaming space,many are unsure how to make heads or tails of their cross-media investments.Measurable returns will always provide marketers with the guidance they need to make tactical media investment decisions,but cross-media ROI measurement challenges have more than half of glob

47、al marketers(52%on average)focused only on reach and frequency metrics.Which best describes your cross-media measurement approach?Global averageAPACEMEANorth AmericaLatin AmericaWhich best describes your cross-media measurement approach?Source:2022 and 2023 Nielsen Annual Marketing Report surveysGlo

48、bal Average52%48%We are focused on both reach/frequency and ROIWe are solely focused on reach/frequencyWhich best describes your cross-media measurement approach?Source:2022 and 2023 Nielsen Annual Marketing Report surveysAPAC48%52%We are focused on both reach/frequency and ROIWe are solely focused

49、on reach/frequencyWhich best describes your cross-media measurement approach?Source:2022 and 2023 Nielsen Annual Marketing Report surveysEMEAWe are focused on both reach/frequency and ROIWe are solely focused on reach/frequency54%46%Which best describes your cross-media measurement approach?Source:2

50、022 and 2023 Nielsen Annual Marketing Report surveysWe are focused on both reach/frequency and ROIWe are solely focused on reach/frequency58%42%Which best describes your cross-media measurement approach?Source:2022 and 2023 Nielsen Annual Marketing Report surveysWe are focused on both reach/frequenc

51、y and ROIWe are solely focused on reach/frequency49%51%We are focused on both reach/frequency and ROIWe are solely focused on reach/frequencyThe reach and frequency focus could be due to under-utilized marketing technology(martech).For example,Gartners 2022 Marketing Technology Survey Insights found

52、 that marketers arent using their tools as effectively as they could be:Only 42%of survey respondents said they use the full breadth of their martech capabilities,down from 58%back in 2020.Through the lens of reach and frequency,however,marketers do have the ability to boost their ROIsimply by reach

53、ing more of the right audience.On-target audience metrics are a key indicator of in-flight campaign performance,and they can have a notable impact on campaign ROI.Practically speaking,marketers without dependable measurement data wont be able to make fully informed media mix decisions.That could lim

54、it their ability to plan for their primary business objective for the year:customer acquisition.Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.16Confidence in ROI measurement by channelNote:The data will not sum to 100%because the chart only displays aggreg

55、ated responses denoting high or low confidence.The reduced use of martech capabilities could also explain the gap between marketers stated belief in their martechs ability to measure aggregate ROI(69%)and their reported ROI confidence at the individual channel level,which is much lower.Across indivi

56、dual digital channels,confidence in ROI measurement is 61%or less,with confidence in podcast and CTV measurement ROI at 49%and 50%,respectively.With respect to understanding complete consumer journeys(full-funnel)across all media,ROI measurement confidence is 53%.SearchDisplay:Online/MobilePodcastsV

57、ery confidentExtremely confidentEmailSocial MediaNative AdvertisingVideo:Online/MobileStreaming AudioSlightly confidentModeratelyconfidentNot at all confident17%53%20%34%28%13%4%14%59%22%37%27%10%4%15%61%29%32%23%11%3%19%50%20%30%29%15%4%57%23%35%27%15%11%4%56%23%33%28%15%11%4%50%19%31%30%18%13%5%50

58、%18%31%27%21%15%5%49%19%30%26%21%16%5%Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.17Given the increasing complexity of the media landscape,several factors,in addition to the diminishing use of martech,could be inhibiting marketers confidence in ROI measu

59、rement:Misaligned campaign effectiveness metricsIncomplete audience dataA reliance on channel-specific measurement toolsReduced investment in marketing technologyMany marketers dont equate campaign success with on-target reachStated importance of understanding cross-platform reach in measuring campa

60、ign success of reaching target audienceSomewhat surprisingly,global marketers dont always equate understanding cross-platform reach with measuring a campaigns effectiveness in reaching a target audience.Globally,on average,60%of marketers believe understanding cross-platform reach is important in me

61、asuring whether their campaigns reach their intended audience.In Asia-Pacific,the percentage is lower at 53%.Increasing complexity inhibits measurement confidenceNorth America246810Latin AmericaEMEAAPACGlobal average13579Extremely importantNot at all important23%23%19%16%35%8%4%7%5%9%5%6%10%19%17%22

62、%24%14%17%13%20%23%13%6%8%7%4%4%4%5%5%3%3%8%13%7%5%6%10%8%8%11%11%3%2%2%15%14%12%19%14%60%53%60%63%63%Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.18Effective reach depends on quality audience dataThe job of any marketer is to identify the right audience

63、and then engage with them.In an increasingly fragmented digital landscape,quality audience data is at a premium,especially as third-party cookies and mobile advertising IDs(MAIDs)become obsolete.And to that end,only 23%of marketers strongly agree that they have the quality audience data they need to

64、 get the most out of their media budgets.In Latin America,the percentage is higher,at 26%.Channel-specific tools provide channel-specific measurementThe historically different methodologies for linear and digital measurement highlight the complexity in arriving at comparable,deduplicated metrics.Tra

65、ditionally,marketers have used products that tell them whether someone viewed or clicked a digital ad or contenteither online or in an email.This point-in-time approach is much different from traditional television measurement,which is more continuous in nature.On average,62%of marketers globally us

66、e multiple measurement solutions to arrive at cross-media measurement,with 14%leveraging four to five.Comparatively,just 34%report using one platform for cross-measurement needs:19%have their own proprietary solution,and 15%use a third-party tool.Approaches used to achieve cross-media measurementTwo

67、-to-three third-party measurement technology/solutions to measure each channel/platformFour-to-five third-party measurement technology/solutions to measure each channel/platformOne proprietary measurement solution that measures key channels/platformsOne third-party measurement platform to measure al

68、l channels/platformsA combination of proprietary and third-party measurement technology/solutions for each channel/platformNote:The data may not sum to 100%because the charts do not display data for other and N/A.Other19%17%26%21%13%Net:Multiple solutionsAPAC15%13%32%20%16%Net:Multiple solutionsEMEA

69、19%15%29%19%14%Net:Multiple solutionsGlobal average20%18%29%18%12%Net:Multiple solutionsNorth America20%12%31%17%17%Net:Multiple solutionsLatin AmericaCopyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.19Planned investment in marketing technology over the next

70、12 monthsSource:2022 and 2023 Nielsen Annual Marketing Report surveysLatin AmericaNorth AmericaEMEAAPACGlobal averageNet increaseNet decrease56%42%52%60%52%24%33%24%14%21%Investment in martech is decliningPlanned investment in marketing technology over the next 12 monthsIn addition to using less of

71、their martech in recent years,marketers report plans to pull back on additional investment in the year ahead.Despite expected increased ad budgets,24%of global marketers,on average,plan to reduce their investment in martech to some degree,with 12%planning cuts of 150%or more.Globally,we see the bigg

72、est planned reductions in Asia-Pacific,with 33%of marketers in this region planning to reduce their investment by 250%or more.Conversely,marketers in North America,plan the largest increases in martech investment,with 60%reporting plans to increase their investment by 100%-200%.Planned channel inves

73、tments transcend perceived effectivenessGiven the low confidence in channel-level and full-funnel ROI measurement,its not surprising that marketers report only mild degrees of effectiveness across channels,with perceived effectiveness lowest for podcasts,CTV,streaming audio and native advertising.In

74、cidentally,these four channels are also among those that marketers plan to invest most in over the coming year(planned increases range from 38%-42%).As audiences increase their time with digital devices,emerging channels and streaming content,advertisers and agencies will need measurement that provi

75、des comparable data across devices and platforms.That will improve the confidence they have in their marketing investments.The universal applicability of impressions,which measure what content audiences are showncontinuouslyprovide marketers with comprehensive and representative comparability across

76、 linear and digital platforms.The importance of comparable,person-level measurement isnt lost on global marketers,as,on average,71%say comparability is extremely or very important in their cross-media measurement.Acknowledged importance aside,however,many marketers remain challenged to arrive at com

77、parable,deduplicated measurement,especially those outside of North America.Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.20Confidence in current solutions delivering comparable,deduplicated cross-media measurementThe importance of technology aside,its wort

78、h noting that studies have found that marketing teams are facing challenges outside economic uncertainty,reduced budgets and shifting business priorities.For example,Gartners State of Marketing Budget and Strategy 2022 survey found that the majority of CMOs(61%)reported that their teams lack the cap

79、abilities to deliver on their strategies.It also found that 71%of CMOs know they need to make large-scale changes to achieve their long-term visions.This awareness,combined with the widespread use of multiple measurement solutionswhich research suggests are under-utilizedprovides brands and agencies

80、 with the insight they need to prioritize a re-imagined means of measuring for the future.Somewhat confidentSlightly confidentNot confidentNet:Lacking/no confidenceLatin AmericaNorth AmericaEMEAAPAC3%9%27%3%6%8%16%6%26%30%3%1%39%39%25%35%Our takeawaysCopyright 2023 The Nielsen Company(US),LLC.Confid

81、ential and proprietary.Do not distribute.2219 Nielsen Brand Resonance Report|10 Nielsen 2022 ROI Report Investments today can save money in the long termMarketers are always being asked to do more with less,and that premise grows in times of economic uncertainty.But we know from our research that ma

82、rketing accounts for 10%-35%of a brands equity9,highlighting the importance of ongoing brand building.The economic uncertainty,however,sharpens the need for efficient,targeted and measured ad spending.Top marketing objectives for the 2023Numbers represent responses to this question:Please rank,in or

83、der of importance,each of these marketing objectives for your business from most important(1)to least important(7).Heading into 2023,most brands were already under-spendingby a median of 50%10to achieve their maximum ROI.So,reducing spending by even more could suppress ROI even further.It may also h

84、ave a negative impact on marketers top objective for the year ahead:customer acquisition,closely followed by brand awareness.Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.23Rampant underspending is hampering maximum ROIRampant underspending is hampering ma

85、ximum ROISource:Nielsen Predictive ROI Database May 202266%Digital video52%51%Digital videoRampant underspending is hampering maximum ROISource:Nielsen Predictive ROI Database May 202260%Display62%59%DisplayRampant underspending is hampering maximum ROISource:Nielsen Predictive ROI Database May 2022

86、TVSocialDisplayDigital video43%44%58%SocialRampant underspending is hampering maximum ROISource:Nielsen Predictive ROI Database May 202231%53%41%TVSource:Nielsen Predictive ROI Database May 2022Median ROI growth opportunity from increasing investment to optimal zoneMedian level of underinvestment am

87、ong plans that are underinvested%of plans that are underinvestedUnder-spending is even higher in the digital channels where engagement is rising.For example,May 2022 data from Nielsens Predictive ROI Database showed that 66%of global media plans were under-invested for digital videothe area of the m

88、edia industry thats garnering the most attention from audiences,advertisers and publishers.Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.242The future is here:embrace a comparable measurement mindsetAudiences have spoken,and digital videoin all of its form

89、s represents the future of how audiences will engage with content.From a measurement point of view,this shift calls for transformative change industrywide.Globally,marketers know how important comparable metrics are in understanding the effectiveness of their ad spending.To obtain their long-term me

90、asurementand businessobjectives,however,marketers should consider tools,solutions and metrics that are media-agnostic.Impressions,for example,measure whether a person sees an ad or content are universally applicable.And subminute measurement,which produces individual commercial metrics,brings linear

91、 TV and digital video measurement closer to how digital campaign performance has historically been measured.Globally,71%of marketers say that comparability in cross-media measurement is important,yet cross-media ROI measurement remains elusive for many,with CTV ad measurement presenting notable chal

92、lenges.Several of the previously discussed factors related to perceived channel effectiveness and measurement confidence could be relevant here as well.In addition,62%of marketers,on average,say they find it challenging to know where to use their ad budgets to reach specific audiences given the rang

93、e of media choice.Even more(69%)agree that digital media and audience fragmentation amid the rise of streaming poses significant challenges to reach their target audiences.To make the transformation that marketers want and finally achieve comparable cross-media measurement at the individual level,ma

94、rketers should continue to challenge martech providers by investing in solutions that are focused on delivering measurement that is media agnostic.Difficulty with OTT/CTV advertising measurementCTVConnected TV;OTTOver-the-top.36%35%34%40%35%33%35%32%28%37%North AmericaExtremely difficultSomewhat dif

95、ficultNeutralNot so difficultNot difficultLatin AmericaEMEAAPACGlobal average10%26%31%25%8%10%25%30%27%7%11%23%34%26%6%12%28%33%20%8%8%27%28%27%10%Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.25Increase your ROI by reaching more of your target audienceThe

96、 days of having to wait for a campaign to end to assess its performance are over.Understanding how campaigns are performing in near real time should be the way forward on the quest for maximum ROI.We hear this a lot:Reach more of the right audience and your ROI will increase.Importantly,theres more

97、truth to this statement than many people might realize.Last year,Nielsen conducted a study involving 15 brands and 82 digital campaigns to verify the correlation between target reach and campaign ROI.When we combined in-flight target measurements from Nielsen Digital Ad Ratings and outcome metrics f

98、rom Nielsen Attribution,we found one clear truth:Ads that best reached their intended audience generated significantly higher ROI than those that didnt.Tracking the relationship between targeted ads and ROITracking the relationship between targeted ads and ROISource:Nielsen Digital Ad Ratings and Ni

99、elsen AttributionIn this example of campaign ROI for a blinded advertiser,the bubbles represent data for one vendor,for one month,on one campaign.406080100120140160180200220240$0.10$0.60$1.10$1.60$2.10$2.60$3.10R=0.6559ROI from MTATracked ads index to target audienceThe cluster in the lower left rep

100、resents an underdelivered audience,generating an average ROI of$0.25 for every$1 spent.The majority of the activity is in the middle of the chart,generating an average ROI of$1,but ROI did trend higher as the percentage of ads served to a target audience increased.The cluster in the upper right repr

101、esents the impact of delivering more ads to the targeted audience,which led to an increased ROI of$2.60 per$1 spent.Source:Nielsen Digital Ad Ratings and Nielsen AttributionThe cluster in the upper right represents the impact of delivering more ads to the targeted audience,which led to an increased

102、ROI of$2.60 per$1 spent.The majority of the activity is in the middle of the chart,generating an average ROI of$1,but ROI did trend higher as the percentage of ads served to a target audience increased.The cluster in the lower left represents an underdelivered audience,generating an average ROI of$0

103、.25 for every$1 spent.3In this example of campaign ROI for a blinded advertiser,the bubbles represent data for one vendor,for one month,on one campaign.Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.26Audience data has always been critical in media planning

104、,but digital connectivity and smart TV proliferation amplify the complexity associated with identifying audiencesand measuring their engagementwithin a growing wealth of data.Complexity notwithstanding,media measurement will always depend on having an accurate,person-level view into the audiences en

105、gaging with mediano matter how fragmented the landscape becomes.Targeted reach learningsIncreased campaign reach raises costs and does not guarantee higher campaign ROIIncreased targeted reach will improve campaign ROIAdvertisers can use reach analysis to better understand which audiences to targetF

106、ocusing on the most valuable audiences improves efficiency and drives higher ROICopyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.27About this reportThis is the fifth Annual Marketing Report Nielsen has produced.Its also the second to be global.The report leve

107、rages survey responses of marketers across a variety of industries whose focus pertains to media,technology and measurement strategies.For this report,we engaged 1,524 global marketing professionals who completed an online survey between Dec.7,2022,and Dec.21,2022.In terms of seniority level,we enga

108、ged global brand marketers at or above the manager level.These managers work with annual marketing budgets of$1 million or more across the auto,financial services,FMCG,technology,health care,pharmaceuticals,travel,tourism and retail industries.Here are the corresponding sample distributions by regio

109、n.Please keep these sample sizes in mind when reading and interpreting the charts in this report.Respondents by region APAC:386 respondents EMEA:374 respondents North America:402 respondents Latin America:362 respondents TOTAL:1,524 About NielsenNielsen shapes the worlds media and content as a globa

110、l 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).