尼尔森：2023年营销报告_28页_2mb

2023 Nielsen Annual Marketing Report Summary

Introduction Overview

The report addresses the complexities of modern marketing in a digital-first landscape, stressing the need for consistent measurement due to rising media fragmentation and economic pressures. It highlights challenges such as low confidence in ROI measurement across channels and the proliferation of smart TVs and streaming content.

Key Findings

• Economic Impact and Budget Growth: Despite economic headwinds, 64% of global marketers expect ad budget increases, driven by digital channels like CTV and streaming, with forecasts showing significant ad spend growth in digital video.
• Streaming and CTV Trends: 84% of marketers include streaming in their media plans, and CTV budgets are shifting, with an average of 32% allocated to CTV globally. CTV growth is fueled by audience shift to streaming, with robust spending predicted.
• Measurement Confidence: Average confidence in cross-media ROI measurement is low at 54%, and channel-specific confidence ranges from 49% for CTV and podcasts to 61% for other digital channels. Only 52% of marketers use both reach/frequency and ROI metrics.
• Fragmentation and Data Issues: Smart TV data is not fully representative, and measurement relies on multiple tools (62% use multiple solutions), complicating deduplicated and comparable metrics. Third-party cookies and MAIDs phasing out exacerbate audience data challenges.

Challenges

• Low ROI Confidence: Marketers lack tools for holistic ROI measurement, with issues like misaligned metrics, incomplete audience data, and underutilized martech (only 42% use full capabilities).
• Underspending: Rampant underinvestment in media plans hampers maximum ROI, with digital video showing the highest underinvestment (66%).
• CETV Measurement Difficulties: CTV ad measurement is particularly challenging, with most marketers (36%) finding it somewhat difficult or neutral, due to tech and fragmentation.

Recommendations

• Embrace Comparable Measurement: Invest in media-agnostic tools and metrics to improve cross-media comparability and deduplicated data.
• Focus on Targeted Reach: Increase campaign reach to target audiences for higher ROI, leveraging data analytics to optimize.
• Boost Martech Investment: Despite some reductions planned, prioritize martech to enhance measurement efficiency and full-funnel insights.

Conclusion

In a complex digital environment, consistent, person-level measurement and targeted investments are crucial for maximizing ROI and navigating future challenges, benefiting long-term business objectives through improved audience engagement and strategic spending.