2018尼尔森CMO报告（英文版）_64页_2mb

Nielsen CMO Report 2018 Summary

Core Content Overview

The Nielsen CMO Report 2018 explores how CMOs across various industries—consumer packaged goods, automotive, retail, technology, and financial services—are adapting to the evolving marketing landscape by evaluating, measuring, and budgeting across media channels, agencies, and data technologies. The report highlights the shift toward digital media, the challenges in measuring ROI, and the ongoing importance of traditional media.

Main Findings

1. Media Channels: Evaluation, Measurement, and Budgeting

• Digital Media:

  • Marketers view search and social media as the most important and effective channels, with 79% and 73% respectively ranking them highly.
  • Online video and email are also highly valued, with 64% and 59% of respondents considering them very or extremely important.
  • OTT/CTV is the least ranked digital channel, with less than 8% considering it extremely important and 25% finding it not important at all.
  • Digital ad spend has surpassed traditional media and is expected to grow further, with 82% of CMOs planning to increase digital media budgets over the next 12 months, compared to only 30% for traditional media.

• Traditional Media:

  • Television remains the most important and effective traditional channel, with 30% of respondents ranking it as extremely important and 51% as very important.
  • Radio is the most effective in terms of weekly reach in the U.S., with 45% of respondents considering it effective.
  • Print and direct mail are also valued, though not as highly as TV or radio.
  • Traditional media is generally seen as a reach medium, making it harder to connect directly to sales, but still critical for brand building and top-of-funnel marketing.

2. ROI Measurement Challenges

• Only 26% of marketers reported high confidence in measuring the ROI of their digital media campaigns, while 59% had some confidence.
• For traditional media, 23% of marketers had high confidence in ROI measurement, and 42% lacked confidence.
• Digital media is seen as more precise, but attribution and measurement still lag behind in accurately quantifying the impact of campaigns.
• Marketers are increasingly looking to improve media efficiency by reducing waste through reach and frequency measurement, ad viewability, and data management platforms.

3. Trade Spend

• Trade spend (e.g., in-store discounts, coupons, special offers) is expected to decrease or remain stable for 66% of respondents.
• Despite this, CMOs are seeking a unified approach to align trade and media strategies for better spend allocation.
• The report suggests that trade spend is often seen as a complementary strategy to digital, but its effectiveness is still debated.

4. Agencies and Partnerships

• 43% of CMOs plan to increase spending with agencies over the next 12 months, driven by confidence in agencies’ ability to deliver ROI.
• Walled gardens (e.g., Facebook, Google, Amazon) are becoming more important, though challenges in transparency, brand safety, and ad fraud persist.
• There is a growing recognition of the need for common rules and standards across advertisers, agencies, and publishers to ensure consistent ROI measurement and ad transparency.

Key Viewpoints and Insights

• Digital media is increasingly seen as a growth driver, with search, social media, and mobile being the top channels in terms of importance and effectiveness.
• Ad fraud and data challenges are major concerns, with some CMOs expressing skepticism about the value of digital media.
• Omnichannel marketing is gaining traction, with CMOs aligning their media strategies with campaign objectives.
• Customer acquisition is the most highly ranked campaign objective, favoring digital channels, while brand building is associated with traditional channels.
• Brand safety and audience delivery are critical issues in digital media, with Teads reporting that 58% of U.S. CMOs have increased spending on brand-safe channels.

Conclusion

CMOs are adapting to a rapidly changing media environment by investing more in digital media, analytics, and agencies. However, measuring ROI remains a significant challenge, especially for traditional media. The report underscores the importance of transparency, data quality, and alignment between media strategy and campaign goals. As the marketing landscape continues to evolve, CMOs must remain responsive to change to ensure effective and measurable marketing outcomes.