2023-09-01-尼尔森-2023年营销报告_28页_2mb

2023 Annual Marketing Report Summary

1. Foreword

• Jamy Moldafsky (Nielsen COO) emphasizes the need to find comparability in a complex marketing landscape to measure data integrity and ensure consistency, with brands adjusting to audience preferences and testing new channels.

2. Executive Summary

• Digital and streaming investments are on the rise amid economic pressure, with budget increases outweighing traditional media decline.
• Confidence in holistic ROI measurement is low: Globally, less than 60% of marketers express high confidence in cross-platform or channel-specific ROI.
• CTV & Streaming: 32% of ad spend globally shifts to CTV, growing at a CAGR of ~4.8% through 2025.
• Market Tech Underutilization: 42% of surveyed marketers are not using their full martech capabilities, contributing to measurement challenges.

3. Core Findings

• ROI Confusion: Use of multiple measurement platforms (62% of marketers) & reliance on reach/frequency metrics (52%) impairs deduplicated ROI assessment.
• CTV Paradox: Budget favored over effectiveness (average CTV ROI confidence at 50%), with highly variable results globally.
• Fragmentation Challenges: Smart TV data issues, reliance on platform-specific tools, and distributed media platforms (email, social, video, etc.) hinder unified intelligence.
• Martech Investment Trend: 24% plan to reduce martech budgets, despite increased ad spend expectations.

4. Key Recommendations
1. Embrace Comparable Measurement Mindset: Focus on media-agnostic solutions to unify linear/digital data and improve person-level measurement.
2. Prioritize Long-Term ROI Goals: Underspending affects return potential (median plans suggest 50% under-investment).
3. Targeted Reach Drives ROI: Case studies show strategic targeting significantly boosts return over broad reach.
4. Balance Technology Use: Synergize martech investments for comprehensive tracking, moving away from point-in-time tools.

5. Cross-Channel Action

• Reduce reliance on competing tools, integrating proprietary/3rd-party solutions
• Balance immediate ROI dashboards with long-term audience-building goals
• Enhance reach and relevance for maximum customer acquisition

6. Caveats

• Regional Variations: Highest marketing complexity in Latin America; unique strategies needed for varying infrastructure.
• ROI Variability: Strategy depends on market (Podcasts/CTV lag in measurable effectiveness vs. higher-performing digital channels).
• Continued Economic Pressures: Maintain focus on building brand equity while optimizing limited budgets.