2018尼尔森CMO报告（英文版）-2mb

The Nielsen CMO Report 2018 Summary

Core Content

The Nielsen CMO Report 2018 provides an in-depth analysis of how brand advertisers are navigating the evolving marketing landscape. It explores the challenges and opportunities in evaluating, measuring, and budgeting across traditional and digital media channels, as well as the role of agencies and the importance of data and analytics in modern marketing strategies.

Main Views

Digital Media

• Perceived Importance: Search and social media are ranked as the most important digital media channels, with 79% and 73% of marketers respectively considering them extremely or very important. Online video and email follow closely behind.
• Perceived Effectiveness: Search, social media, and mobile are seen as the most effective channels, with 68%, 68%, and 59% of marketers respectively rating them as very or extremely effective. OTT/CTV is the least effective, with only 28% of marketers rating it as very or extremely effective.
• ROI Measurement: While 74% of marketers have some confidence in measuring digital ROI, only 26% report high confidence. This suggests that while digital media is effective, the ability to accurately quantify its return on investment remains a challenge.
• Future Spending: 82% of marketers expect to increase their digital media spend over the next 12 months, with an average projected increase of 49%. This indicates a strong shift towards digital platforms.
• Challenges: Concerns about ad fraud, brand safety, and data hygiene remain significant. Marketers are increasingly looking for brand-safe channels and more transparent measurement tools.

Traditional Media

• Perceived Importance: Television is the most important traditional media channel, with 30% of marketers rating it as extremely important. Radio is also highly valued, particularly in the U.S., with 45% of respondents considering it effective.
• Perceived Effectiveness: TV is the most effective traditional media channel, with over 61% of marketers rating it as very or extremely effective. Print and radio follow, with 62% and 45% respectively.
• ROI Measurement: 59% of marketers have some confidence in measuring traditional media ROI, but only 23% report high confidence. Challenges persist in linking traditional media to offline sales and brand impact.

Key Information

Budget Allocation

• Current Spending: Digital media currently represents around 37.6% of total advertising spend, while traditional media accounts for 36.6%. This suggests a relatively balanced split.
• Future Outlook: Marketers expect a significant increase in digital spend, with 82% predicting growth and only 4% expecting a decrease. This reflects a strategic shift towards digital.

Agencies

• Spending Trends: 43% of marketers plan to increase their spending with agencies, driven by confidence in their ability to deliver strong ROI.
• Role of Agencies: Agencies are seen as key partners in navigating the complexities of digital advertising and improving ROI measurement.

Data and Analytics

• Investment Trends: 79% of marketers expect to increase their investment in marketing analytics and attribution in the next 12 months.
• Data Challenges: Marketers are concerned about data quality, particularly in the context of ad fraud and brand safety. The need for better data management platforms is evident.

Omnichannel Marketing

• Progress: Marketers are making strides in omnichannel strategies, which are media-agnostic and customer-focused.
• Campaign Objectives: Customer acquisition is the top campaign objective, often associated with digital channels like search. Brand building is the second, typically linked with traditional media like TV and radio.

Conclusion

The report highlights a gradual but inevitable shift in marketing strategies, with digital media gaining prominence. Despite this, challenges in measurement and ROI quantification persist. CMOs are adapting by investing in data analytics, brand-safe channels, and more strategic media planning. The evolution of the marketing landscape is seen as a continuous process, requiring responsiveness and innovation to stay ahead.

Key Statistics

• 82% of marketers expect to increase digital media spend.
• 79% of marketers plan to increase investment in marketing analytics and attribution.
• 43% of marketers plan to increase spending with their agencies.
• 51% of marketers spend less than 40% of their budget on digital media.
• Only 26% of marketers report high confidence in measuring digital media ROI.
• 23% of marketers report high confidence in measuring traditional media ROI.
• 66% of marketers expect no change or a decrease in trade spend.