Nielsen surveyed marketers around the world to understand where they’re spending, what their goals are and what’s getting in the way of maximizing their ROI. By analyzing these plans and priorities, we’ve developed recommendations to sharpen your own ROI strategies for 2024 and beyond.
Ad spend estimates are up and earmarked for ‘effective’ channels, especially across CTV, retail media networks, social and search. But channel-level performance doesn’t always help you achieve campaign goals.
Marketers’ top KPIs are long-term ROI and full-funnel ROI. However, a global shift toward performance marketing, coupled with other media buying trends, won’t deliver on these priorities.
ROI starts with reach, and not all digital channels deliver winning, on-target rates. Leaning too heavily into just a few channels can mean you miss out on reaching new audiences essential for long-term growth.
Global marketers are very confident in their martech’s ability to measure holistic ROI. However, barely one-third measure their traditional and digital marketing efforts together. Audiences don’t consume media in silos, and neither should measurement.
Despite inflation, slowed consumer spending and supply chain uncertainties, marketers feel better about budgets this year. But they won’t spread that money evenly across the buyer journey, and a siloed view of performance may hurt marketers’ ability to deliver on full ROI potential.
of global marketers expect bigger ad budgets
this year, up from 64% in 2023
of media budgets are going toward digital channels—with CTV, search and retail media
driving the biggest increases