contenu

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

Lien
https://www.nielsen.com/insights/2024/maximizing-roi-in-a-fragmented-world-nielsen-annual-marketing-report/
Résumer
A Nielsen survey of global marketers reveals insights into their spending habits, goals, and challenges in maximizing ROI. Marketers are increasing ad spend, particularly in effective channels like CTV, retail media networks, social, and search. However, achieving long-term and full-funnel ROI remains a challenge due to a global shift towards performance marketing and media buying trends that may not align with these goals. Effective ROI begins with reach, yet not all digital channels effectively target audiences, risking long-term growth. While marketers express confidence in their martech's ability to measure holistic ROI, only a third integrate measurements of traditional and digital efforts, despite audiences consuming media across various platforms. Despite economic challenges like inflation and supply chain issues, marketers are optimistic about their budgets for the year, with a notable increase in digital channel allocations, particularly in CTV, search, and retail media. However, uneven budget distribution across the buyer journey and a siloed performance view could hinder their ability to achieve full ROI potential.