【行业报告】尼尔森-2023年度营销报告（英）_市场营销策划_2023年市场报告6月第1周_ppt.pptxVIP

2023 AnnualMarfieting Rep rtThe need for consistent measurement in a digital-first landscape Table of contentsForeword3Introduction4Key survey findings5Industry insights7Digital spend edges out other investments amid economic headwind8Global ad budgets are leaning into CTV11Confidence in holistic ROI measurement is low15Increasing complexity inhibits measurement confidence17Our tafieaways21Investments today can save money in the long term22The future is here: embrace a comparable measurement mindset24Increase your ROI by reaching more of your target audience25About this report272Copyright ? 2023 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. ForewordThere is no shortchanging the complexity that comes with being a CMO today. But at the same time, complexity doesn’t grant CMOs any leeway when it comes to delivering for theirbusinesses or justifying their marketing investments. In reality, we know that increased complexity simply amplifies accountability.Whether it’s managing with constrained resources, understanding audience engagement with new media channels, assessing measurement tools and tech stacks, identifying the right data partner, or all of the above—complexity is both a unique and universal challenge.Throughout history, marketers have navigated complexity by, first-and-foremost, keeping the customer as their North Star. In the world of media management, that means ensuring you stay relevant and connected with audiences where they are— in traditional channels and new ones—which, admittedly, can require a period of opacity as measurement and data ramp up.In a complex world, with media channel proliferation,it’s imperative to find comparability—to ensure data and measurement integrity and consistency in order to find clarity and true outcomes success.It sounds simple to say that we live in a complex world. But it’s the CMO’s job to navigate that complexity, make the right decisions, spend in the right places and ultimately deliv