Laporan ROI global Nielsen memberikan wawasan dan rekomendasi bagi pengiklan, agensi, dan penerbit untuk meningkatkan laba atas investasi dalam rencana media
NEW YORK, July 6, 2022 – Nielsen (NYSE: NLSN) released its first-ever ROI Report, which identified gaps in marketers’ budgets, channels and media strategies that are compromising returns on investment (ROI) on media plans. The global report reveals data and delivers insights on what drives returns on ad spends, how to measure the returns, and how to improve on the metrics brands already have, with content unique to advertiser, agency, and publisher audiences.
Menurut laporan tersebut, sekitar setengah dari pemasar tidak membelanjakan cukup banyak uang di sebuah saluran untuk mendapatkan ROI yang maksimal. Meskipun ROI yang buruk dapat menyebabkan merek mengurangi pengeluarannya, Nielsen menemukan bahwa pengeluaran sering kali perlu lebih tinggi untuk menembus dan mendorong keuntungan. "Kesenjangan 50-50-50" dari Nielsen menyatakan bahwa sementara 50% dari rencana media kurang diinvestasikan dengan median 50%, ROI dapat ditingkatkan 50% dengan anggaran yang ideal.
Selain penganggaran, Laporan ROI memberikan wawasan dan rekomendasi utama untuk memberikan ROI yang lebih tinggi di berbagai area pemasaran, termasuk:
- Full funnel marketing: It’s rare for channels to deliver above average returns for both brand and sales outcomes, with 36% of media channels faring above average on both revenue and brand metrics. To grow ROI, brands should pursue a balanced strategy for both upper and lower funnel initiatives. Nielsen found that adding upper funnel marketing to existing lower and mid funnel marketing can grow overall ROI by 13-70%.
- Emerging media: It’s difficult for brands to spend big amounts without proof that the new media works, but spending small amounts can make it hard to see if the media is working. Nielsen found that podcast ads, influencer marketing and branded content can deliver over 70% in aided brand recall, and that influencer marketing ROI is comparable to ROI from mainstream media.
- Ad sales growth strategy: Ultimately, ROI will inform publisher pricing power. Publishers are not just competing against others in their channel, but also against other channels, so comparing channel ROIs can help set pricing strategy. The ROI Report uncovered that social media delivers 1.7x the ROI of TV, yet social gets less than one-third of TV ad budgets.
- Audience measurement: Campaigns with strong on-target reach deliver better sales outcomes. However, only 63% of ads across desktop and mobile are on-target for age and gender in the U.S., meaning that on the channels with the most exhaustive data coverage and quality, over one third of ad spend is off-target. To capitalize on opportunity and drive impact, advertisers should prioritize measurement solutions that cover all platforms and devices, with near-real time insights.
“Nielsen’s 2022 ROI Report serves as a guide for all parties involved in ad spending—the brands, agencies and publishers. In a time when there are more channels than ever to reach desired audiences, it’s critical that insights on ROI are attainable and easy to understand,” said Imran Hirani, Vice President, Media & Advertiser Analytics, Nielsen. “Brands can’t afford to waste valuable ads on the wrong audiences. By investing wisely and having a balanced strategy of both upper-funnel and lower-funnel initiatives, brands can reach the right audiences and maximize their ROI.”
Ini adalah Laporan ROI pertama yang diproduksi oleh Nielsen. Temuan-temuan dalam Laporan ROI dihasilkan dari pengalaman Nielsen dalam berbagai metode pengukuran termasuk Model Bauran Pemasaran, studi Dampak Merek, rencana pemasaran dan data pengeluaran yang bersumber dari klien, studi atribusi, dan Peringkat Iklan. Dalam banyak kasus, data disusun ke dalam database normatif atau meta-analisis di seluruh sampel studi untuk menghasilkan wawasan yang mewakili seluruh pengalaman Nielsen, memberikan pemasar, agensi, dan penjual media pandangan yang lebih lengkap tentang efektivitas media dibandingkan dengan satu perusahaan yang menarik dari pengalamannya sendiri.
Unduh Nielsen’s 2022 ROI Report to learn more.
Tentang Nielsen
Nielsen membentuk media dan konten dunia sebagai pemimpin global dalam pengukuran audiens, data, dan analisis. Melalui pemahaman kami tentang manusia dan perilaku mereka di semua saluran dan platform, kami memberdayakan klien kami dengan kecerdasan yang independen dan dapat ditindaklanjuti sehingga mereka dapat terhubung dan terlibat dengan audiens mereka-sekarang dan di masa depan.
An S&P 500 company, Nielsen (NYSE: NLSN) operates around the world in more than 55 countries. Learn more at www.nielsen.com or www.nielsen.com/investors and connect with us on social media.
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Nielsen
Landon Oakum
landon.oakum@nielsen.com
