ニールセン、ROI戦略について世界のマーケティング担当者を調査した「2024年マーケティング年次報告書」を発表

第6回アニュアル・マーケティング・レポートは、ROIの証明と改善を視野に入れた、世界のマーケティング担当者の予算配分と成功の測定方法を探る。

NEW YORK - April 25, 2024 - Nielsen, a global leader in audience measurement, data, and analytics, released its sixth global Annual Marketing Report, revealing marketers’ priorities and plans to improve ROI in 2024 and beyond.

約2,000人の世界のマーケティング担当者を調査したこのレポートによると、マーケティング担当者は、ソーシャルメディア、検索、オンライン/モバイル動画、オンライン/モバイルディスプレイを、ROIの最も効果的なマーケティングチャネルと見なし続けているが、クロスメディア戦略とアプローチなしでは、重要な収益機会を逃す可能性があることがわかった。

2024年マーケティング年次報告書」は、予算配分と支出の楽観性、ブランド構築戦略、メディアバランス、全体的な信頼感などのテーマについてマーケティング担当者を対象に調査した。主な調査結果は以下の通り：

1. Marketer spending optimism is up in 2024: Despite the presence of inflation, consumer spending, and supply chain uncertainties as key planning considerations, 72% of global marketers expect bigger ad budgets this year, up from 64% on a year-on-year basis.
2. Marketer tactics may not drive top KPI results: Marketers’ top KPIs are long-term ROI and full-funnel ROI. At the same time, however, 70% of respondents plan to prioritize performance marketing over brand building initiatives. A shift to performance marketing, without supporting brand-building marketing, could limit long-term ROI and may cause brand decay.
3. Digital media allocations are approaching two-thirds of spending: On average, global marketers plan to allocate more than 63% of their media spending to digital channels, with social media, search, online video and digital display accounting for the largest increases. A year ago, marketers split their traditional:digital spending 50:50.
4. Marketing technology confidence doesn’t match measurement realities: 84% of global marketers say they’re either extremely or very confident in their ROI measurement capabilities, up from 69% in 2023. Comparatively, only 38% say they evaluate the holistic ROI of their marketing efforts by measuring traditional and digital marketing together.

“Marketers manage a diverse and growing number of channels – each with a unique set of activation needs and performance metrics. Nielsen’s Analytics Portfolio meets marketers where they are at – across channels and across objectives – to accurately measure and maximize returns across a complete marketing plan,” said Tina Wilson, EVP and Group GM, Analytics Portfolio Companies, Nielsen. “Our research reaffirms that effective measurement requires an integrated effort across media to understand brand and performance metrics in the short and long term.”

This is the sixth Annual Marketing Report produced by Nielsen. The report is based on survey responses in December 2023 from marketers who manage marketing budgets of $1 million or more, who work across a variety of industries (auto, financial services, FMCG, technology, health care, pharmaceuticals, travel, tourism, and retail), and whose focus pertains to media, technology, and measurement strategies. Download the report here.

ニールセンについて

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future. Nielsen operates around the world in more than 50 countries. Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook そして Instagram).

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