새로운 닐슨 글로벌 설문조사에 따르면 마케터들은 새로운 디지털 채널이 부상하는 가운데 효과적인 크로스 미디어 측정, 예산 문제, ROI 측정에 대한 신뢰도 문제로 어려움을 겪고 있습니다.
NEW YORK - April 26, 2023 – Nielsen, a global leader in audience measurement, data and analytics, released its 2023 Annual Marketing Report, which uncovered that 84% of marketers are including streaming platforms in their media planning to meet their audiences, yet only 49% of survey respondents view OTT and CTV as effective advertising channels.
The fifth annual report, which surveyed nearly 2,000 global marketers in December 2022, found that advertisers and agencies lack complete and comparable data hampering their ability to fully understand audiences’ growing affinity for on-demand content that better meets their personal preferences delivered by digital platforms. Only 53% of marketers are confident in full-funnel measurement, and 69% agree that digital media and audience fragmentation amid the rise of streaming poses significant challenges to reach their target audiences, highlighting an increasing need for accurate, comparable, representative cross-media measurement across devices and platforms.
2023 연례 마케팅 보고서는 마케터들을 대상으로 경기 침체기의 영향, 미디어 지출 계획, 오디언스 데이터, 스트리밍을 포함한 미디어 믹스, 크로스 미디어 측정 과제 및 측정 기술에 대해 설문조사를 실시했습니다. 주요 조사 결과는 다음과 같습니다:
- Confidence in holistic ROI measurement is low: Globally, 71% of marketers say that comparability in cross-media measurement is important. Yet cross-media ROI measurement remains elusive for many, with CTV ad measurement presenting notable challenges.
- Planned channel investments transcend perceived effectiveness: Given the low confidence in channel-level and full-funnel ROI measurement, marketers report only mild degrees of effectiveness across channels, with perceived effectiveness lowest for podcasts, CTV, streaming audio and native advertising. However, these four channels are also among those that marketers plan to invest most in over the coming year, with planned increases ranging from 38%-42%.
- Investment in martech is declining: In addition to using less of their martech in recent years, marketers report plans to pull back on additional investment in the year ahead. Despite expected increased ad budgets, 24% of global marketers, on average, plan to reduce their investment in martech to some degree, with 12% planning cuts of 150% or more.
- Investments today can save money in the long term: Heading into 2023, most brands were already under-spending—by a median of 50%—to achieve their maximum ROI. Reducing spending by even more could suppress ROI even further, and negatively impact marketers’ top objectives for the year ahead: customer acquisition, closely followed by brand awareness.
“In a complex media world, with channel proliferation and changing consumer behavior, comparability can ensure data and measurement integrity and consistency leading to clarity and true outcomes success,” said Jamie Moldafsky, Chief Marketing and Communications Officer, Nielsen. “For marketers, that means focusing on the customer, testing new channels, learning where to pivot and leaning into new capabilities. And with the audience in mind, it’s critical to leverage the highest quality inputs and data to inform your way forward. With an eye on the future, true cross-media measurement requires transformative thinking that puts the audience ahead of a growing assortment of tools and solutions that measure at the channel level.”
이 보고서는 닐슨에서 발행하는 다섯 번째 연례 마케팅 보고서입니다. 이 보고서는 마케팅 예산을 100만 달러 이상 관리하고, 다양한 산업(자동차, 금융 서비스, FMCG, 기술, 의료, 제약, 여행, 관광, 소매업)에 종사하며, 미디어, 기술 및 측정 전략에 중점을 두고 있는 마케터들의 설문조사 응답을 기반으로 작성되었습니다. Download the report here.
닐슨 소개
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 55 countries. Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook 그리고 인스타그램).
언론사 연락처
랜든 오쿰
닐슨
landon.oakum@nielsen.com
