NEW YORK – October 9, 2025 – Nielsen, the global leader in audience measurement, data and analytics, today announced the release of The Marketing ROI Blueprint: Unlocking the full value of marketing investments, a strategic report designed to equip brand and media investment leaders with the tools to prove tangible business impact in a fragmented media landscape.
지속적인 예산 조사와 미디어 세분화 속에서 마케팅 ROI 청사진은 마케터 행동의 중요한 변화를 파악하여 브랜드가 자신 있게 측정 가능한 결과를 이끌어낼 수 있는 세 가지 주요 기회 영역을 제시합니다. 여기에는 기본적인 전달 지표보다 비즈니스 성과를 우선시하고, 크로스 미디어 통합을 수용하여 측정 격차를 해소하며, 캠페인 효과를 매출 및 브랜드 상승과 직접 연결하여 크리에이티브 책임성을 높이는 것이 포함됩니다. 이 보고서는 브랜드가 데이터를 통합하고 투자를 최적화하며 궁극적으로 더욱 영향력 있는 데이터 기반 성과를 창출할 수 있도록 지원하는 강력한 프레임워크를 제공합니다.
보고서의 주요 내용
- The industry is prioritizing business outcomes: Reflecting a broad industry shift from top-of-funnel reach, 38% of marketers are now prioritizing sales or ROI as their top metrics for success, underscoring the demand for measurable business impact.
- ROI measurement confidence gap persists: 85% of marketers express confidence in their ability to measure ROI, but only 32% actually measure ROI holistically across traditional and digital media channels, highlighting a critical gap between perception and practice.
- Opportunity exists for unified emerging channel measurement: 27% of marketers still measure sponsorship separately, highlighting a clear path to gaining a full understanding of its contribution within the broader media ecosystem.
- Holistic measurement is the proven industry standard: Recognizing the limitations of fragmented data, 60% of marketers are now incorporating both reach/frequency and ROI into their cross-media measurement strategies, confirming the industry’s commitment to achieving a comprehensive view of campaign effectiveness.
- Creative evaluation is crucial for maximizing impact: Marketers are increasingly using tools like brand lift and sales lift to connect creative elements directly to measurable outcomes, helping to optimize campaign performance and prove tangible business impact.
이 보고서가 마케팅 전문가에게 주는 혜택
- Proven ROI strategies: Access actionable insights on integrating data across all media channels, enabling you to measure and prove the real business impact of your campaigns.
- Optimized campaign performance: Discover practical solutions to enhance both creative effectiveness and cross-media measurement, empowering you to elevate campaign results across the board.
- Smarter budget allocation: Make smarter, data-backed decisions that minimize waste, ensure more efficient use of resources, and drive higher marketing ROI.
- Informed, agile decision-making: Leverage advanced tools and strategies to evaluate media and creative performance, allowing for agile and informed decisions.
닐슨 소개
Nielsen is 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 global audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, 유튜브, Facebook 그리고 인스타그램).
