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.
Em meio ao contínuo escrutínio do orçamento e à fragmentação da mídia, o The Marketing ROI Blueprint identifica mudanças cruciais no comportamento dos profissionais de marketing, revelando três áreas principais de oportunidade para que as marcas gerem resultados mensuráveis com confiança. Essas áreas incluem a priorização dos resultados comerciais em relação às métricas básicas de entrega, a adoção da integração entre mídias para preencher as lacunas de medição e a elevação da responsabilidade criativa, vinculando o impacto da campanha diretamente às vendas e ao aumento da marca. O relatório oferece uma estrutura robusta para capacitar as marcas a unificar seus dados, otimizar investimentos e, por fim, gerar resultados mais impactantes e orientados por dados.
Principais destaques do relatório:
- 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.
Como este relatório beneficia os profissionais de marketing:
- 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.
Sobre a Nielsen
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, YouTube, Facebook e Instagram).
