In a media landscape where consumer touchpoints are increasingly disparate, being able to justify marketing spend by directly linking it to consumer touchpoints and sales is a significant challenge. Investing in a full-funnel marketing approach can help marketers strike a balance between immediate performance results and long-term brand sustainability efforts to drive long-term success.

This report follows a roundtable at Advertising Week New York 2024 with key industry peers and experts led by Nielsen, underscoring the critical role of full-funnel measurement in driving marketing success.