In the face of a likely global recession, marketers are under pressure to justify marketing budgets, defend ad spend and deliver returns on their media investments. But the increasing complexity of the media landscape makes tracking and predicting ROI difficult, and only 54% of global marketers are confident in their ability to measure full-funnel ROI. In order to optimize media spend and campaign creative to increase returns on media spend, advertisers first need to understand and identify which executional ROI drivers—like tactics, channels and brand—are important for their target region.
尼尔森 Compass 数据库显示，不同市场和地区的广告支出回报率存在显著差异。在相同的策略下，顶级市场的回报率可能是低级市场的 3-6 倍，而在地区层面，表现好的地区和表现差的地区之间的差异可能高达 85%。
一般来说，投资回报率驱动因素分为两类：执行驱动因素和环境驱动因素。执行性投资回报率驱动因素是指营销人员可以通过数据驱动决策来优化广告效果，如预算规划、媒体渠道分配和飞行中的广告活动优化。环境因素是市场特定的驱动因素，如竞争格局和消费者习惯，这些因素不在营销人员的控制范围内，但对广告效果有影响。
由于不同情况下的媒体效果存在很大差异，营销人员需要了解市场层面上投资回报率的主要驱动因素，从而获得能够提升业绩的真知灼见。
最高执行投资回报率驱动因素
Media planning excellence
每项成功的媒体活动都始于坚实的基础。媒体规划和策略是任何营销活动的基本要素，但许多营销人员没有意识到规划对投资回报率结果的影响。平衡所需的媒体支持数量与成本和覆盖范围是一件棘手的事情，但能够为每项内容调配最佳水平的品牌将最大限度地提高广告支出回报率，同时降低总体媒体成本。
Amount
When it comes to ad spend, most marketers are erring on the side of caution, and timidity is limiting ROI opportunities. A Nielsen study of media plans found that only 25% of channel-level investments were too high to maximize ROI, and within this group, the median overspend amount was 32%. And while reducing spend would improve channel ROI by a modest 4%, brands would also see significantly reduced sales volume due to a drop in ad-driven sales.
Underspending, on the other hand, is a significant challenge. Nielsen’s 2022 ROI Report found that 50% of planned media channel investments were too low to achieve maximum ROI. The median underinvestment level was 52%—a large gap that most brands won’t be able to close in a single planning cycle. But brands that do close the gap can improve ROI by a median of 50.3%.
Cost
When it comes to minimizing cost, it’s not as simple as choosing the least-expensive media channels, as there is often variation on both cost and performance within even a single channel. Digital video, for example, has a typical range of variation in cost of about 2-3X within a country, according to Nielsen data.
举例来说，如果优质数字视频广告比非优质广告更昂贵，但优质广告对投资回报率的积极影响更大，那么较高的前期成本就是物有所值。为了确定哪些渠道能为每个市场带来最大价值并提高投资回报率，广告商需要能够对投资回报率进行全面衡量和归因，这样才能针对每个地区优化渠道和策略。
Targeting
Getting your ad in front of the most receptive audience is critical. Reach and audience composition metrics don’t just help marketers understand who they’re reaching, they can also help them drive better sales outcomes.
A recent analysis using Nielsen 数字广告评级 found that ad partners that served fewer ads to their target audience saw an average ROI of $0.25 per $1 spend, while those who delivered more ads to their target audience realized an average ROI of $2.60 per $1 spent.
卓越的信息传递和创意
In a media landscape where consumers have more choices than ever before, staying top-of-mind with consumers often comes down to creative excellence. According to a recent Nielsen study commissioned by Google, ads perform best when they draw attention, feature the brand, connect personally with audiences and direct them to take action. Campaigns that delivered ads following those principles saw a 30% higher sales lift than those that didn’t. And the more message and platform testing a brand does will likely increase positive returns.
执行投资回报率驱动因素的复杂性，以及不同品牌和渠道之间的变化，使得广告主能够根据自身的独特情况定制媒体计划变得至关重要。由于影响广告活动执行的因素众多，营销人员考虑的定制投入越多，其投资回报率预测就越准确。事实上，尼尔森预测投资回报率（PROI）数据发现，数据驱动的预测比单纯使用标准和基准的预测准确率要高出 65%。
