From a budgeting perspective, global marketers planned to increase their spending across all channels as 2022 got underway, with significant emphasis on select digital channels like social media, video and display ads.
营销人员将一如既往地负责证明他们为提升品牌和获取新客户而投入的数十亿资金的有效性。然而，尽管营销技术可以让营销人员深入了解这些努力的参与情况，但他们可能无法深入了解自己的投资规模是否合理，是否能取得最佳效果。
营销人员在越来越多的渠道上增加支出和分配资金，这并不奇怪，尤其是当新的渠道吸引了新的受众时。但是，当我们考虑全渠道的有效性时，营销人员应该将渠道参与度的提高和花费时间的增加等指标与强调受众接触内容后发生了什么的测量指标结合起来。
To better understand what level of spending might be most effective at a channel level, Nielsen recently conducted a thorough analysis of cross-channel media plans. Through the study, we found that half of media channel investments are actually too low to be effective. Said differently, if marketing teams committed the ideal, optimized amount, their returns could increase by as much as 50%.
让我们通过尼尔森《2022 年度营销报告》中详述的计划渠道支出分配来了解这一前提。在所有渠道中，营销人员计划在社交媒体上增加的支出最多（53%）。由于没有品牌和代理公司的具体支出数额，因此很难用实际金额来进行讨论。但我们可以根据品牌的媒体计划来评估其支出是否有效。
Perhaps surprisingly, 43% of plans1 are not allocating enough to social media—even though it’s the channel that marketers are most financially focused on. In fact, the median amount of under-investment in social media is 58%. When marketers optimize their spending, the median increase in ROI is 44%.
Our analysis found that optimum ROI depends on optimum spend. So instead of pulling back when ROI isn’t at a desired amount, the initial gut reaction to pull back might actually be the opposite of what should be done. The premise of “spend money to make money” holds true here. To get the best ROI, brands and agencies need to determine how much they need to spend—down to the channel—to break through.
可以这样想：在大型体育节目中，观众会看到两三次新休闲食品的广告，而在同一赛事中，观众可能会看到一系列竞争产品或类似产品的广告。在零食这样一个拥挤的领域，新品牌可能需要比老品牌做更多的广告，才能为观众所熟悉。确定突破的最佳花费既是突破受众的关键，也是实现收益最大化的关键。
为了确定最佳支出阈值，尼尔森最近对投资回报率观察进行了分析，确定品牌需要将收入的1%至9%用于保持竞争力。这个范围内的最佳点当然各不相同，但当需要更高的投资回报率时，就需要更加细化。
Here’s an example: Many media plans remain very focused on traditional TV, which makes sense when you consider that live TV continues to account for twice the amount of time that audiences spend with connected TV (CTV). Even so, however, our predictive ROI research has found that 31% of media plans under-spend on TV. The median level of under-spend is notable at 41%. If brands and agencies adjusted upward, their ROI could increase by as much as 53%.
品牌在制定媒体预算时会考虑一系列因素，包括投资回报率。然而，在这些考虑因素中，预算对于活动效果至关重要。而在全球范围内，品牌和代理公司的效果并不尽如人意。这是因为尼尔森的研究发现，50% 的媒体计划将高达 50% 的投资回报率搁置一旁。
For additional insights, download our recent 2022 ROI Report.
资料来源
1尼尔森预测投资回报率数据库，2022 年 5 月
