The first half of 2025 has been eventful for marketers in Europe. AI use is on the rise, shaking up business as usual.1 At the same time, economic uncertainty has many working with leaner advertising budgets.
In Nielsen’s 2025 global marketing survey, we asked European marketers how they’re shifting media advertising budgets, prioritizing their marketing objectives, and utilizing AI technologies to meet their goals. Let’s dig into the numbers to help you understand how to navigate challenges for the rest of the year.
Europeans are reducing budgets & shifting spending
不可否认，今年全球各行各业都在紧缩预算。欧洲营销人员正面临着独特的经济挑战，60%的欧洲营销人员表示将在 2025 年减少广告支出，这与全球 54% 的平均水平形成了鲜明对比。
Several factors could be at play here. Challenges from sluggish local economies, trade uncertainties and ongoing conflict in Eastern Europe, and across parts of the Middle East, are creating uncertainty in the European marketplace.
那么，随着预算的变化，企业在哪些方面的付费媒体渠道支出最具价值呢？在最有效的数字渠道中，社交媒体排名第一，而欧洲营销人员认为户外媒体（广告牌、标志等）是最有效的传统渠道，占 51%。
数字广告支出与这些渠道的效果明显相关。该地区三分之二的营销专业人士表示，与传统渠道相比，数字媒体渠道至少占据了付费营销工作的 40%。但这些趋势并不一定代表该地区的所有国家。
尼尔森广告英特尔（Nielsen Ad Intel）的数据显示，2024 年英国的广告主在社交媒体上投入了大量资金。然而，在德国，传统印刷媒体仍是主要的广告媒体。了解当地市场行为有助于您做出更明智的支出决策。
了解欧洲营销目标
数据很清楚--59% 的欧洲营销人员今年将绝大多数精力放在了收入增长上。相比之下，37%的营销人员将品牌知名度作为首要或次要投资重点。
这与北美和亚洲等其他地区形成了鲜明对比，在这些地区，营销人员在优先事项上的意见相当一致。
此外，他们对客户维系的重视程度也高于新客户的获取。这些趋势可能说明了当地市场发展缓慢的状况。
不过，尽管该地区更注重收入增长而非品牌，但该地区也是最注重衡量覆盖率/频率和投资回报率的地区，达到 62%，而非单独衡量，比全球平均水平高出 2%。
利用工具和技术衡量成功
虽然欧洲营销人员了解整体衡量的重要性，但在跨媒体衡量方面，该地区却处于落后地位。欧洲营销人员全面衡量其数字和传统媒体支出的比例仅为 23%，为全球最低。
测量技术可以帮助营销人员应对这些挑战。但是，在对营销测量技术的优先级进行排序时，欧洲在全球范围内也是一个异类。所有其他地区都将准确性列为最优先考虑的因素，而欧洲营销人员却将成本效益和透明度列为最优先考虑的因素。
考虑到欧洲营销人员对收入增长的积极关注，将成本效益放在首位也就不足为奇了。在透明度方面，这些营销人员可能愿意为降低成本而牺牲一些准确性和实用功能，但他们也希望清楚地了解测量中的任何限制。
As European marketers look to drive growth and measure success, new tools like AI could also prove useful. Also ranking lowest globally, about two-thirds of respondents indicated that their company frequently uses AI in marketing measurement with quality assurance and predictive analysis being the most used features. Using AI to maximize cost-efficiency is at the forefront of businesses around the world, and the data shows there is certainly more room for European marketers to leverage these technologies to reduce costs and drive results.
数据比较
Marketers globally are facing their own unique challenges and prioritizing different strategies to navigate uncertainties in the global marketplace. Discover key strategies for brand building and performance success at our upcoming webinar on Tuesday, July 15.
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1 eMarketer, 2025
