全球54%的营销人员计划在2025年削减支出，因此广告支出效率将至关重要。目标很明确：以最低的成本实现营销效果的最大化。然而，实现这一目标的道路往往因对媒体渠道有效性的误解而变得模糊。
Advertisers are increasingly favoring lower-cost, performance-oriented digital tactics such as CTV, social, influencer marketing, and search, while shifting budgets away from traditional, high-reach media like radio. Yet, this strategy might be flawed. Nielsen’s latest data reveals a stark contrast between how marketers perceive channel performance and how these channels actually perform in terms of ROI. It can also result in underinvestment in building brand equity that’s vital for driving long-term growth. The discrepancy is crucial for marketers to understand and address to optimize their media mix.
感知与表现：危险的脱节
Nielsen’s 2025 年度营销报告 found that marketers are driving increased investments in digital channels, which they see as more effective. Digital channels are taking precedence due to their perceived measurability and direct attribution. However, ease of measurement does not always equate to effectiveness or higher ROI.
专有的KPI和较低的CPM可能会产生误导，而且渠道声称的转化功劳并不一定能转化为实际价值。这种偏见可能会导致对传统渠道（例如广播）的投资不足。尽管广播被认为效率较低，但其投资回报率却相当可观。
Global Compass 的数据与营销人员的认知形成了强有力的对比。尽管营销人员认为广播在感知效果方面排名垫底，但实际上，广播的投资回报率在全球范围内名列前茅，仅次于社交媒体。这表明，营销人员由于认知不准确而错失了一个高效的渠道。同样，播客的投资回报率堪比电视和数字广告，但却常常被忽视或低估。这些洞察凸显了认知与效果之间存在着严重的偏差，这可能导致媒体规划中出现代价高昂的错误。
了解受众的重要性
为了弥合这一差距，营销人员需要从依赖感知效果转向分析客观数据。第一步是了解你的目标受众。营销人员必须在受众消费媒体的地方与他们接触。他们在哪里花时间？他们信任哪些渠道？
Pinpointing preferred platforms and trusted channels is essential for strategic media placement and maximizing engagement. For example, radio demonstrates remarkable reach among specific demographic segments. In the U.S., radio reaches 27.4 million Black listeners—an average reach that matches that of connected TV.
黑人消费者尝试本地电台推广产品的可能性是其他人群的两倍。这为那些希望在这一细分市场中提升销量并建立品牌忠诚度的营销人员提供了重要的机遇。认识到受众行为和媒体偏好的这些细微差别，有助于制定更有针对性、更有效的营销策略。
定义你的营销目标
明确营销目标也至关重要。您的目标是提升品牌知名度、推动销售，还是两者兼而有之？在我们的年度营销调查中，一半的营销人员将收入增长列为首要任务，而只有 45% 的营销人员将品牌知名度放在首位。
It’s important to recognize that brand building and performance marketing are not mutually exclusive; they are interdependent. A brand loses an average of 2% of future revenue for every quarter it stops advertising, while a 1-point gain in brand metrics can drive a 1% increase in sales. Therefore, a balanced approach that considers both short-term performance and long-term brand health is essential.
过度注重以绩效为导向的数字策略，可能会导致对构建品牌资产和推动长期增长的渠道投资不足。这种投资不足会侵蚀品牌资产，并限制未来的销售潜力。营销人员不应用数字渠道取代传统渠道，而应致力于在保持对成熟高覆盖平台的投资的同时，拓展数字渠道。
With adequate data and methodology, traditional channels can be measurable drivers of ROI. 音频, for example, can be difficult to measure due to relatively lower spend, but looking at the size of the budget, the quality of the inputs and the granularity of the outlet can measure the impact of radio, streaming audio, and podcasts.
战略要务：扩大规模，而不是替代
制定合适的媒体组合需要超越认知，拥抱数据驱动的决策。通过分析投资回报率基准、了解目标受众行为并明确营销目标，营销人员可以优化广告支出并提高效率。
It’s essential to recognize the value of both traditional and digital channels, and to strike a balance between short-term performance and long-term brand building. The key is to scale into digital, not substitute away from high-performing, high-reach platforms like radio. By doing so, marketers can ensure they are investing in channels that truly deliver results, and not just those that are perceived to be effective.
For more insights on global marketers’ perceptions and priorities this year, please check out our 2025 年度营销报告.
