尼尔森的全球投资回报率报告为广告商、代理商和出版商提供了提高媒体计划投资回报率的见解和建议
NEW YORK, July 6, 2022 – 尼尔森 (NYSE: NLSN) released its first-ever ROI Report, which identified gaps in marketers’ budgets, channels and media strategies that are compromising returns on investment (ROI) on media plans. The global report reveals data and delivers insights on what drives returns on ad spends, how to measure the returns, and how to improve on the metrics brands already have, with content unique to advertiser, agency, and publisher audiences.
报告显示，约有一半的营销人员在某一渠道的花费不足以获得最大的投资回报率。虽然投资回报率低可能会导致品牌缩减开支，但尼尔森发现，通常需要增加开支才能取得突破并推动回报。尼尔森的 "50-50-50 差距 "指出，虽然 50%的媒体计划投资不足，中位数为 50%，但如果有理想的预算，投资回报率可以提高 50%。
除预算编制外，投资回报率报告还提供关键见解和建议，以便在多个营销领域实现更高的投资回报率，包括
- Full funnel marketing: It’s rare for channels to deliver above average returns for both brand and sales outcomes, with 36% of media channels faring above average on both revenue and brand metrics. To grow ROI, brands should pursue a balanced strategy for both upper and lower funnel initiatives. Nielsen found that adding upper funnel marketing to existing lower and mid funnel marketing can grow overall ROI by 13-70%.
- Emerging media: It’s difficult for brands to spend big amounts without proof that the new media works, but spending small amounts can make it hard to see if the media is working. Nielsen found that podcast ads, influencer marketing and branded content can deliver over 70% in aided brand recall, and that influencer marketing ROI is comparable to ROI from mainstream media.
- Ad sales growth strategy: Ultimately, ROI will inform publisher pricing power. Publishers are not just competing against others in their channel, but also against other channels, so comparing channel ROIs can help set pricing strategy. The ROI Report uncovered that social media delivers 1.7x the ROI of TV, yet social gets less than one-third of TV ad budgets.
- Audience measurement: Campaigns with strong on-target reach deliver better sales outcomes. However, only 63% of ads across desktop and mobile are on-target for age and gender in the U.S., meaning that on the channels with the most exhaustive data coverage and quality, over one third of ad spend is off-target. To capitalize on opportunity and drive impact, advertisers should prioritize measurement solutions that cover all platforms and devices, with near-real time insights.
“Nielsen’s 2022 ROI Report serves as a guide for all parties involved in ad spending—the brands, agencies and publishers. In a time when there are more channels than ever to reach desired audiences, it’s critical that insights on ROI are attainable and easy to understand,” said Imran Hirani, Vice President, Media & Advertiser Analytics, Nielsen. “Brands can’t afford to waste valuable ads on the wrong audiences. By investing wisely and having a balanced strategy of both upper-funnel and lower-funnel initiatives, brands can reach the right audiences and maximize their ROI.”
这是尼尔森编制的第一份投资回报率报告。投资回报率报告》的结论来自尼尔森在各种测量方法方面的经验，包括营销组合模型、品牌影响研究、客户来源的营销计划和支出数据、归因研究和广告评级。在大多数情况下，数据被整理成规范数据库或对研究样本进行荟萃分析，以得出代表尼尔森整体经验的见解，从而为营销人员、代理公司和媒体销售商提供更全面的媒体效果视角，而不是单凭一家公司的经验。
下载 Nielsen’s 2022 ROI Report to learn more.
关于尼尔森
作为受众测量、数据和分析领域的全球领导者，尼尔森影响着全球的媒体和内容。通过我们对人们及其在所有渠道和平台上的行为的了解，我们为客户提供独立的、可操作的情报，使他们能够与受众建立联系并进行互动--无论是现在还是未来。
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联系方式
尼尔森
兰登-奥库姆
landon.oakum@nielsen.com
