尼尔森发布《2025 年度营销报告》，探讨数据驱动营销的力量

第七次年度报告揭示了营销人员如何适应市场趋势和不断变化的技术

New York  - May 20, 2025  - Nielsen, a global leader in audience measurement, data, and analytics, has today released its seventh Annual Marketing Report, revealing how marketers are taking action to adapt to changing market trends and how they are embracing evolving technologies such as AI and shoppable advertising. The report is available to download here.

该报告对全球领先的营销人员进行了调查，确定了广告业的三大趋势，为应对不确定且不断变化的市场提供了重要见解。 

联网电视（CTV）和零售媒体网络是营销人员看到商机的两个领域。总体而言，56% 的营销人员表示计划增加 OTT/CTV 支出，同比增长 3%，近三分之二（65%）的营销人员表示零售媒体网络将在他们今年的媒体战略中发挥越来越大的作用。有趣的是，虽然今年新的预算仍然主要用于数字渠道，总体预算也有所减少，但与 2024 年相比，有更多营销人员计划增加传统媒体预算。事实上，16% 的营销人员计划今年将户外媒体预算增加 50%以上。谈到人工智能，在拥有大量广告预算（10 亿美元以上）的品牌中，近四分之三（71%）的品牌认为人工智能在个性化和优化方面的应用是 2025 年可能影响其业务的主要趋势。这些发现都与营销人员准备迎接更精简的 2025 年的趋势相抵消。全球超过一半（54%）的受访者表示，他们计划在 2025 年削减广告支出，这一数字在欧洲更高（60%）。

第二个趋势是营销人员在增加渠道底部收入与发展渠道顶部品牌意识之间做出的抉择。报告发现了明显的地区差异。北美和亚太地区的营销人员在品牌知名度（分别为 48% 和 50%）和收入增长（分别为 47% 和 52%）之间的比例几乎持平，而在欧洲，59% 的欧洲营销人员将收入增长放在首位，而将品牌知名度放在首位的仅占 37%。在拉丁美洲，46%的营销人员将收入增长放在首位，而将品牌知名度放在首位的营销人员仅占 41%。营销人员需要掌握的另一个平衡术是数字与传统渠道的付费营销预算份额。近四分之一（24%）的全球营销人员表示数字营销将是他们的重点，而近三分之一（32%）的营销人员表示传统营销将是他们的重点。不过，大多数人（44%）给出了平衡的答案，其中拉丁美洲的分布最为均衡。 

Finally, the third trend uncovered is how success is measured in a constantly changing world. The majority of marketers are struggling to bring digital and traditional channels into a holistic measurement framework – only 32% of marketers globally say they measure their media spending holistically across both digital and traditional channels today, and this is even lower in Latin America (29%) and Europe (23%). There are also numerous challenges to calculating ROI of cross-media campaigns. These include issues with data, weak tools, too many vendors, and a lack of transparency across new channels, such as retail media networks, which are exciting but add complexity. 

Alison Gensheimer, SVP, Marketing, Nielsen, commented: “Our latest Annual Marketing Report has uncovered that, despite difficult economic uncertainties, marketers are demonstrating their inherent agility by embracing new touchpoints like Retail Media Networks and CTV, optimizing media mixes, and leveraging AI. To truly capitalize on these advancements and align media investments with objectives, reliable and comprehensive measurement is paramount and, at Nielsen, we are committed to ensuring measurement solutions keep pace with the complexities of modern cross-media advertising, supporting growth now and well into the future.”

This is the seventh annual marketing report Nielsen has produced and the fourth to be global. The report leverages survey responses of marketers across a variety of industries whose focus pertains to media, technology and measurement strategies. For this report, Nielsen engaged 1,400 global marketing professionals who completed an online survey between Feb. 25, 2025, and March 6, 2025. In terms of seniority level, global brand marketers at or above the manager level were engaged, all working with annual marketing budgets of at least USD$1 million, and two out of three with budgets over USD$10 million. The report can be downloaded here. 

关于尼尔森

Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, 在 Facebook 上 和 Instagram).

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