NEW YORK – October 9, 2025 – Nielsen, the global leader in audience measurement, data and analytics, today announced the release of The Marketing ROI Blueprint: Unlocking the full value of marketing investments, a strategic report designed to equip brand and media investment leaders with the tools to prove tangible business impact in a fragmented media landscape.
在持续的预算审查和媒体分散的情况下，《营销投资回报率蓝图》指出了营销人员行为的关键转变，揭示了品牌有信心推动可衡量结果的三个关键机会领域。这些领域包括：优先考虑业务成果而非基本交付指标；接受跨媒体整合以弥合衡量差距；通过将营销活动的影响直接与销售和品牌提升联系起来来提升创意责任。该报告提供了一个强大的框架，使品牌能够统一数据、优化投资，并最终推动更具影响力的数据驱动成果。
报告要点
- The industry is prioritizing business outcomes: Reflecting a broad industry shift from top-of-funnel reach, 38% of marketers are now prioritizing sales or ROI as their top metrics for success, underscoring the demand for measurable business impact.
- ROI measurement confidence gap persists: 85% of marketers express confidence in their ability to measure ROI, but only 32% actually measure ROI holistically across traditional and digital media channels, highlighting a critical gap between perception and practice.
- Opportunity exists for unified emerging channel measurement: 27% of marketers still measure sponsorship separately, highlighting a clear path to gaining a full understanding of its contribution within the broader media ecosystem.
- Holistic measurement is the proven industry standard: Recognizing the limitations of fragmented data, 60% of marketers are now incorporating both reach/frequency and ROI into their cross-media measurement strategies, confirming the industry’s commitment to achieving a comprehensive view of campaign effectiveness.
- Creative evaluation is crucial for maximizing impact: Marketers are increasingly using tools like brand lift and sales lift to connect creative elements directly to measurable outcomes, helping to optimize campaign performance and prove tangible business impact.
本报告如何使营销专业人员受益：
- Proven ROI strategies: Access actionable insights on integrating data across all media channels, enabling you to measure and prove the real business impact of your campaigns.
- Optimized campaign performance: Discover practical solutions to enhance both creative effectiveness and cross-media measurement, empowering you to elevate campaign results across the board.
- Smarter budget allocation: Make smarter, data-backed decisions that minimize waste, ensure more efficient use of resources, and drive higher marketing ROI.
- Informed, agile decision-making: Leverage advanced tools and strategies to evaluate media and creative performance, allowing for agile and informed decisions.
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).
