尼尔森：2023年度营销报告（中译版）（28页）.pdf

1、The need for consistent measurement in a digital-first landscape2023 AnnualMarketing Rep rtCopyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.2Table of contentsForeword3Introduction4Key survey findings5Industry insights7 Digital spend edges out other investment

2、s amid economic headwind8 Global ad budgets are leaning into CTV11 Confidence in holistic ROI measurement is low15 Increasing complexity inhibits measurement confidence17Our takeaways21 Investments today can save money in the long term22 The future is here:embrace a comparable measurement mindset24

3、Increase your ROI by reaching more of your target audience25About this report27Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.3ForewordThere is no shortchanging the complexity that comes with being a CMO today.But at the same time,complexity doesnt grant CM

4、Os any leeway when it comes to delivering for their businesses or justifying their marketing investments.In reality,we know that increased complexity simply amplifies accountability.Whether its managing with constrained resources,understanding audience engagement with new media channels,assessing me

5、asurement tools and tech stacks,identifying the right data partner,or all of the abovecomplexity is both a unique and universal challenge.Throughout history,marketers have navigated complexity by,first-and-foremost,keeping the customer as their North Star.In the world of media management,that means

6、ensuring you stay relevant and connected with audiences where they arein traditional channels and new oneswhich,admittedly,can require a period of opacity as measurement and data ramp up.In a complex world,with media channel proliferation,its imperative to find comparabilityto ensure data and measur