尼尔森：2023年利用新兴媒体打造品牌的5个关键因素报告（中译版）（9页）.pdf

1、Secrets of success:Building brands with emerging media Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.2Source:eMarketer Influencer Marketing Report 2022The media industrys constant evolution is one of its greatest traits.For audiences,the growing abundance

2、of choice provides enough variety for every preference.Celebrities can send you a personalized birthday video;comedians can walk you through notorious murder cases via podcast;and social media-famous influencers can help you transform your wardrobe.Of course,wherever audiences go,advertisers are qui

3、ck to follow.For the past two years,the surveys Nielsen fields for our annual marketing reports highlight that marketers continue to increase their ad spending across digital channels,with podcasts,social media and native advertising attracting the biggest increases.Market research company eMarketer

4、 forecasted that U.S.marketers would spend$5 billion on influencer marketing in 2022,projecting that amount to eclipse$7 billion by 2024.Similarly,the Interactive Advertising Bureau(IAB)forecasts that podcast advertising will exceed$4 billion by 2024.While most marketers have a good sense of the rea

5、ch that newer media options provide,the media industry has limitedif anyresearch about their effects on brand lift.That limits marketers ability to assess effectiveness in driving their top goal:raising brand awareness 1.1 2022 Nielsen Annual Marketing Report2024$7B+2022$5BForcasted U.S.spend on inf

6、luencer marketingCopyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.32 Nielsen podcast brand impact norms database,Q4 20223 Nielsen branded content impact norms database,Q4 20224 Branded content refers to sponsored content that a brand pays to have placed on a