尼尔森-2023年度营销报告（英）-28页-WN6.pdf

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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

7、ement integrity and consistency in order to find clarity and true outcomes success.It sounds simple to say that we live in a complex world.But its the CMOs job to navigate that complexity,make the right decisions,spend in the right places and ultimately deliver for the business.That responsibility c

8、omes with increased weight,especially as the level of noise to wade through is forever increasingand resources are constrained.This edition of our Annual Marketing Report illuminates the path forwardalbeit a windy one.For marketers,that means focusing on the customer,testing new channels,learning wh

9、ere to pivot and leaning into new capabilities.And with the audience in mind,its critical to leverage the highest quality inputs and data to inform your way forward.Jamie MoldafskyChief Marketing and Communications OfficerCopyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not

10、 distribute.4Few changes in the media industry are as defining as audiences relationship with television.Originally developed to receive analog programming from nearby broadcast stations,todays television is simply an oversized screenone that can deliver anything the internet has to offer.With the g

11、rowing proliferation of smart TVs1 and the content they enable,brands have an emerging channel to engage audiences withone that comes with more flexibility than traditional,linear programming affords.It also adds a new consideration for marketers as they assess of their marketing spend.Streaming cha

12、nnels are not alone in attracting increased marketing spend from marketers.Brands are increasing their spending across all digital channels to keep pace with audienceseven amid economic uncertainty.With this as a backdrop,the survey supporting this years annual marketing report desired to better und

13、erstand which channels marketers are focused on,how effective they believe each channel is and how confident they are in assessing the returns of their investment across all of the channels they invest in.The findings of our survey illustrate that brands are adjusting their marketing strategies to m

14、eet audiences where they are,with 84%of global marketers saying they now include streaming channels in their media plans.They also understand the importance of knowing who is engaging with the devices and channels that carry their advertising,as 71%,on average,acknowledge the importance of comparabl

15、e measurement across channels.The downside within the findings,however,is that marketers express relatively low confidence in channel effectiveness and their ability to measure ROI across channels.Introduction1 A smart TV is an internet-enabled televisionKey survey findingsCopyright 2023 The Nielsen

16、 Company(US),LLC.Confidential and proprietary.Do not distribute.61324Economic headwinds aside,marketers expect their ad budgets to growConfidence in measuring ROI is low across digital channelsStreaming is the future,but it has yet to prove its value to marketersThe use of multiple measurement tools

17、 hinders confidence in a single view of audience performanceMore than two-thirds of marketers(69%)globally said the economic conditions had an extreme or significant impact on planning for 2023.Nevertheless,64%expect their annual budgets to increase this year.Marketers confidence in being able to me

18、asure the returns of their spending is relatively low at the channel level.On average,marketer confidence in ROI measurement across digital channels is 54%,which leaves them without insight into the complete return of their spending.The growth of streaming illustrates the future of how audiences wil

19、l engage with TV.Global marketers see the opportunity,as 84%say they now include streaming in their media planning.Less than half,however,view this spending as effective.Given the historically different methodologies for linear and digital measurement,the widespread use of multiple measurement solut

20、ions is a factor in marketers stated confidence in arriving at consistent,person-level measurement across devices and platforms.On average,62%of marketers globally use multiple measurement solutions to arrive at cross-media measurement,with 14%leveraging four to five.64%54%84%62%Industry insightsCop

21、yright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.8Digital spend edges out other investments amid economic headwinds2 GroupM forecasts 5.9%ad spend growth;Zenith forecasts 4.5%ad spend growth;Magna forecasts 5%ad spend growth.3 Connected TV(CTV)refers to any tele

22、vision that is connected to the internet.The most common use case is to stream video content.4 AB 2023 Outlook Survey,November 2022Despite economic uncertainty,64%of marketers expect their ad budgets to increase in the year ahead“Several of the industrys leading media investment companies2 are forec

23、asting mid-single-digit ad spend growth this year,compared with double-digit growth last year,with much of that growth attributed to CTV3 and streaming.Similarly,the Interactive Advertising Bureau(IAB)expects increased ad spend across every digital channel and declines in spending across traditional

24、 channels like TV and radio4.Heading into 2023,global marketers were prepared for uncertainty,with 69%of the marketers surveyed for this report saying that the economic conditions had an extreme or significant impact on their planning for the year.That uncertainty notwithstanding,the majority(64%)st

25、ill expect their ad budgets to increase in the year ahead,with 13%expecting increases of 50%or more.Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.9Anticipated budget changes of 50%or more throughout the yearSource:Annual Marketing Report surveysCopyright 2

26、023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.10The anticipated spending aligns with global trends weve been tracking via Nielsen Ad Intel over the past few years:In the U.S.,digital video ad spend through the first three quarters of 2022($14.6 billion)had already su

27、rpassed the total digital video ad spend in 2021($14.5 billion).That represents a 171%increase from the$5.4 billion spent in 2020.Across Puerto Rico,Mexico and Brazil,digital ad spend increased 228%between to 2021 and 2022,with total spend in these markets reaching$24.5 billion last year.Of the tota

28、l,58%,or$14.2 billion,was allocated to digital video.In France,Denmark and the U.K.,internet-based video spend increased from$2.3 billion in the first three quarters of 2020 to$4.2 billion in 2022.*The data reported is derived from the increased coverage of our Ad Intel measurement,which shows great

29、er visibility of actual spending on digital vehicles.(1)Digital activity reporting in Brazil starts in January 2022.(2)PPP and social activity reporting in Puerto Rico starts in May 2022.Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.11Global ad budgets are

30、 leaning into CTVThe increased spend across digital video,including CTV,reflects audiences shift to streaming.In the U.S.,for example,streaming usage is staggering:Americans watched more than 19 million years worth of streaming content in 20225.In Mexico,streaming had grown to account for 15.2%of to

31、tal TV usage as of December 20226.In Thailand,streaming content reaches more than 50%of the TV audience,with the average viewer spending just under one hour per day streaming content7.In Australia,70%of people 14 and older say they use the internet to stream video,with the average viewer streaming 2

32、.7 hours each day8.As a result,advertisers and agencies are putting their money where the audience is,which illuminates a critical measurement need.Whats at stake?Billions.Marketing and advertising agency Zenith forecasts that global online video ad spending will grow at a compound annual growth rat

33、e(CAGR)of 4.8%through 2025 to account for 30%of the overall ad market.At a more granular level,the company expects advertising on subscription video on demand(SVOD)services to grow at a CAGR of 27.9%to reach$13.1 billion by 2025.Well aware of the transition to streaming,global marketers are adjustin

34、g their media spend accordingly:Globally,on average,32%report allocating 40%-59%of their budgets to CTV,and nearly one-fifth(19%)report shifting 60%-79%.5 Nielsen Streaming Content Ratings and Nielsen National TV panel 6 The Gauge Mexico 7 Thailand Cross-Platform Ratings 8 Australia Consumer and Med

35、ia View,Q4 2022On average,45%of ad budgets are shifting to CTV globally“Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.12How much of your ad budget is shifting to CTV?20%-39%Less than 20%40%-59%60%-79%80%or moreNote:The data may not sum to 100%because the c

36、hart does not display data for not applicable,prefer not to say and dont know.APAC6%17%11%27%34%EMEA6%18%12%27%33%North America4%19%12%25%33%Latin America5%22%14%25%30%Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.13Perceived effectiveness of digital spend

37、ing by channelNote:The data may not sum to 100%because the chart does not display data for not applicable,prefer not to say and dont know.SearchDisplay:Online/MobileOTT-TV/Connected TVPodcastsVery effectiveExtremely effectiveEmailSocial MediaNative AdvertisingVideo:Online/MobileStreaming AudioSlight

38、ly effectiveModerately effectiveNot at all effective50%21%5%19%31%27%16%57%16%4%22%35%26%12%62%15%4%28%35%22%11%48%19%4%18%30%30%15%57%15%4%21%36%27%11%58%16%4%25%33%24%12%49%18%4%19%30%29%14%44%22%4%17%28%30%17%45%23%6%17%28%27%17%NET:Extremely/very effectiveNET:Not effectivePerceived effectiveness

39、 of digital spending by channelThe downside to the increased CTV spending is that marketers dont yet view CTV spending as effective as they view their investments in many other digital channels.Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.14Smart TV data

40、is not representative of audiences Distribution of U.S.household by size,October 2022Importantly,the World Federation of Advertisers,the Association of National Advertisers and the comparable organizations in over 30 other nations believe the future of audience measurement should include a combinati

41、on of quality panels and big data.Globally,experts agree both panels and big data are required for future measurement“Smart TV=Internet-enabled TVs|HHLD=Household Source:Nielsen TV Panel Distribution of scaled install penetrations Sept.26-Oct.30,2022Smart TV data is not representative of the U.S.Sma

42、rt TV=Internet enabled TVs|HHLD=HouseholdSource:Nielsen TV Panel Distribution of scaled install penetrations Sept.26-Oct.30,2022Distribution of household by size,October 2022Smart TV(Internet enabled TVs)Total USDifference27%20%35%34%15%17%23%29%Household size1Household size2Household size3Household

43、 size4+1%2%6%7%Total U.S.Smart TV(Internet enabled TVs)DifferenceSmart TVs introduce a new set of data to the cross-media puzzle,and some companies are leveraging it for measurement purposes.The rise of streaming is among the most exciting stories in the media industry,and the automatic content reco

44、gnition(ACR)data from smart TVs adds to the excitement.But its also what makes measurement so complex.By itself,ACR data only tells us whats on the screen.Thats where panels come in.They provide person-level behavior,which is critical in understanding the audience.For example,a Nielsen study in the

45、U.S.last fall found notable audience misrepresentation when smart TV data was used by itself for measurement.Copyright 2023 The Nielsen Company(US),LLC.Confidential and proprietary.Do not distribute.15Confidence in holistic ROI measurement is lowWhile marketers see the benefit of digital channels an

46、d the ballooning streaming space,many are unsure how to make heads or tails of their cross-media investments.Measurable returns will always provide marketers with the guidance they need to make tactical media investment decisions,but cross-media ROI measurement challenges have more than half of glob

47、al marketers(52%on average)focused only on reach and frequency metrics.Which best describes your cross-media measurement approach?Global averageAPACEMEANorth AmericaLatin AmericaWhich best describes your cross-media measurement approach?Source:2022 and 2023 Nielsen Annual Marketing Report surveysGlo

48、bal Average52%48%We are focused on both reach/frequency and ROIWe are solely focused on reach/frequencyWhich best describes your cross-media measurement approach?Source:2022 and 2023 Nielsen Annual Marketing Report surveysAPAC48%52%We are focused on both reach/frequency and ROIWe are solely focused

49、on reach/frequencyWhich best describes your cross-media measurement approach?Source:2022 and 2023 Nielsen Annual Marketing Report surveysEMEAWe are focused on both reach/frequency and ROIWe are solely focused on reach/frequency54%46%Which best describes your cross-media measurement approach?Source:2

50、022 and 2023 Nielsen Annual Marketing Report surveysWe are focused on both reach/frequency and ROIWe are solely focused on reach/frequency58%42%Which best describes your cross-media measurement approach?Source:2022 and 2023 Nielsen Annual Marketing Report surveysWe are focused on both reach/frequenc