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  • To deliver full-impact campaigns, marketers need full-funnel visibility

    Many marketers are flying blind when it comes to measuring full-funnel effectiveness—and it’s causing missed revenue opportunities. Nearly two-thirds of global marketers surveyed for Nielsen’s 2022 Annual Marketing Report say measuring full funnel ROI is extremely or very important, but only 54% are extremely or very confident in their ability to measure ROI properly. Lack…

  • LGBTQ+ inclusion in media remains focused on same-sex relationships

    In the years since it was first coined, the “LGBT” initialism has expanded to include a much wider range of identities to span sexual orientation, gender identity and expression, as well as sex characteristics. This range of diversity is where the LGBTQ+ community believes inclusive content is lacking. Within the vast range, the community believes…

  • Closing the inclusion gap for people with disabilities

    The need for increased representation in media across identity groups isn’t new, but progress across groups is far from universal. For people with disabilities, representation remains low, and progress over the years might appear slow at best. When CODA won the Academy Award last year for Best Picture, for example, it introduced broad audiences to…

  • It’s true: You really do need to spend money to make money

    Advertising is a commitment. It can also be expensive. And while we know that brands are prioritizing their brand awareness efforts in the coming year, there isn’t a marketer on the planet who’s not focused on the tangible returns that their spend delivers. And given that focus, it’s not uncommon for brands to pull back…

  • Brand and platforms are using data to score big with fans

    The FIFA World Cup 2022™ is nearly here. And with FIFA projecting an audience of 5 billion watching at least some of the month-long event, the World Cup offers a chance for the entire media ecosystem—from the broadcasters, streamers and platforms to brands and rights holders—to score big with fans, and turn team loyalty into…

  • Brands are tracking hashtags to find engaged audiences

    Social media platforms have experienced impressive user and engagement growth the past few years, and many brands are spending big on social, turning to influencers to make more personal (and profitable) connections with consumers. In fact, global marketers say they plan to increase their spend on social media by 53% in the next year, more…

  • A new chapter in inclusivity: How LGBTQ+ audiences are reviving traditional media

    Global attitudes about the LGBTQ+ community have evolved dramatically over the past decade or so, and with more choices for content than ever before, LGBTQ+ audiences are flocking to content providers—and advertisers—offering authenticity and inclusion. Consumers surveyed for our international LGBTQ+ inclusive media perceptions study find the most advertising inclusion on emerging media channels. Social…

  • Understanding how campaign optimization pays off in an ever-expanding media landscape

    There is no shortage of news and research about the effect that streaming is having on TV viewing behaviors. Most recently, U.S. streaming usage hit a new high in April, capturing more than 30% of audiences’ total TV time. For advertisers, this time of massive viewership fragmentation has considerable implications, yet many have remained focused…