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  • Measuring new media’s impact on brand awareness and ROI

    With the wealth of new media platforms and formats available to consumers, marketers have more ways to engage with potential buyers than ever before. With each new marketing channel, measurement becomes critical for identifying which formats will drive the most ROI. Brands that are investing in emerging media are seeing big returns. Nielsen Marketing Mix…

  • 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…

  • Timidity is limiting your ROI

    From a budgeting perspective, global marketers planned to increase their spending across all channels as 2022 got underway, with significant emphasis on select digital channels like social media, video and display ads. As always, marketers will be tasked to prove the validity of the billions they will put forth to boost their brands and acquire…

  • Understanding the impact of full funnel marketing on ROI

    For marketers today, building brand awareness is a top goal, but many fall short when it comes to measuring its impact. And if you’re only measuring half your funnel, you’re likely under-funding channels that are more effective for brand-building. In fact, channels rarely perform well on both sales and brand outcomes—Nielsen Marketing Mix Models find…

  • 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…

  • The 2022 ROI Report

    The 2022 ROI Report If driving media ROI is your job, this report helps you do it better. We reveal what drives returns, how to measure them and how to improve on the metrics you already have. Get a report tailored to your role below. Choose your path ↓ Hey advertisers, Did you know that…

  • The business case for marketing balance

    In late May, the U.S. military airlifted 70,000 pounds of baby formula from Europe to the U.S. to help with the national shortage.  It was another troubling development in what has become a national supply-chain crisis that’s still affecting everything from cars to semiconductors to lumber. And that’s a problem for marketers focused on lower-funnel…

  • Seeking authenticity

    A view of international LGBTQ+ media perceptions Global attitudes about the LGBTQ+ community have evolved dramatically over the past decade or so, and the community is acutely aware of this. These changing attitudes vary by country, which means perceptions about the community can vary as well. While this has fostered a greater sense of optimism…

  • Living up to a brand promise

    It’s no secret that brands have shifted their efforts to create personalized messages and offerings to earn consumers’ attention and wallets. However, personalization tactics alone won’t be enough to foster more meaningful, long-term relationships with their customers. According to Nielsen’s fifth Annual Marketing Report, which surveyed marketers from around the world, 36% of consumers are…