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  • Breakthrough ROI depends on optimized media spending

    We know from agency projections and global marketer forecasting that ad spending is up this year across the board, with notable advances across digital channels like social media and online video. But despite the increases, some of which are significant, are marketers spending enough to break through? Somewhat surprisingly, many are not. In fact, the…

  • 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…

  • 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…

  • Agility is key for marketers amid the convergence of brand and acquisition

    Navigating change isn’t easy, yet change remains front and center for marketers seeking the best strategies and channels to engage with consumers. Agility has never been more important, and adaptability remains a top attribute for marketers as channels broaden and the lines between our linear and digital worlds converge. To establish and maintain meaningful relationships…

  • Black-owned media: making the case for better brand partnerships

    Nielsen Power Chat with Munson Steed, Chief Executive Officer of Steed Media Group The role of Black-owned media has continued to evolve in the nearly 200 years since Freedom’s Journal–the first Black owned and operated newspaper in the U.S.–went to print. Today, the need for trusted voices to herald the issues, trends and triumphs of…

  • Tuning into radio’s potential: the power of Black-owned radio

    Nielsen Power Chat with Tony Coles, Division President, iHeartMedia & Founder, Black Information Network Black History Month is frequently the time when brands step up their efforts to connect with Black consumers. And with the advertising industry’s commitments to spend with Black-owned media, new opportunities to expand programming have emerged for Black-owned radio, which reaches…

  • The importance of understanding the nuances of Black representation in media

    Informing the media experience for diverse audiences In the most recent TV season, Black talent was above parity—but for Black audiences, parity is not enough. In the era of personalization, so are the nuances. 2020 Census data shows an 89% increase of people who identified as “Black in combination with another race,” and that 16%…

  • Seeing and believing: Meeting Black audience demand for representation that matters

    As the media industry looks to be more inclusive of Black storytellers and grow their brand awareness with Black audiences, a deeper understanding of the community is increasingly critical. Charlene Polite Corley, Nielsen’s VP, Diverse Insights & Partnerships, and Ashante James, VP Account Director for Citibank at Publicis NY, took the virtual stage at IAB…

  • El estado de los medios en el mundo

    A medida que los mercados comienzan a adaptarse a los cambios provocados por la pandemia en el ámbito de los medios de comunicación, nunca había resultado tan crítico saber navegar a través de las diferentes audiencias. Aún quedan muchas incógnitas sobre el futuro de los medios, pero hay una cosa que las audiencias han dejado…