Across nearly all business verticals—consumer packaged goods, automotive, retail, technology, financial services—marketers are shifting how they evaluate, measure and budget across media channels. Marketing as a growth-driver for brands has never been more important, and considerations like media spend, investment in technology and measurement capabilities play an increasingly crucial role in achieving and quantifying real business results.

In this video, Dave Kaplan, SVP Strategic Insights and Research at NBC Universal’s Lifestyle Networks, discusses NBCU’s most essential campaign objectives, how he markets Lifestyle Networks to consumers (as opposed to brand advertisers), his thoughts on the state of marketer confidence in measuring ROI of media spend, and the most important measurement capabilities in his organization’s strategy.

有关营销专业人士如何驾驭当今商业环境的更多见解，请下载《尼尔森 CMO 报告 2018》。