The document provides an overview of factors that impact marketing returns and what they mean for marketers. It discusses four key factors: optimizing budgets, proving effectiveness, understanding audience reach, and evaluating new media. The document examines each factor in detail through case studies and research findings. It aims to help marketers better understand what influences returns on investment, how to measure related metrics, and tactics to improve returns so campaigns are optimized.
The SEO industry saw significant growth in 2022, bringing many newcomers. Over a quarter of SEO professionals surveyed had 2 years of experience or less. Salaries varied widely between countries and regions. In the US, over 60% of respondents had less than 5 years of experience but average salaries remained high. Younger SEO markets like India, Bangladesh, and Spain had lower average salaries. Experience levels also correlated with salaries - those earning over $100,000 typically had more than 5 years of experience. Freelancers and founders could earn over $75,000 with the right strategy.
VIETNAM MOBILE APPLICATION REPORT 2021Appota Group
PLEASE LEAVE YOUR EMAIL TO RECEIVE THE FULL VERSION OF THE REPORT
The report made by Appota provides readers with the following main contents:
Mobile phone market overview
Market Evolution Game Mobile
Mobile advertising marketplace
Electronic payment and e-commerce
Marketing with Purpose - Chiến lược xây dựng niềm tin và giá trị cho thương hiệuMarketingTrips
Thông qua một báo cáo mới đây từ Microsoft với tên gọi "Marketing with Purpose", những người làm marketing được truyền cảm hứng từ việc xây dựng chiến lược, nghiên cứu, thấu hiểu insight của khách hàng, đến các chiến thuật có thể hành động để xây dựng niềm tin và giá trị của thương hiệu.
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
Social Trends 2022: Báo cáo xu hướng mạng xã hội năm 2022MarketingTrips
Digital communities are thriving on social media, and creators are helping brands connect with these communities. Creators have built large, dedicated followings in niche interest areas. In 2022, smaller brands will partner with creators to tap into their communities, learn about customers, create content efficiently, and build awareness. Creators add value by enriching existing interest groups. Partnering with creators will help brands of all sizes connect to new audiences and gain trust.
The document discusses several macro forces that could unlock future growth for FMCG brands in Vietnam. It notes that Vietnam's population is aging rapidly, creating opportunities for brands to meet the needs of senior consumers focused on health and well-being. Millennials also still represent important opportunities for brands. Additionally, the rising generation of "centennials" will become an influential group for FMCG brands to target. Successful brands will understand these shifting demographic trends and segment their strategies appropriately to find new sources of growth among different consumer groups.
Presentation Deck - Levitating Tet 2024Duy, Vo Hoang
The document discusses confidential and proprietary market research on Vietnam. It notes that Vietnam has a population of over 95 million people with a fast growing middle class and young population. The economy has grown significantly in recent decades and is projected to continue expanding. The market research analyses economic and demographic trends to provide insights into business opportunities in Vietnam.
Báo cáo tài chính tiêu dùng - Tháng 6 năm 2023MarketingTrips
Vietnamese consumers are taking a more cautious approach to their finances amid economic uncertainty. While ensuring financial safety is a top priority, some are also seeking low-to-moderate risk investment opportunities to achieve higher returns. Survey data shows increases in ownership of lower risk products like savings accounts and gold, as well as moderate risk securities. Younger generations have pulled back from high risk investments compared to last year. Looking ahead, consumers expect to invest more in savings, time deposits, gold and securities while maintaining a generally risk-averse outlook. Financial providers need to focus on building trust and transparency to attract these cautious opportunity-seekers.
Vietnamese consumers are showing signs of renewed optimism and confidence as the COVID-19 pandemic comes under control. A survey found 56% were optimistic about the short-term economic outlook and 77% about the mid-term outlook, up from 45% and 60% a year ago. While most consumers will maintain cautious spending, there are indications spending will rebalance from necessities toward discretionary categories. The survey also uncovered geographic differences in sentiment, with southern cities like Can Tho and Ho Chi Minh City more upbeat than northern cities like Hanoi. Overall the data points to a rebound in consumer confidence alongside a rebalancing of spending priorities and a renewal of the retail landscape in Vietnam.
Gen Z, born between 2002-1994, represents a new growth segment for the out-of-home market. They are digital natives who are heavily influenced by mobile marketing and social media. To attract Gen Z, businesses should focus on authentic mobile marketing, facilitate shareable experiences on social media, and use Gen Z to fill traditionally low traffic periods like mornings and afternoons by catering to their frequent snacking occasions with foods like tea, milk, and Asian specialties. Capturing the growing spending power of Gen Z will be important for success in the changing out-of-home consumer landscape.
Gói nội dung Tết Giáp Thìn 2024:
Hành trình cảm xúc của người dùng mùa Tết và Giải pháp phù hợp trên Zalo, Báo Mới, Zing News...
Vui lòng liên hệ: Ms Trang Ngô để được hỗ trợ về báo giá
[Nielsen] The need for speed: giving vietnamese consumers what they wantDuy, Vo Hoang
This document discusses convenience shopping trends in Vietnam. It finds that Vietnamese consumers want convenience due to busy lifestyles. Common consumer types are students, first jobbers, working moms, and housewives. These groups frequent convenience stores (CVS) and minimarts for quick, affordable meals and snacks. While CVS are more prominent in Ho Chi Minh City, the convenience landscape is more blurred in Hanoi. The document advocates for tailored convenience offerings based on consumer demographics and location.
Vietnam Grocery Report 2013 English - Nielsen Dung Tri
This document discusses Vietnamese grocery shoppers and the consumer market in Vietnam. It provides the following information:
1) Macroeconomic conditions in Vietnam are improving but challenges remain, including sluggish GDP growth and rising unemployment.
2) Consumer confidence in Vietnam is lower than other Asian countries due to concerns about the economy and job security. Consumers are showing restraint in their spending.
3) The fast moving consumer goods (FMCG) market is slowing down, with nominal growth coming from price increases rather than increased volumes.
4) Vietnam has an opportunity to capitalize on its "golden population structure" which includes a young demographic and aging population presenting new market segments.
Nielsen provides data and insights to help clients understand consumers and markets. In this document, Nielsen discusses recent economic and consumer trends in Asia Pacific markets including Vietnam. Vietnam has seen strong economic growth recently, driven by urbanization and a growing workforce. While traditional trade still dominates in Vietnam, modern trade channels are growing rapidly. FMCG growth has slowed slightly in Vietnam in the first half of 2018 compared to the previous year. Nielsen advises companies to focus on understanding evolving consumer needs and executing well to take advantage of opportunities in Vietnam.
'Anatomy of Effectiveness’ is a white paper for brand marketers and advertising agencies alike, highlighting five key priorities for brands seeking greater impact. It will change the way brands and agencies market and will drive better consumer engagement.
The document is a report summarizing the results of a demand generation marketing survey. Some key findings include:
- The average cost per lead is $198, with organizations generating over 470,000 website visitors, 1,800 leads, and 300 new customers per month on average.
- Organizations exceeding revenue goals focus more on content creation, online advertising, and branding/PR tactics.
- Results are broken down by industry, organization size, revenue, and revenue achievement, showing differences in tactics, leads, customers, and cost per lead across categories.
This document provides an overview of promotion, advertising, and sales promotion strategies. It discusses the components of a promotion strategy, including advertising, sales promotion, public relations, personal selling, and direct marketing. The document outlines steps for developing a promotion strategy, such as setting communication objectives, determining budgets, and deciding the role of different promotion components. It also covers topics like developing advertising and sales promotion strategies, integrating strategies, and measuring effectiveness.
- The document provides an overview and key findings from a survey of 41 customer reference programs.
- While programs excel at producing reference materials and fulfilling requests, customer participation and measuring impact on business outcomes is still lacking.
- To remain relevant in the new subscription economy, reference programs need to focus more on customer retention, experience, and demonstrating value to both internal and external stakeholders.
- Key recommendations include increasing focus on the customer journey, becoming more strategic partners, and better integrating with sales.
The document summarizes the findings of a survey of 41 startup marketing budgets. On average, startups spend 10% of revenue on marketing, led by search, social, and content marketing. Marketing budgets vary depending on product maturity, with pre-product startups spending less than 10% and later-stage startups varying more widely. B2B and B2C startups spend similarly but focus on different activities - B2C emphasizes paid media while B2B emphasizes earned media. Over half of respondents set aside budget for testing, and those startups were more likely to meet revenue goals. Public relations was the most commonly outsourced marketing function.
Iri growth summit_media and promotion effectiveness_v3Joy Joseph
IRI and Turner partnered in mining marketing-mix studies
across 62 brands representing $20 billion in sales and
$3 billion in marketing spend across food, beverages,
health care, beauty and home care aisles. The objective
was to help marketers determine the most efficient
marketing allocations and guide organizations to make
marketing investments that provide short- and long-term
growth.
Magazine advertising can be an effective way to build brands and drive sales. Several studies have found:
1) Magazine advertising generates similar levels of reader engagement and actions as editorial content.
2) Magazines are strong at building brand bonding, which is essential for sales success. Brands that heavily invest in magazines see much higher bonding scores.
3) Econometric models show that magazines typically deliver the highest ROI of any media channel and have potential for higher returns with increased budgets due to diminishing returns for other channels. When combined with TV, magazine advertising can boost TV's ROI by up to 18%.
4) Magazines produce average sales lifts of 11% across categories like food, beauty, healthcare, and
DVJ Insights optimising brand strategy and media investmentSimon McDonald
How to combine consumer surveys, internal and external data and consumer knowledge to optimise media and brand strategy. Learn from academic and scientific principles and apply to your tracking solutions.
The Integrated marketing communication plans of Vitamin W.docxarnoldmeredith47041
The Integrated marketing communication plans of Vitamin Water
Name: Rodney Wheeler
Institution: Rasmussen College
Title: PowerPoint Presentation For Sales And Marketing
profile
Date: 09/16/19
*
Marketing review
Despite of it being new in the market it have the following market reviews:
The size of the market for Vitamin water in USA is estimated to be 22%
The market growth for the brand always ranges from 40% on estimated yearly basis
The leader player in the market for the new brand in USA is red bull with almost constitute 60% of the market share.
Today youths’ are the targeted market for the new brand based on the fact that they are faced with a lot of responsibility
*
It is very important to review the marketing review for the new brand at least once or twice in a year. This act really helps an organization to meet its objectives and marketing activities that firmly fits an organization. If the business operations do changes frequently setting more interval frequent review will definitely help the product to be stabilized in the market.
Competitor analysis Coca cola – 25%Pepsi – 10%Red bull – 60%Other – 5%
*
For the new brand to prosper and do well in the market areas, competitor analysis must be well taken. This is majorly because it is the act of assessing the weaknesses and the strengths of the business competitors. The above is the greater depth analysis of Vitamins water industry competitors, which can literally help in identifying possible opportunities for improvement of the new brand in the market.
Real competition for the new brand These two are considered to be the main competitor, whereby they are the multi dimensional companies that are the major market leaders in several sectors in USA. The corporations are also considered to have ability to advertise infinitely simply because they have estimated substantial budget and quality brand leadership. For the new brand to have a swift pace in the market it must also have quality brand leadership and the company should have substantial budget.
*
The beverage industry is considered to be very competitive, therefore for the new brand to be successful into the market, there are some task that a business must take. First ensuring that the budget set for the brand is enough and that the leadership for the brand is appropriate. By doing this the brand will be able to navigate in the market area despite of having bigger brands in the market that fights this new brand.
Targeting
The new brand targets individual of age group 10-40
It is also recommend to athletes based on the fact that it can also be considered as an energy drink.
*
The new brand is a soft drink that can be consumed with people of all ages. It is also considered as an energy drink that will help increase the energy of a person, therefore athletes are best recommended to drink during their practice time.
Marketing objective
The brand to earn more sales in the next three years.
To identi.
This document discusses how marketers have traditionally focused on short-term metrics like sales that favor tactics like digital advertising. While these tactics show high short-term ROI, they risk falling into an "instant ROI trap" by only targeting consumers interested in immediate purchases. This narrow focus fails to build brands for the long-term or attract new customers. The document argues marketers need advanced analytics to understand both short and long-term ROI in order to balance brand-building and promotional tactics across channels for sustainable growth. It concludes marketers using the most advanced measurement can optimize spending based on audience segments and media goals.
This report summarizes the findings of a survey of 435 business leaders and marketers on their lead generation strategies. It finds that companies with a "Superior Strategy" focus on improving lead quality over quantity and are more likely to segment leads. Those with an "Inferior Strategy" have more challenges converting leads to customers. Across companies, generating high-quality leads and optimizing lead conversions are the most difficult goals. Email is the most effective tactic while content marketing is difficult to execute. Companies vary in their strategies based on their sales cycle length and types of products or services sold. The report provides a framework for developing a Superior Strategy through a SWOT analysis of a company's lead generation program.
When everybody is cutting, how can you make marketing an opportunity? Create the perfect synergy with a digital strategy that makes sales, marketing, and retention meet. Learn how.
Rex Briggs at JD Power and Associate Automotive Internet RoundtableKelly Automotive
The document discusses best practices for measuring integrated marketing communication (IMC) and return on marketing objectives (ROMO). It presents a case study analyzing the marketing of the Chrysler Sebring using ROMO methodology. The analysis found magazine advertising was most effective at increasing brand familiarity and recommended reallocating funds from television and online to magazines. The optimized plan was estimated to increase impact by 166% with the same budget.
Doing more with less a point of view on marketing in a recessionWael Zekri
This document provides marketing advice for companies during an economic recession. It suggests seven strategies: 1) Guard high-value customers by identifying them and addressing their concerns. 2) Harvest customers who are ready to buy through search optimization and in-store activation. 3) Optimize budgets and channel allocation by examining spending across the marketing funnel and different channels. 4) Cut strategically within brand portfolios by reducing spending on smaller brands. 5) Use price promotions sparingly as they can damage long-term profitability. 6) Consider reassurance or value messages to address consumer sensitivity during a recession. 7) If feasible, consider a limited increase in spending targeting the most valuable customers.
R3 Asian Marketing Decision Makers Research 10 Oct 08Cooler Insights
The document discusses the results of a study on marketing budgets for Asian companies in 2009. It finds:
1) Initially in September 2008, most companies projected budget increases for 2009, but a re-contact in October found 94% had reduced budgets with most seeing declines over 10%.
2) Due to the economic crisis, 94% of respondents now forecast the same or lower budgets for 2009 compared to 2008, with 25% seeing declines over 20%.
3) The study was conducted with over 50 senior marketers from companies representing over $3 billion in media spending across Asia. It found shifts from paid to unpaid marketing and cuts to 2008 budgets.
The document discusses various methods for budgeting advertising expenditures, including the percentage-of-sales method, objective and task method, competitive parity method, and all-you-can-afford method. It also outlines the process for developing an advertising strategy, from defining objectives and target audiences to creating messages, selecting media, executing campaigns, and evaluating effectiveness. Finally, it provides an exercise for allocating advertising budgets for brands in different stages - a mature shampoo brand, declining mobile brand, fast-growing watch brand, and new hotel launch.
The document discusses various methods for budgeting advertising expenditures, including the percentage-of-sales method, objective and task method, and competitive parity method. It also outlines the process for developing an advertising strategy, from defining objectives and target audiences to creating messages, selecting media, executing campaigns, and evaluating effectiveness. An exercise asks groups to allocate advertising budgets for brands in different stages - a mature shampoo brand, declining mobile brand, fast-growing watch brand, and new hotel launch.
Fighting for your Economic Development Marketing BudgetHeather @ Rain
This document summarizes strategies for economic development marketers to justify their marketing budgets when facing budget cuts. It addresses three common concerns: not understanding marketing goals, justifying marketing spending during economic downturns, and difficulty measuring marketing results. The summary recommends: 1) Presenting a marketing plan clearly linked to economic development goals; 2) Demonstrating that maintaining marketing provides long-term competitive advantages; 3) Including comprehensive measurement strategies focusing on analysis and implications to evaluate marketing results.
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Báo cáo Social Media Benchmark 2024 cho dân MarketingMarketingTrips
Với bất cứ người làm marketing nào trên các nền tảng mạng xã hội (Social Media), việc hiểu được các chỉ số tiêu chuẩn đánh giá của ngành (Benchmark) là một trong những yêu cầu mang tính bắt buộc. Báo cáo Social Media Benchmark 2024 mới đây là cách để Marketer đối sánh và đo lường mức độ hiệu quả của các chiến dịch Marketing của mình trên các nền tảng khác nhau.
Decision Lab vừa công bố Connected Consumer Q3 năm 2023, báo cáo thể hiện chi tiết về hành vi mua sắm trực tuyến của người tiêu dùng, các xu hướng mua sắm đang diễn ra trên thị trường và hơn thế nữa.
Advantage+ placements and other automation tools in Meta's Advantage suite help businesses optimize their marketing campaigns during the holiday season. The tools use AI to automate budgeting, creatives, audiences, placements, and full campaign management to deliver ads more efficiently. When account structures are simplified, AI systems can learn faster which helps maximize results. Marketers are encouraged to provide diverse, high-quality data to fuel AI and allow it to optimize campaigns through thousands of iterations in real-time. Case studies showed automation tools reducing costs per conversion or purchase by up to 34% compared to manual campaign strategies.
2022 Asia Pacific Employee Benefit Trends Report.pdfMarketingTrips
2022 Asia Pacific Employee Benefit Trends Report là báo cáo nêu rõ xu hướng phúc lợi cho nhân viên của các doanh nghiệp khu vực Châu Á Thái Bình Dương của AON. Báo cáo cũng cho thấy tầm quan trọng của chiến lược phúc lợi và phương án tiếp cận nếu doanh nghiệp của bạn chưa biết làm thế nào để bắt đầu.
The Open Creative Project là bản báo cáo và nghiên cứu của Google nêu bật các yếu tố đóng vai trò then chốt đối với sự sáng tạo của quảng cáo trong tương lai.
Trong khi khối lượng hàng tiêu dùng nhanh (FMCG) tăng ở một số danh mục và khu vực, việc tăng giá bán sẽ siết chặt ngân sách chi tiêu của người tiêu dùng vào năm 2023.
Hướng dẫn Marketing với Thương mại khám phá 2023MarketingTrips
Tận dụng tối đa mọi khoảnh khắc bán hàng nhờ Thương mại khám phá trên Meta để thúc đẩy chiến dịch hoạt động hiệu quả hơn mà lại giảm bớt thao tác thủ công, đồng thời mang đến trải nghiệm phù hợp, hấp dẫn và liền mạch cho người đi mua hàng.
Một số chiến thuật Affiliate Marketing có thể thúc đẩy doanh sốMarketingTrips
Trong bối cảnh thị trường bất ổn, người làm marketing cần không ngừng sáng tạo ra những phương thức marketing mới để thúc đẩy hiệu suất. Affiliate Marketing là chiến lược mà doanh nghiệp nên áp dụng.
Decentralized social networks are emerging as the next trend, allowing individual users more control over their data and experience. As concerns grow over privacy and data usage on mainstream platforms, decentralized networks run by consumers rather than corporations offer an alternative. However, challenges remain around moderation and preventing toxicity without centralized oversight. In 2023, one or two decentralized networks may start to gain significant traction if they can address these issues, putting pressure on major platforms to offer users more choice and autonomy.
The document provides an overview of influencer marketing worldwide, including key statistics on the growth of the influencer marketing industry value from 2016-2021, the most popular social media platforms for influencer marketing, and data on influencer marketing metrics and trends across Instagram, YouTube, TikTok and other major platforms. Some of the key findings include: the global influencer marketing industry value growing from $1.7 billion in 2016 to an estimated $13.8 billion in 2021; Instagram being the leading platform for influencer marketing with 89% of marketers using it in 2020; and Instagram engagement rates ranging from 1.36-3.86% depending on the influencer's number of followers.
This document provides food and drink brands with key opportunities on TikTok over the next 12 months centered around popular dates and events. It outlines how brands can engage with back to school, Halloween, Christmas, New Year's resolutions, and Veganuary by tapping into relevant hashtags, trends and communities. Examples are given of campaigns that have been successful, such as using original sounds, duets, and aligning with niche communities. The goal is to help challenger brands make their mark and engage Gen Z audiences on TikTok.
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2. The ROI Report
Four factors that impact returns—
and what they mean for marketers
Brands invest trillions in marketing every year, hoping to see a return. The entire
media ecosystem depends on that investment. But hoping isn’t enough. Marketers
must prove the impact of their work, even if it feels like a harder ask each year as
channels fragment and walled gardens grow.
The ROI Report looks at what’s impacting investment returns today and how brands
can secure more tomorrow.
Through the insights and recommendations outlined, marketers will have a better
understanding of what influences a brand’s ROI, how to measure these metrics with
precision, and tactics for improving them so that campaigns are set up to maximize
and secure as much value as possible.
5. Here’s a hypothetical: The ROI for your latest marketing spend is low. Should
you raise or lower the budget?
This seems like a no-brainer. Slash the budget, right? If you operate under
a diminishing returns model—and assume that ROI won’t go up as spending
goes up—you’re especially likely to say that.
However intuitive that answer seems, it’s wrong most of the time. In fact, it’s
so wrong that we’ve discovered the 50-50-50 gap.
ROI can be low because a brand hasn’t spent enough in a channel to
break through. When armed with ROI models that can properly detect
underinvestment, brands can budget for maximum ROI.
Scared money
doesn’t make money:
Growing budgets can grow ROI
The 50-50-50 gap
What if a brand doesn’t have an ROI model?
Or what if it has one, but it isn’t able to
determine if the spend is too low?
Nielsen helps you understand how much you
should spend on media and how you should
allocate it.
50%of planned media*
channel investments
are too low for maximum payback
50%
planned spend is about
lower than optimal
spend levels
50%
If marketing teams committed
the ideal amount of resources,
their ROI could jump
* Media includes digital video, display, social and linear television,
which had sufficient observations for inclusion
ROI Report | Budgeting | Advertiser
5
6. To understand how to allocate budgets, we analyzed our database of
nearly 150,000 observations of marketing ROI and our database of
client-supplied media plans.
We asked ourselves three questions:
• How much spending does it take to be competitive?
• How does this vary by geography?
• How do brands’ planned spend levels compare to the optimal spend
levels for the media channel?
Based on the findings, we identified three important lessons: Media spend needs to be between
1% and 9% of revenue to stay competitive
1
Overspending isn’t as problematic
as underspending
2
Underspending is rampant
3
ROI Report | Budgeting | Advertiser
6
7. Globally, the average brand reinvests 3.8% of its revenues into advertising.
But if an underdog wants to compete with the established players for share,
it requires proportionally more resources to match their media spend in
absolute terms. Conversely, if you’re a larger brand, you should skew to the
lower end of the range.
Spend varies by region, with brands in Asia-Pacific reinvesting a higher
percentage than other regions. Brands in North America reinvest slightly
less, but they enjoy a much stronger payback than the rest of the world.
Most brands reinvest between 1.4%* and
9.2%** of their revenues into media.
Source: Nielsen Compass Database 2020-2021
*25th percentile [i.e., 25% of brands spend below this amount]
** 75th percentile
Media spend needs to be between
1% and 9% of revenue to stay competitive
1
The median brand reinvests 3.8% of revenues
into media
The median brand reinvests 3.8% of its
revenues into media. Get insights on how
much your brand should spend and how it
should vary by region and by channel.
Percent of brand revenue reinvested in media*
ROI for ad spend index**
Global average ROI index 100
Source: Nielsen Compass Database 2020-2021
* Top five media channels (digital display, search, digital video, social, TV)
** ROI based on total of display, digital video, social and linear TV
Read as: Asia-Pacific receives
15% less ROI for its ad spending
the than the global average
ROI Report | Budgeting | Advertiser
7
8. In a study of media plans provided by clients of all sizes, about 25% of the
channel-level investments were too high to maximize ROI—by a median
amount of 32% extra spend. Cutting back the extra spend would certainly
improve channel ROI—but only by a modest 4%. And in the process, brands
would lose significant sales volume.
Underspending, on the other hand, is a significant challenge. As described
in the 50-50-50 gap, we found that 50% of planned media channel
investments were too low to achieve maximum ROI. The median under-
investment level was 52%—a large gap that most brands won’t be able to
close in a single planning cycle. But brands that close the gap can improve
ROI by a median of 50.3%.
In cases of overspending, brands should optimize their channel mix instead
of slashing the budget. Brands might find that they’re overinvested in one
channel and underinvested in another. Brands should focus on finding
the right balance versus cutting spend because they may not actually be
spending enough in the right channels to cut through the noise and drive
real impact in the first place.
Overspending isn’t as problematic
as underspending
2
Source: Nielsen Predictive ROI Database May 2022
Brands that hit the right media investment
levels can improve ROI by a median of 50%
median level of
overinvestment
median level of
underinvestment
median
ROI growth
opportunity
from reducing
investment to
optimal level
median
ROI growth
opportunity
from increasing
investment to
optimal level
32%
4%
52%
50%
ROI Report | Budgeting | Advertiser
8
9. Though many brands are already spending most of their
budgets on TV, there are still many cases where brands are
underinvested in the channel. And for display and video,
over half of plans show an underinvestment, so marketers
should pay close attention here.
Underspending is rampant
3
Over half of global display and digital video campaigns
are underspending
Source: Nielsen Predictive ROI Database May 2022
Median ROI growth
opportunity from
increasing investment
to optimal zone
Median level of
underinvestment
among plans that
are underinvested
Digital video
Display
Social
TV
66%
60%
43%
31%
52%
62%
58%
41%
51%
59%
44%
53%
ROI Report | Budgeting | Advertiser
9
10. There are even more distinctions when you break
performance down by region.
North America has the highest ROI levels of any of the
regions we studied—despite 57% of plans showing
underinvestment—making it one of the strongest
opportunity zones for most brands. Latin America also
has tremendous opportunity, with more than half of plans
showing underinvestment and significant ROI upside from
closing the gap. Meanwhile, brands in Europe are least
likely to be underinvesting in media, but are posting the
lowest ROIs of all the regions. These brands should invest
in granular analytics that help them spot opportunities to
grow ROI so that they more closely resemble levels in the
rest of the world.
Media budgets are influenced by a hundred different
factors, including ROI. But remember, a campaign’s
effectiveness is also driven by the budget. Fifty percent
of media investments are leaving up to 50% of ROI on the
table. That’s why Nielsen helps guide brands on how much
it takes to be both competitive and effective, no matter
where you are or what channel you choose.
North America and Latin America are two of the
strongest ROI opportunity zones
Median ROI growth
opportunity from
increasing investment
to optimal zone
Median level of
underinvestment
among plans that
are underinvested
Latin America
North America
Asia-Pacific
Europe
Source: Nielsen Predictive ROI Database May 2022
57%
45%
31%
52%
66%
52%
45%
59%
59%
38%
25%
ROI Report | Budgeting | Advertiser
10
12. Evolving your marketing strategy is critical to a sustainable business plan, but,
of course, there’s risk involved. What happens when you tap a channel you
haven’t used before? Testing and learning is great, but poorly designed tests
can leave you guessing about the results.
When it comes to newer marketing opportunities like podcast advertising,
branded content and influencer marketing, marketers want quantitative
guidance. On one hand, marketers might be attracted to channels like
podcasts because they often have less competitive advertising and ad clutter,
allowing brands to stand out. On the other, marketers can be wary of investing
their budget into new areas, even if the investments are smaller than those in
traditional channels. Either way, marketers need to understand how these new
channels perform on their own merit and when contrasted against traditional
media placements.
1. Reveal the impact of new media on the brands we’ve followed
2. Propose ways to measure impact that will work for a range of budgets
Combined, these insights will help you invest with confidence.
Trendy,but worth it?
Understanding the impact
of new media
To take out the guesswork,Nielsen conducted
over 1,000 studies on podcast advertising,
branded content and influencer marketing to
help marketers in two ways:
Invest
with
confidence
new
media
diverse
budgets
tailored
measurement
Source: Nielsen Brand Impact Norms May 2022
ROI Report | New media | Advertiser
12
13. The studies show:
New media delivers
For each of the three channels, the average aided brand
recall is over 70%, and the average advertiser brand sees
gains in familiarity and affinity through the exposure:
Moreover, Nielsen has researched what makes each of
these channels effective so marketers can lean in.
New media can drive 70%+ aided brand recall
after ad exposure
Source: Nielsen Brand Impact Norms May 2022
Aided brand recall
ROI Report | New media | Advertiser
13
14. Podcast ads
Many of the normal ad rules still apply for podcasts. For example, ads
with more brand mentions and ads with early brand mentions drive more
impact.
And while shorter TV spots are starting to edge out their lengthier
counterparts, longer podcasts ads are currently driving more impact.
However, even shorter plugs can be effective because podcast listeners
are especially likely to research advertised brands. In fact, ads of 30
seconds and fewer drive a six-point increase in consumer intent to seek
out information about the sponsor. And that intent can be bumped by two
points if there’s a call to action and another point if the podcast host is the
one reading the ad.
When listeners go looking for information about your brand, you’re able to
extend the conversation well beyond the short podcast ad, making this
channel a great potential investment.
Source: Nielsen Brand Impact Norms May 2022
Familiarity gain
Affinity gain
Podcast advertising
Podcast ads drive familiarity
and affinity gains
ROI Report | New media | Advertiser
14
15. Influencer marketing and branded content
Podcast ads appear in content. But for influencer marketing and branded
content, the ad is the content. Influencer marketing and branded content
are similar in this way, but are different in the vehicle used to promote the
brand. Influencer marketing is essentially the modern extension of celebrity
endorsements, while branded content might be thought of as the modern
extension of in-program product placement. If you watched and enjoyed
The LEGO Movie, you were enjoying extremely high-budget branded content.
When the content is the ad, you have to evaluate the content in addition to the
impact it has on brand metrics. By measuring consumers’ liking of the content,
Nielsen has found that high-scoring content can drive big gains in purchase
intent and deliver ROI that is comparable to more mainstream media. So what
makes for good content?
For starters, it needs to be engaging. That factor alone accounts for
approximately half of the variation in how the content was received. And the
importance of being interesting isn’t limited to “entertaining” content. It’s just
as true for informational work. But being interesting doesn’t require being
outrageous. In fact, staying on-brand to produce a good “brand fit” and appear
“natural” is also critical to boosting purchase intent.
Source: Nielsen Brand Impact Norms May 2022
Influencer marketing Branded content
Familiarity gain
Affinity gain
Influencer and brand marketing also drive
big familiarity and affinity gains
ROI Report | New media | Advertiser
15
16. New channels,
new measurement
Many brands prefer to test new media with smaller media
investments. But the impact of smaller media investments
can be difficult to detect. That’s why Nielsen has three
approaches that, when taken together, cover the full
range of investment sizes. With thoughtful preparation
and the right solutions, just about any new media
investment can be measured to show impact upfront or
while campaigns are inflight to inform smarter spending.
While newer media can seem daunting from a marketing
perspective, they’re channels with proven outcomes. And
by using different measuring techniques, you can dip your
toe into new waters with the confidence that you’ll be able
to measure their positive returns.
Simulated exposure: Two groups of people are exposed to a simulated
piece of content, like a podcast. One group hears or sees the ad, and
the other doesn’t. Afterward, both are asked questions about the
brand, and the responses from both groups are compared to measure
the impact of the ad. This approach is viable with any level of media
investment, compatible with a wide range of emerging media, and
produces data that can be compared to prior studies and statistically
analyzed to validate whether it produced a significant impact.
Live exposure: Survey panelists opt into a tracker that measures
if they’re exposed to an ad. Consumers that are exposed to the ad
are grouped together, and those who aren’t exposed are grouped
together. Then, both complete a survey about the brand. This
approach uses real-world exposures to measure the media’s impact,
can be validated using statistical testing and is viable with only a
modest level of media investment. Typically, 15 million ad impressions
are enough to support measurement in a very large country, though
this may vary based on nuances of a brand and the campaign.
Marketing mix modeling: Statisticians evaluate the change in media
over time relative to the change in sales (or conversions, equity, etc.)
over time. This produces a precise ROI that links media investments
directly to outcomes and allows marketers to compare the impact of
new and conventional media. However, MMM has more requirements
than the other two approaches. It typically requires the new media
channel to achieve at least 15% reach and requires variations in
spending across all the channels over time.
ROI Report | New media | Advertiser
16
18. They say the beginning is a good place to start. We agree.
The first step of any successful marketing campaign is figuring out who
your audience is. Reach and targeting are bedrock metrics for brand
awareness. But recent Nielsen research found that these measurement
metrics don’t just help marketers understand who they’re reaching, they
can also help them drive better sales outcomes.
A 2022 Nielsen study of 15 brands and 82 digital campaigns in the U.S.
revealed that there is a very strong relationship between target reach and
campaign ROI. For the analysis, in-flight target reach metrics were sourced
from Nielsen Digital Ad Ratings (DAR), and outcome metrics were sourced
from Nielsen Attribution, which determines ROI at the impression level.
When combining these measurements on a consistent set of campaigns,
we found one clear truth: Campaigns with strong target reach delivered
better sales outcomes.
Ads that best reached their audience had
significantly better ROI than those that didn’t. The cluster in the
lower left, which
represents an under-
delivered audience,
generated an
average ROI of $0.25
for every $1 spent
Metrics that matter:
How audience measurement
can unlock ROI
Tracking the relationship between targeted
ads and ROI
And the cluster
that best reached
its audience, in the
upper right, also
had the highest
ROI: $2.60 on
average
The middle cluster,
which better
targeted its
audience,
generated an
average ROI of $1
Source: Nielsen Digital Ad Ratings and Nielsen Attribution
ROI Report | Targeting optimization | Advertiser
18
19. The right ads to the right audience at the right time.
Sounds simple enough … right? Wrong.
Our research shows that only 63% of ads across desktop and mobile are on-
target for age and gender in the U.S. This means that in the channels with the
most exhaustive data coverage and quality, almost 40% of ad spend doesn’t
hit the mark.
And the more specific your target audience is, the harder it is to reach them.
If you want to target 18- to 34-year-olds, you’re going to reach them about
six times in 10. If you’re only interested in the males in that demographic, that
number drops to a third.
Optimizing a campaign’s reach is an important lever for improving ROI. But it’s
an increasingly hard ask, with data flung across dashboards and dribbling in
at different rates. Advertisers need to prioritize measurement solutions that
cover all platforms and devices, with near-real-time insights, so they can
capitalize on opportunities and drive impact from the very beginning.
Nearly 40% of U.S.desktop and mobile ads
don’t reach their audience
Source: Nielsen Digital Ad Ratings, U.S. Benchmarks Report – Q2 2019-Q1 2020
63%
37%
ROI Report | Targeting optimization | Advertiser
19
21. Advertisers are constantly pressed to prove impact. Your ad spend
depends on it. While short-term gains are exciting, concrete and a
stakeholder expectation, a strategy that blends the immediate impact
with opportunity creation is what really drives sustained success. That
means you must meet two occasionally conflicting objectives with a
mix of channels and tactics that drive sales today and build demand
for tomorrow.
In Nielsen’s prior reporting, brands learned about the perils of being too
focused on short-term results:
• Awareness and consideration often erode when brands overly focus
on conversion
• It’s harder to convert consumers in the short term when you scale
back brand building
• Reduced awareness and consideration limit future sales prospects
Now that we’ve reviewed the risks of a lopsided approach, let’s examine
the benefits of balance.
The 2021 Nielsen Brand Resonance Report found that increasing
awareness and consideration by one point drives a 1% increase in
future sales. Add to that our latest discovery: Increasing awareness and
consideration by 1% can also decrease short-term cost per acquisition by
1%. Taken together, you have both near- and long-term reasons to focus
on upper-funnel campaigns.
Is your funnel full?
Optimizing short- and
long-term strategies
Increasing awareness and consideration by
one point drives a 1% increase in sales and
a 1% decrease short-term cost per aquisition
Source: 2021 Nielsen Brand Resonance Report
ROI Report | Full-funnel marketing | Advertiser
21
awareness and
consideration
1pt
1% 1%
22. Another 2021 Nielsen study, a custom project commissioned by Google,
showed that brands that added upper-funnel marketing efforts to existing
mid-funnel campaigns were able to boost ROI by 70%. And those that
added upper-funnel tactics to campaigns that covered the mid and lower
funnel were able to boost ROI by 13%.
The data is clear, however, creating a full (and functioning) funnel isn’t
always straightforward. Media channels that drive short-term sales might
not fare as well in driving brand impacts. In fact, those that do both well
are rare: Globally, only 36% of channels perform above average for sales
and brand building.
Only 36% of channels deliver for both revenue
and brand metrics (Source: Nielsen Marketing Mix studies)
The likelihood that a channel will work well for both objectives varies by
region. Based on our examination of over 2,000 channel performance
points across 150 Nielsen Marketing Mix studies, brands in Asia-Pacific
are more likely (42%) to be able to find channels that work for both
objectives, but in the Americas, the likelihood sinks to just 20%.
A channel’s potential full-funnel effectiveness
varies by region
Source: Nielsen Marketing Mix studies
42%
38%
38%
20%
Read as: In Europe 38% of channels are above
average at both objectives
ROI Report | Full-funnel marketing | Advertiser
22
23. So, what’s the perfect formula for channel mix? Every brand, campaign,
region and season is different, but there are a few general truths.
Generally, digital display, social and TV are strong for both sales and brand
objectives about 60% of the time. Radio and out-of-home (OOH) deliver
above-average results on at least one objective about half of the time.
Because channels may be strong for only one objective, advertisers should
measure both brand building and sales impacts to understand how specific
parts of your media plans drive value. This is especially important in the
Americas, where the chance of getting positive results on only one objective
is 50%.
Having multiple impact measures
is important even for the strongest
channels. Since TV, social and digital
video are above average on only one
objective in about 25% of cases—
and given this is where the majority
of media spend falls for many
brands—you need to measure for
both objectives, with comparability
across channels, to manage the mix
and grow spend.
Some channels,like display,social and TV,are
better at full-funnel effectiveness than others
Above average
at both
Above average
at brand only
Above average
at sales only
Below average
for both
Digital display
Digital video
Out-of-home
Print
Radio
Social
Linear TV
Read as: In digital display, in 62% of cases, it’s
measured to be above average on both objectives
Source: Nielsen Marketing Mix studies
ROI Report | Full-funnel marketing | Advertiser
23
24. So how do you determine the best mix for your brand? Here are three steps
to follow:
Pick the objective most relevant for you, and analyze channel
performance for either brand building or short-term sales.
For channels that perform poorly on the chosen objective, determine
if changes to execution could make the channels perform on par with
the rest of the plan.
Before deprioritizing a poor-performing channel, measure its
performance for the second objective to ensure you’re not under-
utilizing a channel that is critical for the other objective.
1
3
2
It’s also important to keep in mind that your objectives may change over time
and that campaigns and creatives should evolve accordingly. For example,
an advertiser looking to clear out inventory of an old product model might
prioritize sales while an advertiser introducing a new model or brand might
prioritize brand building.
Formulating the perfect ratio of top- and bottom-funnel spending is a
process of trial and error. There’s considerably less error when you have the
tools in place to check performance and optimize on the fly. However, just
understanding that these two marketing components are equally important is
half the battle.
ROI Report | Full-funnel marketing | Advertiser
24
25. Underspending is a bigger problem than overspending. Fifty percent of media investments are leaving
up to 50% of ROI on the table because marketers are underspending by 50%. So instead of slashing
budgets, make sure you’re investing the right amount into channels that work for your goals.
New media channels deliver. Podcast ads, influencer marketing and branded content can drive 70%+
aided brand recall after ad exposure. That makes them a great option to test, so long as you have a
measurement plan in place regardless of your budget.
Reach metrics are an early indicator of sales. We found that campaigns that optimized their reach
consistently delivered a higher ROI. Having the ability to optimize these metrics while your campaign is
still running will set you up for higher ROI once it’s done.
Most channels don’t work for the full funnel. Only 36% of channels deliver for both revenue and brand
metrics. You need a balanced strategy of both upper-funnel and lower-funnel initiatives if you want to
drive sales today and build demand for tomorrow.
The bottom line for marketers
1
3
2
4
26. Nielsen shapes the world’s media and content as a global leader in audience measurement, data and
analytics. Through our understanding of people and their behaviors across all channels and platforms, we
empower our clients with independent and actionable intelligence so they can connect and engage with
their audiences—now and into the future.
An SP 500 company, Nielsen (NYSE: NLSN) operates around the world in more than 55 countries. Learn
more at www.nielsen.com or www.nielsen.com/investors and connect with us on social media.
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