2023 Nielsen Annual Marketing Report



The 2023 Nielsen “Annual Marketing Report” presents statistics covering the necessity of consistent measurement tools for digital marketing. With the emergence of Smart TVs and other forms of digital media, marketers are able to engage their audiences in a new and flexible way. 

Although 84% of marketers are increasing their spending across all digital channels, less than half view this spending as effective. Marketers express low confidence in the ability to measure return on investment (ROI) across all channels. 

In recent years, the increased spending across digital video in the U.S. reflects consumers’ shift to streaming, including connected TV (CTV). Even though there is an increase in spending for CTV, marketers still view other digital channels as more effective. Again, this is partly due to challenges in measuring ROI. 

Without dependable measurement tools, marketers cannot make informed mixed media decisions. 52% of global marketers focused solely on reach and frequency metrics, under-utilizing their marketing technology. In addition, using multiple measurement tools can become too complex. On average, 62% of marketers globally use multiple measurement solutions to arrive at cross-media measurement. 

With the rise of digital devices and platforms, marketers face the challenge of effectively measuring and comparing data across these different platforms. This need arises from the fact that consumers now use various devices such as smartphones, tablets, laptops, and smart TVs to access digital content.
To address this issue, marketers require measurement tools that offer consistent and comparable data across all platforms. These tools should be capable of capturing and analyzing consumer behavior, engagement, and conversion rates across different devices and platforms.
Effective measurement tools should also provide insights into user demographics, interests, and preferences, enabling marketers to understand their target audience better and tailor their strategies accordingly. By having access to comprehensive and consistent data, marketers can optimize their advertising campaigns, content creation, and customer experience across all platforms.
Additionally, measurement tools should be able to accurately attribute conversions and track customer journeys across multiple touchpoints. This way, marketers can determine the impact of different platforms and devices on the consumer’s decision-making process and allocate their budgets effectively.

Looking for strategy assistance in the world of digital advertising? ​

BrandVerge is a tech-enabled media agency that helps brands connect with media companies and enhance collaboration. We offer two leading solutions: BrandVerge Self-Serve and BrandVerge Concierge. BrandVerge Self-Serve is a free platform that gives brands access to a marketplace of media vendors and their sponsorship options. Brands can browse and book sponsorships on-demand and in real-time. BrandVerge Concierge is a fully custom, white-glove service that provides brands with a dedicated team of experts to help them plan, buy, and measure their media campaigns.

BrandVerge provides brands with a transparent and easy way to navigate the digital marketing space. Brands are able to work with several influencers and platforms while following clear and consistent analytics.

If you need assistance with your digital advertising strategy, you can schedule a consultation with us. We would be happy to discuss how we can help your brand or company. Alternatively, you can email us at Contact@gobrandverge.com, and we will get back to you. 

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