The sixth Annual Marketing Report explores how global marketers are allocating budgets and measuring success all with an eye on proving and improving ROI 

Nielsen, a leading authority in audience measurement and analytics, unveils its latest Annual Marketing Report, showcasing the priorities and strategies of global marketers in enhancing ROI for 2024 and beyond. The report highlights the importance of cross-media strategies and integrated measurement approaches to unlock revenue opportunities in today's dynamic marketing landscape.

1. Marketers' Spending Optimism:
   - Despite challenges such as inflation and supply chain uncertainties, 72% of global marketers anticipate larger ad budgets in 2024, reflecting increased spending optimism compared to previous years.

2. Balancing Brand Building and Performance Marketing:
  - While long-term ROI and full-funnel ROI remain top KPIs, there's a notable shift towards performance marketing, with 70% of respondents prioritizing it over brand building initiatives.
   - The report warns against neglecting brand-building efforts, which could potentially limit long-term ROI and lead to brand decay.

3. Digital Dominance in Media Allocations:
   - Digital media allocations are on the rise, with global marketers planning to allocate over 63% of their media spending to digital channels.
  - Social media, search, online video, and digital display witness significant increases in spending, reflecting the evolving media landscape.

4. Measurement Challenges and Opportunities:
   - While 84% of marketers express confidence in their ROI measurement capabilities, only 38% evaluate holistic ROI by integrating traditional and digital marketing metrics.
   - Nielsen emphasizes the importance of integrated measurement efforts across media channels to accurately assess brand and performance metrics in both short and long terms.

5. Insights from Nielsen Executives:
   - Tina Wilson, EVP and Group GM of Analytics Portfolio Companies at Nielsen, underscores the need for integrated measurement to maximize returns across diverse marketing channels and objectives.

Nielsen's 2024 Annual Marketing Report sheds light on global marketers' strategies and challenges in enhancing ROI. By emphasizing the importance of cross-media strategies and integrated measurement approaches, the report provides valuable insights for navigating the evolving marketing landscape and maximizing returns on marketing investments.