Marketers Need Unified Measurement Solution For Better Comprehension, New Report Suggests

Most marketers are expecting their budgets to grow in 2023, even if only half are confident in their ROI metrics.

Those are just a few of the results of Nielsen’s recent 2023 Annual Marketing Report, which surveyed more than 1,500 marketing professionals (64% of whom anticipate budget growth and 54% of whom have ROI confidence).

“Brands have adjusted their media strategies,” the digital-focused report says. “84% of global marketers say they include streaming channels in their media plans. The catch? Less than half believe this spending is effective.”

With its focus on evolving viewing behaviors, the report found that 62% of marketers seeking a comprehensive performance outlook use multiple measurement solutions, “which may be contributing to the lack of confidence.”