Historically, media sellers have two proven growth tactics: raise prices or prove the value of their media to attract more ad dollars. Ideally, sellers should aspire to grow through a combination of both. That’s not typically feasible, which means sellers should start by assessing how their media is faring with respect to other options—all other options.

For buyers, the key is having a holistic view of media buy options, as well as the ROI that each delivers. For example, television continues to dominate media plans globally, but buyers may not have insight into the ROI trends associated with those buys, which can vary from market to market. 

To better understand media valuation and strategy planning amid the broadening media landscape, we recently spoke with Jeremy Cartwright, customer success director in Northern Europe at Nielsen. In our discussion, Jeremy discusses the relationship between spending and ROI, the importance of a solid media pricing strategy and regional differences in media ROI.

For additional insights, download our 2022 ROI Report.

The post ROI data can help buyers and sellers navigate media valuation in an expanding media landscape appeared first on Nielsen.

Somewhat surprisingly, many are not. In fact, the data from a global analysis of cross-channel media plans shows that half are underfunding their media investments. In essence, the investment levels are too low to be effective. How low? About 50%.

To better understand how spending levels affect ROI, we recently spoke with Imran Hirani, VP, Media & Advertiser Analytics at Nielsen. In our discussion, Imran discusses the relationship between investment and outcome, the frequency in which spending levels are inadequate to generate optimal results and strategies to right-size media spending.

For additional insights, download our 2022 ROI Report.

The post Breakthrough ROI depends on optimized media spending appeared first on Nielsen.

Brands that are investing in emerging media are seeing big returns. Nielsen Marketing Mix Models found that influencer marketing, for example, is just as effective as more established, mainstream channels, and performs within 1% of the ROI of TV and digital ads. And when it comes to new media’s impact on brand, the results speak for themselves. In a study of over 1,000 podcast, influencer and branded marketing ads, Nielsen’s Brand Impact Norms database shows that the median brand recall was over 70% among consumers who saw the ads.

To learn more about the impact of emerging media on ROI, we recently spoke with Nichole Henderson, Senior Vice President, Brand Impact Product at Nielsen. In our discussion, Nichole discusses the rapid rise of new media in marketing campaigns, how they can help drive ROI and how marketers can properly test campaigns before creating their budgets.

For additional insights, download our 2022 ROI Report.

The post Measuring new media’s impact on brand awareness and ROI appeared first on Nielsen.

To get a full view of performance, marketers need to measure and optimize on both sales and brand metrics. And for marketers able to turn full funnel data into actionable insights, the payout is well worth the effort. To learn more about the impact of full-funnel marketing can have on ROI, we recently spoke with Abhinav Maheshwari, Vice President, Performance Measurement, APAC. In our discussion, Abhinav speaks to the dangers of sales-only measurement, and the benefits of brand-building on long-term conversions.

For additional insights, download our 2022 ROI Report.

The post Understanding the impact of full funnel marketing on ROI appeared first on Nielsen.

To establish and maintain meaningful relationships with consumers, marketers need to keep pace with real-time changes in behavior, attitudes and media engagement. According to Jamie Moldafsky, Nielsen’s chief marketing and communications officer, robust and accurate data must be marketers’ north star for understanding and engaging consumers—and for measuring the ROI of that engagement.

With the complexities of ongoing disruption and media fragmentation, Moldafsky says several things remain constant: the need to know consumers and clients, what they want from you and how you can most effectively and efficiently engage them.

In concert with the launch of Nielsen’s 2022 Annual Marketing Report, we spoke to Moldafsky about the importance of brand, the intersection of brand and acquisition, the importance of understanding full consumer journeys and the value of scalable data strategies.

For additional insights, download Nielsen’s 2022 Annual Marketing Report.

The post Agility is key for marketers amid the convergence of brand and acquisition appeared first on Nielsen.

The role of Black-owned media has continued to evolve in the nearly 200 years since Freedom’s Journal–the first Black owned and operated newspaper in the U.S.–went to print. Today, the need for trusted voices to herald the issues, trends and triumphs of Black America remains clear. After the reckoning of 2020, brands and advertisers acknowledged Black-owned media as an integral missing piece in their efforts to not only reach, but to advocate for Black communities.

Nielsen research shows that Black audiences are driving demand for content where their identity is represented on screen. And Black-owned media plays an important part in providing representative content to the diverse Black community. But even with a 27% reach among Black viewers, historically, Black-owned outlets have not always been a part of the media plans designed to reach Black consumers.

Munson Steed, CEO of Steed Media Group, is one of today’s most trusted storytellers in the Black community. The multimedia conglomerate includes print, digital, events and its multimedia news platform, Rolling Out.

Steed joined Nielsen’s VP of Diverse Insights and Partnerships, Charlene Polite Corley, to discuss the impact of diverse-owned media and how brands and advertisers can benefit from working with Black-owned media. Watch the conversation to learn about:

• Why it’s important to invest in Black-owned media as a way of investing in the health and wealth of the Black community (starting at 1:33)
• How brands can benefit from working with Black-owned media and Black-targeted media (starting at 7:30)
• Leveraging social media and digital platforms to better engage and serve the Black community (starting at 11:58)

Learn more in our Diverse-Owned Media Audience Reach and Profiles report.

The post Black-owned media: making the case for better brand partnerships appeared first on Nielsen.

Black History Month is frequently the time when brands step up their efforts to connect with Black consumers. And with the advertising industry’s commitments to spend with Black-owned media, new opportunities to expand programming have emerged for Black-owned radio, which reaches more than 6 million Black listeners each week.

From the National Association of Black Owned Broadcasters network of radio stations airing More Than That with Gia Peppers, to the Black Information Network from iHeartMedia delivering news 24/7, audio content about the diverse experiences across Black America are in demand. 

In the video below, Charlene Polite Corley, Vice President of Diverse Insights and Partnerships at Nielsen, spoke to Tony Coles, Division President, iHeartMedia and Founder, Black Information Network, about the power of radio and creating a platform for more authentic Black voices and nuanced stories. Watch and learn more about:

• New opportunities to engage Black listeners with news and talk formats, beyond the usual Urban Contemporary or R&B formats
• The creation of the Black Information Network and the need to invest in more diverse news rooms 
• How COVID shook up the Network’s plans but resulted in better journalism for its newsroom

Learn more about the reach and profiles of Black-owned radio listeners in our Diverse-Owned Media Audience Reach and Profiles report.

The post Tuning into radio’s potential: the power of Black-owned radio appeared first on Nielsen.

In the most recent TV season, Black talent was above parity—but for Black audiences, parity is not enough. In the era of personalization, so are the nuances. 2020 Census data shows an 89% increase of people who identified as “Black in combination with another race,” and that 16% of Black people speak another language other than English at home. Yet media still has to catch up. 58% of Black audiences say there’s still not enough representation of their identity group on screen. 

In the video below, Charlene Polite Corley, Vice President of Diverse Insights and Partnerships at Nielsen, spoke to Rahsan-Rahsan Lindsay, Chief Executive Officer of MediaCo Holding, which owns Hot 97, WBLS and Fairway Outdoor about how the platforms he leads are taking a deep look within—from the leadership to producers, writers and creators—to make sure that Black audiences feel seen and heard. 

Watch the video to learn:

• The importance of giving content creators enough creative and artistic freedom and encouraging them to push the envelope to express culture more expansively and also show more intersectional characters such as Afro Latinos or the Black diaspora 
• Radio reaches over 90% of Black listeners every week showing the importance of this platform for Black people. Lindsay discussed how radio provides the opportunity for two-way conversation inside the community but also shares the voices of the Black Community on a broadcast platform that reaches other demographics influenced by Black culture. 
• In his role as a leader in the audio world, Lindsay is also advocating for the need to be more inclusive of women. In an industry that is dominated by men, he discussed the need to remove the barriers that have historically excluded women. He expressed the need to open up new ways for women artists to be heard, for their music to be discovered, and build platforms where they can exist on their own merit — without being compared to men.

The post The importance of understanding the nuances of Black representation in media appeared first on Nielsen.

Tune into the on-demand session below to hear more about the following key takeaways: 

• The Black audience has tremendous buying power, viewing power and far-reaching cultural influence.

• Black audiences expect nuanced representation in the stories and ads they engage with.

• Going beyond the monolith to represent diverse Black experiences will be critical for brands and publishers who want to win with Black consumers.

The post Seeing and believing: Meeting Black audience demand for representation that matters appeared first on Nielsen.

Por ello, reunimos a un grupo de destacados expertos de la industria y líderes de Nielsen de todo el mundo para charlar sobre cómo navegar por el entorno de los medios en el mundo, hoy y en el futuro. Te invitamos a ver la siguiente sesión de video on-demand en idioma inglés para conocer más sobre:

• La evolución del consumo de medios y el comportamiento de las audiencias en el mundo
• Cómo debe evolucionar el valor de los diferentes medios para satisfacer las necesidades de la industria
• Las principales tendencias digitales que no hay que perder de vista
• Dónde tienen planeado los anunciantes gastar su dinero

Para ver este video en idioma inglés, ingresa tu dirección de correo electrónico.

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