Nielsen surveyed 260 marketing professionals between October and December 2020 across industries.
In 2021, more than 50% of marketers expect to increase ad spends across digital platforms like social media, search, online/mobile video, email, and online/mobile display, as per the report. Marketers also anticipated budget increases for other channels like podcasts, native advertising and direct email, and more.
However, less than 10% of marketers expect to cut back spends on cinema, linear television, out-of-home, and AM/FM radio ads. When asked about accurately measuring the ROI of each channel, over 40% of marketers were confident about search, followed by email (nearly 40%).
Marketers were also confident in calculating ROI for social media, online/mobile display, and online/mobile video. Print, AM/FM radio, out-of-home, linear TV, and cinema channels had the least confidence shown in terms of ROI measurability.
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