Although the ad market has been struggling over the last two years, brands have adjusted their marketing efforts after widespread pullbacks in 2020. The ad market is expected to continue growing in 2022, with global growth of 9.7%. One channel where this increase is striking is TV advertising. Nielsen reports that budget changes over the next 12 months in linear TV will be about 20%.
Despite the notable increase in advertising spending over the past year, marketers are largely pursuing the same objectives, strategies, and tactics as they were a year ago. Regardless of their objectives, marketers are relying on data to help guide their decisions and ensure that the solutions they use are scalable for brands of all sizes. On average, according to Nielsen, a 1-point gain in brand metrics such as awareness and consideration drives a 1% increase in sales. Therefore, we can see that marketing efforts are extremely important.
From the marketing perspective, technology to engage, measure and optimize has never been more rampant, but marketers should be increasingly focused on holistic views of consumers—not just channel- or platform-specific look-ins.
Globally, marketers are considerably confident in ROI measurement across select channels, but their confidence in full-funnel ROI measurement stands at 54%. The full funnel contains various media elements such as Linear TV, Radio, Email, Search, Social Media, Native advertising, Mobile, Podcasts, etc. Among traditional marketing channels, the most powerful and accessible one is TV. Nevertheless, more than half of marketers are not confident in measuring the effectiveness of TV.