Nielsen – Annual Marketing Report, 2024

In 2023, global marketers faced challenges with budget cuts and layoffs despite the recession that never fully materialized. As they navigate another potentially tough year in 2024, many are turning to performance marketing and digital platforms for quantifiable results. This shift towards programmatic-style ad buying allows for real-time measurement and optimization based on audience data. However, a balanced media mix is still essential for success, requiring a cross-media approach and continuous tailoring across the marketing funnel. The Nielsen Annual Marketing Report for 2024 delves into how marketers are allocating budgets and measuring success to improve ROI. Despite economic uncertainties, 72% of marketers anticipate bigger ad budgets this year. However, there is a misalignment between top KPIs focusing on long-term ROI and full-funnel marketing, as many prioritize performance marketing over brand-building initiatives. Additionally, with a significant portion of budgets allocated to digital and performance channels, marketers may struggle to achieve holistic returns. The report offers recommendations to help sharpen ROI strategies in the coming year and beyond.