Nielsen Annual Marketing Report: The Age of Dissonance
Digital has made the customer journey more complex. With new metrics, platforms and tools, measuring that journey is even more difficult.
While digital channels continue to gain ground, the ambivalence isn’t gone. Many marketers feel they don’t have the right tools to measure and compare the ROI of ad campaigns across all the channels they use.
This report offers a powerful view into the current state of the industry. Understand the dynamics at play and identify promising areas of development for marketers and their media partners. Learn more about:
- Why marketers hold digital channels to a different standard than traditional channels
- How perceptions influence digital spending
- Why brands shrug off data quality issues
- What obstacles are hindering OTT advertising adoption
- Tactical recommendations to improve marketing effectiveness