According to a survey, podcast ads, influencer marketing and sponsored content can bring more than 70% in brand awareness
Released this Tuesday (23) by Nielsen, the first edition of the ROI Report showed that half of marketers do not invest enough to obtain the maximum ROI from each channel.
The global report presents data to help provide insights into what drives the return on ad spend, how to measure the return and how to improve metrics that brands already have, with exclusive content for the audience of advertisers, agencies and publishers. .
According to Nielsen, although a low rate of return means smaller investments, these efforts need to be greater if the focus is to maintain growth and generate more returns.
The ’50-50-50 Gap’ indicator states that 50% of average plans have investments that are 50% lower than necessary in terms of optimal ROI, so the ROI can be improved by the same proportion if the investment is the same. ideal.
Izabel Petergrosso, Nielsen’s impact marketing leader, says that investing in the right target audience is essential to increase ROI and, with that, expand the brand’s visibility.
“This ROI report provides recommendations that allow the identification of challenges and guide brands on the efficiency of media. In addition, it anticipates situations that would only be identified after wrong business decisions,” said the executive.
In addition to budget, Nielsen’s survey revealed that, for new players, podcast ads, influencer marketing and sponsored content can bring more than 70% in brand awareness.
Regarding audience measurement, another insight, Nielsen said that campaigns with ‘strong reach’ in the target have the best sales results. On the other hand, he warns, only 63% of the investment in digital actually reaches this target, ‘which demonstrates that more than a third of the investment is misdirected’, reported Nielsen’s Report ROI.
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