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1、THENIELSENCMOREPORT2018AtNielsen,datadriveseverythingwedo—evenart.That’swhyweusedrealdatatocreatethisimage.Copyright©2018TheNielsenCompany(US),LLC.AllRightsReserved.ERICSOLOMONSVPMarketingandStrategyNielsenWatchALETTERFROMTHEAUTHORWelcometoTheNielsenCMORe
2、port2018!THENIELSENCMOREPORT
3、2018Therehasneverbeenamoredynamicandchallengingtimetobeamarketer.Sincetheadventoftheinternet,fueledbyavailablehigh-speedbroadbandandignitedbytheproliferationofsmartphones,marketershavemoreaccesstoconsumersthaneverbefore.Wearea
4、washindataandshouldbelivinginanirvanaofactionableinsights.Thereality,however,seemsdisconnectedfromthispromise.Overthelast18months,someofthelargestandmostinfluentialadvertisersintheworldhavespokenupabouttheirconcernswithdigitaladvertising,callingthesupplych
5、ain“broken”andpointingtohighincidenceoffraudandlackofbrandsafety.Subscriptionvideoondemand(“SVOD”)servicesaredecreasingreachoftraditionalmarketingmediumslikeTVandradio.ThelaunchofGDPRintheEuropeanUnionandrelatedprivacychallengeshaveaddedcomplexitytothecoll
6、ectionandmanagementofconsumerdata.Combinethiswithchangingconsumerpreferencesandzero-basedbudgetingandit’sclearthatthejoboftheCMOhasbecomeamoredelicateanddangerouscatwalk.AtNielsen,ourjobistoprovidethesciencebehindwhat’snext.Sowekickedoffthefirstinanannuals
7、eriesofCMOreportswithafocusonglobalbrandadvertisingandasimplegoal:tolearnfromandgivevoicetohowbrandadvertisersarenavigatingtoday’smarketingenvironment.Anddotoit,weappliedaquantitativeapproachtogatheringthevoiceoftheCMO(e.g.anin-depthsurveyandone-on-oneinte
8、rviews)tounderstandwhat’shappeningnowandgetasenseof“what’snext.”I’llleaveourdetailedfindingstothereport,butoverall,wecameawaywithasensethatweareinthemidstofaslowbutinevitablechange—anevolution,notarevolution.Marketersareleaningintothedata,toolsandcapabilit
9、iesavailabletoday.Andwhiletheydonotalwaysdeliverashoped,theirwillingnesstoinvestandexperiment—whileincorporatingthetriedandtrue—continues.Enjoythereport!Sincerely,HOMEMEDIACHANNELSAGENCIESCAPABILITIESTRADESPE
