INiesenFromchaostoClarityUnlockingthepowerofdata-driven marketing2025AnnualMarketing Report
03IntroductionsiuajuosjoaqelSection1:Rollingwiththepunches,Trends to watchinglobal advertising0412Section2:FindingthesweetspotThegreat marketing balancing actSection3:SeeingthingsdearlyMeasuring successinachanging world2028Conclusion29AboutNielsen
InbroducsionIntroductionMany expected 2025 to be a dynamlc yearfor marketersFor thls report, we surveyed 1,400 leading m arketers to find out what thel prlortles are thls year andAIsrapldevlutionad therise ofshoppable advertisingoffer a gulding light to marketers like you who stll need to take actlon even as things keepchanglngare presenting exclting opportunitles-and challenges. BuTheysharedarudalansghtshn treekey aes;2025hasalso seenshake ups In the global supply chalnand consumer sentiment?, and the ad Industry hasnt beenImmune to suchfluctuations.?IRollingwiththepunchesMarketers are reslent, and they have many optlonsat thelrdlsposal to shifits dfflcutomake long-termmarketing plans whenspendinghn timesofcrlsla.Welrevilewgrowing trends aroundthe world.you don't know If youll have products on the shelf In thecomingmonths, and at a prie consumers can affordlBut marketers arebult for tlimes lke these.They know hovto adapt to suddenchanges, shifting budgets, advertisingIt'sagreatime to remember that marketing ls a balandingact between brandingI st rategles to stay engaged with customersandperfomance.Surcessfulbrandstoday areplaning thelrmedia mikx to drivea thick and thn. They also know that companlesthateto InvestInadvertisingthroughouttheups andshort-termgrowth withourtlosingaslghtof the blgplcture.downs often emerge strongenseventhedtonofourAnualMaketing Report,SeeingthingsclearlycurrentuncertalntyIn themarketplace, theYoucant find your way out of the fog without a compas. Marketers know whatearshowthatmost marketers aroundthetheyneed todo to measure thesuccessof thelr cross-medla campalgns,buteright attitude, the right plans and therighttheyre unsure about whattools touse.Wecanchange that,Find out how marketers like you are navigating the chaos and bring clarity to your own plan of action+NielsenConrigee202sTrehiek
Irendsto watchirglobal advertisina1Rollingwiththeuonpespunches
Overhalfof globalFigure1.1Share of marketerslikely orvery likely tomarketers plan toreduce ad spend in 2025reduce ad spendthis vearRegionIndustryAfter astrongyear In 2024, many marketers were aready54%preparingforaleaner2025.The adltonaluncertahtynlected Into the alobal economv hasnowcementedmanvmarketers'plans.Narth51%Automative51%AmericaOverhalf(54%>)ofglobal respondents are plamingtocut ad spendingin2025.Noreglonorsector oftheeconomy Is Immune, as filgure 1 llustrates, but theAmdriln51%58%ratlonales are likelydifferent.fech companles are respondling to global supply-chalnAsia-Pacific53%RetaI40%droppingfdence and, IntheU.S, a challengingarket? European marketers, forthelrpart,Eurape60%Technalagy70%ontend withsluggish loca economles and51%No matter the reason, many companl...
