# 以下为纯文本简介，不带文件格式；详细内容请下载文档查看；
2023 Annual
Marketing Reprt
The need for consistent measurement
in a digital-first landscape
Table of contents
Foreword34
Introduction
Key survey findings5 Industry insights7 Digital spend edges out other investments amid economic headwind
Global ad budgets are leaning into CTV
Confidence in holistic ROI measurement is low
Increasing complexity inhibits measurement confidence8 1115 1721 2224 2527 Our takeaways
Investments today can save money in the long term
The future is here: embrace a comparable measurement mindset
Increase your ROI by reaching more of your target audience
About this report2 Copyright ? 2023 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Foreword
There is no shortchanging the complexity that comes with
being a CMO today. But at the same time, complexity doesn’t
grant CMOs any leeway when it comes to delivering for their
businesses or justifying their marketing investments. In reality, we
know that increased complexity simply amplifies accountability.
In a complex world, with media channel proliferation,
it’s imperative to find comparability—to ensure data and
measurement integrity and con。。。以下略