The Nielsen CMO Report 2018: The Roadmap for Marketers Who Lead

Key findings from the Nielsen CMO (Chief Marketing Officer) report:
1) 79% plan on investing more in marketing analytics this year
2) 74% have little to no confidence that they have the right marketing technology in place

Importance of marketing and measurement technologies:
1) Reach and Frequency — 82%
2) Ad viewability — 73%
3) Data Management Platforms — 63%


The effectiveness of digital/traditional channels:
1) Social Media — 69%
2) Search — 69%
3) Programmatic — 54%
4) Mobile — 50%
5) Linear TV — 43%
6) OTT/Connected TV — 28%
7) Print — 21%
8) Radio — 19%


% of CMOs that expect budgets to increase:
1) Digital- 82%
2) Traditional — 30%


% of CMOs who spend >60% on specific type:
1) Traditional — 33%
2) Digital — 31%


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