NEW YORK - October 9, 2025 - Nielsen, the global leader in audience measurement, data and analytics, today announced the release of The Marketing ROI Blueprint: Unlocking the full value of marketing investments, a strategic report designed to equip brand and media investment leaders with the tools to prove tangible business impact in a fragmented media landscape.
Amid ongoing budget scrutiny and media fragmentation, The Marketing ROI Blueprint identifies crucial shifts in marketer behavior, revealing three key areas of opportunity for brands to confidently drive measurable results. These include prioritizing business outcomes over basic delivery metrics, embracing cross-media integration to bridge measurement gaps, and elevating creative accountability by linking campaign impact directly to sales and brand lift. The report provides a robust framework for empowering brands to unify their data, optimize investments, and ultimately drive more impactful, data-driven outcomes.
Key highlights from the report:
The industry is prioritizing business outcomes: Reflecting a broad industry shift from top-of-funnel reach, 38% of marketers are now prioritizing sales or ROI as their top metrics for success, underscoring the demand for measurable business impact.
ROI measurement confidence gap persists: 85% of marketers express confidence in their ability to measure ROI, but only 32% actually measure ROI holistically across traditional and digital media channels, highlighting a critical gap between perception and practice.
Opportunity exists for unified emerging channel measurement: 27% of marketers still measure sponsorship separately, highlighting a clear path to gaining a full understanding of its contribution within the broader media ecosystem.
Holistic measurement is the proven industry standard: Recognizing the limitations of fragmented data, 60% of marketers are now incorporating both reach/frequency and ROI into their cross-media measurement strategies, confirming the industry's commitment to achieving a comprehensive view of campaign effectiveness.
Creative evaluation is crucial for maximizing impact: Marketers are increasingly using tools like brand lift and sales lift to connect creative elements directly to measurable outcomes, helping to optimize campaign performance and prove tangible business impact.
How this report benefits marketing professionals:
Proven ROI strategies: Access actionable insights on integrating data across all media channels, enabling you to measure and prove the real business impact of your campaigns.
Optimized campaign performance: Discover practical solutions to enhance both creative effectiveness and cross-media measurement, empowering you to elevate campaign results across the board.
Smarter budget allocation: Make smarter, data-backed decisions that minimize waste, ensure more efficient use of resources, and drive higher marketing ROI.
Informed, agile decision-making: Leverage advanced tools and strategies to evaluate media and creative performance, allowing for agile and informed decisions.
About Nielsen
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences-now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
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