Data is the key to maximum brand awareness balanced with a quantifiable, immediate outcomes

05/07/2022

From left: Burger King's Katie Evans, The Drum's Jenni Baker, Nielsen's Emma Delserieys and the Independent's Jo Holdaway Marketers have long been divided on the right recipe for long-term sales growth: focus on sales, or focus on brand building. While the marketing landscape is rife with tech solutions to help brands and agencies easily track and validate their mid- and low-funnel spending, research shows that sales-driven efforts do little to acquire new customers-the top business objective cited by marketers for the 2022 Nielsen Annual Marketing Report.

With new customer acquisition and brand building at the forefront for marketers in the coming year, the need for balanced marketing strategies has never been greater. This need is also being embraced by brands around the world, especially after some began to over-emphasize conversion efforts heading into the pandemic.

There is a clear tension between brand awareness and the need to drive clear outcomes, said Emma Delserieys, vice president of customer success in Europe at Nielsen, during a recent panel discussion arranged by the Drum on the topic. Every advertiser wants the same thing-maximum brand awareness, quantifiable, immediate outcomes and all of that for the minimum budget they can spend.

Katie Evans, U.K. chief marketing officer for Burger King, noted a distinctive pivot to be more holistic in her brand's marketing efforts since she joined back in early 2018.

When I joined, there was a relatively traditional media strategy that was very focused on linear TV and short-term sales, Evans said. The company had brand awareness, but we put new emphasis on brand salience and brand affinity to drive differentiation in a busy market. That really drove the media strategy and approach for us.

Media sellers are seeing the shift as well, including Jo Holdaway, chief data and marketing officer at The Independent, a global, digital news brand.

As a media owner, we are seeing much less focus on performance marketing, much more focus on brand awareness as a brand that is offering clients a platform to advertise on, Holdaway said. We're seeing a real shift into more direct brand awareness campaigns, a lot more long-term partnership business, and a lot of the marketers out there want to associate their brands with our brand on a long-term sponsorship or branded content basis, and that is very different from what you would have seen five years ago.

Navigating the shift, or finding the right balance between long- and short-term goals can be daunting. Rather than trying to navigate the challenge alone, Delserieys advises working with partners to identify solutions that measure both the long-term effects and short-term impact and holding them accountable to delivering outcomes.

We see advertisers, for example, who have too many KPIs to be operationally efficient. We have others that only focus on one KPI, and that can come at the expense of finding true balance, Delserieys says. So typically, I advise to find the right KPIs for long- and short-term effects, measure both and place greater accountability on partners to deliver outcomes.

The importance of measurement is critical here, especially as consumer journeys aren't siloed in specific platforms or channels. This, however, is where many marketers are struggling to track their returns, as only 54% of global marketers are confident in their ability to measure full-funnel ROI.

-- The full-funnel ROI measurement challenge is real, acknowledged Holdaway. As a news brand, she says The Independent is very involved with podcasting, video, digital and social, but measuring the ROI of these channels holistically is a growing challenge. For example, she says it's relatively easy to measure whether people come back to the site or are more engaged with the site. But as a brand with many channels at work to drive registration and membership, largely through brand awareness efforts, attribution is the larger, growing challenge.

To improve full-funnel measurement, brands need to achieve a more holistic strategy by having the best data available at the granularity where it's available, combined with the best expertise to make sense of those different datasets, Delserieys said. At work as well as in life, in times of trouble or challenge, having the right partners to handhold you through this is key.

LINK:	https://global.nielsen.com/news-center/2022/data-is-the-key-to-maximum...
	See more stories from arbitron

North America Stories

17/07/2026

Foundry Unlocks Professional-Grade AI for VFX with Gripta...

Creative software developer Foundry today announced Griptape Enterprise, a new tier of the Griptape AI workflow orchestration platform, extended to meet the str...

17/07/2026

Foundry Releases SmartRoto for Nuke

Creative software developer Foundry today announced the availability of SmartRoto, a new AI-powered plugin upgrade for Nuke, NukeX, Nuke Studio, and Nuke Indie ...

17/07/2026

The Final Release of Blackmagic Fairlight Live is Now Available!

The Final Release of Blackmagic Fairlight Live is Now Available! Brie Clayton July 16, 2026 0 Comments Fairlight Live is a new audio mixer designed fo...

17/07/2026

Leveraging All of Entertainment's IP

Leveraging All of Entertainment's IP Andy Marken July 16, 2026 0 Comments Nobody ever wins the games. Period. There are survivors. There\s no win...

16/07/2026

SVG Students To Watch: Kaden Sherman, Albany State University

This recent graduate and Georgia native has turned an early fascination with live production into a growing passion for camera work In the live-sports-video in...

16/07/2026

TNDV Marks First Year of Aspiration 35 Cinematic Production Truck

TNDV is marking the first anniversary of Aspiration 35, a mobile production truck built around ARRI Alexa 35 Live camera systems. Over its first year, the truck...

16/07/2026

ATSC Releases First Major Revision to A/85 Audio Loudness Recommended Practice Since 2013

ATSC has completed a major revision to its A/85 Recommended Practice: Techniques...

16/07/2026

FloSports Named Exclusive Global Media Partner for 2026 CrossFit Games

FloSports has announced an exclusive global media partnership with CrossFit for the 2026 CrossFit Games, presented by Air National Guard, beginning July 21 in S...

16/07/2026

Sennheiser Releases Spectera Firmware 1.4 and Command Button

Sennheiser has released firmware version 1.4 for its Spectera wireless system and announced the Spectera Command Button (Cat. No. 701014). The update adds comma...

16/07/2026

ESPN and Southwestern Athletic Conference Announce Multi-Year Media Rights Agreement Through 2030-31

ESPN and the Southwestern Athletic Conference (SWAC) have announced a multi-year...

16/07/2026

Audio-Technica Releases 20 Series Control Application for Elgato Stream Deck

Audio-Technica has announced the 20 Series Control Application, a Stream Deck plug-in for compatible Audio-Technica USB microphones. The application is compatib...

16/07/2026

SSL Live L550 Plus Consoles Power Audio Production for The Voice France Season 15

The fifteenth season of The Voice - La plus belle voix on TF1 used four Solid St...

16/07/2026

Gray Media and Atlanta Hawks Announce Georgia-Wide Broadcast Partnership for 2026-27 NBA Season

Gray Media and the Atlanta Hawks have announced a broadcast partnership that wil...

16/07/2026

SVG Sit-Down: Quarterback Showrunner Joe Zucco on Cinematography, Building Trust, Carrying On the NFL Films Legacy

Season 3 of Netflix's docuseries, which dropped this week, follows Jayden Da...

16/07/2026

Texas Rangers Switch Direct-to-Consumer Streaming Partner to BZZR

The Texas Rangers and Rangers Sports Network presented by Progressive (RSN) have announced BZZR as the new direct-to-consumer distributor for Rangers game broad...

16/07/2026

FIFA World Cup 2026: BBC Sport on Moving Across the Pond to Bring the Atmosphere of the Final Matches to Fans

With England's FIFA World Cup 2026 team getting ready to fly home after losi...

16/07/2026

With 36 Unilateral Cameras, NBC Sports Shapes 154th Open Championship Coverage for U.S. Viewers

In a return to Royal Birkdale, the team enjoys partnering with ETP and Gravity M...

16/07/2026

Altitude Sports & Entertainment's Tim De Lay on New SkyCam Digital Feed, Upgraded Studio Space

Along with a new studio at Ball Arena, the Colorado-based RSN is working with XR...

16/07/2026

FIFA World Cup 2026: Inside ORF's Austria-Based Production to Bring All the Emotions of the Tournament to Fans

Austria was back at the World Cup for the first time in 28 years, and the team d...

16/07/2026

Inside Gravity Media's Effort To Power the 154th Open Championship Production

With 42 RF cameras and high-power radio mics deployed, the spectrum environment ...

16/07/2026

The Gauge: Poland | June 2026

June brought stabilization to the television market. Poles spent an average of 3 hours and 36 minutes a day in front of their TV screens exactly the same as i...

16/07/2026

New studio monitoring leads Glensound's 60th year line-up...

Glensound returns to IBC with a major new addition to its intelligent loudspeaker range, the Greater Divine Supernal studio monitor, alongside recent developmen...

16/07/2026

Complete spectrum of innovation from British exhibitors a...

33 leading exhibitors are taking part in the GREAT Britain and Northern Ireland Pavilions and linked locations across IBC2026 (Amsterdam RAI, 11 14 September)...

16/07/2026

Hitomi Broadcast to showcase HDR colour verification and...

Hitomi Broadcast will introduce Spectra, a new HDR colour verification solution measured in picture, not using VPID, at IBC2026 (Hall 10, Stand A40). Expanding ...