Nielsen ROI Report 2022

Nielsen has released its first-ever ROI Report. The global report reveals data and delivers insights including what channels most effectively drive returns on ad spends. Here are the three key takeaways for Mum centric brands that will provide you with greater insight into the role of emerging media including Influencer marketing compared to mainstream media, its ROI, as well as its proven performance in driving positive change to brand metrics.

“Brands that are investing in emerging media are seeing big returns”. This was the headline from recent Nielsen research which found that:

1. Influencer Marketing delivers comparable results to mainstream media.
Influencer marketing is just as effective as TV, social, online video and display. In fact, when Nielsen measured Influencer Marketing in its Marketing Mix models they found that “Influencer Marketing is within 1% of these channels when it comes to ROI” on their marketing spend.

2.Influencer Marketing delivers solid brand impact results including:
Brand awareness: 80% of people who saw an influencer ad was able to recall seeing brands featured in ads.
Influencer ads drive a 9-point increase in both brand affinity and purchase intent.

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3. Social delivers results in both top and bottom funnel marketing.

It is equally important to drive short term sales so focusing on the lower end of the sales funnel as it is to build your brand to secure its long-term future by growing that pool of potential customers. Globally, only 36% of channels perform above average for sales AND brand building. Those channels that do BOTH effectively include social. In fact, social is at the same level as linear tv at delivering full-funnel effectiveness. In social, in 56% of cases, it’s measured to be above average on both objectives (brand building AND sales).