Era ofalignmentFuture-focused strategies forbrand building and customer acquisitionNielsenGlobalannualmarketingreport2022 ForewordNavigating constant change isn't easy, but it iswhat makus the rale of the CMO sa exciting, aswith real-timre changes in consumer sttitudes,wel as ore of the most challenging.bahavior snd media engagement, the right data isAgility has never been more paramount. Wiemcre important than sver. Robust and accurate dstamust be marketers' north star for understandingcontinue to hear from marketers that anadaptive mindset is the most important attributeand attribution that enablas the highest ROl. Withto have in business today. Combine that with afragrantation, several things ramain corstant: thetre complaxities of ongoing disruption and mediaclear and real-time understanding of consumersand their behaviors, and brands become wellneed to know consumers and cllents, whet they warttheir ad soend, adjust their meclia mix andposlioned to hone their messages,allocatefrom you and how you most affactively and efficiantyoptimize to drive ROl.can ergege them.Unlike the finite amourt of tims in a single day.Censumers want brands to know thein. It's acevica and platform choices are sesmingly infinite. Aspragressively lal order, butl it's not out of reach.consumers toggle between devices and platforms, it'sIt's also what's blurring the fne between bran:clear that thair attention can be divided. Rut there'sbuilding and customer acquisition. In fact, thethats where marketars must be, arrad with tha rightalways a time and place whera they focusandirtersection between the two has probablynever ben cleser, and that means a relentlessmessage.focus an drivingbusiness outcaneswill ceperidfunnel planning and execution.pn exceptioral upper-funnel through lcwer-Chiet Marketing and Communications CtricerJamie MoldafskyNlelsen NielsenForewordIntroduction20226globalKeytakeaweysDriving brand awarencsshas never been moreimportantannua1418marketingEnsure that yourcross-platformCrystalize your data andmeasurement isn't siloedpersonalized futurereport2530Makeyour brandAboutthis reportyour pro redt*IntroductionExpectedbudgetchangeoverthenext12monthsamong globalmarketersDespite the dirficulty or the past two50%+dsor6s*0-49%decros8tNo change0-49% ncruse50%+henmyears, brsnds continue to rebalencatheir marketing efforts after widespresdtotraditional messreech chennels.in theoullbacksin20zo,especisllywithrespectU.s.for example,brends spent more than4%8%46%533$74 bilion on retwork, cable and sootKsgug. Oefneinazas4%8%24%Sigifiamtyiawerin FMEardnihainMekaPTV advertising lest year, well above the50%$57.4 billion they spent in 2020' WPP'sMcec Crireinsbls5%8%24%Yr nCVEAand baerlsHa hapmarket in 2022, forecasting global growthCeenS;rH:tty95erinCVCAand biaerl- hn hApACgf 9.7%, and the plenned spending amongthe marketers we surveyed for this year's20%marketing repor aligns, as they anticipate11%SankriCNEAurd31%In select cligital channeis, the planned4%Hutenrgaado10%34%Ti-ENEA4%10%335rinFFactiyCosumer behavior isn't just in fluxit haschanged.5%14%riawerinFEdandniparinquloing light. But that catewnich shouldAs it slways hes been, data is a merketer's5%12%inCMEAand higterinbe increasingly rooteo in an errective rirstoarty deta strateayshould be pluggedNrivt sc,erds rg4512%y laorl DVEa and tlgr H6into scelabie merketing solutions thet35%brands of ell sizes can use to approechDirnci nal5%145laosri- DvEasndall decisions with precision to errive etreliable, growth-driving outeomes.LTAUTTV5%15%I-ENEAFrin6%19%Crers5%15%hEMEaardnigW/FH radis6%16%SiarMcativlsoerlOvEaardtinurhHNlelsen awnsKeytakeawaysobjectivesBrand awareness has never beenmore lmportantchallengesMajor datathat building brand ewareness is their topGlobal marketers are united in statingobjective. Today, amid media fragmentationbrands need to leverage an array of channelsUse datato championpersonalizedtoreachthewidestaudiences.marketing strategiesGlobally, marketers understand the needror audiece data,yet they strugge withvarying aspects ot their data strateg es,Channelidentity resolution and bairg abla to derlveciting notable challenges with deta sccess,measurementectionable insights.Un-silo your measurementCensumer jcurneys heve never been siloed,Conisencehbrand progressConsumerbeliefinthe need for hoistic meesurement, Globally.but increasing media fragmentatien amplifesmarketers are somewhat confident in ROlmeasurement across select charnels, but theirconfidence in full-funnel ROl measurementMake your brand your promisestands at just 54%.or service from brands, and purpose-drivenConsumers want more than just a produc!Unezr.dhkee hetinitiatives are proving their weight in ROl. Glabalpurpose, but Nielsen cata shows tha! 55% ofmarketers say their brands are emphasizingconisurmers aren't convinced that brands areNielsen Drhirg trad rwerewsDrivingbrandawarenesshasneverbeenmoreimportantThe rnotable increase inTopmarketing objectivesforthe nextyearpast year aside, marketerobjectives