2026年度营销报告品牌知名度战略重点以及如何衡量胜利

BUILDINGANDGROWINGBRANDSINTHEAIERA

REGULARAIDISCOVERY(U.S.CONSUMERS)50%

WHATMARKETERSAREFOCUSEDON

BRANDAWARENESS45%

CUSTOMERACQUISITION34%

REVENUEGROWTH29%

CUSTOMERADVOCACY25%

COMPETITORCONQUESTING24%

BUDGETOUTLOOK(NEXT12MONTHS)-TOTAL

BUDGETINCREASE75%

FLAT/NOCHANGE16%

BUDGETDECREASE9%

BUDGETOUTLOOK(NEXT12MONTHS)-U.S.

BUDGETINCREASE66%

FLAT/NOCHANGE20%

BUDGETDECREASE14%

ANTICIPATEDINCREASESINBUDGETBYCHANNEL

PRINT(TOTALAVG)20%

DIRECTMAIL(TOTALAVG)15%

AM/FMRADIO(TOTALAVG)14%

OUT-OF-HOME(TOTALAVG)11%

LINEARTV(TOTALAVG)10%

OTT-TV/CONNECTEDTV(TOTALAVG)9%

CINEMA(TOTALAVG)9%

PODCASTS(TOTALAVG)8%

EMAIL(TOTALAVG)9%

EXPERIENTIALEVENTS(TOTALAVG)8%

SOCIALMEDIA(TOTALAVG)7%

STREAMINGAUDIO(TOTALAVG)7%

VIDEO,ONLINE/MOBILE(TOTALAVG)6%

DISPLAY,ONLINE/MOBILE(TOTALAVG)6%

SEARCH(TOTALAVG)6%

GENERATIVEENGINEOPTIMIZATION(GEO)5%

STRATEGIESFORMEASURINGBRANDANDPERFORMANCE

HYBRID/FULL-FUNNELMETRICS49%

REGULARLYREALLOCATEBUDGET47%

SEPARATEBUDGETS44%

SEPARATEKPIS(SHORT&LONG-TERM)43%

MARKETERSTRATEGYSPLIT

SOLELYFOCUSEDONBRAND-BUILDING11%

MOSTLYBRAND,LIGHTPERFORMANCE39%

EVENSPLITBETWEENBOTH18%

MOSTLYPERFORMANCE,LIGHTBRAND18%

SOLELYFOCUSEDONPERFORMANCE14%

SHAREOFU.S.VIDEOSPENDBYCHANNEL(2Q2026)

CABLETV

NavigatingtheAIera:

BROADCAST

STREAMING

Accuracy,outcomes,&shiftingtrends

DIGITALVIDEO

(RMN)

2026AnnualMarketingReport

TESTINGGROUNDFORPRODUCTLAUNCHES

PRIMARYDRIVEROFSALES

IMPORTANCEOFRETAILMEDIANETWORKSNEXTYEARMOREIMPORTANT(TOTAL)

SAMEIMPORTANCE(TOTAL)

LESSIMPORTANT(TOTAL)

CHALLENGESINMEASURINGDIGITALROI

INCOMPARABLEDATA

TOOMUCHDATA

INADEQUATEMEASUREMENTTOOLS

Brandawareness,bottomline:

Strategicfocusandhowto

TOOMANYVENDORSANDTOOLS

INABILITYTOMEASURENEWERCHANNELSUNCLEARMARKETINGKPIS

TOOMUCHEMPHASISONSHORTTERMNOTENOUGHDATA

measureawin

CONSUMERREPRESENTATION&BRANDVALUESIDENTITYMISREPRESENTATIONINADS

Introduction

Intoday’s

AI-poweredindustry

,brandleaders

facethecomplextaskofdrivingawarenessand

provingtangiblebusinessimpactwithconsumersovermore—andmoredisjointed—mediachannelsthanever.Thischapterexploreshowglobal

marketersarebalancingupper-funnelgrowthwithperformance-drivenreturnoninvestment,navigatingbudgetshiftswith

audiencetrends

,andleveragingcross-channelintelligenceto

maximizecampaignoutcomes.

Tableof

Contents

04

10

14

18

20

Buildingandgrowing

brandsintheAIera

Bridgingthegapina

fragmentedmedialandscape

Brandvisibilityessentials&ROI

Brandsafety’snew—

andold—blindspots

CaseStudy

Visibility,precisionandoutcomes

withNielsenMediaIntelligence

24

25

Yournextmove

HowNielsenhelps

2026AnnualMarketingReportBrandawareness,bottomline:Strategicfocusandhowtomeasureawin

Buildingand

growingbrandsintheAIera

Theuseofartificialintelligencehasredefinedtheworkofglobalmarketers.AIisalsoheavilyinfluencingconsumerbehavior.50%ofU.S.

consumersareusingAItodiscoverbrandsorevaluateproductsonaregularbasis.1Andtheindustryispreparingtonavigateanotheryearofdynamicshifts.

Withaudiencesspreadacrossmorescreens,multitasking,andincreasinglyinfluencedby

AI,globalbrandleadersarebattlingformarketshare,drivingfocusoncompetitiveedges.

Brandawareness

andcustomeracquisitionhaveemergedasthedefiningprioritiesformarketersheadinginto2027.2

Butwhichstrategiesarebeingdeployedto

achievethesegoals?Whatarethemetricsthatmattertoprovevalue?AndwhatdoesNielsen’smediaintelligencetellusaboutthemost

effectivepracticestoconvertconsumers?

1NielsenMediaAttitudesStudy,2026

2NielsenAnnualMarketingSurvey,2026

Copyright©2026TheNielsenCompany(US),LLC.|4

2026AnnualMarketingReportBrandawareness,bottomline:Strategicfocusandhowtomeasureawin

NielsenCopyright©2026TheNielsenCompany(US),LLC.|5

Whatmarketersarefocusedon

Top2metricsformeasuringsuccessacross6markets

45%

Brandawareness

25%

Competitorconquesting

29%

Revenuegrowth

43%

Customeracquisition

24%

Customeradvocacy

34%

Customerretention

Source:NielsenAnnualMarketingSurvey,2026,France,Germany,India,Italy,U.K.,U.S.

Priorityoutcomesoverthenextyear

Attention&EngagementBrandLiftMetrics

SalesLift&ROI

India

18%

U.S.

25%

Total

19%

U.K.

18%

Germany

27%

Italy

17%

France

11%

36%

21%

25%

29%

36%

24%

30%

63%

57%

52%

54%

52%

46%

43%

Source:NielsenAnnualMarketingSurvey,2026

2026AnnualMarketingReportBrandawareness,bottomline:Strategicfocusandhowtomeasureawin

Copyright©2026TheNielsenCompany(US),LLC.|6

Buildingbrandvisibilityandunlockingnewcustomer

growth,ratherthansimplyprotectingexistingrevenue,arekeyconsiderationsacrossmarkets.Achievingthosegoalstakesinvestment.Onaverage,globalmarketers

areoptimisticonbudgetincreases—exceptintheU.S.3

U.S.brandleadersareheadinginto2027withabitmorecaution.Anticipatedreductionsinthemarketwentfrom2%to14%inoneyear.4

IndialeadsinoptimismandNielseninsightsshowthattherightchannelmixishelpingbrandsgainground:

Arecentcasestudytherefoundcross-screenmediaplansusingdigitalandTVaddedbetween

20%and

40%incrementalreach

.

ANTICIPATEDBUDGETCHANGES

TOTAL

BUDGETINCREASE76%

FLAT15%

BUDGETDECREASE9%

FRANCE

BUDGETINCREASE72%

FLAT23%

BUDGETDECREASE5%

GERMANY

BUDGETINCREASE75%

FLAT16%

BUDGETDECREASE10%

INDIA

BUDGETINCREASE91%

FLAT4%

BUDGETDECREASE6%

ITALY

BUDGETINCREASE66%

FLAT26%

BUDGETDECREASE9%

U.K.

BUDGETINCREASE81%

FLAT9%

BUDGETDECREASE11%

U.S.

BUDGETINCREASE71%

FLAT16%

BUDGETDECREASE14%

3NielsenAnnualMarketingSurvey,2026

4NielsenAnnualMarketingSurvey,2026

2026AnnualMarketingReportBrandawareness,bottomline:Strategicfocusandhowtomeasureawin

NielsenCopyright©2026TheNielsenCompany(US),LLC.|7

Germany

Italy

U.K.

9%

11%

26%

9%

81%

65%

Anticipatedbudgetchanges

BudgetdecreaseFlat

U.S.

14%

16%

71%

Budgetincrease

Total

France

10%

16%

75%

India

9%

15%

76%

5%

23%

72%

6%

4%

91%

Note:Totalsmaynotequal100%duetorounding.

U.S.Total

U.S.budgetoutlookisslightlymoreconservative

Budgetoutlooknext12months

80%

60%

40%

20%

0%

0–25%increase

25%+

increase

25%+

decrease

Nochange

0–25%decrease

Source:NielsenAnnualMarketingSurvey,2026

2026AnnualMarketingReportBrandawareness,bottomline:Strategicfocusandhowtomeasureawin

Copyright©2026TheNielsenCompany(US),LLC.|8

PERIOD:JANUARY–AUGUST2026

CINEMASPENDFY2025≈$2B|YTD2026≈$3B

INTERNETSPENDFY2025≈$57B|YTD2026≈$58B

MAGAZINESSPENDFY2025≈$6B|YTD2026≈$9B

NEWSPAPERSSPENDFY2025≈$11B|YTD2026≈$17B

OUTDOORSPENDFY2025≈$13B|YTD2026≈$15B

RADIOSPENDFY2025≈$20B|YTD2026≈$31B

RETAILMEDIASPENDFY2025≈$35B|YTD2026≈$32B

SEARCHSPENDFY2025≈$50B|YTD2026≈$31B

SOCIALSPENDFY2025≈$162B|YTD2026≈$119B

TELEVISIONSPENDFY2025≈$209B|YTD2026≈$188B

ANTICIPATEDINCREASESINBUDGETBYCHANNELCROSS-COUNTRYMARKETINGBUDGETGROWTH

EMAIL

FRANCE8%|GERMANY11%|INDIA5%ITALY13%|U.K.10%|U.S.8%

SEARCH

FRANCE3%|GERMANYITALY8%|U.K.9%

SOCIALMEDIA

FRANCE4%|GERMANYITALY7%|U.K.8%

DISPLAY,ONLINE/MOBILEFRANCE6%|GERMANYITALY5%|U.K.6%

VIDEO,ONLINE/MOBILE

FRANCE6%|GERMANYITALY5%|U.K.6%

STREAMINGAUDIO

FRANCE8%|GERMANYITALY4%|U.K.7%

PODCASTS

FRANCE9%|GERMANYITALY9%|U.K.8%

AcrossfourofEMEAsmajormarkets,marketersspentmorethan$220billiononadvertisinglastyear.5Todaynineintenexpecttheirbudgetstoholdorgrow.6Butevenwithmoredollars,thosebudgetshavetostretchfurther,overmore

channels.Forglobalplayers,thatmeansmorenuanceanduniquepreferencestoconsider

bymarket.

5NielsenAdIntel,France,Germany,Italy,UK,2025

6NielsenAnnualMarketingSurvey,2026

2026AnnualMarketingReportBrandawareness,bottomline:Strategicfocusandhowtomeasureawin

NielsenCopyright©2026TheNielsenCompany(US),LLC.|9

Combinedspendbychannel|January-August2026

FY2025YTD2026

Cinema

Internet

Magazines

Newspapers

Outdoor

Radio

Retailmedia

Search

Social

Television

0$$50Billion$100Billion$150Billion$200Billion

Source:NielsenAdIntel,France,Germany,Italy,U.K.,U.S.,January-August2026

Anticipatedincreasesinbudgetbychannel

Shareofmarketersexpectingtoincreasebudgetbychannel

76%

68%

66%

62%

63%

GenerativeEngineOptimization(GEO)

54%

54%

52%

51%

50%

50%

55%49%

39%

41%39%

37%

34%

Influencer/CreatorContent

Video:Online/Mobile

Display:Online/Mobile

RetailMediaNetworks

OTT-TV/ConnectedTV

Experiential/Events

StreamingAudio

SocialMedia

DirectMail

AM/FMRadio

Out-of-Home

Search

Podcasts

LinearTV

Cinema

Email

Print

NielsenAnnualMarketingSurvey,2026

WanttoexploreNielsen’scompetitiveadvertisingintelligence?

Let’sTalk

2026AnnualMarketingReportBrandawareness,bottomline:Strategicfocusandhowtomeasureawin

Copyright©2026TheNielsenCompany(US),LLC.|10

Bridgingthegapinafragmentedmedialandscape

Drivingperformancewithconsumersrequireswinningattentionandbuildingawareness.

72%ofmarketersreporteitherbeingevenlysplitintheirstrategiesorfavoringperformancemarketing.7AndarecentNielsenanalysisfoundfull-funnel

activationdrivesstrongerreturns.Campaigns

thatintegratedupperandlowerfunneltactics

outperformedthosefocusedsolelyonawarenesswitha

1.5xgreatersaleslift

.8

Full-funnelmeasurementisthedominantstrategyforhalfoftoday’smarketers.Butacleansignal

betweenbrandexposureandbuyingbehavior

canstillbeachallenge.Groundedinsaleslift

resultsfromhundredsofpreviouslymeasured

campaigns,Nielsen’smediaintelligenceis

closing

thegap

formarketersseekingaholisticviewofcampaignoutcomes.

BRAND&PERFORMANCESTRATEGY

SOLELYBRAND-BUILDINGFOCUS11%

EVENSPLIT:BRAND&PERFORMANCE18%

MOSTLYBRAND,LIGHTPERFORMANCE39%

MOSTLYPERFORMANCE,LIGHTBRAND18%

SOLELYPERFORMANCEMARKETING14%

BRAND&PERFORMANCEMEASUREMENT

SEPARATEBRAND&PERFORMANCEBUDGETS44%

SEPARATESHORT-&LONG-TERMKPIS43%

HYBRID/FULL-FUNNELMEASUREMENT49%

BUDGETREALLOCATIONBYCAMPAIGNPERFORMANCE47%

7NielsenAnnualMarketingSurvey,2026

8

ProvingAdvertisingWorks:FromExposuretoSalesImpact,2026

2026AnnualMarketingReportBrandawareness,bottomline:Strategicfocusandhowtomeasureawin

NielsenCopyright©2026TheNielsenCompany(US),LLC.|11

Mostmarketersarerunningbrandandperformancetogether

Solelyfocusedonbrand-building

11%

Mostlybrand,withlightperformanceinvestment

18%

Anevensplitbetweenbrandandperformance

39%

Mostlyperformance,withlightbrandinvestment

18%

Solelyfocusedonperformancemarketing

14%

Source:NielsenAnnualMarketingSurvey,2026

Strategiesformeasuringbrandandperformance

49%

Weuse‘hybrid’or

full-funnelmetrics

tomeasurecombinedimpact

47%

44%

Weregularlyreallocatebudgetbetween

thetwobasedon

campaignperformance

Wemaintainseparatebudgetsforbrandandperformance

43%

WeuseseparateKPIs

forshort-termandlong-termgoals

Source:NielsenAnnualMarketingSurvey,2026

2026AnnualMarketingReportBrandawareness,bottomline:Strategicfocusandhowtomeasureawin

BROADCAST

PHARMACEUTICAL15.4%

MEDIA&ENTERTAINMENT10.4%

TELECOM8.0%

TRAVEL,LODGING&LEISURE7.5%

AUTOMOTIVE7.1%

RETAIL6.5%

PROFESSIONAL&CORPORATESERVICES6.0%

ELECTRONIC4.8%

TRAVEL,LODGING&LEISURE4.2%

FINANCIALSERVICES21.3%

CABLE

PHARMACEUTICAL17.6%

TRAVEL,LODGING&LEISURE8.9%

RETAIL6.9%

FINANCIALSERVICES6.8%

PROFESSIONAL&CORPORATESERVICES6.4%

ENTERTAINMENT

BEVERAGE

LIQUOR

CATEGORIES

LODGING&LEISUREENTERTAINMENT

CORPORATESERVICES

SERVICESBEVERAGE

CATEGORIES

LODGING&LEISUREENTERTAINMENT

Today’svideoplatformsvividly

representthechallengeofbreaking

throughwithacomplexmix.Balancingtraditionalanddigitaladchannelsisn’tanewdebate,butneitherisdigital’s

lead.Forexample,62%ofmarketers

rankdigitalvideoasahighlyeffectivechannel,andfundaccordingly.IntheU.S.,adspendondigitalchannels—

includingdisplay,social,video,search,andretailmedia—drewacombined

53%oftotaladspendlastyear.

Thatshareisupinthefirsthalfof2026,alreadytotaling56%.9

9NielsenAdIntelAI,2025,1H2025,1H2026

6.1%

5.5%

5.3%

5.0%

4.4%

27.2%

12.9%

11.2%

10.9%

10.1%

9.5%

8.1%

6.1%

5.7%

5.6%

3.1%

16.7%

11.7%

8.5%

8.4%

7.2%

PROFESSIONAL&CORPORATEPHARMACEUTICAL

ELECTRONIC

TELECOM

FOOD&BEVERAGE

FINANCIALSERVICES

ALLREMAININGCATEGORIES

SERVICES7.1%

6.6% 6.5% 6.3% 5.3% 4.9%27.6%

Copyright©2026TheNielsenCompany(US),LLC.|12

2026AnnualMarketingReportBrandawareness,bottomline:Strategicfocusandhowtomeasureawin

NielsenCopyright©2026TheNielsenCompany(US),LLC.|13

ShareofU.S.videospendbychannel|Q22026

%oftotalnationaladspendbycategory

Pharmaceutical

Media&EntertainmentTelecom

Travel,Lodging&LeisureAutomotive

Retail

Professional&CorporateServices

Electronic

FinancialServicesInsurance

Food&Beverage

Beer,Wine,&Liquor

AllRemainingCategories

BROADCASTCABLE

15.4%

21.3%

4.2%

4.8%

6.0%

8.0%

6.5%

7.1%7.5%

17.6%

27.2%

6.1%

10.4%

5.0%

5.3%

8.9%

5.5%

4.4%

6.8%

6.4%6.9%

8.6%

STREAMING

DIGITALVIDEO

6.6%

12.9%

16.7%

8.5%

27.6%

9.5%

3.1%

6.3%

5.7%

11.2%

11.7%

5.3%

10.1%

5.6%

7.2%

8.4%

6.1%

7.1%

4.9%

10.9%

6.5%

8.1%

Source:NielsenAdIntel,Q22026

Copyright©2026TheNielsenCompany(US),LLC.|14

2026AnnualMarketingReport

Brandvisibility

essentialsandROI

Whilenearlyoneinthreeretaildollarsgoestovideo,59%ofglobalmarketerssurveyedagreedRetailMediaNetworks(RMNs)areleveragedtoboostvisibility.10

Lastyear,fourmarketsthroughoutEMEA

placedover$18.6billiondollarsinretailmedia,accordingtoNielsenAdIntel.1151%ofglobal

marketersexpectretailmedianetworksto

becomemoreimportanttotheirmediastrategyinthenextyearwithover40%expectingthe

samelevelofimportance.12U.S.adspendwithleadingRMNsreachednearly$9billioninthefirsthalfof2026alone.13

Nielsen’soutcomesanalysisofover100RMNcampaignsshowstop-of-funnelindicators

likeawarenessandassociationconsistentlymovedmostamongconsumers.ReturnonRMNinvestmentdependsasmuchonwhatadvertisersputinthecreativeasonthe

placementitself.Independentofwhereanadran,creativechoicescaninfluenceliftmultipliersofupto3x.14

10NielsenAdIntel,Q22026;NielsenAnnualMarketingSurvey,2026

11NielsenAdIntel,2025,France,Italy,Germany,UK

12NielsenAnnualMarketingSurvey,2026

13NielsenAdIntelAI,1H2026

14OutcomesCustomAnalysis,2026

Brandawareness,bottomline:Strategicfocusandhowtomeasureawin

TOTAL

MORE51%

SAME44%

LESS3%

NOTAPPLICABLE2%

FRANCE

MORE33%

SAME58%

LESS6%

NOTAPPLICABLE4%

GERMANY

MORE44%

SAME50%

LESS5%

NOTAPPLICABLE2%

INDIA

MORE76%

SAME22%

LESS2%

NOTAPPLICABLE2%

ITALY

MORE42%

SAME55%

LESS3%

NOTAPPLICABLE2%

U.K.

MORE62%

SAME35%

LESS3%

NOTAPPLICABLE