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State of the Screens

The Nielsen CMO Report 2018: The Roadmap for Marketers Who Lead

By June 20, 2018No Comments

Key findings from the Nielsen CMO (Chief Marketing Officer) report:
1) 79% plan on investing more in marketing analytics this year
2) 74% have little to no confidence that they have the right marketing technology in place

Importance of marketing and measurement technologies:
1) Reach and Frequency — 82%
2) Ad viewability — 73%
3) Data Management Platforms — 63%

The effectiveness of digital/traditional channels:
1) Social Media — 69%
2) Search — 69%
3) Programmatic — 54%
4) Mobile — 50%
5) Linear TV — 43%
6) OTT/Connected TV — 28%
7) Print — 21%
8) Radio — 19%

% of CMOs that expect budgets to increase:
1) Digital- 82%
2) Traditional — 30%

% of CMOs who spend >60% on specific type:
1) Traditional — 33%
2) Digital — 31%

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.