APAC marketers embrace streaming despite questions on effectiveness: Nielsen
Marketers across Asia-Pacific are not fully sold on including streaming channels in their media mix despite more of them using the medium. That’s according to research from Nielsen.
In its 2023 Annual Marketing Report, which surveyed some 2,000 global marketers at the end of 2022, Nielsen found that 85% of marketers in the region have included streaming in their media mix, but only 41% view the investment as “extremely, or very effective”.
The increase in ad spend across digital video, including connected TV (CTV), reflected audiences shifting to streaming globally, the report stated. Nielsen found that 70% of Australians 14 and older said they use the internet to stream video, with the average viewer streaming 2.7 hours each day.
“This report shows that marketers across the Pacific region can see that streaming channels are playing an ever-increasing role in ad strategy,” Nielsen managing director, Pacific, Monique Perry said.
“However, this is hindered by a lack of true cross media measurement and low confidence when it comes to assessing the ROI on these investments”.
The report said brands increased their aggregate 2022 ad spending in Australia year over year, while also “significantly” increasing their ad spend across social media.
Across the region, some 56% of marketers expected their annual budgets to increase despite 68% believing the economy had an “extreme” or “severe” impact on their planning for 2023.
Nielsen also surveyed marketers on planned media spend, audience data, media mix inclusive of streaming, cross-media measurement challenges and measurement technology. In APAC, 34% of marketers report allocating 40-59% of their budgets to CTV, and 17% report shifting 60-79%.
Nielsen executive director, commercial growth and product strategy, Pacific Jonathan Betts said: “Marketers know that to deliver the business impact they’re tasked with achieving, they need to identify the right audiences and engage with them.”
“Today’s multi-screen world means that identifying and measuring who and how they’ve engaged with their customers is more complex than ever. The job of media measurement, and what Nielsen is focused on, is providing accurate and simple person level reporting into the audiences that a brand is engaging with.”
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