Nielsen’s 2025 Annual Marketing Report: The Future of Data-Driven Marketing in an Evolving Landscape

The digital marketing landscape is continually evolving, shaped by new technologies, shifting consumer behaviors, and changing media platforms.

In its seventh annual report, Nielsen sheds light on how marketers are adapting to these dynamic trends and the increasing reliance on data-driven strategies to stay ahead in an ever-competitive marketplace.

With a focus on Connected TV (CTV), Retail Media Networks, artificial intelligence (AI), and cross-media measurement, the 2025 report offers valuable insights into how brands are responding to the challenges of today’s uncertain economic environment.

Key Findings from Nielsen’s 2025 Annual Marketing Report

Nielsen’s Annual Marketing Report, which surveyed over 1,400 global marketing professionals across various industries, uncovers several important trends that are shaping the future of marketing.

Here are the top takeaways from the report:

1. The Rise of Connected TV (CTV) and Retail Media Networks

As digital advertising continues to dominate, marketers are shifting their focus towards newer channels like Connected TV (CTV) and Retail Media Networks.

The report shows that 56% of marketers intend to boost their spending on over-the-top (OTT) and CTV platforms, marking a three percent increase from the previous year.

This growing investment is indicative of the increasing role that CTV is playing in the media mix.

As consumers continue to embrace streaming services, the ability to target them through CTV is becoming more critical for marketers looking to engage audiences effectively.

Retail Media Networks, which are platforms that enable retailers to monetize their customer data by offering advertising solutions, are also gaining significant traction.

A full 65% of marketers expect Retail Media Networks to become an even more essential part of their media strategies in 2025.

These networks enable brands to target consumers at the point of purchase, leveraging valuable first-party data that can lead to higher conversion rates.

2. Balancing Revenue Growth vs. Brand Awareness

One of the key strategic decisions facing marketers today is the balance between driving bottom-of-funnel revenue and building top-of-funnel brand awareness.

The Nielsen report reveals stark regional differences in how marketers are prioritizing these two objectives.

In North America and Asia-Pacific, marketers are splitting their focus relatively evenly, with a slight preference for revenue growth.

In contrast, European marketers are significantly more focused on driving revenue growth, with 59% prioritizing it over brand awareness.

This divergence in priorities reflects regional market conditions and consumer behaviors.

In regions like North America and Asia-Pacific, marketers are balancing short-term sales goals with long-term brand-building strategies.

In Europe, however, the focus on revenue suggests a more immediate need to drive sales in a challenging economic environment.

Latin American marketers, similarly to their counterparts in North America and Asia-Pacific, are striking a balance between brand awareness and revenue growth, reflecting a more even distribution of marketing priorities.

3. Digital vs. Traditional Media Spend: A Balancing Act

As the media landscape becomes increasingly fragmented, marketers are grappling with where to allocate their budgets between digital and traditional channels.

Nielsen’s report shows that 24% of global marketers plan to prioritize digital media, while 32% are focusing more on traditional media.

This division highlights a critical challenge for marketers: how to optimize their media mix to ensure they are reaching consumers across a variety of platforms without overspending.

Interestingly, despite the overall shift toward digital advertising, more marketers are planning to increase their traditional media budgets in 2025 compared to 2024.

This marks a return to a more balanced approach, with some marketers embracing traditional channels like out-of-home (OOH) advertising.

In fact, 16% of respondents plan to increase their out-of-home advertising budget by more than 50% this year.

This growing interest in traditional media suggests that marketers are recognizing the value of a multi-channel approach that blends the targeting capabilities of digital with the broad reach of traditional platforms.

4. The Role of Artificial Intelligence in Personalization and Optimization

Artificial intelligence (AI) continues to be a transformative force in marketing, and Nielsen’s survey shows that it is expected to have an even greater impact in 2025.

According to the report, 71% of brands with large advertising budgets (those spending $1 billion or more) see AI-driven personalization and optimization as the most important trend for their business moving forward.

AI technologies, such as machine learning and data analytics, enable brands to deliver more personalized and relevant ads to consumers, improving engagement and driving higher conversion rates.

These AI tools allow marketers to analyze vast amounts of consumer data to identify patterns and behaviors that inform ad targeting.

For brands with large ad budgets, AI offers an opportunity to optimize media spending by automating decisions and improving the precision of their ad delivery.

5. Challenges in Measuring Cross-Media Campaign Effectiveness

One of the significant obstacles marketers face today is measuring the effectiveness of cross-media campaigns.

As advertising becomes increasingly fragmented across digital and traditional channels, creating a holistic measurement framework is becoming more challenging.

The report emphasizes that only 32% of marketers worldwide track their media spending comprehensively across both digital and traditional channels.

This figure is even lower in regions like Europe and Latin America, where only 23% and 29% of marketers, respectively, have integrated their measurement systems.

This lack of unified measurement makes it difficult for marketers to accurately assess the return on investment (ROI) of their campaigns.

The challenge is compounded by the increasing complexity of new channels like Retail Media Networks, which require new methods of tracking and attribution.

To address this, Nielsen emphasizes the importance of comprehensive and reliable measurement solutions that can track cross-media campaigns and provide marketers with the data they need to optimize their media strategies.

6. The Shift Toward Leaner Marketing Budgets in 2025

Despite the optimism surrounding new media channels and technologies, marketers are bracing for a leaner year ahead.

The report reveals that over half (54%) of global marketers plan to reduce their ad spending in 2025, with even higher percentages in Europe (60%).

This shift is largely due to economic uncertainties and the ongoing need to justify marketing spend in a more competitive and unpredictable environment.

Marketers are being forced to become more agile, finding new ways to optimize their media mixes and reduce costs without sacrificing effectiveness.

This might involve focusing more on high-ROI channels, leveraging AI to drive better results, and rethinking traditional media strategies to achieve cost-effective reach.

Conclusion: Navigating the Future of Marketing in 2025

Nielsen’s 2025 Annual Marketing Report paints a picture of a rapidly evolving marketing landscape, where data-driven strategies, emerging technologies, and multi-channel approaches are increasingly crucial to success.

Marketers are adapting to new trends such as Connected TV, Retail Media Networks, and AI, while also facing the challenge of balancing revenue growth with brand awareness in a competitive and uncertain marketplace.

The rise of AI and the growing importance of cross-media measurement underscore the need for more sophisticated tools and strategies to stay competitive.

However, as marketers prepare for a leaner 2025, the ability to optimize spending, adapt to new channels, and measure performance effectively will be key to achieving success in an ever-changing environment.

Ultimately, the report reinforces the importance of flexibility, innovation, and data-driven decision-making in the marketing industry.

As consumer behaviors continue to shift and technologies evolve, brands must remain agile, leveraging the insights and tools available to stay ahead of the curve and connect with their audiences in meaningful ways.