APAC’s marketers embrace streaming channels for ads despite

questions on effectiveness, shows Nielsen’s Annual Marketing

Report
Global survey of almost 2000 marketers shows they except their budgets to grow despite
economic factors and the challenges of digital ROI measurement

Singapore, 27 April, 2023 – Nielsen, a global leader in audience measurement, data and analytics
today released its 2023 Annual Marketing Report, which revealed that while 85% of APAC’s
marketers now include streaming channels in their media mix, just 41% view that investment as
“extremely, or very effective”.

Encouragingly for the region, the report, which surveyed nearly 2,000 global marketers in
December 2022, also showed that year-on-year, brands increased their aggregate 2022 ad
spending in all but one market: Myanmar. Indonesia, Singapore, Taiwan, Australia and New Zealand
also significantly increased their ad spend across social media last year, but Indonesia led the pack
with a 195% increase.

While more than two-thirds of APAC’s marketers (68%) believed the economy had an extreme or
severe impact on their planning for 2023, the majority (56%) expect their annual budgets to
increase this year.

In addition to economic factors, Nielsen’s 2023 Annual Marketing Report also surveyed marketers
on planned media spend, audience data, media mix inclusive of streaming, cross-media
measurement challenges, and measurement technology.

Across APAC, on average, 34% of marketers report allocating 40%-59% of their budgets to CTV,
and nearly one-fifth (17%) report shifting 60%-79%.

The report also found that APAC’s marketers understand the importance of knowing who engages
with the devices and channels that carry their ads, with 68% acknowledging the importance of
comparable measurement across channels. However, across individual digital channels, confidence
in ROI measurement in APAC is at 45%, with confidence in podcast and native advertising
measurement ROI both at 38%.

With respect to understanding complete consumer journeys (full-funnel) across all media, ROI
measurement confidence is 47%, which is below the global average of 54%.

Given the historically different methodologies for linear and digital measurement, marketers also
say the widespread use of multiple measurement solutions is a factor in their lack of confidence in
arriving at consistent, person-level measurement across devices and platforms. On average, 60%
of marketers across APAC use multiple measurement solutions to arrive at cross-media
measurement, with 13% leveraging four to five.
Nielsen Asia President (Commercial), Arnaud Frade said: “In a context of reduced budgets and
further pressure on getting heard and seen, marketers are clearly doubling-down when it comes to
targeting the right audiences. In Asia, where multi-screen viewing is a common occurrence, it is
obvious that streaming channels can only increase in relevance towards that goal. This, however,
can only truly be leveraged in a context of effective cross media measurement, which is what we
are actively working to deliver in key markets across the region, capitalizing on the recent
innovation leap represented by our Nielsen One value proposition”.

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About Nielsen’s 2023 Annual Marketing Report

This is the fifth annual report and is based on survey responses from marketers who manage
marketing budgets of US$1 million or more; who work across a variety of industries (auto, financial
services, FMCG, technology, health care, pharmaceuticals, travel, tourism, and retail); and whose
focus pertains to media, technology, and measurement strategies. Download the report here.

About Nielsen
Nielsen shapes the world’s media and content as a global leader in audience measurement, data
and analytics. Through our understanding of people and their behaviours across all channels and
platforms, we empower our clients with independent and actionable intelligence so they can
connect and engage with their audiences - now and into the future. Nielsen operates around the
world in more than 55 countries.

Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook
and Instagram).

Media Contact
Dan Chapman
Assoc Director, Communications, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462

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