Hey there! I’m Hailey, and today we’re diving into the big insights from Nielsen’s 2025 Annual Marketing Report—From Chaos to Clarity.
Let’s be honest: 2025 has been anything but predictable. From global supply chain issues to inflation, marketers are facing tighter budgets, evolving consumer expectations, and the growing complexity of media. But this year’s report shows that resilience, smart planning, and data-driven decisions are helping marketers cut through the noise.
So, what’s changing?
Well, for starters, 54% of marketers globally are planning to cut ad spend—especially in Europe and sectors like finance and automotive. But instead of pulling back, marketers are getting smarter. They’re shifting to digital channels, leaning into CTV, influencer content, and performance-driven campaigns.
Retail media networks, or RMNs, are stepping into the spotlight too. Once seen as just lower-funnel tools, they’re now being used across the full customer journey—from awareness to conversion. In North America, 74% of marketers say RMNs are becoming more central to their strategies.
And let’s talk AI. It's no longer just hype. Seventy-one percent of large-budget brands are using AI to personalize campaigns, optimize media, and automate workflows. Smaller brands? They're focusing on purpose-driven marketing and authenticity to stand out while the giants embrace automation.
Now here’s the challenge: measuring success. Only 32% of marketers say they measure performance holistically across digital and traditional channels. Why? Too many tools, inconsistent metrics, and siloed teams. Especially with new channels like RMNs, measurement often lacks transparency and cross-channel comparison.
But there’s hope. Marketers want tools that offer accuracy, connectivity, and clarity. And the most successful ones are investing in third-party, deduplicated measurement that works across every touchpoint.
So what’s the big takeaway?
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