Get Ready for 2025: Insights from Nielsen & CTV Media

The marketing world is in constant motion, and 2025 promises to be another year of dynamic shifts. Nielsen’s 2025 “From Chaos to Clarity” report reveals marketers face challenges from evolving AI, shoppable ads, supply chain issues, and changing consumer sentiment.

While these currents might seem daunting, the report, based on a survey of 1,400 leading marketers [3], reveals a landscape ripe with opportunity for those equipped with the right insights and strategies. At CTV Media, we’ve delved into this comprehensive report to bring you the crucial takeaways that will help you navigate the complexities and unlock data-driven success.

The Shifting Tides of Ad Spend: Doing More with Precision

A key headline from the report is that 54% of global marketers plan to reduce ad spending in 2025 (Nielsen 5). This isn’t a signal to retreat, but rather a call for heightened efficiency and smarter allocations. European marketers, for instance, are contending with sluggish economies, while tech companies are responding to supply-chain tensions [5].

  • Efficiency is Paramount:
    • With tighter budgets, the pressure is on to maintain or even grow results, demanding greater efficiency in media spend.
  • Industry Nuance:
    • While specific strategies differ by sector—retail emphasizes digital, tech/finance performance campaigns, and auto/pharma CTV with linear TV [6]—all brands need a diversified, full media mix. This comprehensive approach is crucial for reaching desired audiences across a broader range of touchpoints.
The Digital Frontier: Evolving, Not Just Expanding

Digital channels continue to be a primary focus, though the growth trajectory is maturing.

  • Top Digital Channels: Social media (29% planning >50% budget increase), online/mobile video (22%), display (21%), and search (20%) remain top priorities for increased investment, although fewer marketers are planning major budget hikes compared to last year [7].
  • The CTV Surge: Connected TV (CTV) is a standout, with 56% of global marketers planning to increase their OTT/CTV spend in 2025, up from 53% in 2024 [8]. In the U.S., streaming now accounts for 42.4% of ad-supported viewing time [8]. CTV offers a potent alternative and companion to linear TV, with U.S. revenues expected to hit over $17 billion this year [8].
  • Retail Media Networks (RMNs) Ascend: No longer just a buzzword, RMNs are playing a growing role, with 65% of marketers globally (74% in North America) seeing them as more important to their media strategy in 2025 [9]. These platforms are evolving from low-funnel conversion engines to full-funnel channels.
AI: The Automation Advantage & The Human Touch

Artificial Intelligence is poised to significantly impact campaign execution.

  • Streamlining Operations:
    • Marketers anticipate AI will help create content, personalize campaigns, optimize media plans, and perform predictive analysis [10].
  • Budget-Size Differences:
    • Brands with large ad budgets ($1B+) are particularly focused on AI for personalization and optimization (71%). Smaller brands ($50M-$1B) are also keen on AI (55%) but show comparable interest in sustainable/purpose-driven marketing (51%) [10].
The Great Balancing Act: Funnel Focus & Channel Mix
  • Top vs. Bottom Funnel:
    • Globally, marketers are deciding between growing bottom-of-funnel revenue or developing top-of-funnel awareness [13].
    • North American marketers strike an even balance, with 48% citing revenue growth and 48% brand awareness as top priorities [13].
    • European marketers overwhelmingly favor revenue growth (59%) and prioritize customer retention [13].
    • Latin America gives a slight edge to brand awareness (46% vs. 41% for revenue growth)[13].
  • Digital vs. Traditional Channels:
    • A more balanced approach to media investment is emerging. While digital media commands a large share, linear media continues to demonstrate its enduring value, as evidenced by the largest group of global marketers (44%) planning a 40%-60% allocation to digital, thereby reserving a substantial portion for traditional channels [13].
    • North American marketers are planning to invest slightly less in digital compared to global counterparts [15].
    • Traditional channels like linear TV and radio remain crucial for building brand awareness in a brand-safe environment.
    • Interestingly, marketers’ perception of channel effectiveness doesn’t always align with actual ROI. For example, radio, often viewed as less effective, boasts the fourth-highest average ROI globally according to Nielsen Compass norms.
The Measurement Maze: Seeking Clarity and Accuracy

Effective measurement remains a critical challenge.

  • The Goal:
    • 60% of marketers worldwide consider both reach/frequency and ROI when analyzing campaign performance [21].
  • Top Challenge:
    • The biggest hurdle in measuring ROI is stakeholder alignment [22].
  • Holistic Measurement Gap:
    • Worryingly, only 32% of marketers globally report measuring media spending holistically across digital and traditional channels, a drop from the previous year (Nielsen 23). This is even lower in Latin America (29%) and Europe (23%) [23].
  • RMN Complexity:
    • While RMNs offer closed-loop measurement, they often require using in-platform or custom attribution tools, making cross-channel comparisons difficult and raising concerns about transparency. There’s a growing need for independent, third-party measurement solutions.
  • Accuracy is King:
    • When it comes to measurement technologies, accuracy is the top priority for global marketers, especially in North America and Asia-Pacific. European marketers prioritize cost efficiency and transparency.

How CTV Media Helps You Achieve Clarity

The Nielsen report paints a picture of a complex but navigable landscape. At CTV Media, we leverage these insights to empower your brand:

  • Strategic Media Planning & Buying:
    • We offer more than just data; we understand your industry’s evolving tactics. We’ll identify the ideal blend of digital (including CTV and RMNs) and traditional channels to ensure your budget delivers maximum impact.
  • Full-Funnel Activation:
    • Whether your priority is immediate revenue growth, long-term brand building, or both, we design strategies that address the entire consumer journey. CTV Media recognizes the complementary benefits of diverse media placements.
  • Advanced Measurement & ROI Focus:
    • We understand the critical need for accurate, deduplicated cross-media measurement. CTV Media overcomes stakeholder misalignment by setting clear objectives and providing transparent reporting, enabling you to understand the true ROI across all your investments.
  • Navigating New Frontiers:
    • From integrating AI-driven insights to leveraging the growing power of RMNs with an eye on independent validation, we keep you ahead of the curve.
  • Data-Driven Efficiency:
    • In a time of budget scrutiny, our focus on data ensures your investments are not just efficient but also effective, proving the value of your marketing efforts.

The path from chaos to clarity in 2025 requires data, insights, and the right tools. Marketers are adapting, exploring new touchpoints, and unlocking synergies. Let CTV Media be your trusted partner in navigating this evolution, turning insights into winning strategies.

Ready to bring clarity to your 2025 marketing plan? Contact us today!

Source: Nielsen. From Chaos to Clarity: Unlocking the Power of Data-Driven Marketing. 2025 Annual Marketing Report. The Nielsen Company (US), LLC, 2025.

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