尼尔森公布2018CMO报告

THENIELSENCMOREPORT2018AtNielsen,datadriveseverythingwedo—evenart.That’swhyweusedrealdatatocreatethisimage.Copyright?2018TheNielsenCompany(US),LLC.AllRightsReserved.2Copyright?2018TheNielsenCompany(US),LLC.AllRightsReserved.THENIELSENCMOREPORT|2018ALETTERFROMTHEAUTHORWelcometoTheNielsenCMOReport2018!Therehasneverbeenamoredynamicandchallengingtimetobeamarketer.Sincetheadventoftheinternet,fueledbyavailablehigh-speedbroadbandandignitedbytheproliferationofsmartphones,marketershavemoreaccesstoconsumersthaneverbefore.Weareawashindataandshouldbelivinginanirvanaofactionableinsights.Thereality,however,seemsdisconnectedfromthispromise.Overthelast18months,someofthelargestandmostinfluentialadvertisersintheworldhavespokenupabouttheirconcernswithdigitaladvertising,callingthesupplychain“broken”and