MAM
Marketers underspending in media campaigns affecting ROI: Nielsen report
Mumbai: Nielsen released its first-ever ROI report, which identified gaps in marketers’ budgets, channels and media strategies that are compromising returns on investment (ROI) on media plans. The global report reveals data and delivers insights on what drives returns on ad spends, how to measure the returns, and how to improve on the metrics brands already have, with content unique to advertiser, agency, and publisher audiences.
According to the report, about half of marketers are not spending enough in a channel to get maximum ROI. While a poor ROI might cause brands to pull back on spending, Nielsen found that spend often needs to be higher to break through and drive returns. Nielsen’s “50-50-50 gap” states that while 50 per cent of media plans are underinvested by a median of 50 per cent, ROI can be improved 50 per cent with the ideal budget.
Beyond budgeting, the ROI report delivers key insights and recommendations to deliver higher ROI across multiple marketing areas including:
● Full funnel marketing: It’s rare for channels to deliver above average returns for both brand and sales outcomes, with 36 per cent of media channels faring above average on both revenue and brand metrics. To grow ROI, brands should pursue a balanced strategy for both upper and lower funnel initiatives. Nielsen found that adding upper funnel marketing to existing lower and mid funnel marketing can grow overall ROI by 13-70 per cent.
● Emerging media: It’s difficult for brands to spend big amounts without proof that the new media works, but spending small amounts can make it hard to see if the media is working. Nielsen found that podcast ads, influencer marketing and branded content can deliver over 70 per cent in aided brand recall, and that influencer marketing ROI is comparable to ROI from mainstream media.
● Ad sales growth strategy: Ultimately, ROI will inform publisher pricing power. Publishers are not just competing against others in their channel, but also against other channels, so comparing channel ROIs can help set pricing strategy. The ROI report uncovered that social media delivers 1.7x the ROI of TV, yet social gets less than one-third of TV ad budgets.
● Audience measurement: Campaigns with strong on-target reach deliver better sales outcomes. However, only 63 per cent of ads across desktop and mobile are on-target for age and gender in the US, meaning that on the channels with the most exhaustive data coverage and quality, over one third of ad spend is off-target. To capitalise on opportunity and drive impact, advertisers should prioritise measurement solutions that cover all platforms and devices, with near-real-time insights.
“Nielsen’s 2022 ROI report serves as a guide for brands, agencies and publishers. In a time when there are more channels than ever to reach desired audiences, it’s critical that insights on ROI are attainable and easy to understand,” said Nielsen vice president, media & advertiser analytics Imran Hirani. “Brands can’t afford to waste valuable ads on the wrong audiences. By investing wisely and having a balanced strategy of both upper-funnel and lower-funnel initiatives, brands can reach the right audiences and maximise their ROI.”
This is the first ROI report produced by Nielsen. The ROI report findings were generated by Nielsen using a wide range of measurement methods including marketing mix models, brand impact studies, marketing plans and expenditure data, attribution studies, and Ad ratings collected in recent years. In most cases, Nielsen’s findings were organised into normative databases or meta-analyses across a sample of studies to produce insights that are representative of Nielsen’s experience, providing marketers, agencies and media sellers a more complete view of media effectiveness compared to a single company drawing from its own experience.
Check the Full Report here: https://global.nielsen.com/insights/2022/roi-report/
MAM
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
