Just 41 per cent of APAC marketers think that TV streaming ads are “extremely, or very effective” despite more than four-fifths of them including it in their media mix.
The statistics come from Nielsen’s Annual Marketing report, which surveyed almost 2,000 marketers from around the world.
Alongside the concerning statistic about TV streaming ads effectiveness, the study also found that brands in Australia and New Zealand significantly increased ad spend across social. In Indonesia, social ad spend more than doubled by 195 per cent.
APAC marketers remained bullish in the face of economic uncertainty. While 68 per cent said that the economy had an extreme or severe impact on their planning for this year, more than half of them expected their budgets to increase year-on-year.
Across APAC, on average, 34 per cent of marketers report allocating between 40-59 per cent of their budgets to CTV and nearly a fifth reported shifting 60-79 per cent.
“This report shows that marketers across the Pacific region can see that streaming channels are playing an ever-increasing role in ad strategy. However, this is hindered by a lack of true cross-media measurement and low confidence when it comes to assessing the ROI on these investments,” said Monique Perry, Nielsen’s Pacific managing director.
In fact, 68 per cent of marketers acknowledged the importance of comparable cross-channel measurement. However, across individual digital channels, just 45 per cent said that they were confident in ROI measurement. In podcasting and native advertising, that number was down at 38 per cent.
Confidence in full-funnel ROI measurement across all media was at 57 per cent in APAC, compared to the global average of 54 per cent.
What’s more, 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, three-fifths of APAC marketers use multiple measurement solutions to facilitate cross-media measurement with 13 per cent using four to five different solutions.
“Marketers know that to deliver the business impact they’re tasked with achieving, they need to identify the right audiences and engage with them. Today’s multi-screen world means that identifying and measuring who and how they’ve engaged with their customers is more complex than ever. The job of media measurement, and what Nielsen is focused on, is providing accurate and simple person-level reporting into the audiences that a brand is engaging with,” added Jonathan Betts, Nielsen’s executive director of commercial growth and product strategy, Pacific.
