By BestMediaInfo Bureau

Despite inflation, slowed consumer spending and supply chain uncertainties, 72% of global marketers expect bigger ad budgets this year, up from 64% last year, stated Nielsen's latest annual marketing report.

APAC is particularly bullish, with 81% anticipating budget increases, versus just 56% in 2023, highlighted the report.

The report further mentioned that marketers' top KPIs are long-term and full-funnel ROI. "However, 70% plan to prioritise performance marketing over brand-building initiatives," stated Nielsen.

On average, global marketers plan to dedicate 63% of their budgets to digital channels, with social media, search, online video and digital display accounting for the largest increases, as per the report.

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