In this week's member guest blog post we hear from Inam Mahmood, General Manager EMEA, Nielsen, as he unpacks the findings from Nielsen’s 2025 Annual Marketing Report—highlighting how marketers can navigate uncertainty with confidence, clarity, and data-driven direction.
As we move through 2025, it’s clear that the marketing landscape remains in flux—dominated by economic headwinds, shifting consumer behaviors, and a surge in new channels. In this environment, agility, strategic measurement, and a balanced approach are more critical than ever.
Our latest Annual Marketing Report, based on a global survey of 1,400 marketing professionals, uncovers key trends and insights that can help industry leaders and organisations make smarter, more confident decisions. Here’s what we’re learning — and what it means for us today.
We found that more than half (54%) of marketers worldwide plan to tighten budgets in 2025, reflecting ongoing economic uncertainty. Yet, tight budgets don’t mean a halt to growth—they demand smarter strategies. Many are shifting their investments toward digital channels, embracing cost-effective performance campaigns, and focusing on the media platforms that deliver the best ROI.
Adding to this, Connected TV (CTV) is still considered a rising star. Over half (56%) of those surveyed plan to increase their OTT/CTV spend, recognising its ability to target precisely and deliver measurable results—key considerations when resources are constrained.
Successful marketers are learning to find the delicate balance between brand-building and performance. Our region—EMEA—is no exception. While North America sees a healthy split between the two, European marketers tend to prioritise revenue growth, with brand awareness still a key component.
An evolution is underway here, with Retail Media Networks (RMNs) moving beyond their traditional conversion focus. Now, 65% of marketers acknowledge RMNs’ broader strategic role—integrating brand visibility with bottom-line results.
One of the biggest hurdles? Only 32% of marketers globally say they measure their media spend across digital and traditional channels comprehensively. That’s a sizeable blind spot. Without holistic measurement, marketing investments risk misallocation, and performance can be misinterpreted.
So our message is clear: stakeholders need alignment, data clarity, and objectives that are both measurable and meaningful and technology that delivers accurate, cost-effective data is central to navigating this complexity.
As General Manager for Nielsen in EMEA, I see firsthand how crucial it is for marketers in our region to focus on agility and precise measurement. In a landscape full of challenges, the ability to accurately capture ROI across diverse channels gives brands a significant edge.
We believe that the companies who will thrive are those willing to invest in innovative measurement solutions—tools that unify digital and traditional media—and take a full-funnel view of their campaigns. Understanding what truly resonates with audiences—and acting on those insights—is essential when navigating uncertainty.
The themes from Nielsen’s 2025 Annual Marketing Report point to a clear truth: adaptability and smart measurement are the keys to survival—and growth—in a shifting landscape. Whether economic uncertainty or changing consumer habits, the opportunity lies in embracing new touchpoints, balancing strategic priorities, and investing in robust, holistic data.
It’s a challenging time, but also a moment of immense opportunity—for those willing to get strategic, measurement-driven, and innovative. The future belongs to marketers who navigate today’s turbulence with agility and clarity.
Now in its seventh edition, Nielsen's Annual Marketing Report 2025 surveyed 1,400 leading marketers around the world to bring you actionable intelligence across three essential strategies for thriving now.
