During the 2025 IAB NewFronts, Nielsen's Ameneh Atai urged marketers to challenge their misconceptions of media effectiveness. As retail media networks gain traction among 74% of North American marketers, Atai warns against equating perceived effectiveness with actual performance. Nielsen's research highlights that popular digital channels like connected TV and search may not be as effective as believed, while traditional media like radio and podcasting are delivering competitive returns on investment. This disconnect between belief and actual data could lead to misguided media budgets amid economic challenges.
Marketers believe that digital channels have higher effectiveness... But when we add actual data, we see that perception doesn't match reality.
Radio and podcasting have similar ROIs to social and video, respectively. Also, CTV and search are not as effective as marketers think. Reliable data doesn't lie.
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