Dengan lebih banyak konten di ujung jari mereka dan lebih banyak waktu untuk mengonsumsinya, audiens saat ini ada di mana-mana, bergerak dengan mulus di antara semua layar. Fragmentasi ini telah membuat menjangkau konsumen dengan iklan yang tepat pada waktu yang tepat menjadi lebih menantang. Hal ini juga meningkatkan pentingnya pengukuran audiens lintas platform yang komprehensif dan sebanding yang memungkinkan pembeli dan penjual media untuk memahami kinerja kampanye di seluruh platform.
Selama setahun terakhir, kita telah melihat bagaimana konsumen telah mengubah kebiasaan media mereka dan merangkul mentalitas yang lebih mengutamakan digital. Faktanya, data Nielsen menunjukkan bahwa rata-rata orang dewasa di Amerika Serikat menghabiskan lebih dari 5 jam per hari untuk menonton video (69% linear dan 31% digital), dengan konsumsi digital yang meningkat 16% dari tahun lalu. Pergeseran konsumsi ini telah memperkuat kebutuhan akan data iklan digital berkelanjutan yang mengukur semua tayangan iklan.
Saat ini, sebagian besar pengukuran audiens digital memerlukan pemberdayaan kampanye individual. Namun, bagaimana jika pengukuran ini bersifat kontinu, mirip dengan cara pengukuran TV linear saat ini? Pengukuran digital yang berkelanjutan dan "selalu aktif" berarti visibilitas ke dalam kinerja semua tayangan iklan dan proses pemberdayaan kampanye yang disederhanakan, yang membuatnya lebih cepat dan lebih mudah untuk meluncurkan kampanye. Sifat dari jenis pengukuran ini berarti lebih banyak data tayangan dan pandangan yang lebih luas tentang metrik kinerja. Hal ini memungkinkan pengiklan untuk membuat keputusan yang lebih tepat tentang di mana harus membelanjakan uang iklan mereka dan memungkinkan penerbit untuk lebih mudah membuktikan nilai platform mereka.
At Nielsen, we’re enhancing our capabilities within Digital Ad Ratings (DAR) by facilitating continuous measurement for participating publishers to account for all digital ad impressions on their platform. For both marketers and publishers, “Always On” DAR equates to more comprehensive data, trust and transparency, and flexibility. Ultimately, “always on” enables the continuous measurement of digital ads in a manner comparable to TV. For an industry that is going through transformational changes, “always on” digital measurement can bring new benefits, including:
- Holistic, data-driven insights: With more campaign data available, advertisers have a better understanding of how their brand messages are reaching consumers, allowing them to make more informed decisions about where and how to allocate spend to best reach their target audiences. They can also better analyze performance metrics across all campaigns to drive ad strategy by product category or specific brand. For example, equipped with data from “always on” measurement, an auto maker placing ads intended to reach males 25-54 years old can decide how to allocate ad dollars more effectively based on a plethora of publisher performance data from prior campaigns.
- Ad sales credibility: With continuous measurement, publishers have a strong understanding of the unique audiences their properties reach and are able to confidently enter ad sales negotiations knowing they can command the true value of their inventory. With more data on hand, publishers can negotiate with confidence on their ability to reach an advertiser’s target audience, guarantee delivery of ad impressions and validate the performance of their platform.
- Ease of campaign enablement: Since the measurement is always on, it’s automatic by nature, meaning a more simple campaign and placement set up process. For advertisers and publishers that enable continuous measurement, it will be easier and faster to launch campaigns, streamlining resources and making the workflow more efficient.
Continuous digital measurement is a significant step toward true, comparable cross-media measurement across digital, connected TV (CTV), addressable and linear TV. With the introduction of “always on” measurement in DAR, Nielsen is taking a major stride forward and advancing its work with the industry to make cross-media currency a reality. “Always On” DAR will strengthen Nielsen Total Ad Ratings, and ultimately Nielsen ONE, our cross-media measurement solution. Launching in 2022, Nielsen ONE will produce a single, deduplicated number and place TV and digital on an even playing field, underpinning the advertising ecosystem long into the future.
This article was originally published on Next TV.
