Kapan terakhir kali Anda melihat iklan 60 detik di TV? Saya yakin sudah lama sekali. Meskipun industri media telah memperdebatkan durasi iklan yang paling efektif selama beberapa dekade, kita tahu jawabannya-setidaknya secara umum-bukanlah satu menit penuh. Saat ini, 15 detik adalah yang paling umum untuk TV*; sebagai perbandingan, iklan di internet bisa sesingkat satu detik. Untuk pengiklan merek, itu berarti bahwa terlepas dari platform apa pun, setiap detik itu penting.
Saat ini, ketika industri media merangkul digital dan konsumen mengadopsi mentalitas streaming-first, merek membutuhkan pengukuran platform-agnostik. Audiens di seluruh media tradisional dan digital menyatu, dan langkah industri menuju pembelian dan penjualan berbasis tayangan sudah berjalan.
Pengukuran TV linear selalu berkelanjutan, tetapi telah berjuang untuk menyediakan tingkat granularitas yang diperlukan untuk membandingkan kinerja iklan dengan platform dan model digital. Di sisi digital, pengukuran secara historis berfokus pada kinerja kampanye individu, sehingga menghambat komparabilitas dengan kinerja iklan TV tradisional. Saat ini, komparabilitas di seluruh platform harus menjadi taruhan bagi penyedia pengukuran.
Mungkin hanya sedikit orang di industri ini yang akan melobi untuk menentang premis komparabilitas, dan banyak yang mungkin mengatakan bahwa industri ini terlambat dalam menangani masalah ini sehubungan dengan pergeseran tren konsumsi media. Namun, premis jauh berbeda dengan kenyataan, dan teknologi serta metodologi pengukuran memiliki sejarah panjang dalam hal saluran dan platform. Perubahan transformatif membutuhkan ketepatan, perhatian terhadap kebutuhan pasar dan fokus pada masa depan.
Itโs easy to say that providers are late in adjusting, consolidating and marrying their measurement capabilities. When change is needed, few would say they can wait to allow ample time to develop, test and implement. Outside of a pandemic, perhaps the need might not have been as magnified. Today, however, 32% of total time spent with TV involves content from connected devices.
When we look at primary TV programming options (broadcast, cable, streaming), streaming now accounts for more than one-quarter of total viewership. In October, time spent with streaming was equal to time spent watching broadcast television, as reported in The Gauge, Nielsenโs total TV and streaming viewing snapshot. Given the blurring lines between traditional and digital, measurement capabilities can no longer be focused on specific platforms or channels. Not only do measurement methodologies need to be consistent to address shifting media consumption behavior, the metrics they produce need to be analogous to provide brands with true comparability.
Hal ini membawa kita pada pentingnya mengukur di luar ambang batas 60 detik tersebut. Itulah kunci untuk komparabilitas ketika sebuah iklan ditayangkan di televisi. Pengukuran pada tingkat menit telah menjadi standar selama beberapa dekade, dan umumnya memberikan jaringan dengan rincian yang cukup untuk menentukan keterlibatan pemirsa secara keseluruhan. Hal ini tidak berlaku untuk pengiklan dan agensi, mengingat iklan menghiasi layar yang sama, namun dengan waktu yang lebih singkat.
In todayโs media mix, there is no shortage of options and variety for consumers to choose from. And regardless of platform, any minute a consumer spends with content is a minute of that personโs time. We also know that ad avoidance remains a key challengeโno matter how inspiring a message may be. Through that lens, media buyers and sellers have grown increasingly focused on their media mix and spend to ensure itโs efficient and effective. In todayโs market, TV buyers and sellers need individual commercial metricsโcomplemented by insight into what actions a brandโs message inspiresโto make those determinations. Subminute reporting, with individual commercial metrics, also cancels the premise of โwinning the minute.โ
Obviously, it takes more than words on a page to bring measurement into the 21st century. Itโs a bigger remit than any single organization can take on and deliver. For our part, weโre introducing updated content watermark and signature technology to facilitate individual measurement of content and advertisements. And to expand our coverage, weโve partnered with Jangkauan Ekstrim, a global leader in creative logistics, to scale the watermarking in advertising to cover a vast majority of national linear ads on TV.
Importantly, measurement needs to be flexible and relevant to all parties. Thatโs why Nielsen will continue providing average commercial minute ratings as a transitional complement to the more granular measurement to allow the ecosystem to adapt to new metrics. And by streamlining our crediting systems and migrating them to the cloud, weโll be able to deliver currency-grade measurement as we know it today and subminute reporting that is fundamental for Nielsen ONE.
This article originally appeared on Broadcasting + Cable.
*Sumber: Nielsen Ad Intel (1 Januari-29 November 2021)
