Setelah menjadi domain khusus bagi para streamer tertentu, streaming telah berkembang ke mana-mana dengan memenuhi kebutuhan audiens yang kritis: pilihan.
Teeming with an array of live, on-demand and ad-supported options to complement traditional subscription options, streaming has transformed television viewing light years beyond its origins as an online replacement for physical movie rentals. And audiences have followed. In September, streaming—in all of its flavors—accounted for 36.9% of total TV usage, a new high water mark and up from 27.7% a year ago1.
Perhaps more important, however, is the blurring of the lines between different media offerings, amplifying the need for comparable measurement even more. YouTube, for example, has historically existed largely in the social media realm, providing individual content creators a platform to upload and share their own video content. But with its existing footprint and the ongoing adoption of YouTube TV, YouTube is steadily growing as both a video sharing platform and virtual multichannel video programming distributor (vMVPD). In September 2022, YouTube (including YouTube TV) accounted for 8% of total TV usage1.
To keep pace with audiences, advertisers are pivoting. Market research company Insider Intelligence forecasts that U.S. connected TV (CTV) spending will total $18.9 billion this year, with one-third being spent during the annual TV upfronts. And in contrast to the early days of streaming, ad-supported options—from pure-play streamers, traditional media companies and platforms like YouTube—are blossoming. In September 2022, for example, linear streaming from MVPD apps and vMVPDs accounted for 14.5% of all streaming1.
Pertumbuhan streaming linear menunjukkan betapa beragamnya pilihan yang ada, disertai dengan berbagai macam akronim yang bernuansa (misalnya, FAST, AVOD, vMVPD, OTT). Namun, daftar alfabet ini tidak terlalu penting dibandingkan dengan dampak keseluruhan yang ditimbulkan oleh streaming terhadap pemirsa dan konten yang beresonansi dengan mereka.
Di situlah daya tariknya bagi para pengiklan-menjangkau pemirsa yang tidak hanya menonton televisi linier tradisional. Meskipun tidak dapat disangkal bahwa televisi tradisional memiliki jangkauan massal, jelas bahwa CTV kini menjadi pelengkap yang layak dan terukur. Saat ini, pemirsa menggunakan berbagai perangkat secara bergantian untuk memanfaatkan berbagai platform, layanan, dan pengalaman yang terus berkembang.
In first-quarter 2022, for example, U.S. adults spent nearly as much time on TV-connected devices as on their mobile devices, both now far eclipsing the time they spend on their computers2.
Sebagai fragmen iklan video yang mengikuti konsumsi, pemasar membutuhkan pandangan yang dapat diandalkan ke setiap titik sentuh serta pemahaman tentang bagaimana setiap bagian yang berbeda menaiki tangga menuju perjalanan konsumen yang lengkap-semua sambil memastikan bahwa setiap orang tidak diukur berkali-kali. Dan karena garis antara linier dan digital terus mengabur, pengukuran tidak lagi harus spesifik pada linier atau digital. Pengukuran haruslah berkelanjutan, otomatis, dan dapat dibandingkan.
The good news is that it can be. Marketers no longer need to enable or tag individual campaigns—or rely on point-in-time metrics. They can simply “turn measurement on.” Continuous, “always on” measurement is a major comparability advancement, as it provides advertisers and agencies the ability to assess cross-media campaign performance on an even playing field. Continuous measurement also provides increased impression data, facilitating easier reach and frequency management, as well as the ability to make adjustments while campaigns are still in market.
The influx of ad-supported services and ad-available options within multi-tier platforms highlights the clear need for comparable, deduplicated campaign measurement across the digital landscape. Our YouTube example from above presents a relevant and real-time use case, especially as it has grown its share of total TV usage nearly 40% on a year-over-year basis and claimed the largest percentage of TV usage among streaming providers in September1.
The upside in this case for advertisers and agencies is that YouTube has already enabled the “always on” function of Nielsen’s Digital Ad Ratings, which means that advertisers and agencies simply need to enable the functionality for their YouTube campaigns to begin benefiting from true cross-channel comparability within one of the market’s leading and largest ad-supported platforms.
Perubahan transformatif membutuhkan ketepatan, perhatian terhadap kebutuhan pasar dan fokus pada masa depan. Dan dalam lanskap media saat ini, pengukuran yang dapat dibandingkan dan diduplikasi di seluruh platform dan perangkat adalah yang terpenting. Hal ini juga mencerminkan kondisi masa depan, di mana fokusnya adalah pada audiens.
Catatan
- The Gauge, September 2022 usage data
- Nielsen Total Media Fusion
