Seiring berkembangnya pilihan media, data audiens yang berkualitas adalah kunci untuk memberikan dampak pemasaran

By 2025, experts believe the world will be rife with about 175 zettabytes of data. It would take 1.8 billion years to download that much data with an average internet connection. For marketers, this much data could pose a challenge, seeing as how their task is identifying who, out of the 8 billion people¹ on the planet, is generating the data that best represents their target audience.

To do their jobs, marketers need information that’s representative of people, not devices or digital signals. However, only 23% of the marketers surveyed for Nielsen’s 2023 Annual Marketing Report strongly agree that they have the quality audience data they need to get the most out of their media budgets. In Asia-Pacific and Europe, the Middle East and Africa, it drops to 21%.

Menyadari bagaimana audiens terlibat dengan media, pemasar terus meningkatkan pengeluaran mereka di seluruh saluran digital, terutama CTV, media sosial, dan video digital. Namun, tanpa data audiens yang berkualitas, banyak yang tidak memiliki wawasan tentang apakah mereka menjangkau audiens yang tepat-metrik pengukuran lintas media utama dari 52% pemasar yang disurvei untuk Laporan Pemasaran Tahunan Nielsen 2023. Dan ketika kita melihat di mana audiens menghabiskan sebagian besar waktu mereka, waktu dengan saluran digital terus bertambah. 

In fourth-quarter 2022, for example, U.S. audiences spent an average of five hours and 13 minutes per day² accessing media with their digital devices³, accounting for more than 52% of their daily time with media.

The incredible growth of streaming use adds yet another set of data to the cross-media scenario, and some companies are using the data from smart TVs for measurement purposes. There is no discounting the importance of this data, but by itself, this data only tells us what’s on the screen. Without knowing who’s engaged with what’s on the screen, marketers don’t have ample information to make critical ad spending decisions. In fact, a Nielsen study conducted at the end of 2022 illustrates the shortcomings of smart TV data as a measurement source. In short, smart TV data can’t accurately tell you how many are watching. 

When combined with information that details representative, person-level behavior, smart TV data sets provide significant scale to the science of audience measurement. Importantly, the World Federation of Advertisers, the Association of National Advertisers and the comparable organizations in over 30 other nations believe the future of audience measurement should include a combination of quality panels and big data.

Pelanggan selalu menjadi Bintang Utara bagi para pemasar, dan semakin banyaknya pilihan media tidak mengubahnya. Namun, hal ini memberikan tekanan yang semakin besar pada kemampuan pemasar untuk terlibat dengan mereka, terutama ketika ada kesenjangan antara sinyal digital dan orang-orang yang sebenarnya. Menjembatani kesenjangan tersebut akan menjadi sangat penting seiring dengan meningkatnya fragmentasi perangkat dan saluran. Kurangnya informasi demografis dalam big data menyoroti pentingnya representasi, perilaku tingkat orang dalam solusi pengukuran apa pun. Bagaimanapun juga, tanpa audiens, itu hanyalah data.

For additional insight, download the Laporan Pemasaran Tahunan Nielsen 2023.

Catatan

1. World Population Prospects Report
2. Panel TV Nasional Nielsen
3. Perangkat TV yang tersambung, internet di komputer, penggunaan aplikasi/web melalui ponsel cerdas, penggunaan aplikasi/web melalui tablet