In today’s complex media landscape, marketers are constantly seeking ways to optimize their media strategies and understand which channels are driving return on investment (ROI). Generally, television, digital, and social media receive the lion’s share of attention (and spend). Many marketers believe that audio, including radio, is difficult to measure in marketing mix models (MMM) because of its relatively lower spend. Nielsen MMM captures and reports audio. In analyzing thousands of campaigns we can confirm that when sufficient impressions are run, audio is measurable, and shows up quite well in MMM; of course as with any tactic, some brands/categories perform stronger than others.
Untuk panduan tentang cara terbaik agar setiap jenis media terwakili, Nielsen menyarankan untuk melihat ukuran anggaran, kualitas input, dan perincian outlet. Contoh: untuk audio, hal ini termasuk mempertimbangkan radio, audio streaming, dan podcast.
Berikut ini adalah beberapa praktik terbaik yang perlu dipertimbangkan untuk saluran audio Anda-radio, audio streaming, dan podcasting:
- Plan for adequate GRPs: Allocate sufficient budget to radio and other audio channels. While the appropriate levels may vary by category
- Use as-run data, not planned GRPs: Many marketers rely on planned GRPs, which can differ significantly from what is actually delivered. By using As-Run GRPsโactual media deliveryโyouโll get a more accurate read of radioโs performance. Nielsenโs data consistently shows the importance of this distinction.
- DMA-level delivery matters: Radioโs effectiveness can vary across different markets, so itโs important to evaluate media delivery at the designated market area (DMA) level. Actual delivery often deviates from planned delivery, and understanding these variations can provide valuable insights for optimizing your radio campaigns.
- Analyze by week: Timing is everything, especially for media like radio that may have seasonality or other timing-related nuances. Analyzing media delivery on a weekly basisโtaking into account sales events, weather conditions, or special promotionsโcan help explain spikes or dips in performance. This granular level of analysis is crucial for understanding the true impact of your radio investments.
Dalam analisis kami, ketika bobot relatif tayangan cukup besar untuk diukur, radio secara konsisten menduduki peringkat teratas untuk ROI. Audio streaming juga berkinerja baik, meskipun berada di belakang radio siaran. Meskipun dapat diukur, investasi dalam podcasting masih kurang umum dan kinerjanya belum dapat mengindikasikan streaming audio.
Di Nielsen, kami berkomitmen untuk membantu para pemasar membuat keputusan berbasis data yang memaksimalkan efektivitas semua investasi media mereka. Dengan model milik kami dan database kinerja media yang luas, kami dapat memastikan bahwa media Anda, termasuk saluran audio, terwakili secara akurat dan berkontribusi pada kesuksesan pemasaran Anda secara keseluruhan.
Untuk informasi lebih lanjut tentang cara mengoptimalkan model bauran pemasaran Anda dan mengukur dampak radio dan saluran audio lainnya, hubungi tim Nielsen hari ini. Mari kita luruskan bahwa radio dapat diukur, dan jika dilakukan dengan benar, radio akan memberikan hasil yang baik.
Metodologi:
Berdasarkan analisis terhadap 2.857 kampanye nasional, lokal, dan internasional di seluruh kategori pengiklan di mana alokasi untuk radio rata-rata mencapai persentase yang signifikan dari total anggaran media.
