Transparency is a hot topic once again—and with good reason. Procter & Gamble’s Chief Brand Officer Marc Pritchard skillfully reignited the discussions in January of this year when he issued his rallying cry for greater industry transparency and accountability. This sentiment was reinforced at the recent Nielsen-sponsored ISBA Annual Lunch, when the ISBA Director General, Phil Smith, spoke on behalf of British advertisers in his call for action.
Di Nielsen, kami telah mengamati adanya perubahan opini di industri periklanan digital dan keinginan pasar untuk berevolusi sejak awal tahun. Kami telah mengambil langkah untuk menyediakan pengukuran yang transparan bagi industri ini, sehingga sangat tepat bagi kami untuk bergabung dengan acara ini sebagai sponsor. Dan Terrie Brennan dari Nielsen, Managing Director U.K. dan International Watch Lead, naik ke atas panggung untuk membagikan beberapa pekerjaan yang telah kami lakukan, serta arah yang kami bayangkan untuk industri ini.
Jangkauan terlebih dahulu, baru tampilan
Digital advertising is plagued with ads that are “below the fold,” adjacent to inappropriate content or fail to load, and the result is that much of the dialogue today is around viewability as a core metric. But, there is a difference between viewability and audience measurement. Many metrics provide counts of devices, not people. To measure the audience, we need first to measure reach, then viewability; there is a big difference between having your ad seen by the same consumer 30 times, versus having your ad seen by 30 different consumers. Measuring and attributing the impact of total exposure—deduplicating exposures across platforms such as television and digital—is key to an advertiser’s end goal, which is usually increased sales.
Akreditasi tidak sama dengan independensi
Masalah iklan yang muncul bersamaan dengan konten yang tidak pantas telah memberikan contoh yang sangat nyata kepada banyak merek tentang dampak dari status quo kita saat ini. Merek-merek besar telah memimpin tahun ini dalam menuntut akuntabilitas yang lebih besar dari penerbit digital di samping perlindungan untuk memastikan verifikasi independen dan standar minimum untuk penayangan.
In response, the media has heeded the call to adopt MRC-accredited third-party verification. The MRC audit process is designed specifically to enhance transparency of a metric’s methodology, to verify that a metric is what it purports to be. The problem remains, however. Even with this accreditation, these metrics are neither published by an independent measurement provider, nor are they comparable to other publishers’ metrics—and it does nothing to absolve publishers from marking their own homework. So while we are supportive of the MRC process as an important element in the journey for greater transparency, there is a risk that MRC accreditation simply provides comfort to marketers who’ll make spend-allocation decisions based on self-generated metrics from walled gardens.
Metrik standar
For the industry to be truly transparent, we need standardized metrics across all forms of media—both traditional and digital—in an apples-to-apples comparison. And these metrics must be verified and published by independent measurement providers for complete transparency and accountability. Media buyers and sellers must be able to compare media platforms with verifiable measurement that spans all forms of media, so that as an industry we can we build out currencies that can be trusted and ultimately traded upon. The good news is that the capabilities to achieve this already exist today.
Saat ini dimungkinkan untuk mengukur jumlah pemirsa di semua media dan semua platform dengan metrik yang independen dan dapat dibandingkan. Kami telah bekerja sama dengan berbagai negara, termasuk Amerika Serikat, dan dengan komite industri bersama di Australia dan Jerman untuk melakukannya dengan mengukur iklan secara terpisah dari konten; mengukur semuanya, termasuk Google, YouTube, dan Netflix; serta memberikan metrik yang independen dan sebanding. Tidak ada pendekatan yang cocok untuk semua, dan setiap solusi yang kami terapkan telah dirancang secara khusus untuk memenuhi kebutuhan negara tersebut.
Inilah saatnya untuk mengevaluasi kembali pandangan tradisional tentang pengukuran audiens di semua platform, dan kami di sini untuk mendukung mereka yang berada di Inggris, serta banyak pasar lain di seluruh dunia, untuk melakukan hal tersebut.
