Konektivitas berkembang dengan pesat di seluruh dunia, dan hal ini meningkatkan pertaruhan bagi para pemasar yang berlomba-lomba untuk menarik perhatian konsumen di berbagai perangkat dan platform yang semakin luas. Hal ini merupakan topik utama dalam diskusi panel yang baru-baru ini diselenggarakan oleh Kamar Dagang Amerika di Mesir. Apa yang ditanyakan oleh para panelis? Membedah mengapa dan bagaimana menerapkan pengukuran media yang efektif.
“The living room of a household with two adults and two children can easily have a couple of tablets, three smartphones, a games console, and on top of the TV; there are already seven different screens at one time that the family are engaging with. There are now more screens in the average living room than there are cushions,” noted Sarah Messer, Director of Media for Nielsen MENAP. She continued, “Driven by technology, the media channels people are engaging with has moved them from a one-channel transactional relationship, into a conversational and multidimensional, many channel relationship.”
Over the course of the discussion, which was attended by leaders in media and fast-moving consumer goods (FMCG), there was a unanimous agreement that there is a gap when it came to accurately measuring effectiveness of marketing spend on media-whether on the type of medium or time of day.
Using the U.S. viewing behavior as a starting point, Messer revealed that the first-quarter Laporan Jumlah Pemirsa Nielsen found that consumers are spending over 11 hours a day consuming media; traditional TV and radio remained constant over three quarters from third-quarter 2017, while digital is driving the growth. In fact, time spent on digital platforms is approaching 4 hours a day. Over 60% of that time is spent on application/web access via a smartphone.
Waktu yang dihabiskan di semua media pada kuartal pertama 2018 meningkat 19 menit dari kuartal sebelumnya. Peningkatan waktu media ini didorong oleh lebih banyak waktu yang dihabiskan untuk perangkat yang terhubung dengan TV (+5 menit) dan dengan platform digital (+13 menit). Menonton TV secara langsung + waktu tetap relatif stabil di angka empat jam dan 46 menit per hari.
When compared to key countries measured by Nielsen, the numbers can be different but the story is the same: Traditional TV is the stable, while digital is driving growth.
Messer also noted, “Our recent experience with Radio Audience Measurement in the UAE challenged a lot of ‘facts’ that were believed to be true from a marketing perspective. For example, it was believed that the only high time for radio listening are the morning and evening rush hour; but with measurement we found that late night listening counted for a third high listening peak! Consequently programming has changed, advertising budgets have been re-allocated and we keep on going on the way to efficiency.”
Radio audience measurement in the UAE, which Nielsen launched in September 2017, has provided the market with much-needed clarity around who’s listening and when. Previous to independent, third-party measurement, radio stations would have little more than personal estimates and guesses about when specific listeners were tuned in and for how long.
Riham El Sawy, direktur pelaksana di Mindshare, mengilustrasikan manfaat pengukuran melalui sebuah contoh di mana Mindshare belajar melalui pengukuran kapan waktu yang optimal untuk menjalankan kampanye iklan untuk sebuah platform e-commerce. Ternyata, penjualan terbanyak terjadi pada jam-jam "di luar jam sibuk", sebuah wawasan yang tidak akan diperoleh tim tanpa pengukuran.
So what’s next for Egypt?
Messer concluded: “Know your audience. Measure your audience. Know what drives them to you, know what drives them away. Know how many of them there are, how their lives are lived out every day, how they think, their desires and aspirations, their behaviour. Because how can you achieve those business objectives of growing revenues, without understanding and measuring them? So that you can speak to them in their language, in their words, in the very place they are going to be, with messages that make sense and hit home and drive action.”
