Belum lama ini konsep "pengukuran lintas platform" memasuki percakapan periklanan. Dengan pertumbuhan perangkat digital, kebutuhan untuk memahami keterlibatan media audiens di semua perangkat tersebut menjadi sangat penting. Untuk video, pengukuran lintas platform menjadi penting untuk menghitung pemirsa konten di TV langsung, sesuai permintaan, aplikasi seluler, layanan over-the-top, dan banyak lagi. Hal ini menjadi tantangan ketika membandingkan penayangan linear dan digital, di mana standar pengukurannya sangat berbeda. Untuk melakukannya dengan benar, pengukuran lintas platform bermuara pada beberapa hal penting.
Untuk memberikan sedikit pencerahan, para pemimpin industri dari seluruh spektrum TV dan digital menjelaskan apa arti pengukuran lintas platform bagi bisnis mereka di Advertising Research Foundation Leadership Lab yang terbaru. Kevin Rini, VP of Product Leadership di Nielsen, membahas seluk beluk pengukuran video yang konsisten di seluruh platform media.
To start, Kevin noted that to keep pace with changing viewing behaviors, Nielsen developed its Jumlah Pemirsa framework to provide the media and advertising industry with a flexible suite of solutions, including Total Content Ratings, to capture what consumers watch, regardless of device. Kevin then outlined five necessary pillars for video cross-platform measurement to make this possible.
- Measurement Coverage: Data needs to be collected from all media sources and distributors of content.
- Qualified Audiences: Audiences need to be appropriately and comparably qualified across platforms to credit viewing.
- Metadata Alignment: Differences in naming for the titles of the same program found on varying platforms need to be matched and reconciled.
- Comparable Metrics: Audience size and content performance needs to be calculated in a consistent way on all platforms.
- Deduplication: Marriage of TV panel with digital data to enable direct observation of individual personโs viewing across linear and digital, allowing for a true understanding of unique audiences across platforms and ad models.
"Peringkat TV tradisional tidak menceritakan kisah lengkap tentang berapa banyak orang yang menonton video dan iklan premium," kata Kevin. "Penayangan yang bergeser waktu dan sesuai permintaan, konten streaming, dan pemain baru yang memasuki pasar berkembang pesat. Karena konsumen memiliki lebih banyak akses ke konten media dan perangkat untuk melihat konten tersebut, sangatlah penting untuk dapat mengukur jumlah pemirsa sebuah acara selama masa tayangnya, di luar mata uang iklan C3/C7*."
Just like the increasing amount of content available for us to watch, the growth of measurement isnโt slowing. Nielsenโs next phase expands cross-platform measurement to production studios, allowing them to see the lifetime audience of their programs regardless of when and where they air across distributors and streaming video on-demand platforms.
Complete measurement of cross-platform media can be hard to reach, but the foundation is in place to keep building higher. To learn more, view the ARF Leadership Lab Recap and download the First-Quarter 2018 Nielsen Total Audience Report.
