nielsen siap menghadirkan pengukuran audiens total

Jakarta, 12 September 2019 – In this digital era where consumers live a seamless lifestyle (not differentiating online/offline activities), media companies and advertisers are facing the challenge to make the right decision, from how to spread advertising budget (changing from conventional to digital) to the ‘monetization’ metric to reach an effective target audience. To help media companies and advertisers penetrate and attract consumers’ attention in this new media landscape, Nielsen connects all online/offline measurement capabilities into a comprehensive framework, which measures “Total Audience.”

Nielsen Consumer & Media View (CMV) data shows that in Indonesia, smartphone ownership growth that reached 250% in the last five years (2014-2019) and the characteristics of always-connected smartphones drive the consumer’s ‘seamless lifestyle’.

Television still dominates media consumption. However, as far as time spent is concerned, television has not experienced growth in the past three years. Citing the Nielsen Consumer & Media View (CMV) data, in Q1 2016 consumers in 11 cities in Indonesia spent on average 4 hours and 54 minutes per day to watch TV, and in the same quarter of 2019 they spent an average of 4 hours 59 minutes. Meanwhile, time spent on internet has grown significantly in the past three years, from the average 2 hours and 26 minutes per day to 3 hours and 20 minutes per day, Q1 2016 and Q1 2019 respectively. It is clear that digital is starting to ‘catch up’ on television, so it is seen as a ‘sexy’ newcomer in the media mix.

Seiring dengan meningkatnya waktu konsumsi internet yang dihabiskan, batas antara online dan offline menjadi semakin samar karena konsumen tidak lagi memisahkan kedua platform tersebut dalam menjalankan aktivitasnya. Studi Nielsen CMV menunjukkan konsistensi perilaku konsumen dalam menggunakan platform online dan offline sebagai berikut: 88% konsumen yang mengaku memiliki hobi fotografi memiliki akun Instagram (layanan jejaring sosial untuk berbagi foto dan video), 85% konsumen yang gemar bermain game mengaku bahwa mereka juga bermain game secara online, dan konsumen yang gemar makan di restoran juga memiliki kecenderungan yang lebih tinggi untuk memesan makanan secara online. Selain itu, 1 (satu) dari 4 (empat) orang yang gemar berbelanja di pusat perbelanjaan juga berbelanja secara online. Perubahan perilaku konsumsi media ini membuat kebiasaan cross-platform antara media digital dan media konvensional menjadi hal yang lumrah, dan digital menjadi irisan di setiap jenis media konvensional, baik itu televisi, radio, maupun media cetak.

Gaya hidup yang serba mudah membuat strategi promosi di media digital menjadi penting. Studi Nielsen Advertising IntelligenceAd Intel pada kuartal kedua tahun 2019 menunjukkan bahwa porsi belanja iklan di media digital cukup besar di tiga kategori, yaitu 25% di Layanan Online, 20% di Peralatan Komunikasi dan 6% di Makanan Instan/Mie Instan.

Nielsen Total Audiens Melengkapi Pengukuran Offline dan Online

In order to empower media companies and advertisers to achieve cut-through and capture consumers’ attention in the new media landscape, Nielsen is connecting all of online/offline measurement capabilities into a comprehensive framework that measures “Total Audience.” Nielsen’s Total Audience Measurement applies state of the art technology that combines Nano People Meter and Streaming Meter with the “Big Data and Data Science Approach”, connected by the latest Nielsen Software Development Kit (SDK). In addition to comprehensive, low cost and high quality, this technology solution is also designed to blend into the home environment, whereby the devices are simple and modern.

Para pelaku industri kini dapat mengukur jumlah pemirsa di media konvensional dan digital dengan lebih mudah, bahkan dapat melihat demografi pemirsa yang mengkonsumsi konten dan iklan yang ditayangkan. Solusi Total Audience Measurement telah tersedia di Nielsen AS, dan entitas Nielsen lainnya siap untuk memulai.

“Marketing strategies should no longer separate digital and conventional, as each media have its own strength to help advertisers achieve their marketing objectives. Therefore we need a comprehensive measurement to give the whole picture of consumers’ touch points so advertisers can calculate ROI by matching data between who sees and doesn’t see their advertisements, and who buys and doesn’t buy their products.” said Hellen Katherina, Executive Director of Media Nielsen Indonesia.

”On the other hand, independent measurement is paramount to give marketers and advertisers the confidence to continuously invest in digital. Today, Nielsen is ready to go to Total Audience and cross-media measurement to help industry players with monetisation strategy”.

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