La connettività sta crescendo rapidamente in tutto il mondo e sta alzando la posta in gioco per gli operatori di marketing che si contendono l'attenzione dei consumatori su una gamma sempre più ampia di dispositivi e piattaforme. Questo è stato l'argomento principale di una recente tavola rotonda ospitata dal Capitolo egiziano della Camera di Commercio americana. Il compito dei relatori? Analizzare il perché e il come dell'implementazione di un'efficace misurazione dei media.
“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 Rapporto Nielsen sull'audience totale 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.
Il tempo trascorso su tutti i media nel primo trimestre 2018 è aumentato di 19 minuti rispetto al trimestre precedente. L'aumento del tempo trascorso sui media è dovuto al maggior tempo trascorso sui dispositivi connessi alla TV (+5 minuti) e sulle piattaforme digitali (+13 minuti). La visione della TV in diretta e in differita è rimasta relativamente stabile a quattro ore e 46 minuti al giorno.
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, amministratore delegato di Mindshare, ha illustrato i vantaggi della misurazione attraverso un esempio in cui Mindshare ha appreso, grazie alla misurazione, qual è il momento ottimale per lanciare una campagna pubblicitaria per una piattaforma di e-commerce. È emerso che il maggior numero di vendite si è verificato durante le ore di ascolto "non di punta", un'intuizione che il team non avrebbe ottenuto senza la misurazione.
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.”
