nielsen è pronta a portare la misurazione dell'audience totale

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.

Con l'aumento del tempo dedicato al consumo di Internet, la linea di demarcazione tra online e offline sta diventando vaga perché i consumatori non separano più le due piattaforme nello svolgimento delle loro attività. Lo studio Nielsen CMV mostra la coerenza del comportamento dei consumatori nell'utilizzo delle piattaforme online e offline: L'88% dei consumatori che dichiarano di avere l'hobby della fotografia ha un account Instagram (servizio di social network per la condivisione di foto e video), l'85% dei consumatori che amano giocare dichiara di giocare anche online e i consumatori che amano mangiare al ristorante hanno anche una maggiore tendenza a ordinare cibo online. Inoltre, 1 (uno) su 4 (quattro) di coloro che amano fare shopping nei centri commerciali fa anche acquisti online. Il cambiamento di comportamento nel consumo dei media fa sì che l'abitudine alla multipiattaforma tra media digitali e media convenzionali diventi una cosa comune, e che il digitale diventi una fetta di ogni tipo di media convenzionale, che si tratti di televisione, radio o stampa.

Lo stile di vita senza soluzione di continuità rende importanti le strategie di promozione sui media digitali. Lo studio di Nielsen Advertising IntelligenceAd Intel) del secondo trimestre del 2019 ha mostrato che la quota di spesa pubblicitaria sui media digitali è piuttosto ampia nelle tre categorie, ovvero il 25% nei servizi online, il 20% nelle apparecchiature per le comunicazioni e il 6% nel cibo istantaneo/noodle istantanei.

Nielsen Total Audience completa la misurazione offline e 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.

Gli operatori del settore possono ora misurare più facilmente l'audience nei media convenzionali e digitali, e possono anche esaminare i dati demografici degli spettatori che consumano i contenuti e le pubblicità trasmesse. La soluzione Total Audience Measurement è già disponibile per Nielsen US e le altre entità Nielsen sono pronte a partire.

“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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