Channel fragmentation and increasing media options provide consumers with an abundance of choice, but they present a hurdle for marketers that rely on traditional mass reach channels to increase brand awareness. And just as we’ve seen in previous years, the marketers surveyed for Nielsen’s 2022 Annual Marketing Report say building brand awareness is their top objective for the year ahead. Similarly, their top business priority is new customer acquisition.
可能な限り多くの視聴者にリーチすることの重要性を否定するものではないが、メディアの選択肢がはるかに限られており、マーケティング担当者がマス・リーチのニーズを満たすために少数のチャンネルを利用できた時代と比べると、今日ではますます多くのプランニング 、戦略が必要となっている。
To achieve their top objectives, marketers need to reach large prospective customer groups. Amid a readily fragmenting media landscape, however, they need to approach mass reach differently than they did when it was easier to define what it means to “watch TV.” That being said, the need to drive brand awareness has never been greater.
選択肢とアクセスの普及に加え、ブランド・エクイティの伝統的な源泉の中には、単に視認性が低下したために、パンデミック以前に比べて顕在化しにくくなっているものもある。例えば、多くの消費者が実店舗で定期的に買い物をしなくなったことで、棚に並んだ商品やウィンドウに掲げられた看板を目にする頻度は低下している。
今日の世界では、マーケティング以外のエクイティ・ソースを当然と考えるのは危険な提案だ。これらの例はまた、販売が危機に瀕しているときに、消費者のトップ・オブ・マインドであり続けることの重要性を高めている。
To do this, global marketers continue to lean into social media, with 64% of respondents for this year’s marketing report saying it’s their most effective paid channel. And in light of recent successes on platforms like TikTok and Instagram, it’s easy to see why the sentiment—and related spending—is growing.
Notably, global marketers plan to increase their social media budgets more than any other channel over the next year. The projected average increase globally (53%), however, would be higher if it weren’t for marketers in Europe, Middle East and Africa (EMEA), as they intend to increase their social media spending less than marketers elsewhere (31%).
While global marketers continue to spend on social media, search and email, these channels aren’t typically ideal mass reach options. There is, however, no discounting the growing reach of online video and connected TV—and marketers are increasing their spend accordingly. Importantly, they want to ensure that their spend is reaching the right audiences—real people making real choices. In December 2021, for example, YouTube reached 135 million people on TV screens alone1. YouTube is also a growing force in the streaming space, as Americans streamed 177.3 billion minutes of video2 on the platform in January 2022.
Reaching new consumers isn’t what it used to be, and the last 2.5 years have permanently changed consumer behaviors. Traditional mass reach channels like traditional TV and radio are still critical in any marketer’s media mix, but they’re no longer the only options for reaching large audiences en masse.
For additional insights, download our 2022 Annual Marketing Report.
備考
- ニールセン・ストリーミング・プラットフォーム視聴率
- ゲージ, February 2022
