By 2025, experts believe the world will be rife with about 175 zettabytes of data. It would take 1.8 billion years to download that much data with an average internet connection. For marketers, this much data could pose a challenge, seeing as how their task is identifying who, out of the 8 billion people1 on the planet, is generating the data that best represents their target audience.
To do their jobs, marketers need information thatโs representative of people, not devices or digital signals. However, only 23% of the marketers surveyed for Nielsenโs 2023 Annual Marketing Report strongly agree that they have the quality audience data they need to get the most out of their media budgets. In Asia-Pacific and Europe, the Middle East and Africa, it drops to 21%.
[infogram id=”52ade407-4807-4462-912f-737841f1fa3f” prefix=”NFb” format=”interactive” title=”Audience data access”]
ใชใผใใฃใจใณในใใฉใฎใใใซใกใใฃใขใซ้ขไธใใฆใใใใใใ็่งฃใใฆใใใใผใฑใฟใผใฏใใใธใฟใซใใฃใใซใ็นใซCTVใใฝใผใทใฃใซใกใใฃใขใใใธใฟใซใใใชใธใฎๆฏๅบใๅขใใ็ถใใฆใใใใใใใ่ณชใฎ้ซใใชใผใใฃใจใณในใใผใฟใใชใใใฐใๅคใใฎใใผใฑใฟใผใฏใ้ฉๅใชใชใผใใฃใจใณในใซใชใผใใงใใฆใใใใฉใใใใคใณใตใคใ ใใใผใซใปใณใฎ2023 Annual Marketing Reportใง่ชฟๆปใใใใผใฑใฟใผใฎ52๏ผ ใไธป่ฆใชใฏใญในใกใใฃใขๆธฌๅฎๆๆจใๆฌ ใใฆใใพใใใใใฆใใชใผใใฃใจใณในใๆใๆ้ใ่ฒปใใใฆใใๅ ดๆใ่ฆใใจใใใธใฟใซใใฃใณใใซใๅฉ็จใใๆ้ใฏๅขใ็ถใใฆใใใ
In fourth-quarter 2022, for example, U.S. audiences spent an average of five hours and 13 minutes per day2 accessing media with their digital devices3, accounting for more than 52% of their daily time with media.
[infogram id=”f2735606-327e-474d-8ba4-193f0f0d5c28″ prefix=”qOC” format=”interactive” title=”Time with media Q4 2022″]
The incredible growth of streaming use adds yet another set of data to the cross-media scenario, and some companies are using the data from smart TVs for measurement purposes. There is no discounting the importance of this data, but by itself, this data only tells us whatโs on the screen. Without knowing whoโs engaged with whatโs on the screen, marketers donโt have ample information to make critical ad spending decisions. In fact, a Nielsen study conducted at the end of 2022 illustrates the shortcomings of smart TV data as a measurement source. In short, smart TV data canโt accurately tell you how many are watching.
[infogram id=”327a6215-bf1b-42bd-93eb-e61537542219″ prefix=”NEC” format=”interactive” title=”Smart TV isn't representative”]
When combined with information that details representative, person-level behavior, smart TV data sets provide significant scale to the science of audience measurement. Importantly, the World Federation of Advertisers, the Association of National Advertisers and the comparable organizations in over 30 other nations believe the future of audience measurement should include a combination of quality panels and big data.
ใใผใฑใฟใผใซใจใฃใฆ้กงๅฎขใฏๅธธใซๅๆฅตๆใงใใใใกใใฃใขใฎ้ธๆ่ขใๅขใใใใใจใใฃใฆใใใๅคใใใใจใฏใชใใใใใใใใธใฟใซไฟกๅทใจๅฎ้ใฎไบบ้ใจใฎ้ใซใฎใฃใใใใใๅ ดๅใฏ็นใซใใใผใฑใฟใผใๅฝผใใจใจใณใฒใผใธใใ่ฝๅใซๅฏพใใใใฌใใทใฃใผใฏๅขๅคงใใใใใใคในใจใใฃใใซใฎๆญ็ๅใ้ฒใใซใคใใใใฎใฎใฃใใใๅใใใใจใ้่ฆใซใชใใใใใฐใใผใฟใซใใใไบบๅฃ็ตฑ่จๅญฆ็ๆ ๅ ฑใฎๆฌ ๅฆใฏใใใใใๆธฌๅฎใฝใชใฅใผใทใงใณใซใใใไปฃ่กจ็ใชๅไบบใฌใใซใฎ่กๅใฎ้่ฆๆงใๆตฎใๅฝซใใซใใฆใใใ็ตๅฑใฎใจใใใใชใผใใฃใจใณในใใใชใใใฐใใใใฏๅใชใใใผใฟใงใใใชใใฎใ ใ
For additional insight, download the 2023 ใใผใซใปใณๅนดๆฌกใใผใฑใใฃใณใฐใฌใใผใ.
ๅ่
- World Population Prospects Report
- ใใผใซใปใณๅ จๅฝTVใใใซ
- ใใฌใๆฅ็ถๆฉๅจใใใฝใณใณใงใฎใคใณใฟใผใใใๅฉ็จใในใใผใใใฉใณใงใฎใขใใชใปใฆใงใๅฉ็จใใฟใใฌใใใงใฎใขใใชใปใฆใงใๅฉ็จ
