연결성은 전 세계적으로 빠른 속도로 성장하고 있으며, 다양한 디바이스와 플랫폼에서 소비자의 관심을 끌기 위해 경쟁하는 마케터들의 부담이 커지고 있습니다. 최근 미국 상공회의소 이집트 지부가 주최한 패널 토론의 핵심 주제는 바로 이 점이었습니다. 패널들의 주장은? 효과적인 미디어 측정을 구현하는 이유와 방법을 분석합니다.
“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 닐슨 총 잠재고객 보고서 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.
2018년 1분기 전체 미디어 이용 시간은 전 분기 대비 19분 증가했습니다. 이러한 미디어 이용 시간의 증가는 TV 연결 기기(+5분)와 디지털 플랫폼(+13분)의 이용 시간 증가에 힘입은 결과입니다. 실시간+시간 이동 TV 시청 시간은 하루 4시간 46분으로 비교적 안정적인 수준을 유지했습니다.
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.
마인드쉐어의 전무이사인 리함 엘 사위는 측정을 통해 이커머스 플랫폼의 광고 캠페인을 실행할 최적의 시간을 알게 된 사례를 통해 측정의 이점을 설명했습니다. 그 결과, 가장 많은 매출이 발생한 시간은 '사용량이 적은' 청취 시간대였으며, 측정이 없었다면 팀이 얻지 못했을 인사이트를 얻었습니다.
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.”
