Antes o domínio de nicho de streamers selecionados e puros, o streaming amadureceu e se tornou onipresente ao atender a uma necessidade crítica do público: escolha.
Teeming with an array of live, on-demand and ad-supported options to complement traditional subscription options, streaming has transformed television viewing light years beyond its origins as an online replacement for physical movie rentals. And audiences have followed. In September, streaming—in all of its flavors—accounted for 36.9% of total TV usage, a new high water mark and up from 27.7% a year ago1.
Perhaps more important, however, is the blurring of the lines between different media offerings, amplifying the need for comparable measurement even more. YouTube, for example, has historically existed largely in the social media realm, providing individual content creators a platform to upload and share their own video content. But with its existing footprint and the ongoing adoption of YouTube TV, YouTube is steadily growing as both a video sharing platform and virtual multichannel video programming distributor (vMVPD). In September 2022, YouTube (including YouTube TV) accounted for 8% of total TV usage1.
To keep pace with audiences, advertisers are pivoting. Market research company Insider Intelligence forecasts that U.S. connected TV (CTV) spending will total $18.9 billion this year, with one-third being spent during the annual TV upfronts. And in contrast to the early days of streaming, ad-supported options—from pure-play streamers, traditional media companies and platforms like YouTube—are blossoming. In September 2022, for example, linear streaming from MVPD apps and vMVPDs accounted for 14.5% of all streaming1.
O crescimento do streaming linear mostra como as opções se tornaram variadas, acompanhadas de uma variedade de acrônimos com nuances (por exemplo, FAST, AVOD, vMVPD, OTT). Mas a sopa de letrinhas é muito menos importante do que o impacto agregado que o streaming está tendo sobre o público e o conteúdo que está repercutindo nele.
É aí que está o apelo para os anunciantes - alcançar públicos que não estão apenas assistindo à televisão tradicional e linear. Embora não se possa negar o alcance em massa da televisão tradicional, está claro que a CTV é agora um complemento viável e escalável para ela. Atualmente, o público usa uma série de dispositivos de forma intercambiável para acessar uma gama cada vez maior de plataformas, serviços e experiências.
In first-quarter 2022, for example, U.S. adults spent nearly as much time on TV-connected devices as on their mobile devices, both now far eclipsing the time they spend on their computers2.
À medida que a publicidade em vídeo se fragmenta para acompanhar o consumo, os profissionais de marketing precisam de uma visão confiável de cada ponto de contato, bem como de uma compreensão de como cada peça distinta se transforma em jornadas completas do consumidor - tudo isso sem deixar de garantir que pessoas individuais não estejam sendo medidas várias vezes. E como as linhas entre o linear e o digital continuam a se confundir, a medição não deve mais ser específica para o linear ou o digital. Ela deve ser contínua, automática e comparável.
The good news is that it can be. Marketers no longer need to enable or tag individual campaigns—or rely on point-in-time metrics. They can simply “turn measurement on.” Continuous, “always on” measurement is a major comparability advancement, as it provides advertisers and agencies the ability to assess cross-media campaign performance on an even playing field. Continuous measurement also provides increased impression data, facilitating easier reach and frequency management, as well as the ability to make adjustments while campaigns are still in market.
The influx of ad-supported services and ad-available options within multi-tier platforms highlights the clear need for comparable, deduplicated campaign measurement across the digital landscape. Our YouTube example from above presents a relevant and real-time use case, especially as it has grown its share of total TV usage nearly 40% on a year-over-year basis and claimed the largest percentage of TV usage among streaming providers in September1.
The upside in this case for advertisers and agencies is that YouTube has already enabled the “always on” function of Nielsen’s Digital Ad Ratings, which means that advertisers and agencies simply need to enable the functionality for their YouTube campaigns to begin benefiting from true cross-channel comparability within one of the market’s leading and largest ad-supported platforms.
Mudanças transformadoras exigem precisão, atenção às necessidades do mercado e foco no futuro. E no atual cenário de mídia, a medição que é comparável e desduplicada entre plataformas e dispositivos é fundamental. Ela também reflete um estado futuro, em que o foco está no público.
Notas
- The Gauge, September 2022 usage data
- Nielsen Total Media Fusion
