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 that’s representative of people, not devices or digital signals. However, only 23% of the marketers surveyed for Nielsen’s 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%.
Cientes de como o público está se envolvendo com a mídia, os profissionais de marketing continuam aumentando seus gastos em canais digitais, especialmente CTV, mídia social e vídeo digital. No entanto, sem dados de audiência de qualidade, muitos não saberão se estão atingindo os públicos certos - a principal métrica de medição entre mídias de 52% dos profissionais de marketing pesquisados para o Relatório Anual de Marketing de 2023 da Nielsen. E quando observamos onde o público passa a maior parte do tempo, o tempo nos canais digitais continua a crescer.
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.
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 what’s on the screen. Without knowing who’s engaged with what’s on the screen, marketers don’t 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 can’t accurately tell you how many are watching.
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.
O cliente sempre foi a estrela do norte para os profissionais de marketing, e o número crescente de opções de mídia não muda isso. No entanto, isso coloca uma pressão cada vez maior sobre a capacidade dos profissionais de marketing de interagir com eles, especialmente quando há uma lacuna entre os sinais digitais e as pessoas reais. Preencher essa lacuna será fundamental à medida que a fragmentação de dispositivos e canais aumentar. A falta de informações demográficas no big data destaca a importância do comportamento representativo em nível de pessoa em qualquer solução de medição. Afinal, sem o público, são apenas dados.
For additional insight, download the Relatório anual de marketing da Nielsen de 2023.
Notas
- World Population Prospects Report
- Painel Nacional de TV da Nielsen
- Dispositivos de TV conectados, internet em um computador, uso de aplicativos/web via smartphone, uso de aplicativos/web via tablet
