Transparency is a hot topic once again—and with good reason. Procter & Gamble’s Chief Brand Officer Marc Pritchard skillfully reignited the discussions in January of this year when he issued his rallying cry for greater industry transparency and accountability. This sentiment was reinforced at the recent Nielsen-sponsored ISBA Annual Lunch, when the ISBA Director General, Phil Smith, spoke on behalf of British advertisers in his call for action.
Na Nielsen, desde o início do ano, observamos uma mudança radical na opinião do setor de publicidade digital e um desejo de que o mercado evolua. Já tomamos medidas para fornecer uma medição transparente para o setor, por isso foi natural participarmos do evento como patrocinadores. E Terrie Brennan, da Nielsen, Managing Director U.K. and International Watch Lead, subiu ao palco para compartilhar um pouco do trabalho que realizamos, bem como a direção que vislumbramos para o setor.
Primeiro o alcance, depois a visibilidade
Digital advertising is plagued with ads that are “below the fold,” adjacent to inappropriate content or fail to load, and the result is that much of the dialogue today is around viewability as a core metric. But, there is a difference between viewability and audience measurement. Many metrics provide counts of devices, not people. To measure the audience, we need first to measure reach, then viewability; there is a big difference between having your ad seen by the same consumer 30 times, versus having your ad seen by 30 different consumers. Measuring and attributing the impact of total exposure—deduplicating exposures across platforms such as television and digital—is key to an advertiser’s end goal, which is usually increased sales.
Credenciamento não é a mesma coisa que independência
A questão dos anúncios que aparecem ao lado de conteúdo inadequado deu a muitas marcas um exemplo muito real do impacto do nosso status quo atual. Este ano, as grandes marcas lideraram o caminho ao exigir maior responsabilidade dos editores digitais, juntamente com salvaguardas para garantir a verificação independente e um padrão mínimo de visibilidade.
In response, the media has heeded the call to adopt MRC-accredited third-party verification. The MRC audit process is designed specifically to enhance transparency of a metric’s methodology, to verify that a metric is what it purports to be. The problem remains, however. Even with this accreditation, these metrics are neither published by an independent measurement provider, nor are they comparable to other publishers’ metrics—and it does nothing to absolve publishers from marking their own homework. So while we are supportive of the MRC process as an important element in the journey for greater transparency, there is a risk that MRC accreditation simply provides comfort to marketers who’ll make spend-allocation decisions based on self-generated metrics from walled gardens.
Métricas padronizadas
For the industry to be truly transparent, we need standardized metrics across all forms of media—both traditional and digital—in an apples-to-apples comparison. And these metrics must be verified and published by independent measurement providers for complete transparency and accountability. Media buyers and sellers must be able to compare media platforms with verifiable measurement that spans all forms of media, so that as an industry we can we build out currencies that can be trusted and ultimately traded upon. The good news is that the capabilities to achieve this already exist today.
Atualmente, é possível medir o público total em todas as mídias e plataformas com métricas independentes e comparáveis. Já estamos trabalhando com países como os EUA e com comitês conjuntos do setor na Austrália e na Alemanha para fazer isso, medindo anúncios separadamente do conteúdo; medindo tudo, inclusive Google, YouTube e Netflix; e fornecendo métricas independentes e comparáveis. Não existe uma abordagem única para todos os casos, e cada uma das soluções que implantamos foi projetada especificamente para atender às necessidades de cada país.
Chegou a hora de reavaliar as visões tradicionais da medição de audiência em todas as plataformas, e estamos aqui para apoiar os britânicos, bem como muitos outros mercados em todo o mundo, a fazer exatamente isso.
