A conectividade está crescendo em ritmo acelerado em todo o mundo e está aumentando os riscos para os profissionais de marketing que disputam a atenção dos consumidores em uma gama cada vez maior de dispositivos e plataformas. Esse foi o principal tópico em um recente painel de discussão organizado pelo Capítulo do Egito da Câmara de Comércio Americana. A tarefa dos participantes do painel? Dissecar o porquê e o como da implementação de uma medição de mídia eficaz.
“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 Relatório de audiência total da Nielsen 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.
O tempo gasto em todas as mídias no primeiro trimestre de 2018 aumentou 19 minutos em relação ao trimestre anterior. Esse aumento no tempo de mídia é impulsionado por mais tempo em dispositivos conectados à TV (+5 minutos) e com plataformas digitais (+13 minutos). A visualização de TV ao vivo e com mudança de horário permaneceu relativamente estável em quatro horas e 46 minutos por dia.
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.
Riham El Sawy, diretor administrativo da Mindshare, ilustrou o benefício da medição por meio de um exemplo em que a Mindshare descobriu, por meio da medição, qual era o melhor momento para veicular uma campanha publicitária para uma plataforma de comércio eletrônico. Como se vê, o maior número de vendas ocorreu durante as horas de escuta "fora de pico", um insight que a equipe não teria obtido sem a medição.
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.”
