如今，受众触手可及的内容越来越多，消费时间也越来越长，他们无处不在，在所有屏幕之间无缝移动。这种分散性使得在正确的时间向消费者投放正确的广告更具挑战性。这也提高了全面、可比的跨平台受众测量的重要性，使媒体买家和卖家能够了解跨平台广告活动的表现。
在过去的一年里，我们看到了消费者如何转变媒体习惯，并接受了更加数字优先的思维方式。事实上，尼尔森的数据显示，美国成年人平均每天花在视频上的时间超过 5 小时（69% 为线性视频，31% 为数字视频），数字消费比去年增长了 16%。这种消费变化扩大了对能够衡量所有广告印象的连续数字广告数据的需求。
如今，大多数数字受众测量都需要单个营销活动的支持。但如果这种测量是连续的，类似于今天线性电视的测量方式，那又会怎样呢？持续、"始终在线 "的数字测量意味着对所有广告印象表现的可视性，以及简化的广告活动启用流程，从而更快、更轻松地启动广告活动。这种测量的性质意味着更多的印象数据和更广泛的性能指标。这使广告商能够就广告费用的使用做出更明智的决定，也使出版商能够更轻松地证明其平台的价值。
At Nielsen, we’re enhancing our capabilities within Digital Ad Ratings (DAR) by facilitating continuous measurement for participating publishers to account for all digital ad impressions on their platform. For both marketers and publishers, “Always On” DAR equates to more comprehensive data, trust and transparency, and flexibility. Ultimately, “always on” enables the continuous measurement of digital ads in a manner comparable to TV. For an industry that is going through transformational changes, “always on” digital measurement can bring new benefits, including:
- Holistic, data-driven insights: With more campaign data available, advertisers have a better understanding of how their brand messages are reaching consumers, allowing them to make more informed decisions about where and how to allocate spend to best reach their target audiences. They can also better analyze performance metrics across all campaigns to drive ad strategy by product category or specific brand. For example, equipped with data from “always on” measurement, an auto maker placing ads intended to reach males 25-54 years old can decide how to allocate ad dollars more effectively based on a plethora of publisher performance data from prior campaigns.
- Ad sales credibility: With continuous measurement, publishers have a strong understanding of the unique audiences their properties reach and are able to confidently enter ad sales negotiations knowing they can command the true value of their inventory. With more data on hand, publishers can negotiate with confidence on their ability to reach an advertiser’s target audience, guarantee delivery of ad impressions and validate the performance of their platform.
- Ease of campaign enablement: Since the measurement is always on, it’s automatic by nature, meaning a more simple campaign and placement set up process. For advertisers and publishers that enable continuous measurement, it will be easier and faster to launch campaigns, streamlining resources and making the workflow more efficient.
Continuous digital measurement is a significant step toward true, comparable cross-media measurement across digital, connected TV (CTV), addressable and linear TV. With the introduction of “always on” measurement in DAR, Nielsen is taking a major stride forward and advancing its work with the industry to make cross-media currency a reality. “Always On” DAR will strengthen Nielsen Total Ad Ratings, and ultimately Nielsen ONE, our cross-media measurement solution. Launching in 2022, Nielsen ONE will produce a single, deduplicated number and place TV and digital on an even playing field, underpinning the advertising ecosystem long into the future.
This article was originally published on Next TV.
