多元化媒体所有者需要采取哪些措施来确保广告客户的投资
支持多元化社区。增加少数群体的代表性。投资多元化媒体。这可能是在过去一年的社会正义运动中做出公开承诺的广告商和广告代理公司的想法。随着广告业希望兑现这些承诺，这就为满足不同种族、性取向、各种散居群体以及介于两者之间的所有交叉性群体的多元化媒体带来了机遇。随着多元化媒体广告时间市场空前火热，多元化媒体所有者如何才能提高他们在广告商和广告代理公司中的知名度？
成为流程专家
Ads are bought and sold in programs on TV, radio and digital platforms, based on Nielsen ratings. The higher the rating, the higher the reach—or the greater the audience—for that content, and also the cost of an ad placement.
With billions of advertising dollars at stake, it’s important that the industry has reliable metrics. Nielsen’s unique mix of people-powered measurement and big data sets us apart and provides our clients a deeper understanding about what their audiences are actually watching—when, where and how often. You may have heard of Nielsen families. They are actual people who make up our panels. These people give us access to install meters in their homes and other wearable devices so we can measure their media habits.
我们的面板可确保
- Detailed Measurement of Each Person
Nielsen is the only measurement company that provides, persons-level, demographic ratings. Nielsen panels and advanced meter technology are designed to ensure viewability of TV ads and content are properly reflected. - Representative of Everyone
We are always fortifying and enhancing our panels to ensure that they remain as representative as possible of changing populations and that they represent audiences by age, gender, race and ethnicity in national and local markets. Our technology captures all viewing, of everyone in the home, on all devices. - Complete and Connected Audience Insights
Because we measure each person and all devices in the home, we can provide a comprehensive view of consumers’ media behavior—across cable, satellite, over-the-air, pay TV, over-the-top (e.g., Roku, Amazon Fire TV Stick, Apple TV), streaming services. We also measure media consumption through wearable devices.
了解受众的价值
如何知道您的频道或观众对广告商的价值？尼尔森可以帮助您衡量谁在收看您的节目。具体方法如下
谁在何时、多长时间观看你的节目，这些因素的综合决定了收视率和受众的价值。
Once you know the value of your audience, the next step is to show advertisers why they should engage with them. In addition to knowing your own audiences, you can leverage insights from Nielsen’s Diverse Intelligence Series for deeper knowledge about their media habits, demographics and what they care about.
加入对话
虽然大型媒体网络多年来一直主导着广告市场，但多元化媒体所有者现在是帮助将广告资金转向支持多元化的关键。当多元化媒体所有者成为市场上的有力竞争者时，公平的天平就会开始向代表性不足的群体倾斜。对多元化媒体的更多投资意味着他们的受众和真实故事有更高的能见度。
资源
- Learn the acronyms and terminology used in ad buying and selling.
- Join ANA’s Alliance for Inclusive Multicultural Marketing (AIMM), whose mission is “prioritizing diverse consumers and advancing inclusive and multicultural marketing to achieve business growth and equity for all.”
