你上一次在电视上看到 60 秒的广告是什么时候？我想一定有一段时间了。几十年来，媒体行业一直在争论最有效的广告时长，但我们知道答案--至少一般来说--不是整整一分钟。如今，15 秒是电视*最常见的广告时长；相比之下，互联网上的广告时长可以短至一秒。对于品牌广告商来说，这意味着无论在哪个平台，每一秒都很重要。
如今，随着媒体行业拥抱数字化，消费者采用流媒体优先的思维方式，品牌需要与平台无关的测量。传统媒体和数字媒体的受众正在融合，行业已经开始转向基于印象的购买和销售。
线性电视测量一直是持续性的，但一直难以为品牌提供与数字平台和模式进行广告效果比较所需的精细度。在数字方面，测量历来侧重于单个广告活动的表现，这阻碍了与传统电视广告表现的可比性。如今，跨平台的可比性应该成为衡量提供商的赌注。
业界可能很少有人会反对可比性这一前提，许多人可能会说，鉴于媒体消费趋势的变化，业界在解决这一问题上已经晚了。然而，前提与现实大相径庭，测量技术和方法长期以来都是针对特定渠道和平台的。变革需要精准、关注市场需求并着眼于未来。
It’s easy to say that providers are late in adjusting, consolidating and marrying their measurement capabilities. When change is needed, few would say they can wait to allow ample time to develop, test and implement. Outside of a pandemic, perhaps the need might not have been as magnified. Today, however, 32% of total time spent with TV involves content from connected devices.
When we look at primary TV programming options (broadcast, cable, streaming), streaming now accounts for more than one-quarter of total viewership. In October, time spent with streaming was equal to time spent watching broadcast television, as reported in The Gauge, Nielsen’s total TV and streaming viewing snapshot. Given the blurring lines between traditional and digital, measurement capabilities can no longer be focused on specific platforms or channels. Not only do measurement methodologies need to be consistent to address shifting media consumption behavior, the metrics they produce need to be analogous to provide brands with true comparability.
由此可见，对 60 秒以外的广告进行衡量的重要性。这是在电视上播放广告时实现可比性的关键。以分钟为单位的衡量标准已经沿用了几十年，它通常能为网络提供足够的粒度来确定整体受众参与度。但对于广告商和广告代理公司来说，情况并非如此，因为广告在同样的屏幕上播放，但时间却短得多。
In today’s media mix, there is no shortage of options and variety for consumers to choose from. And regardless of platform, any minute a consumer spends with content is a minute of that person’s time. We also know that ad avoidance remains a key challenge—no matter how inspiring a message may be. Through that lens, media buyers and sellers have grown increasingly focused on their media mix and spend to ensure it’s efficient and effective. In today’s market, TV buyers and sellers need individual commercial metrics—complemented by insight into what actions a brand’s message inspires—to make those determinations. Subminute reporting, with individual commercial metrics, also cancels the premise of “winning the minute.”
Obviously, it takes more than words on a page to bring measurement into the 21st century. It’s a bigger remit than any single organization can take on and deliver. For our part, we’re introducing updated content watermark and signature technology to facilitate individual measurement of content and advertisements. And to expand our coverage, we’ve partnered with 极限触角, a global leader in creative logistics, to scale the watermarking in advertising to cover a vast majority of national linear ads on TV.
Importantly, measurement needs to be flexible and relevant to all parties. That’s why Nielsen will continue providing average commercial minute ratings as a transitional complement to the more granular measurement to allow the ecosystem to adapt to new metrics. And by streamlining our crediting systems and migrating them to the cloud, we’ll be able to deliver currency-grade measurement as we know it today and subminute reporting that is fundamental for Nielsen ONE.
This article originally appeared on Broadcasting + Cable.
*资料来源：尼尔森广告英特尔（2021 年 1 月 1 日至 11 月 29 日尼尔森Ad Intel （2021 年 1 月 1 日至 11 月 29 日）
