In early 2021, Nielsen debuted the ‘always on’ capability within its 数字广告评级 (DAR) product, a significant advancement in digital media measurement—one that represents a major step toward true comparability across digital and linear media.
要了解这一进步的价值，关键是要了解它是如何提升传统数字测量的。一直以来，营销人员使用的产品都是告诉他们是否有人浏览或点击了广告或内容--无论是在线还是电子邮件。而大多数数字测量都需要在单个营销活动层面进行。
这种测量方式满足了网络 1.0 时代营销人员的需求，但在多设备使用盛行、联网电视（CTV）在受众中无处不在的时代，它无法提供广告商和代理商所需的可比性。
Amid the many ways in which audiences spend their time online, streaming remains a stand-out, and it continues to gain momentum. In September, for example, streaming—in all of its varieties—accounted for 36.9% of audiences’ total TV time1. And with market research company Insider Intelligence forecasting that CTV spend will total $18.9 billion this year, advertisers and agencies need digital campaign measurement that’s continuous, comparable and automatic.
了解 "始终在线 "测量
与需要启用单个广告活动的时间点测量不同，"永远在线 DAR "可对电脑、移动设备和联网设备上的广告进行连续测量。除了为品牌和广告代理公司提供更多的广告印象数据用于实时广告活动评估外，"永远在线 DAR "的连续测量与线性电视的测量方法密切相关，为全面、重复的跨渠道测量提供了一个重要的覆盖面和可比性桥梁。
这种可比性来得正是时候。这是因为媒体测量的未来需要关注受众，而不是平台或设备。当不同媒体产品之间的界限不断模糊时，这一点尤为重要。
For example, consider YouTube. YouTube is also growing its footprint in the streaming video space. In fact, YouTube (including YouTube TV) accounted for a platform-record 8% of total TV usage in September 2022 and the largest percentage among streaming providers. This share of TV time represents year-over-year usage growth of nearly 40%1.
For many advertisers and agencies, YouTube is a meaningful channel in their media mix planning. From a granular data and management perspective, the recent enablement of always on DAR within YouTube provides advertisers and agencies with expanded visibility into campaign performance to mirror the continuous measurement of TV measurement. Consequently, they simply need to enable the functionality one time for their YouTube campaigns to begin benefitting from true cross-channel comparability within one of the market’s leading and largest ad-supported platforms.
但始终保持 DAR 不仅仅对广告商和代理商有利。在不断扩展的媒体环境中，出版商需要强大、准确和实时的数据来展示其属性所带来的价值。有了更多的印象数据，出版商就能更好地向目标受众投放广告，了解覆盖范围和管理频率，并深入了解每个独特属性所投放的受众。
在线性媒体和数字媒体迅速融合的环境中，测量的可比性至关重要。尽管设备和平台分散，但在当今的媒体市场上，受众就是一切，这也是品牌、代理商和出版商应该重点关注的地方。
Learn how to activate always on measurement in YouTube with Nielsen Digital Ad Ratings.
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- The Gauge, September 2022 usage data
