Channel fragmentation and increasing media options provide consumers with an abundance of choice, but they present a hurdle for marketers that rely on traditional mass reach channels to increase brand awareness. And just as we’ve seen in previous years, the marketers surveyed for Nielsen’s 2022 Annual Marketing Report say building brand awareness is their top objective for the year ahead. Similarly, their top business priority is new customer acquisition.
尽管我们并不否认尽可能接触到更多受众的重要性，但与媒体选择更为有限的时代相比，如今要做到这一点，需要越来越多的规划和策略，营销人员可以使用少数几种渠道来满足其大规模接触受众的需求。
To achieve their top objectives, marketers need to reach large prospective customer groups. Amid a readily fragmenting media landscape, however, they need to approach mass reach differently than they did when it was easier to define what it means to “watch TV.” That being said, the need to drive brand awareness has never been greater.
除了选择和获取的普遍性之外，一些传统的品牌资产来源也不如大流行病之前那么明显，原因很简单，就是能见度降低了。例如，随着许多消费者减少在实体店购物的频率，在货架上或商店橱窗里看到产品标志的频率也在下降。
在当今世界，想当然地认为非营销来源的资产是有风险的。这些例子也凸显了在事关销售的情况下，与消费者保持密切联系的重要性。
To do this, global marketers continue to lean into social media, with 64% of respondents for this year’s marketing report saying it’s their most effective paid channel. And in light of recent successes on platforms like TikTok and Instagram, it’s easy to see why the sentiment—and related spending—is growing.
Notably, global marketers plan to increase their social media budgets more than any other channel over the next year. The projected average increase globally (53%), however, would be higher if it weren’t for marketers in Europe, Middle East and Africa (EMEA), as they intend to increase their social media spending less than marketers elsewhere (31%).
While global marketers continue to spend on social media, search and email, these channels aren’t typically ideal mass reach options. There is, however, no discounting the growing reach of online video and connected TV—and marketers are increasing their spend accordingly. Importantly, they want to ensure that their spend is reaching the right audiences—real people making real choices. In December 2021, for example, YouTube reached 135 million people on TV screens alone1. YouTube is also a growing force in the streaming space, as Americans streamed 177.3 billion minutes of video2 on the platform in January 2022.
Reaching new consumers isn’t what it used to be, and the last 2.5 years have permanently changed consumer behaviors. Traditional mass reach channels like traditional TV and radio are still critical in any marketer’s media mix, but they’re no longer the only options for reaching large audiences en masse.
For additional insights, download our 2022 Annual Marketing Report.
说明
- 尼尔森流媒体平台收视率
- The Gauge, February 2022
