流媒体曾经是一些纯粹的流媒体公司的小众领域，但随着满足了受众的关键需求--选择，流媒体已逐渐成熟并普及开来。
Teeming with an array of live, on-demand and ad-supported options to complement traditional subscription options, streaming has transformed television viewing light years beyond its origins as an online replacement for physical movie rentals. And audiences have followed. In September, streaming—in all of its flavors—accounted for 36.9% of total TV usage, a new high water mark and up from 27.7% a year ago1.
Perhaps more important, however, is the blurring of the lines between different media offerings, amplifying the need for comparable measurement even more. YouTube, for example, has historically existed largely in the social media realm, providing individual content creators a platform to upload and share their own video content. But with its existing footprint and the ongoing adoption of YouTube TV, YouTube is steadily growing as both a video sharing platform and virtual multichannel video programming distributor (vMVPD). In September 2022, YouTube (including YouTube TV) accounted for 8% of total TV usage1.
To keep pace with audiences, advertisers are pivoting. Market research company Insider Intelligence forecasts that U.S. connected TV (CTV) spending will total $18.9 billion this year, with one-third being spent during the annual TV upfronts. And in contrast to the early days of streaming, ad-supported options—from pure-play streamers, traditional media companies and platforms like YouTube—are blossoming. In September 2022, for example, linear streaming from MVPD apps and vMVPDs accounted for 14.5% of all streaming1.
线性流媒体的发展说明了选择的多样性，同时还伴随着各种细微的缩略词（如 FAST、AVOD、vMVPD、OTT）。但是，字母汤远不如流媒体对受众和引起他们共鸣的内容所产生的综合影响来得重要。
这正是吸引广告商的地方--触及的受众不仅仅是观看传统线性电视的观众。不可否认，传统电视的覆盖面很广，但很显然，CTV 现在是传统电视的一个可行的、可扩展的补充。如今，受众交替使用各种设备，获取越来越多的平台、服务和体验。
In first-quarter 2022, for example, U.S. adults spent nearly as much time on TV-connected devices as on their mobile devices, both now far eclipsing the time they spend on their computers2.
随着视频广告的碎片化消费，营销人员需要对每个接触点有一个可靠的视角，并了解每个不同的片段如何阶梯式地融入完整的消费者旅程--同时确保不会对每个人进行多次测量。由于线性和数字之间的界限不断模糊，因此测量不应再局限于线性或数字。它应该是连续的、自动的和可比较的。
The good news is that it can be. Marketers no longer need to enable or tag individual campaigns—or rely on point-in-time metrics. They can simply “turn measurement on.” Continuous, “always on” measurement is a major comparability advancement, as it provides advertisers and agencies the ability to assess cross-media campaign performance on an even playing field. Continuous measurement also provides increased impression data, facilitating easier reach and frequency management, as well as the ability to make adjustments while campaigns are still in market.
The influx of ad-supported services and ad-available options within multi-tier platforms highlights the clear need for comparable, deduplicated campaign measurement across the digital landscape. Our YouTube example from above presents a relevant and real-time use case, especially as it has grown its share of total TV usage nearly 40% on a year-over-year basis and claimed the largest percentage of TV usage among streaming providers in September1.
The upside in this case for advertisers and agencies is that YouTube has already enabled the “always on” function of Nielsen’s Digital Ad Ratings, which means that advertisers and agencies simply need to enable the functionality for their YouTube campaigns to begin benefiting from true cross-channel comparability within one of the market’s leading and largest ad-supported platforms.
转型变革需要精准、关注市场需求并着眼于未来。在当今的媒体环境中，跨平台、跨设备的可比性和重复性测量至关重要。这也反映了以受众为中心的未来状态。
说明
- The Gauge, September 2022 usage data
- 尼尔森全媒体融合
