By 2025, experts believe the world will be rife with about 175 zettabytes of data. It would take 1.8 billion years to download that much data with an average internet connection. For marketers, this much data could pose a challenge, seeing as how their task is identifying who, out of the 8 billion people1 on the planet, is generating the data that best represents their target audience.
To do their jobs, marketers need information that’s representative of people, not devices or digital signals. However, only 23% of the marketers surveyed for Nielsen’s 2023 Annual Marketing Report strongly agree that they have the quality audience data they need to get the most out of their media budgets. In Asia-Pacific and Europe, the Middle East and Africa, it drops to 21%.
营销人员深知受众与媒体的互动方式，因此不断增加数字渠道的支出，尤其是CCTV、社交媒体和数字视频。然而，如果没有高质量的受众数据，许多营销人员将无法深入了解他们是否接触到了正确的受众，而这正是52%的营销人员在尼尔森《2023年度营销报告》中所调查的主要跨媒体测量指标。而当我们观察受众花费最多时间的地方时，他们使用数字渠道的时间在持续增长。
In fourth-quarter 2022, for example, U.S. audiences spent an average of five hours and 13 minutes per day2 accessing media with their digital devices3, accounting for more than 52% of their daily time with media.
The incredible growth of streaming use adds yet another set of data to the cross-media scenario, and some companies are using the data from smart TVs for measurement purposes. There is no discounting the importance of this data, but by itself, this data only tells us what’s on the screen. Without knowing who’s engaged with what’s on the screen, marketers don’t have ample information to make critical ad spending decisions. In fact, a Nielsen study conducted at the end of 2022 illustrates the shortcomings of smart TV data as a measurement source. In short, smart TV data can’t accurately tell you how many are watching.
When combined with information that details representative, person-level behavior, smart TV data sets provide significant scale to the science of audience measurement. Importantly, the World Federation of Advertisers, the Association of National Advertisers and the comparable organizations in over 30 other nations believe the future of audience measurement should include a combination of quality panels and big data.
客户一直是营销人员的 "北极星"，越来越多的媒体选择并没有改变这一点。然而，这确实给营销人员与客户互动的能力带来了越来越大的压力，尤其是当数字信号与实际人群之间存在差距时。随着设备和渠道碎片化的加剧，弥合这一差距将变得至关重要。大数据中人口统计信息的缺乏凸显了任何测量解决方案中具有代表性的个人行为的重要性。毕竟，没有受众，数据也只是数据。
For additional insight, download the 2023 尼尔森年度营销报告.
说明
- World Population Prospects Report
- 尼尔森全国电视小组
- 联网电视设备、电脑上网、通过智能手机使用应用程序/网络、通过平板电脑使用应用程序/网络
