In modern media, personalization will become increasingly critical in connecting audiences with content and advertising that best align with their interests and preferences. For brands seeking 1:1 relationships with new consumers, quality audience data has become critical as the digital landscape expands and channel engagement fragments. This is particularly relevant across two fronts: traditional digital media across computer and mobile and connected TV (CTV1).
虽然这两种环境之间的界限越来越模糊，但它们目前是相互独立的，这意味着营销人员需要了解每种环境的结构和演变方式，这样才能最好地驾驭其中的错综复杂，从而最好地利用个性化的承诺。
对于 CTV 而言，数字广告生态系统与其他平台有着本质区别。
- 在基于浏览器的数字媒体中，营销人员使用第三方 cookie 进行特定受众的数字参与已有 20 多年的历史。现在，随着行业逐渐摒弃cookie，尼尔森准备使用其他标识符，如散列电子邮件（HEMs）或行业使用的任何其他通用标识符，因为生态系统采用的通用标识符还没有一个可以真正替代cookie。尼尔森建议在数字测量中使用 HEM，因为这是一种非专有标识符，无需与其他第三方系统集成即可生成。
- 在基于视频的 CTV 中，营销人员结合使用第一方标识符、独特的设备 ID 和/或家庭 IP 地址来投放特定受众的广告。
虽然这些环境复杂且不断变化，但如果营销人员有基于个人的测量数据可用于其营销活动，他们就能更好地驾驭这些环境。
Foundational differences aside, traditional digital media and CTV are similar in that they offer the same value proposition to marketers: a direct means of communicating with specific audiences. While many throughout the industry expected media spending across traditional digital channels to decline as cookies become obsolete and access to mobile identifiers becomes more difficult, a custom survey2 fielded by Nielsen ahead of the 2024 Upfronts/NewFronts season found that advertisers and agencies expect their digital allocations to outpace those across CTV and streaming.
Given the recessionary environment, total ad spending in the U.S. was down in 2023 on a year-over-year basis, but marketers did increase their allocations in select channels to navigate the unsettled environment, including business-to-business, local magazines, local radio, regional cinema, network radio and streaming3. And generally speaking, marketers pulled back less (on a percentage basis) across digital channels than they did across traditional mass reach channels like network and cable TV.
媒体分配遵循受众参与
The increased shift to digital channels highlights marketers’ desire to follow media consumption trends, while simultaneously leveraging technology to bridge more meaningful relationships with audiences. From a digital engagement perspective, CTV now reaches 74% of U.S. TV homes4, 84.1% of TV homes have access to a subscription video on-demand (SVOD) service5 and U.S. audiences spend nearly four hours each day with their digital devices5.
Despite understanding how audiences are spending their time with traditional digital media and CTV, we know that the emergence of new media channels adds to the measurement needs of marketers. Nielsen’s 2023 Annual Marketing Report found that 62% of global marketers rely on multiple tools for their cross-measurement, and 14% use four or five.
我们的 2024 年 Upfront/NewFront 调查结果表明，26% 的广告主/代理商受访者表示，依靠多种解决方案进行跨渠道测量是他们面临的最大挑战。此外，41% 的受访者表示，受众数据缺乏透明度是他们面临的两大跨媒体测量挑战之一。
由于缺乏对受众的清晰了解，51% 的受访者表示他们担心自己的跨媒体营销活动是否能传达给预期受众，这也就不足为奇了，这对评估跨渠道营销活动的效果产生了连锁反应。
广告商仍主要依赖第三方 cookie
在基于网络的环境中，谷歌已表示计划在 2024 年底之前淘汰第三方 cookie。虽然尼尔森等公司已经开发出将数据与 HEM 和其他标识符相匹配的技术，但数字生态系统还需要不断发展，使 HEM 和/或替代标识符变得无处不在。
To date, despite the imminent demise of third-party cookies, advertisers remain dependent on them. A recent report from supply chain platform 33Across, for example, found that advertisers throughout the second half of 2023 invested the vast majority of their programmatic spending with the aid of cookies. Retail and insurance brands have made the most progress in moving away from cookies, but still used cookies for 74% and 76% of their programmatic spending, respectively. Food and drink brands are at the other end of the spectrum, with 87% of their programmatic spending dependent on cookies.
随着第三方 cookie 最终消亡的时间越来越近，品牌开始捕获电子邮件地址以用于 HEM 和/或替代标识符至关重要。同样重要的是，除了设备标识符之外，身份供应商也应开始传递电子邮件地址。有了这些信息，尼尔森等提供商就能获取必要的数据，从而在没有第三方 cookie 的情况下衡量目标营销活动的影响。
在 CTV 的崛起中保持个性
与网络环境不同，CTV 的程序化广告投放从不依赖第三方 cookie。在 CTV 发展的规模化、可寻址的广告生态系统是基于第一方 ID 和 IP 地址之间的连接。在这里，第一方 ID 取代了 Cookie。
In terms of ad spend, GroupM notes that CTV is where all the upside in TV resides, forecasting compound annual growth of 9.5% to $45.8 billion in 2028. From an advertiser and agency perspective, CTV is not as well positioned to deliver on their primary KPIs as online video and online display advertising.
要帮助品牌更好地了解如何与相关观众互动，最重要的是要清楚参与 CTV 内容的受众。与传统的网络环境一样，CTV 中的数据也越来越注重隐私。
That’s where having person-based panel data as a truth set amid growing big data sources is critical. Nielsen’s big data set, for example, includes 45 million households and covers 75 million devices. When backstopped by a gold-standard panel composed of more than 101,000 individual people, measurement offers the combination of scale, coverage and granularity, all of which are critical for advertisers and agencies seeking to stay connected with specific audiences as the media landscape evolves.
资料来源
1CTV refers to any television that is connected to the internet. The most common use case is to stream video content.
2Custom survey conducted online between Oct. 9 and Oct. 23, 2023. Survey respondents included 250 marketing professionals with responsibility for media planning, media strategy and media buying.
3Nielsen Ad Intel; January-September 2022-2023 YOY comparison.
4Nielsen National TV Panel; Q3 2023
5Nielsen National TV Panel; February 2024
