When we read about cross-media measurement in the trade press or hear industry leaders talk about it at industry conferences, it’s often presented as a distant dream that will never fully materialize. The media world is always going to outpace our ability to measure it, the thinking goes, and rather than chasing the ultimate solution, advertisers should just focus on one or two channels, embrace their native measurement solutions and trust that they’ve picked the right media partners.
让我们把事情弄清楚。
媒体世界从未如此复杂
可以肯定的是，今天的媒体世界比以往任何时候都更加复杂，也更加分散。根据研究公司 Parks Associates 的数据，美国家庭平均拥有 17 台联网设备。即使剔除安全摄像头和可穿戴设备，也还有很多设备可以用来阅读、观看和收听媒体内容。
Today, there’s TV content on the internet, internet content on TV, and everything in-between. The age of media convergence is a boon for consumers but a big jigsaw puzzle for media buyers and sellers trying to make sense of it.
每个渠道都有自己的衡量标准
在这个新世界里，什么是 "印象"？如何计算这么多设备上的观众？如何判断同一广告没有在同一个人面前播放上百次？
New channels rarely define success the same way as their predecessors—at least at first. Digital impressions and clicks were measured very differently from TV GRPs or radio quarter-hour persons when they first came out, and they told a different story, too. Social media pushed the envelope with mid-funnel engagement metrics and raised big questions about what constitutes ad effectiveness in today’s age. Streaming has also revolutionized how the industry measures success, for both content and ads, and accelerated the need to capture viewer engagement regardless of the screen they’re using. And retail media is now drawing everyone’s attention to outcomes-minded metrics.
指标太多，时间太少。对于品牌来说，避免所有这些复杂性，把所有鸡蛋放在一个媒体篮子里，不是更容易吗？
没有媒体超级频道
品牌需要通过营销活动实现广泛的目标--从品牌建设到销售业绩、从获取客户到留住客户、从忠诚度到宣传。但是，虽然数字展示、社交媒体和线性电视等渠道在多个方面都有一定的优势，但没有哪个渠道能在整个漏斗中占据主导地位。
In our 2024 年度营销报告, we shared that globally, only 36% of media channels perform above average when it comes to delivering both sales and awareness success for a campaign. In the U.S., that’s only 20%.
只有 36% 的媒体渠道在成功实现销售和知名度方面的表现高于平均水平
我们还对数百个广告活动进行了分析，以了解专注于单一渠道会如何影响广告效果，结果发现，那些将 85% 以上的预算投入单一渠道的广告活动，即使是像在线视频或数字网络电视这样的动态渠道，也最多只能覆盖 17% 的目标受众。而另一方面，由于在数十个线性、数字网络和在线视频平台上进行了广告购买，多样化的广告活动能够在 CTV、台式机和移动屏幕上覆盖 90% 的目标受众。
在下一次营销活动中，您更希望获得怎样的目标到达率？17%还是90%？
跨媒体测量的优势
对于广告主及其代理公司而言，跨媒体测量可以在各出版商之间重复受众，计算到达率和频率，并了解维恩图中的每个部分对广告活动整体效果的贡献程度。如果将 Netflix 或 Hulu 添加到您的 CTV 营销活动中，您会接触到新的受众群体还是同样的受众群体？您是否能提高目标绩效？您是否为您的广告活动支付了合理的 CPM？这对媒体规划和预算的影响是深远的。
And cross-media measurement is equally beneficial for platforms and publishers eager to understand the incremental reach their various platforms can offer advertisers and maximize the value of their inventory. In today’s crowded media ecosystem, it’s become increasingly important for media companies to showcase their ability to reach advanced audiences across screens and defend their CPMs.
当今的跨媒体测量
这一切都很好，但跨媒体测量可行吗？
Absolutely. Our own Nielsen ONE solution was built around cross-media measurement, and our clients use it today to determine who is exposed to their ads, on what devices, and what placements are winners and losers out there. They can quickly apply a common set of metrics like reach, frequency and on-target performance across all channels, and use the insights to take action while their campaign is in flight.
- Independence and transparency – To use cross-media data with confidence, you need a measurement partner that’s externally audited and with no vested interest in the media buying equation, and you need to be comfortable with how the data is put together.
- Scale – Choose a partner with visibility into the vast majority of advertising activity (both traditional and digital) in the markets you operate in. Ask about its big data integrations and make sure they include the channels you care about today—and those you might want to explore in the near future.
- People-based – Big data is great, but it needs to be calibrated using reputable panels to reduce bias and data gaps. It also needs to work for you at the person-level because you’re not trying to reach devices, or even households, but real people. Make sure your partner’s cross-media data is representative of the persons you’re trying to reach, and accounts for co-viewing on all the screens they might use to see your campaign.
跨媒体测量是一项不断进步的工作--新的渠道和广告形式层出不穷，但您可以从目前市场上已有的解决方案中获得巨大收益。不要等待
Nielsen’s Need to Know reviews the fundamentals of audience measurement and demystifies the media industry’s hottest topics. Read every article here.
