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.
่ฎฉๆไปฌๆไบๆ ๅผๆธ ๆฅใ
ๅชไฝไธ็ไปๆชๅฆๆญคๅคๆ
ๅฏไปฅ่ฏๅฎ็ๆฏ๏ผไปๅคฉ็ๅชไฝไธ็ๆฏไปฅๅพไปปไฝๆถๅ้ฝๆดๅ ๅคๆ๏ผไนๆดๅ ๅๆฃใๆ นๆฎ็ ็ฉถๅ ฌๅธ Parks Associates ็ๆฐๆฎ๏ผ็พๅฝๅฎถๅบญๅนณๅๆฅๆ 17 ๅฐ่็ฝ่ฎพๅคใๅณไฝฟๅ้คๅฎๅ จๆๅๅคดๅๅฏ็ฉฟๆด่ฎพๅค๏ผไน่ฟๆๅพๅค่ฎพๅคๅฏไปฅ็จๆฅ้ ่ฏปใ่ง็ๅๆถๅฌๅชไฝๅ ๅฎนใ
Today, thereโs 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.
ๆฏไธชๆธ ้้ฝๆ่ชๅทฑ็่กก้ๆ ๅ
ๅจ่ฟไธชๆฐไธ็้๏ผไปไนๆฏ "ๅฐ่ฑก"๏ผๅฆไฝ่ฎก็ฎ่ฟไนๅค่ฎพๅคไธ็่งไผ๏ผๅฆไฝๅคๆญๅไธๅนฟๅๆฒกๆๅจๅไธไธชไบบ้ขๅๆญๆพไธ็พๆฌก๏ผ
New channels rarely define success the same way as their predecessorsโat 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 todayโs 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 theyโre using. And retail media is now drawing everyoneโs attention to outcomes-minded metrics.
ๆๆ ๅคชๅค๏ผๆถ้ดๅคชๅฐใๅฏนไบๅ็ๆฅ่ฏด๏ผ้ฟๅ ๆๆ่ฟไบๅคๆๆง๏ผๆๆๆ้ธก่ๆพๅจไธไธชๅชไฝ็ฏฎๅญ้๏ผไธๆฏๆดๅฎนๆๅ๏ผ
ๆฒกๆๅชไฝ่ถ ็บง้ข้
ๅ็้่ฆ้่ฟ่ฅ้ๆดปๅจๅฎ็ฐๅนฟๆณ็็ฎๆ --ไปๅ็ๅปบ่ฎพๅฐ้ๅฎไธ็ปฉใไป่ทๅๅฎขๆทๅฐ็ไฝๅฎขๆทใไปๅฟ ่ฏๅบฆๅฐๅฎฃไผ ใไฝๆฏ๏ผ่ฝ็ถๆฐๅญๅฑ็คบใ็คพไบคๅชไฝๅ็บฟๆง็ต่ง็ญๆธ ้ๅจๅคไธชๆน้ข้ฝๆไธๅฎ็ไผๅฟ๏ผไฝๆฒกๆๅชไธชๆธ ้่ฝๅจๆดไธชๆผๆไธญๅ ๆฎไธปๅฏผๅฐไฝใ
In our 2024 ๅนดๅบฆ่ฅ้ๆฅๅ, 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., thatโs only 20%.
ๅชๆ 36% ็ๅชไฝๆธ ้ๅจๆๅๅฎ็ฐ้ๅฎๅ็ฅๅๅบฆๆน้ข็่กจ็ฐ้ซไบๅนณๅๆฐดๅนณ
ๆไปฌ่ฟๅฏนๆฐ็พไธชๅนฟๅๆดปๅจ่ฟ่กไบๅๆ๏ผไปฅไบ่งฃไธๆณจไบๅไธๆธ ้ไผๅฆไฝๅฝฑๅๅนฟๅๆๆ๏ผ็ปๆๅ็ฐ๏ผ้ฃไบๅฐ 85% ไปฅไธ็้ข็ฎๆๅ ฅๅไธๆธ ้็ๅนฟๅๆดปๅจ๏ผๅณไฝฟๆฏๅๅจ็บฟ่ง้ขๆๆฐๅญ็ฝ็ป็ต่ง่ฟๆ ท็ๅจๆๆธ ้๏ผไนๆๅคๅช่ฝ่ฆ็ 17% ็็ฎๆ ๅไผใ่ๅฆไธๆน้ข๏ผ็ฑไบๅจๆฐๅไธช็บฟๆงใๆฐๅญ็ฝ็ปๅๅจ็บฟ่ง้ขๅนณๅฐไธ่ฟ่กไบๅนฟๅ่ดญไนฐ๏ผๅคๆ ทๅ็ๅนฟๅๆดปๅจ่ฝๅคๅจ CTVใๅฐๅผๆบๅ็งปๅจๅฑๅนไธ่ฆ็ 90% ็็ฎๆ ๅไผใ
ๅจไธไธๆฌก่ฅ้ๆดปๅจไธญ๏ผๆจๆดๅธๆ่ทๅพๆๆ ท็็ฎๆ ๅฐ่พพ็๏ผ17%่ฟๆฏ90%๏ผ
่ทจๅชไฝๆต้็ไผๅฟ
ๅฏนไบๅนฟๅไธปๅๅ ถไปฃ็ๅ ฌๅธ่่จ๏ผ่ทจๅชไฝๆต้ๅฏไปฅๅจๅๅบ็ๅไน้ด้ๅคๅไผ๏ผ่ฎก็ฎๅฐ่พพ็ๅ้ข็๏ผๅนถไบ่งฃ็ปดๆฉๅพไธญ็ๆฏไธช้จๅๅฏนๅนฟๅๆดปๅจๆดไฝๆๆ็่ดก็ฎ็จๅบฆใๅฆๆๅฐ Netflix ๆ Hulu ๆทปๅ ๅฐๆจ็ CTV ่ฅ้ๆดปๅจไธญ๏ผๆจไผๆฅ่งฆๅฐๆฐ็ๅไผ็พคไฝ่ฟๆฏๅๆ ท็ๅไผ็พคไฝ๏ผๆจๆฏๅฆ่ฝๆ้ซ็ฎๆ ็ปฉๆ๏ผๆจๆฏๅฆไธบๆจ็ๅนฟๅๆดปๅจๆฏไปไบๅ็็ CPM๏ผ่ฟๅฏนๅชไฝ่งๅๅ้ข็ฎ็ๅฝฑๅๆฏๆทฑ่ฟ็ใ
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 todayโs crowded media ecosystem, itโs become increasingly important for media companies to showcase their ability to reach advanced audiences across screens and defend their CPMs.
ๅฝไป็่ทจๅชไฝๆต้
่ฟไธๅ้ฝๅพๅฅฝ๏ผไฝ่ทจๅชไฝๆต้ๅฏ่กๅ๏ผ
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 thatโs 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 todayโand 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 youโre not trying to reach devices, or even households, but real people. Make sure your partnerโs cross-media data is representative of the persons youโre trying to reach, and accounts for co-viewing on all the screens they might use to see your campaign.
่ทจๅชไฝๆต้ๆฏไธ้กนไธๆญ่ฟๆญฅ็ๅทฅไฝ--ๆฐ็ๆธ ้ๅๅนฟๅๅฝขๅผๅฑๅบไธ็ฉท๏ผไฝๆจๅฏไปฅไป็ฎๅๅธๅบไธๅทฒๆ็่งฃๅณๆนๆกไธญ่ทๅพๅทจๅคงๆถ็ใไธ่ฆ็ญๅพ
Nielsenโs Need to Know reviews the fundamentals of audience measurement and demystifies the media industryโs hottest topics. Read every article here.
