全球范围内的连接性正在飞速发展，对于营销人员来说，在越来越多的设备和平台上争夺消费者的注意力变得更加重要。这是美国商会埃及分会最近举办的一次小组讨论的主要议题。小组成员的任务是什么？剖析实施有效媒体测量的原因和方法。
“The living room of a household with two adults and two children can easily have a couple of tablets, three smartphones, a games console, and on top of the TV; there are already seven different screens at one time that the family are engaging with. There are now more screens in the average living room than there are cushions,” noted Sarah Messer, Director of Media for Nielsen MENAP. She continued, “Driven by technology, the media channels people are engaging with has moved them from a one-channel transactional relationship, into a conversational and multidimensional, many channel relationship.”
Over the course of the discussion, which was attended by leaders in media and fast-moving consumer goods (FMCG), there was a unanimous agreement that there is a gap when it came to accurately measuring effectiveness of marketing spend on media-whether on the type of medium or time of day.
Using the U.S. viewing behavior as a starting point, Messer revealed that the first-quarter 尼尔森观众总数报告 found that consumers are spending over 11 hours a day consuming media; traditional TV and radio remained constant over three quarters from third-quarter 2017, while digital is driving the growth. In fact, time spent on digital platforms is approaching 4 hours a day. Over 60% of that time is spent on application/web access via a smartphone.
2018 年第一季度在所有媒体上花费的时间比上一季度增加了 19 分钟。媒体时间增加的原因是电视连接设备（+5 分钟）和数字平台（+13 分钟）的使用时间增加。直播+时移电视收视时间相对稳定，保持在每天 4 小时 46 分钟。
When compared to key countries measured by Nielsen, the numbers can be different but the story is the same: Traditional TV is the stable, while digital is driving growth.
Messer also noted, “Our recent experience with Radio Audience Measurement in the UAE challenged a lot of ‘facts’ that were believed to be true from a marketing perspective. For example, it was believed that the only high time for radio listening are the morning and evening rush hour; but with measurement we found that late night listening counted for a third high listening peak! Consequently programming has changed, advertising budgets have been re-allocated and we keep on going on the way to efficiency.”
Radio audience measurement in the UAE, which Nielsen launched in September 2017, has provided the market with much-needed clarity around who’s listening and when. Previous to independent, third-party measurement, radio stations would have little more than personal estimates and guesses about when specific listeners were tuned in and for how long.
Mindshare 的董事总经理 Riham El Sawy 举例说明了测量的益处：Mindshare 通过测量了解到，为一个电子商务平台开展广告活动的最佳时间是什么时候。结果发现，在 "非高峰 "收听时段的销售额最高，而如果没有测量，团队是无法获得这样的洞察力的。
So what’s next for Egypt?
Messer concluded: “Know your audience. Measure your audience. Know what drives them to you, know what drives them away. Know how many of them there are, how their lives are lived out every day, how they think, their desires and aspirations, their behaviour. Because how can you achieve those business objectives of growing revenues, without understanding and measuring them? So that you can speak to them in their language, in their words, in the very place they are going to be, with messages that make sense and hit home and drive action.”
