不久前，"跨平台测量 "的概念进入了广告界。随着数字设备的增长，了解受众在所有设备上的媒体参与情况变得至关重要。对于视频而言，跨平台测量成为计算电视直播、点播、移动应用程序、over-the-top 服务等内容的观众人数的必要手段。当比较线性观看和数字观看时，这就变得非常具有挑战性，因为两者的测量标准大相径庭。要做到这一点，跨平台测量归结为几个核心要点。
在最近的广告研究基金会领导力实验室（Advertising Research Foundation Leadership Lab）上，来自电视和数字领域的行业领袖解释了跨平台测量对其业务的意义。尼尔森产品领导力副总裁凯文-里尼（Kevin Rini）深入探讨了跨媒体平台一致视频测量的来龙去脉。
To start, Kevin noted that to keep pace with changing viewing behaviors, Nielsen developed its Total Audience framework to provide the media and advertising industry with a flexible suite of solutions, including Total Content Ratings, to capture what consumers watch, regardless of device. Kevin then outlined five necessary pillars for video cross-platform measurement to make this possible.
- Measurement Coverage: Data needs to be collected from all media sources and distributors of content.
- Qualified Audiences: Audiences need to be appropriately and comparably qualified across platforms to credit viewing.
- Metadata Alignment: Differences in naming for the titles of the same program found on varying platforms need to be matched and reconciled.
- Comparable Metrics: Audience size and content performance needs to be calculated in a consistent way on all platforms.
- Deduplication: Marriage of TV panel with digital data to enable direct observation of individual person’s viewing across linear and digital, allowing for a true understanding of unique audiences across platforms and ad models.
"凯文说："传统的电视收视率并不能全面反映有多少人在观看优质视频和广告。"时移和点播收视、流媒体内容以及进入市场的新参与者都在快速增长。随着消费者有更多的机会接触媒体内容并使用更多的设备观看这些内容，能够衡量一个节目在其整个生命周期内的受众规模（超越 C3/C7* 广告货币）至关重要。
Just like the increasing amount of content available for us to watch, the growth of measurement isn’t slowing. Nielsen’s next phase expands cross-platform measurement to production studios, allowing them to see the lifetime audience of their programs regardless of when and where they air across distributors and streaming video on-demand platforms.
Complete measurement of cross-platform media can be hard to reach, but the foundation is in place to keep building higher. To learn more, view the ARF Leadership Lab Recap and download the First-Quarter 2018 Nielsen Total Audience Report.
