尼尔森准备带来全面的受众测量

Jakarta, 12 September 2019 – In this digital era where consumers live a seamless lifestyle (not differentiating online/offline activities), media companies and advertisers are facing the challenge to make the right decision, from how to spread advertising budget (changing from conventional to digital) to the ‘monetization’ metric to reach an effective target audience. To help media companies and advertisers penetrate and attract consumers’ attention in this new media landscape, Nielsen connects all online/offline measurement capabilities into a comprehensive framework, which measures “Total Audience.”

Nielsen Consumer & Media View (CMV) data shows that in Indonesia, smartphone ownership growth that reached 250% in the last five years (2014-2019) and the characteristics of always-connected smartphones drive the consumer’s ‘seamless lifestyle’.

Television still dominates media consumption. However, as far as time spent is concerned, television has not experienced growth in the past three years. Citing the Nielsen Consumer & Media View (CMV) data, in Q1 2016 consumers in 11 cities in Indonesia spent on average 4 hours and 54 minutes per day to watch TV, and in the same quarter of 2019 they spent an average of 4 hours 59 minutes. Meanwhile, time spent on internet has grown significantly in the past three years, from the average 2 hours and 26 minutes per day to 3 hours and 20 minutes per day, Q1 2016 and Q1 2019 respectively. It is clear that digital is starting to ‘catch up’ on television, so it is seen as a ‘sexy’ newcomer in the media mix.

随着网络消费时间的增加，线上和线下的界限变得模糊，因为消费者在进行活动时不再将这两个平台分开。尼尔森 CMV 的研究显示，消费者使用线上和线下平台的行为具有以下一致性：88%自称有摄影爱好的消费者拥有 Instagram（分享照片和视频的社交网络服务）账户，85%喜欢玩游戏的消费者声称他们也在网上玩游戏，喜欢在餐馆就餐的消费者也更倾向于在网上订餐。此外，喜欢在购物中心购物的人中，每四人中就有一人会在网上购物。媒体消费行为的变化使得数字媒体与传统媒体之间的跨平台习惯成为一种普遍现象，数字媒体成为各种传统媒体的切片，无论是电视、广播还是印刷品。

无缝生活方式使数字媒体的推广策略变得非常重要。尼尔森广告情报Ad Intel）2019 年第二季度的研究显示，三大品类在数字媒体上的广告支出比重相当大，即在线服务占 25%，通信设备占 20%，即食食品/即食面占 6%。

尼尔森 "全受众 "是对线下和线上测量的补充

In order to empower media companies and advertisers to achieve cut-through and capture consumers’ attention in the new media landscape, Nielsen is connecting all of online/offline measurement capabilities into a comprehensive framework that measures “Total Audience.” Nielsen’s Total Audience Measurement applies state of the art technology that combines Nano People Meter and Streaming Meter with the “Big Data and Data Science Approach”, connected by the latest Nielsen Software Development Kit (SDK). In addition to comprehensive, low cost and high quality, this technology solution is also designed to blend into the home environment, whereby the devices are simple and modern.

现在，业内人士可以更轻松地测量传统媒体和数字媒体的收视率，甚至还可以查看消费广播内容和广告的观众的人口统计数据。尼尔森美国公司已经推出了 "全面观众测量 "解决方案，尼尔森其他实体也已准备就绪。

“Marketing strategies should no longer separate digital and conventional, as each media have its own strength to help advertisers achieve their marketing objectives. Therefore we need a comprehensive measurement to give the whole picture of consumers’ touch points so advertisers can calculate ROI by matching data between who sees and doesn’t see their advertisements, and who buys and doesn’t buy their products.” said Hellen Katherina, Executive Director of Media Nielsen Indonesia.

”On the other hand, independent measurement is paramount to give marketers and advertisers the confidence to continuously invest in digital. Today, Nielsen is ready to go to Total Audience and cross-media measurement to help industry players with monetisation strategy”.

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