At the (ridiculously beautiful) Terranea Resort, during the iMedia Video Summit, Randall Beard, the global head of advertising solutions at Nielsen, shared some fascinating insights in his address entitled, "Cross-Platform Measurement: The Current State and Future Opportunities."
In today's multi-device world, where consumers view content on several platforms, a marketer's ability to understand who is viewing ads and how the ads resonate with viewers is becoming more and more of a challenge. To begin to address this issue, Nielsen identified the top three questions clients ask regarding cross-platform campaign management, also known as "client pain points":
- How much should I spend?
- How do I allocate across platforms?
- How do I optimize in real time?
- Reach: The initial goal of advertising is to reach the intended audience.
- Resonance: After delivering the impression, the advertisement must break through to actually communicate with the audience and influence opinion.
- Reaction: If the advertisement reaches and resonates with the consumer, a behavior change will occur likely resulting in an increase in sales.
- Traditional TV still dominates viewership (Americans watch nearly five hours of video each day, 98 percent of which they watch on a traditional TV set), but cross-platform viewing is growing (85 percent of mobile owners use their tablet or smartphone while watching TV at least once per month, while 40 percent do so daily).
- Advertisers are still struggling with cross-platform allocation.
- The main goals of clients are to extend reach and/or increase overlap.
- There is a large opportunity to improve online audience delivery.
- Cross-platform execution is not meeting marketers' needs.
"Grunge tablet pc, mobile phone, notebook" image via Shutterstock.