Nielsen’s 2014 Advertising and Audiences Report, available as a free download, highlights the complexity of reaching an audience that is fragmenting and changing. While this report still sees TV as garnering the largest share of advertising dollars, the growth in TV advertising is slowing down, and the prices for TV spots are declining with the difficulty of reaching the audience on many different platforms, most of them mobile.
TV as spend has grown only 3% over the last year, and the cost of a single 30-second spot has dropped $1000 over the past five years. Where will the money be going? To a diverse marketing mix that will probably change every year until marketers figure out exactly where the consumer would like to see their messages.
And that’s a new kind of consumer. After years of watching the Baby Boomers age in America and Europe, a new population is emerging; it is younger, more racially and culturally diverse, and more tech savvy. It is also global by definition, since so much TV is time-shifted and streamed. Even people sitting on the couch watching the familiar TV set are different: 86% of smart phone owners are using a second screen while watching TV, and they are increasingly seeing mobile ads rather than those on TV. Media planners are adapting with cross-platform campaigns. But how do we measure which parts of those campaigns are effective? Nielsen says,
As accountability from the largest global advertisers is becoming
increasingly important, marketers and media planners seek ways to
optimize advertising efforts in a way that yields return on investment
through measurable, quantifiable results that align directly with overall
business objectives. While massive amounts of data are available,
sorting through it all in a straightforward, easy-to-understand way that
provides specific, ad-performance based insights is the true challenge.
Right. There’s data enough to drown a media planner, but which numbers matter?
It’s still an open question how best to measure these kinds of campaigns, but we’re moving with our customers toward something that makes them feel they are getting the ROI they deserve. For ZEDO and ZINC customers, the metric for our video ads is now Cost Per Complete View, something we can easily track and provide to the advertiser on our network, and something advertisers care about. Our advertisers are definitely concerned with unduplicated Reach across platforms, but as Nielsen adds, “Resonance,” and “Reaction,” — sometimes translated as engagement. If someone likes a video ad enough to finish watching it, the ad is almost certainly viewable, contains the right message, and carries that message with powerful creative. When you put an ad like that into a high impact format like InArticle, where it has the potential to reach a text reader, you have what it takes to catch the attention of a premium mobile consumer.