Cigaban Rawar Juyin Halitta na Talabijin

talabijin

Yayinda hanyoyin tallan dijital ke yaduwa da kuma lalacewa, kamfanoni suna sanya ƙarin kuɗi zuwa tallan talbijin don isa ga masu kallo waɗanda ke ɗaukar awanni 22-36 kallon TV kowane mako.

Duk da irin raunin da masana'antar talla ke iya haifar da da mu ga yin imani a cikin 'yan shekarun da suka gabata dangane da raguwar talabijin kamar yadda muka san shi, a maimakon haka tallan talbijin yana raye, da kyau, kuma yana samar da kyakkyawan sakamako. A kwanan nan Binciken MarketShare wanda ya binciki aikin talla a duk faɗin masana'antu da kafofin watsa labaru kamar talabijin, tallan kan layi, binciken da aka biya, bugawa da tallan rediyo, MarketShare ya gano cewa TV tana da ƙwarewa mafi girma a cimma manyan alamomin aiki, ko KPIs, kamar tallace-tallace da sababbin asusu. Lokacin kwatanta aikin a irin matakan kashe kuɗi, Talabijan ya ninka adadin tallace-tallace na dijital sau huɗu.

A zahiri, 2016 na iya haɗuwa kasancewa ɗaya daga cikin shekarun da aka fi samun riba don tallan TV, godiya a cikin wani ɓangare na Super Bowl 50-wanda ya kafa matakin tare da dala miliyan 4.8, 30 na biyu na kasuwanci. Bisa lafazin Zamanin talla, jimlar yawan tallar da aka kashe akan tallace-tallace a cikin Super Bowl daga 1967 zuwa 2016 (kuma an daidaita shi don kumbura) ya kai dala biliyan 5.9.

Super Bowl 50 ta kiyasta rabo na 2016 US watsa shirye-shiryen watsa shirye-shiryen TV ad ciyarwa shine rikodin 2.4%, ninki biyu a cikin 2010 (1.2%), sau hudu matakin a 1995 (0.6%), kuma sau shida matakin a 1990 (0.4% ). Babban wasan ya bi sawun ƙaƙƙarfan kwata na huɗu don tallan tallan TV, wanda, a cewar Daidaitaccen Media Index, ya ga yawan kudin TV sun karu da kashi 9 a karshen 2015. Oktoba 2015 shi ne mafi kyawun watan tallace-tallace tun daga Janairun 2014-amma wata alama ta nuna tallan TV na ci gaba da bunkasa.

Koyaya, babu ƙaryatãwa cewa maimakon raguwar TV, yakamata a sake tattaunawar cewa muna fuskantar ci gaba ne na TV da masu kallo - kamar yadda yanayin rayuwa yake. Ko da tare da fuskoki daban-daban da zaɓuɓɓukan isarwa a wadatar su, masu kallo har yanzu suna jin daɗin kallon talabijin — da kuma tallan da ke tare da shi. A cewar jaridar The Wall Street Journal's Idan Kayi Tunanin TV ya Mutu, Wataƙila Kana auna Kuskure, manya na kowane zamani suna ciyar da lokaci mai yawa tare da TV fiye da kowane dandamali. Labarin ya ambaci matakan Nielsen, labarin ya nuna cewa manya na daukar kimanin awanni 36 a kowane mako suna kallon Talabijin, yayin da suke shafe kimanin awanni bakwai a wayoyinsu na zamani. Ga yara 'yan shekara 18-34, kusan awanni 22 ana kashe kallon TV yayin da aka kashe kusan awa 10 a wayoyin hannu.

Idan aka haɗu, waɗannan lambobin da gaskiyar suna zana hoton yanayin tallan TV wanda ke da kuzari, mai tasiri, kuma mai fa'ida a fili. Kuma yayin da matsakaiciyar an daɗe an daɗe don kasancewa tsada - iƙirarin da ya bunƙasa kamar yadda zaɓuɓɓukan dijital masu rahusa suka shiga hoton - mun ga sake farfadowa da sha'awar TV a cikin nau'ikan tallace-tallace da yawa. Don haka yayin tallan talla da tallan tallace-tallace na iya zama ƙasa da tsada don ƙirƙirarwa da bugawa a farko, matsakaicin matsakaicin ƙimar irin waɗannan tallace-tallace a cikin dukkan tsare-tsaren da wuraren sanyawa har yanzu ƙananan kashi 0.06 ne. Hakanan, kashi 54% na masu amfani ba sa danna tallan talla saboda ba su amince da su ba, kuma yara masu shekaru 18 zuwa 34 sun fi watsi da tallan kan layi, kamar banners da waɗanda suke kan kafofin watsa labarai da injunan bincike, idan aka kwatanta da tallan gargajiya, rediyo, da tallan jaridu.

TV a zaman matsakaiciyar al'ada har yanzu tana da mahimmanci. Lokacin da muke gudanar da jadawalin TV mai nauyi, zamu ga hawan tallace-tallace da wayar da kan jama'a game da kayan. Muna buƙatar gudanar da makonni biyu na dijital don samun isar da rana ɗaya ta watsa shirye-shirye, Rich Lehrfeld, babban VP-tallan tallace-tallace na duniya da sadarwa a American Express

Yanzu, kodayake tallan TV yana yin babban aiki na riƙe kansa, wannan ba yana nufin ba ya wasa da kyau tare da sauran, hanyoyin “hip” da hanyoyin talla na zamani ba kuma da gaske kuna buƙatar kamfen-tashar kamfen don kasancewa cikakke tasiri a duk faɗin dandamali. Don haka yayin da har yanzu shine wasan-kunnawa ga kamfanoni a tsakanin bangarori daban-daban na kasuwanci, TV ta haɗu sosai kuma ta ɗaga ƙoƙarin talla ga duk sauran tashoshi kamar bidiyo ta kan layi, tallan shirye-shirye, zamantakewa, wayar hannu, da sauransu.

A matsayin dandamali na rashin sanin makamar aiki, alal misali, TV na baiwa masu tallatawa damar yin amfani da abubuwan da ke saman (watau, OTT tana nufin isar da sauti, bidiyo, da sauran kafofin watsa labarai ta hanyar Intanet ba tare da sa hannun mai amfani da tsarin a cikin ba. sarrafawa ko rarraba abubuwan) da sauran damar don isa ga masu sauraren su a dandamali daban-daban (misali, kebul, hanyar sadarwa, da masu zaman kansu kamar Netflix da Hulu).

Yakin neman zaben shugaban kasa na yanzu wata shaida ce ga karfin talabijin a matsayin sako da kuma hanyar isar da abun ciki. A cewar Nielsen, manya masu jefa kuri'a suna daukar kimanin minti 447 a kowace rana suna kallon Talabijin, mintuna 162 suna sauraron rediyo, kuma mintuna 14 da mintuna 25 kawai suna kallon bidiyo a wayoyinsu da allunan (bi da bi).

Dangane da jaridar New York Times 'Derek Willis, babu abin da zai sauya talabijin a matsayin cibiyar tsakiyar dabarun yakin neman zaben shugaban kasa a 2016.

Manya masu kallon Talabijin sun shafe aƙalla sa’o’i 7.5 a rana a gaban saitin a cikin watanni ukun farko na [2015]… fiye da lokacin da mutane suka kashe akan kwamfutocin su, wayoyin komai da ruwanka, da ƙananan kwamfutoci. Kuma tsofaffin Amurkawa - daga cikin masu jefa ƙuri'a amintattu - suna kallon talabijin fiye da takwarorinsu matasa. Me yasa Talabijan yake Har yanzu Sarki don Gudanar da Kamfen.

Babu ƙaryatãwa cewa TV har yanzu ita ce mafi kyawun saka hannun jarin talla a can amma har yanzu kuna buƙatar haɗa kamfen a cikin sauran dandamali (yanar gizo, zamantakewa, wayar hannu, da sauransu) - wato saboda ba koyaushe ake samar da martani kai tsaye daga TV ba - amma ta ta yin amfani da m analytics zaka iya gane sakamako na halo wannan talabijin tana kan dukkan yakin. Don haka yayin da na'urori ke yaduwa da kuma yanayin kafofin watsa labarai sai kara rikicewa suke yi, wadannan awanni 36 da manya ke kashewa suna kallon Talabijin a kowane mako (da awowi 22 na shekaru dubu), kar suyi karya- haka kuma ba dawo da jarin da masu talla ke ci gaba da samu daga jarin su a cikin kafofin watsa labarai da kirkira.

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