🍿 2022-08-26 06:02:57 - Paris/France.
Inkcitho yolonyulo lwaphakathi enyakeni isendleleni eya kongama-2020, icandelo lityala imali kwiinkonzo Ukusasaza kunye namaqonga avelayo afana neTikTok.
Ukususela ngoJulayi, umjikelo wonyulo lwe-2022 sele udlulile kwi-2020 malunga ne-700 yezigidi zeedola, ngokutsho kwe-AdImpact. Ngo-Agasti yedwa, i-AdImpact ibike ukunyuka kwe-203% kwinkcitho yezopolitiko ngaphambi konyulo lukaNovemba. Ngelixa inkampani yophando iWARC kule veki ilumkisile ngokudodobala koqoqosho okuza kucima i-90 yeebhiliyoni zeedola zokukhula kushishino lwentengiso kulo nyaka nangokulandelayo, kuninzi ekufuneka kwenziwe malunga nale kota yamva nje.
Ngelixa umabonwakude wasekhaya usabala uninzi lwentengiso yezopolitiko, iintengiso zedijithali kumaqonga afana noFacebook, uGoogle kunye neenkonzo zeTV eziqhagamshelweyo ziyabamba. Kwaye ngokufikelela kwiinkonzo ezininzi zokunyusa imali kunye nezixhobo, amaphulo ngoku achitha kwangaphambili kunonyulo oludlulileyo kwaye afake isandla kwinkcitho enkulu.
"Abantu baqala kwangoko kumjikelo," u-Eric Reif, usekela mongameli wemithombo yeendaba ehlawulwayo kwi-arhente yezopolitiko iBlue State, uxelele iDigiday. “Kuyo yonke le minyaka, siye sanyanzela abathengi ukuba bathathele ingqalelo… ukuthumela i-imeyile kunye nokuthumela imiyalezo kwangoko kumjikelo ukuze babe namathuba amaninzi okuthetha nabantu, kwaye rhoqo. Ukucenga kunye nenkcitho yokuvotela abavoti bekuya kugxininiswa ngakumbi kwiiveki ezintlanu ukuya kwezisibhozo zonyulo, ngoku sibona uninzi lolo luqala ngaphambili.
(Impembelelo yentengiso)
Ngelixa inkcitho eqikelelweyo yezopolitiko ka-2022 yahluka ngokuxhomekeke kulowo uxela kwangaphambili, isixa-mali sokugqibela siya kuthi siphezulu kwirekhodi yeebhiliyoni ezili-9 zeerandi ezichithwe kumjikelo ka-2020-owona mjikelo mkhulu wentengiso yezopolitiko kwirekhodi phakathi enyakeni. Uqikelelo oluvela kwi-AdImpact ngoku luqikelela ukuba iyonke i-9,7 yeebhiliyoni zeedola iya kuchithwa kulo lonke usasazo, intambo, Ukusasaza kunye nedijithali. I-Kantar iqikelela inkcitho yexesha eliphakathi engaphantsi nje kwe-7,8 yeebhiliyoni zeedola zosasazo, unomathotholo, idijithali kunye ne-over-the-top (OTT).
"Kwakukho inkcitho erekhodiweyo phakathi kwekota ka-2022, malunga ne-3,6 yeebhiliyoni zeerandi kwinkcitho exeliweyo [sele]," utshilo uNiely Shams, umongameli wenkampani engenzi nzuzo kunye nezisombululo zomgaqo-nkqubo. inkampani yokuthengisa idatha iData Axle. “Imakethi izele ngamanzi kwaye ukhuphiswano luluqilima kunangaphambili. »
Nangona u-2022 ingengonyaka kamongameli, uninzi lwemidyarho ekhuphisanayo kwilizwe liphela kunye nemiba etshisa ibunzi yasekhaya - ukusuka kumalungelo okuzala kwabasetyhini ukuya kukubheja kwezemidlalo - ikhuthaza ukukhula kwenkcitho yezopolitiko. Onke amehlo akumazwe afana nePennsylvania, eFlorida, eCalifornia, eMichigan, eArizona, eGeorgia naseWisconsin, apho kulindeleke inkcitho ephezulu yeentengiso.
Nakwii-arhente ezilawula abathengi abakhulu, iimarike zasekhaya nezengingqi zinokudlala indima enkulu kweli xesha lonyaka. Umthengi omkhulu we-Ocean Media, i-BetMGM, umzekelo, unomxube wamajelo eendaba esizwe anomdla owenziweyo kumazwe athile xa kubhejwa ezemidlalo, utshilo u-Ocean Media CEO uJay Langan.
“Into esiyibonayo kukuba inefuthe elikhulu kwiimarike zalapha kunelizwe,” utshilo uLangan. “Kuxhomekeke ekubeni aphi amanye amazwe ajingi kunye nezinye iindawo apho ugqatso luxinene kakhulu, siya kubona uxinzelelo lwezopolitiko. »
Unyulo lweTikTok?
Imithombo yeendaba zentlalo isonyusa ngokuthe chu isabelo sayo seedola zephulo lezopolitiko, kwaye ngeli xesha lijikelezayo, iTikTok ekhula ngokukhawuleza inokuba ngoyena mntu uzuzayo njengoko iyinto eqhelekileyo yokufikelela kubantu abancinci. Ngo-2020, iintengiso zedijithali ziye zaba yimfuneko kumaphulo amaninzi kunye namaqela ngokujolisa kubaphulaphuli abachaziweyo. Iyonke i-1,73 yeebhiliyoni zeedola yachithwa kwidijithali, emele i-19% yenkcitho yonyulo kuwo wonke amaphephandaba, ngokutsho kwe-AdImpact.
Ngokwenkcubeko, ukuba u-2018 ibilunyulo lwe-Twitter, iTikTok inokuba liqonga lentlalontle elichaza unyulo oluzayo. Ngokukodwa, indawo yokuphuma iyathandwa phakathi kwabavoti abancinci abadla ngokubona inani eliphantsi lexesha eliphakathi. Kodwa abanye bakholelwa ukuba iimpikiswano zakutshanje, ezinjengokubhukuqwa kukaRoe v. Wade, unokuhenda abavoti abaninzi beGen Z ukuba babaleke.
“Kusoloko kukho iqonga eliluhlobo lweqonga langoku,” utshilo uRobb Henzie, usekela mongameli weqhinga kunye nentloko yothethwano lomgaqo-nkqubo eSparks & Honey. "U-2024 uza kuqhutywa ngakumbi ngabavoti beGen Z kwiTikTok. Ukuwa kukaRoe c. UWade utshintsha kakhulu ukuguquka kolunyulo… kwaye ubonisa ukungaqiniseki okuninzi malunga nokuba olu nyulo lungaphela njani kwaye, ngokungafihlisiyo, indlela imali isetyenzisiwe. »
Kodwa ukuthenga iintengiso zezopolitiko kuye kwaba nzima ngakumbi njengoko amaqonga ezentlalo ahamba enciphisa umxholo ohlawulelwayo wezopolitiko. I-TikTok isandula ukutsho ukuba ayizukubavumela abaphembeleli kunye nabadali ukuba bathumele umxholo wezopolitiko ohlawulelweyo ngaphambi kwexesha eliphakathi, ngelixa iMeta iza kumisa zonke iintengiso ezintsha zezopolitiko kwiveki engaphambi kwamaxesha aphakathi njengenxalenye yemizamo eqhubekayo yokuchasa ulwazi olungelulo kunye nobundlobongela obusemva kwe-6 kaJanuwari eUnited States. . Uvukelo lweCapitol.
UHenzie uthe kulapho sinokubona khona imibutho ilandela ukuthengisa okunempembelelo ngakumbi. Ukuba injongo kukuphembelela iingxoxo zezinto eziphilayo, oku kunokusebenza ngakumbi kunokubekwa kweendaba ezihlawulwayo zomviwa, wongezelela.
“Maninzi amahlakani asebenza namaphulo emikhosi yabemi, phantse ahlengahlengisa intengiso yeqonga lezopolitiko,” utshilo uHenzie. “Kukho ihlabathi lonke labaphembeleli abancinci bezopolitiko abanokuba namawaka ambalwa abalandeli, kodwa banempembelelo ethile kwisixeko esithile. »
Ngenxa yolu thintelo, abathengisi bakwandise kwezinye iinkonzo ze-intanethi ukuqonda ukusetyenziswa kwe-intanethi ngokubanzi. Umzekelo, ukuba iintengiso zeTikTok zilinganiselwe, banokujonga ukusetyenziswa kwemithombo yeendaba ngokubanzi kwiqela leminyaka eli-18-24 ukufumana ezinye iindawo.
"Enyanisweni, ukusetyenziswa kweTV kunye nevidiyo kutshintshela kwiinkonzo zokusasaza. Ukusasaza"Utshilo uReif waseBlue State. “Ezi nkonzo ze Ukusasaza zibangcono kwaye zibangcono kwaye zikwazi ukwenza ujoliso lwegranular oluthandwa ngabakhangisi bezopolitiko-ukwazi ukufikelela kwiqela elithile labantu. »
Netflix ebaleni
Ngokumalunga namaqonga e Ukusasaza, imarike iye yahlutha kakhulu - umthengi oqhelekileyo waseMelika wayene-12 ehlawulwayo yeendaba kunye nokuzonwabisa okubhaliselwe kwi-2020. I-Millennials yayiyeyona nto ixhaphakileyo kunye nomyinge wokubhaliselwa kwe-17, ngokutsho kwe-Statista. Oku kunika ithuba elikhulu lokuba iintengiso zezopolitiko zingene kwisondlo samakhaya amaninzi kwilizwe lonke.
“Isihlangu esikhulu esilandelayo esizakuwisa siya kuba Netflix"Utshilo uShams weData Axle. Sonke silinde ngomonde ukubona ukuba nini Netflix iyakuqala ukubonisa iintengiso, kwaye ukuba iyakwenzeka phambi kombindi wexesha. Kodwa ukuba kunjalo, ndiyabona Netflix dlala indima ebalulekileyo yaphakathi enyakeni. Okwangoku, kubonakala kungenakwenzeka oko.
Ngo-2022, i-CMAG iqikelela i-1,2 yeebhiliyoni zeedola ezichithwe kwi-OTT kunye ne-CTV, xa kuthelekiswa ne-3,8 yeebhiliyoni zeedola zokusasaza kunye ne-1,4 yeebhiliyoni zeedola zekhebula kunye nesathelayithi. I-AdImpact ithe malunga ne-300 yezigidi zeedola ezisetyenzisiweyo kwi-CTV ukuza kuthi ga ngoku, emele i-13% yenkcitho yezopolitiko iyonke kulo nyaka.
“Umabonwakude ubusoloko usisixhobo esibalulekileyo kwiphulo lezopolitiko, kodwa ibisoloko iphelele ekuthengeni iintengiso zikamabonakude zalapha ekhaya ukufikelela kubantu bendawo abafuna ukudibana nabo. Kodwa nge-CTV, amaphulo ezopolitiko angasasazwa kwamanye amaqonga, kubandakanya iHulu kunye neRoku, kwaye adlulele ngaphaya kukamabonwakude wasekhaya, ”wongeze watsho uShams.
Iingcali zithi i-CTV ineenzuzo ezininzi kunomabonakude wesintu. Kwelinye icala, ivumela ukujoliswa okuchanekileyo ngakumbi kubaphulaphuli abathile kusetyenziswa idatha yemidiya yabathengi kunye nenye idatha ekhoyo malunga nobudala, umvuzo kunye nokhetho lokuvota. Idatha ayaziwa, kodwa ukukwazi ukudibanisa umntu kwizixhobo zabo kuvumela i-granularity enkulu kwiintengiso.
“Umabonwakude ubusoloko uyinto entle nenomtsalane, kungoko sibona ininzi yaloo mali ingena kwi-CTV,” utshilo uDavid Wiesenfeld, ingcali yemithombo yeendaba kunye nolonwabo eTransUnion. “Kukuguquguquka nokujolisa kwidijithali. Kukho izithintelo ezithile kwinto onokuthi uyithethe njengomgqatswa wezopolitiko kumabonakude wesizwe okanye nakwintambo kamabonakude… Ngoko ufumana okona kulungileyo kulo lonke ihlabathi, akunjalo? »
Kwaye uReif ulindele ukuba inkcitho yezopolitiko ye-CTV ikhule ngokukhawuleza kwiminyaka ezayo. Kodwa kwii-arhente, uthe isicwangciso simalunga nokufikelela ngokubanzi kunokugxila kumaqonga athile. Inyani kukuba abasebenzisi bahlala bebukela kwiinkonzo ezininzi zokusasaza. Ukusasaza kwaye usebenzise ii -apps ezininzi zentlalo kule mihla.
"Amaphulo ezopolitiko kunye nabakhangisi banembali yokuchitha uninzi lwebhajethi yabo ekusasazeni ngendlela esaziyo ukuba ayisabonakali ngokwenene indlela abantu abasebenzisa ngayo umxholo," kusho uReif. "Ngoko ngokuqinisekileyo kuyakhuthaza ukubona uhlahlo lwabiwo-mali olungakumbi lufudukela apho abantu babukela iTV eninzi, kwaye ndiyathemba ukuba lo mkhwa uyaqhubeka ngokukhawuleza kwimijikelezo yonyulo oluzayo." »
SOURCE: Uphonononga Iindaba
Ungalibazisi ukwabelana ngenqaku lethu kwiinethiwekhi zentlalo ukusinika ukomelela okuqinileyo. 🤟