Weisler Media LLC

Q&A Interview with Gregory Artzt

2012-01-25T10:03:00.001-05:00

Gregory Artzt, CEO General Sentiment, comes from a mathematical and systems background which is a good thing because his company is in the business of gathering, processing, analyzing and framing results from big social media datasets. General Sentiment taps the growth of user generated content and valuates it with market research principles. In this fascinating interview, Gregory discusses the future trend in social media, the importance of “Likes” as part of the measurement arsenal, Business Intelligence platforms, Set Top Box Data and ROI. He also looks ahead with some important predictions on social media and the industry at large.

The five videos of the complete interview are as follows:

Subject Length (in minutes)

Background                                            (5:16)
General Sentiment                                 (6:29)
B.I. & STB Data                                     (5:33)

Predictions                                             (8:05)

Charlene Weisler interviews General Sentiment's CEO, Gregory Artzt who talks about his background in this 5:16 minute video:

In this 6:29 minute video, CEO Gregory Artzt talks to Charlene Weisler about his social media measurement company, General Sentiment:

Charlene Weisler interviews Gregory Artzt in this 5:33 minute video about Business Intelligence and Set Top Box data:

General Sentiment's Gregory Artzt talks to Charlene Weisler about social media data and ROI in this 6:38 minute video:

Charlene Weisler interviews General Sentiment's CEO, Gregory Artzt offers some predicitions about the media industry in this 8:05 minute video:

Data ROI                                                (6:38)

Q&A Interview with Michael Finn - Brightline

2012-01-19T13:36:00.000-05:00

Michael Finn, President Brightline, has extensive ad sales experience across platforms – from Cable to Satellite to iTV. Along the way he developed an expertise in set top box data and its value in the sales process. In this fascinating interview, Michael talks about iTV, addressable advertising and the use of data to make informed advertising decisions. Michael also demonstrates the Brightline platform.

The five videos of the complete interview are as follows:

Subject                     Length (in minutes)
Background                 (5:40)
iTV, Addressable        (8:47)
Brightline                     (6:03)
System Demo              (6:47)
Predictions                   (5:36)

Charlene Weisler interviews Brightline President Michael Finn about his background and the privacy policies for addressable advertising in this 5:40 minute video:

Charlene Weisler interviews Michael Finn who discusses iTV and Addressable Advertising in this 8:47 minute video:

Michael Finn of Brightline talks to Charlene Weisler about Brightline and Connected TV in this 6:03 minute video:

In this 6:47 minute video, Brightline President Michael Finn demonstrates the system to Charlene Weisler:

In this final video, Michael Finn talks to Charlene Weisler about his Predictions for the media industry in the coming years, This video is 5:36 minutes:

Q&A Interview with Harvey Kent - Donovan MediaOcean

2012-01-10T10:18:00.000-05:00

Harvey Kent, Chief Media Strategist for Donovan Systems, was one of the early pioneers in standardizing media pre-buying and Buy / Sell IT systems. And he has helped the industry adapt to the changing landscape in processing media data from its many sources to its many users. In this interview, Harvey talks about Donovan and MediaOcean, the introduction of Set Top Box Data into Donovan, media measurement and upcoming trends in the media landscape.

The five videos of the complete interview are as follows:

Subject Length (in minutes)

Background and Buy Sell Systems             (5:11)
Standards and Best Practices                     (9:07)
STB Data in Donovan                               (10:22)
Donovan and MediaOcean                        (6:38)
Predictions                                                 (3:13)

Charlene Weisler interviews Harvey Kent, Chief Media Strategist for Donovan. In this 5:11 minute video, Harvy talks about his background and the concept of Buy/Sell media systems.

Harvey Kent talks to Charlene Weisler about standardization of metrics as it pertains to best practices in media data in this fascinating 9:07 minute video:

Charlene Weisler interviews Donovan's Harvey Kent about the rate of change in the media ecosystem. in this 10:23 minute video:

Harvey Kent talks to Charlene Weisler about Donovan and Mediabank to form MediaOcean. This video is 6:38 minutes:

In this final video, Harvey Kent talks to Charlene Weisler about his outlook on the media landscape for the next five years. This video is 3:13 minutes:

Looking Forward and Looking Back

2012-01-06T11:31:00.002-05:00

The beginning of any new year is not only a time of looking forward and making annual resolutions, it is also a time of looking back. With both of those ideas in mind, I was curious to measure the prescience of some of the executives I interviewed back in 2009.

One of the important skills of a research executive is an ability to strategize and look ahead. What does the data show? What are the trends? What will be the challenges and opportunities for the company in the years ahead?

Asked to predict the media landscape in the next five years, many of the executives I interviewed for this column back in 2009 are tracking rather well three years later. Their predictions ranged from little-to-slow change to a generational adoption of cross platform and set top box data. Both cautious and radical predictions appear to be coming true: We are still negotiating on the same metrics as were developed years before but we are also expanding the range platforms and the negotiation of certain data on which we buy and sell. All seem to be possible. As we say in the media industry, stay tuned….

Artie Bulgrin (ESPN) : “Looking into the future, the consumer is in charge. ESPN is an integrated media company and more companies are focusing on integrated media value. My hope is that somewhere along the line we are able to develop an effective holistic media measurement service that adds another layer onto the individual silos of measurement .”

Colleen Fahey Rush (Viacom Networks): “ Interactivity is something that we think and hope will accelerate. I think there will be more and more opportunities for people to interact with online content and I think that will go straight to the television as well. Mobile will grow. We are seeing that this small universe of people who do consume video on their phone and this is something to keep our eye on. And I think that online video will continue to expand.”

Richard Zackon (CRE) : “The time has come when data from set top boxes will become part of the toolkit of media research. .. We are going to see those data integrated to providers with a better overall understanding of television usage. In addition more and more media will be seen as cross platform… We can’t think of media in isolation any longer.”

Tom Xenos (Mediavest) : “ Mobile is going to become more important. There is a lot of opportunity there but particularly video on mobile is an area that needs more exploration and will offer more opportunity. The technology, as phones develop and battery life becomes longer, will support more video on cell phones. Those changes offer more choice. “

Beth Rockwood (Discovery): “ I expect to see a gradual move towards behavioral targeting which will be assisted by a look towards cross platform behavior. As media and advertiser brands are more clearly defined we will be finding more direct linkages between the two. I also predict that there will be many things that do not change very much. While we get really excited about things changing, sometimes we get carried away by that. The timelines for change are often longer than we want to admit.”

Daniel Fischer (SolveItGroup): “Television will clearly continue to be the dominant medium. Young people may be in their ‘isolation mode’ watching on the computers but television will continue to be dominant and may even grow further across the next five years. “

Brad Adgate (Horizon) : “Place shifting will become as important as time shifting. People viewing content outside the home will be as prevalent as time shifting. I think cellphones will replace PCs as the second screen. New enhancements such as GPS or the ability to watch live tv on a handheld will make cellphones more of an important device.”

Horst Stipp (NBCU, now at ARF): I think there will be an increased tendency for viewers to go to the smaller channels . And I also think there will be an increase in time shifted viewing – people will use DVRs, VOD and especially online to watch television. It will increase in the proportion of total viewing. I also think that what we used to call ‘television’ (characterized by a tv set and a couch), will still be possible but you will also watch tv on a computer online and on a mobile and you will take that totally for granted and it will be just part of television – not just for kids who grow up with it but also for 60 year olds.”

Happy Holiday

2011-12-19T16:04:00.000-05:00

I would like to take a moment to wish everyone a very Happy Holiday and successful and creative 2012.

www.CharleneWeisler.com

The Future of On Screen Media - Who Is Right?

2011-12-05T11:18:00.001-05:00

When it comes to a discussion of the future of on screen video, there are generally areas of agreement among the various constituencies. One is that the landscape is in constant flux, creating changes to the business model and market uncertainties. Another is that technology forms the playing field. But overall agreement of its future impact on the industry and the consumer mindset may end there. December’s OnScreen Media Summit in New York helped highlight the various issues, bringing together many industry experts in the space.

What is the future of on screen video? Discussions of the subject can become contentious. Opinions ranged from Discovery’s David Zaslov’s optimistic declaration that “this is the best time to be in the content business” to Boxee’s Avner Rosen who believes that “the current system is bound to fail. We have a new reality that we ignore at our own risk”. Some, like Doug Sylvester of Avail-TVN, see areas of potential risk, warning that “OTT is a destructive force” and that “the infrastructure needs to be updated”. Some compared the current video model to that of the music industry whose cautionary tale of industry fall-out remains a gloomy warning to other media facing the same challenges. Others such as Rebecca Glashow of Discovery said the “people don’t want to work that hard for entertainment. We are not the music industry.” All very divergent opinions. Who is right?

One thing is clear: there is a rich and important future for data analytics so that any component of the video landscape can be measured and insights made actionable for sales and strategic decision-making. If we cannot understand how to measure and analyze, we will not be able to monetize. If we cannot monetize, there is no business model. The crucible is data analytics as Joan Gillman of Time Warner Cable noted “It is not the data; it is what you do with the data.”

In fact, there are successful new business models being built today around big data such as addressable advertising and the expanding sophistication of local advertising. Greg McCastle of AT&T spoke about more data and metrics being developed around ROI, made possible via the use of set top box data. In fact, local advertising is one of the richly improved areas for advertisers with more available data (as noted by Rentrak’s Bill Livek) and therefore better, more stable metrics. Some combination of census level data via the set top box and a demographic sample will move this industry sector forward with a robust representative sample. Add to the mix VOD dynamic ad insertion as described by Kathy Timko of Canoe, and the optimists in the industry may have cause to smile.

New and improved revenue streams made possible by new streams of data and emerging technological advances can not only help stave off media obsolescence, it can also offer a richly rewarded future. Who is right among all the differing opinions about on screen media? I will cast my lot with the optimists … as long as they are data enthusiasts.

Q&A Interview with Jack Smith - Simulmedia

2011-11-28T14:34:00.000-05:00

Jack Smith has the unusual title of Chief Product Officer for Simulmedia, which means that he determines what the company should build in terms of systems. And yet, it is not IT; His work touches all aspects of the business such as research, sales and marketing. Jack comes to Simulmedia with an extensive experience in radio, the internet and television and shares his views in this interview on a range of cutting edge issues from Big Data in TV advertising, Set Top Box Data in measurement, Connected TV, Privacy issues and upcoming trends in the media landscape.

The five videos of the complete interview are as follows:

Subject                                        Length (in minutes)
Background and Simulmedia      (4:52)
STB Data                                    (7:54)
Big Data to TV Advertising        (7:13)
Connected TV, Privacy                (4:56)
Predictions                                   (5:39)

Charlene Weisler interviews Jack Smith, Chief Product Officer, Simulmedia. Jack talks about his background in this 4:52 minute video:

Jack Smith talks to Charlene Weisler about Simulmedia's use of STB data in its measurement processes in this 7:45 minute video:

What is Big Data and how does it impact TV advertising? Jack Smith discusses this subject with Charlene Weisler in this 7:13 minute video:

Charlene Weisler talks to Jack Smith of Simulmedia about Privacy and the Connected TV advancement and its impact on media in this 4:56 minute video:

Charlene Weisler interviews Simulmedia CPO Jack Smith about his thoughts on the future of media in this 5:39 minute video:

Q&A Interview with Bob Shullman - IPSOS Mendelsohn

2011-11-15T16:36:00.000-05:00

Bob Shullman, President IPSOS Mendelsohn, is a veteran in the marketing research and strategy discipline for a range of important media brands. Through his efforts, Ipsos Mendelsohn has become synonymous with expertise in the high end consumer marketplace. In this in-depth interview, Bob talks about his work at Mendelsohn, the merging of IPSOS and Mendelsohn in 2008, the trends in the Affluent Marketplace, how diverse this cohort is and how they are behave politically. Bob also offers some interesting insights into future economic trends as it pertains to the wealthiest American consumers.

The five videos of the complete interview are as follows:

Subject                                       Length (in minutes)
Background and Mendelsohn     (7:13)
The Affluent Consumer              (6:23)
Diversity in Affluent Market      (5:11)
Predictions, The Economy          (7:36)
Affluents and Politics                 (4:39)

Charlene Weisler interviews Mendelsohn President Bob Shullman who talks about his background and his company in this 7:13 minute video:

Charlene Weisler interviews Bob Shullman who discusses the affluent consumer in this 6:23 minute video:

Bob Shullman talks to Charlene Weisler about the diversity of the affluent marketplace in this 5:11 minute video:

Bob Shullman, President of IPSOS Mendelsohn shares his predictions about the affluent market and the economy with Charlene Weisler. This video is 7:36 minutes.

Charlene Weisler interviews Mendelsohn President Bob Shullman who discusses politics and the affluent marketplace in this timely 4:39 minute video:

Q&A Interview with Tim Brooks

2011-11-05T09:31:00.001-04:00

Tim Brooks is well known and respected in many areas of the media industry. Not only is he a leading researcher with a career in broadcast (CBS and NBC), agency (NW Ayer) and cable (Lifetime, USA Network), he is also deeply involved in music, especially early American music. His effort on behalf of lost early 20th Century African American recordings has earned him a Grammy Award as well as the reputation as one of the leading voices in audio copyright. Tim is also a prolific author of seven books including the reference book The Complete Directory to Prime Time Network and Cable TV Shows, 1946-Present
which he penned with co-author and fellow researcher Earle Marsh. In this fascinating five part interview, Tim talks about his background, the music industry, his work for the CRE, CTAM and offers some predictions for the next few years.

The five videos of the complete interview are as follows:

Subject                                  Length (in minutes)
Background                                     (4:30)
Copyright and the Music Industry      (6:57)
TV, Research, CRE                          (6:10)
Predictions, STB Data                     (6:02)
CTAM                                             (1:15)

Charlene Weisler interviews media expert Tim Brooks who talks about his vast media backgound in this fascinating 4:30 minute video:

Tim Brooks talks to Charlene Weisler about Copyright, its impact on media especially music and television and his efforts to showcase early African American music recordings which earned him a Grammy Award. This video is 6:57 minutes.

Charlene Weisler interviews Tim Brooks who discusses his work in TV Research and the CRE. This video is 6:10 minutes:

Tim Brooks offers some predictions about the future of media as well as some of his thought son Set Top Box data in this interview with Charlene Weisler. The video is 6:02 minutes.

In this final interview, Tim Brooks talks to Charlene Weisler about CTAM, his work there and the value of the organization. This video is 1:15 minutes:

Q&A Interview with Michele Buslick - TargetCast tcm

2011-10-31T09:56:00.004-04:00

Michele Buslik, SVP, Director of Media Research at TargetCast tcm is one of the most knowledgeable researchers in the industry.

She is very active in many industry committees and initiatives including the 4As Media Measurement Committee, Board Member of the MRC and a Board Member of the Council for Research Excellence. Michele is a past President of the Radio and TV Research Council as well as a member of the CASIE and SMART initiatives two early pioneers in Internet and television measurement respectively.

In this fascinating interview, Michele talks about the future of the industry, set top box data measurement and the importance of full disclosure of data algorithms, the evolving role of research, accreditation and the challenge of “false rumors” that raise doubts about the accuracy of research data used in the industry today.

CW: Michele, please tell me your background - how did you get to where you are today?

MB: I started my agency career at Y&R and spent most of my time at Wells Rich Greene. Then I went to MediaVest and worked on the Coke account as Research Director. I moved to TargetCast back in 2004 and have been there ever since -- Interesting I have worked for the same Media Directors, Steve Farella and Mark Buttitta more than once in my career.

CW: Has the role of research changed in the industry or not? If so how has it changed?

MB: Research has changed dramatically. For many years things were pretty much moving along at what we would call a snail’s pace - very minor adjustments in research needs and techniques. The first big change was the move to Channel Planning, adopting or more appropriately reviewing what was done outside the US. The next big change was the impact of the many new ways to advertise to consumers, and the move from advertiser/vendor control of advertising messaging to the impact today of consumer control. And of course, along with the new communication technologies, we are seeing major changes in how research is conducted and the timing requirements to keep the research relevant and up-to-date.

CW: What type of research do you do at TargetCast?

MB: While my primary function at TargetCast is to make sure that we are using the most appropriate databases and the best tools to access this overload of information to make sure it is relevant and actionable for our clients, I’m equally engaged in keeping the agency and our clients up to date on all the new research opportunities.

CW: What is the role of research in your agency?

MB: Research is the foundation of our work at TargetCast. From our beginnings, we have committed to having all of the research we need to service our growing and diverse client list, while developing a variety of proprietary applications to access these data with speed and accuracy so that we can arrive at actionable insights more quickly. We also dive deep into consumer communications behavior through the development and use of our own primary research and tools under the management of the Director of Insights and Analytics, Wahab Ghaznavi.

CW: Can you talk a little bit more about these proprietary systems?

MB: Our proprietary systems cover the gamut from tools that aid in competitive analysis, television optimization, consumer insights and allocation of purchased television weight across brands. We also have developed applications that are specifically designed for today’s digital marketplace in terms of media buying, buzz analytics and industry trends. We are one of the few media agencies to have the capability to design and build technology solutions to communications challenges. This capability enables us to quickly and smartly address the changing marketplace, and client curiosities.

CW: What is your opinion of the future of STB data for measurement?

MB: I believe that STB data providers started out on the wrong foot. There was a lot of misleading information disseminated to the industry which was not grounded in good research. That said, I also believe that STB will find its place in the evaluation process, but there has to be much more openness about the inevitable "black box" algorithms that are employed. I sincerely wish that all of these providers would submit to the MRC for audit. The MRC provides a vital function for the industry. Most companies that have gone through the audit process will admit that their research services today are better than they would have been without the careful MRC review.

CW: Do you really think that STB Data companies will share their algorithms? Does the current currency share its algorithms?

MB: I absolutely believe that it is essential for the STB data providers to be open about their systems. Yes, all of the major industry research companies, whether they are measuring television viewing behavior, radio listening, or print readership are fully involved with the MRC. So too are the companies involved with measuring digital behavior. The MRC members take the responsibility of confidentiality and respect for these companies very seriously. I can personally say that before I cast my vote as a member of a committee or board member I think long and hard about the research protocols, the work done by the skilled auditors and the impact and responsibility of my vote.

CW: I believe that there is at least one STB data processor that is currently being audited by the MRC. In addition, the data from this company is accepted into Media Ocean. Since all of this is occurring, is there a thought to then accepting their data as part of the planning, buying and selling process?

MB: Certainly. Access to the STB data is a tremendous stepping stone for these companies. It is not a matter of accepting the STB data but more a matter of finding where having this additional information fits best and makes the most sense for our Clients.

CW: Michele, you’ve written a fascinating blog on the industry. Can you talk about your concern about “false rumors”?

MB: I thought I was the only one who read as many of the newsletters that I can on a daily basis -- but I was wrong. For some unexplained reason, Media Directors and Clients always find the newsletters that raise a doubt about something that is happening in the industry which impacts their media plan or strategy. This starts a flurry of emails until the issue is more fully understood and accurately written about.

It is not productive to raise these issues of where and how these rumors and misunderstanding of the facts of the situation occur. It’s more important to address the issue, and ensure that the truth will out. Excuses are just that, justification for poor information, and we need to discourage that behavior.

CW: Can you give me three predictions on where the media industry is headed in the next five years?

MB: Sure – I’ve got my crystal ball… The next few years will be a testing ground for the industry. Consumers will continue to gain control over the media content and advertising which crosses their path. It will be a shakeout period for both the research community and the media content providers to keep up with the fast paced changes. Only the best will survive.

Interview conducted by Charlene Weisler, Weisler Media LLC. She can be reached through her research blog www.WeislerMedia.blogspot.com or at WeislerMedia@yahoo.com. Twitter: www.twitter.com/weislermedia

Q&A Interview with Todd Cunningham - Viacom Media Networks

2011-10-08T14:40:00.005-04:00

Todd Cunningham, SVP Strategic Insights and Research for Viacom Media Networks (previously known as MTV Networks) built his career starting on the agency and branding side of media and marketing. Coming to VMN has been a natural fit for Todd who can now mesh his love of music and pop culture with his love of research. In this five part interview, Todd talks about his work at VMN, Cross Platform research methods and his work for CTAM as a co-chair of the recent Insights Conference Planning Committee.

The five videos of the complete interview are as follows:

Subject Length (in minutes)

Background, Cross Platform (6:09)

VMN Research (7:16)

Demos and Methods (7:13)

CTAM (7:45)

Predictions (6:19)

Charlene Weisler talks to VMN's Todd Cunningham about his background in this 6:09 minute video:

Charlene Weisler interviews Todd Cunningham, SVP VMN Research who talks about VMN's ground breaking research initiatives in this 7:17 minute video:

Todd Cunningham of VMN talks to Charlene Weisler about demographics and research methods in this 7:13 minute video:

Charlene Weisler talks to Todd Cunningham about his seminal work with CTAM and the Insights Conference Planning Committee. This video is 7:45 minutes:

In this 6:20 minute video, Todd Cunningham talks about some predictions in the media landscape over the next few years:

Q&A Interview with Hanna Gryncwajg - RLTV

2011-10-01T09:20:00.002-04:00

Hanna Gryncwajg, the SVP of Advertising Sales for RLTV, is a sales professional whose extensive experience includes local and national broadcast, large and niche cable networks and even digital and entrepreneurial media outlets. She is a savvy strategist who seeks the addition of research in all of her sales materials. Hanna and I worked together in the early days of Bravo where I saw how she adeptly captured the audience essence and sales advantage of the network through the use of research to great success.

In this compelling four part interview, Hanna talks about her background, RLTV, insights on the Boomer demographic, the current economy on the media market. Hanna also offers some insights on the state of the media in the next few years.

The five videos of the complete interview are as follows:

Subject                                     Length (in minutes)
Background, Sales                     (4:59)
RLTV                                          (6:08)
Boomers and the Agencies        (4:09)
Predictions, the Economy           (5:28)

Charlene Weisler interviews RLTV Sales SVP Hanna Gryncwajg who discusses her extensive background and the current media sales process in this 4:50 minute video:

Hanna Gryncwajg talks to Charlene Weisler about RLTV and its unique position in the marketplace. This video is 6:08 minutes:

Charlene Weisler interviews Hanna Gryncwajg about the Boomer audience segment and its sales position ar advertising agencies. This video is 4:09 minutes:

In this final 5:28 minute video, Hanna Gryncwajg offers some predictions for the media landscape over the next few years:

Q&A Interview with Glen Friedman - Ideas and Solutions

2011-09-20T14:29:00.002-04:00

Glen Friedman, owner of Ideas & Solutions consultancy, has been involved in the cable operator world for 30 years. In that time he has seen many changes and challenges to the business. In this in depth interview, Glen gives us his insights into the changing television landscape and the impact that new technology has on the current operator model. Flexibility and prescience is required in navigating the MSO landscape.

CW: Glen, can you tell me your background- how did you get to where you are today?

GF: I joined the industry in 1981 as a Marketing Manager for ATC, now Time Warner Cable. I worked for ATC / Time Warner for 10 years in a variety of field and corporate positions ending my tenure as Vice President Marketing, Programming and Ad Sales for Manhattan Cable. I then joined Century Cable as the General Manager for the West L.A. systems and was then recruited to DIRECTV where I was a key architect of the launch plan as Vice President of Consumer Marketing.

CW: Tell me about your current company, Ideas & Solutions! Inc.

GF: I formed Ideas & Solutions! 16 years ago. We provide outsourced business development, business and marketing strategy and due diligence services to leading and emerging media and technology companies. Recently we have been focusing on the changing landscape of television, specifically, cord cutting and cord shaving. We recently published a study of Gen Y consumers (18-29 year olds) and their orientation and thoughts towards traditional subscription television vs. getting the services without cable, telco or satellite. Interestingly, we found that there was a large, loyal segment of television only viewers but almost 60% have or would consider switching to Over the Top-video service in the future. For this group, cost and value are driving factors as is their comfort with new technology and their desire to get what they want when they want it.

CW: 60% is a large consideration set for the next generation of cable customers. Do you think cord cutting or cord shaving is a business changer for operators?

GF: Both cord shaving and cord cutting will have tremendous impact on all aspects of the cable business for both operators and programmers. It will impact RPU and marketing costs. For programmers it will be very challenging to hold package positions for networks not secured by retransmission leverage or sports.

CW: What do you recommend the operator do to avoid losing a substantial part of their future business?

GF: I believe TV Everywhere is a great step in increasing the value and usability of cable to customers who want content when and where it’s convenient for them. But TV Everywhere is not a sliver bullet and must be combined with a strategy that focuses on building a valued brand, meeting and hopefully exceeding customer expectations related to customer service and technological innovation. Comcast, for one, is doing a good job on all fronts as demonstrated by its investment in marketing the re-branded XFinity brand, its focus on fulfillment/service delivery service windows and the company’s overall focus on UI and technology (expanded broadband delivery). In addition the cable industry needs to focus on the cost of content, which poses a real risk/challenge to programmers who are trying to hold onto distribution and increase their rates.

CW: Is the future for MSOs in wireless? Why or why not?

GF: More and more consumers will demand wireless access to content. I doubt that wireless will replace wired delivery for a long term, if ever. But it is critical for operators to provide their customers with solutions that deliver content remotely and TV Everywhere is a great start. It’s a challenge for operators to gather sufficient spectrum to compete effectively with the major carriers on a national basis y. It will be very informative to follow the Cox roll-outs of its bundled wireless services.

CW: If you were a cable operator today, what would you be doing to plan for the future?

GF: Invest in service and reliability, identify most at-risk groups and develop specific marketing plans and approaches. Also, measure performance by segment, not just across the entire base. Invest and take actions to secure new revenues from business services, interactive advertising and home security/home automation.

CW: What are other challenges for cable operators?

GF: Content costs associated with Sports rights and retransmission, preparing for new competitors including other operators. The fulfillment and delivery of more and more complex customer offerings both via call centers and in the field is an immediate challenge. In addition operators must work to enable meaningful measurement of multi-screen viewing to help programmers protect their advertising revenue stream.

CW: What are some opportunities for cable operators?

GF: I believe there are exciting and meaningful opportunities to derive new revenues from Interactive advertising, further penetrating the delivery of voice and data to business customers and through the sales of security and home automation.

CW: Glen, please give me three predictions for the next five years.

GF: Without a doubt, the consolidation of operators will continue. Also, in the next five years operators and DBS providers will compete on a national basis meaning that franchise areas will be much less meaningful as a marketing territory for cable operators. In order for this to happen the technology needs to continue to evolve and the distributors need to get the rights to distribute the content outside their franchise areas -- or in the case of satellite providers deploying other technologies like DISH Network is attempting. The major distributors are already seeking these rights. This will further increase the movement to consolidate on the operator front; I would not be surprised at least one of the top 5 operators is merged within the next five years. And finally, connected sets and proliferation of online content will lead to more cord shaving/cutting. The ease of getting content outside the walled garden of cable will impact RPU and how services are packaged.

CW: Thank you for your time. Great interview.

Advanced Advertising - Now is Here

2011-09-15T09:12:00.000-04:00

Advanced advertising has been described as a potential game changer in the advertising marketplace, but it is not without challenges. Last year CIMM released a whitepaper, The Roadmap for STB Data, which concluded that advanced advertising needed to become more standardized and scalable before it’s potential could be maximized.

Ah, but what a difference a year makes. While advanced advertising is not completely national, there have been significant capability improvements that streamline ease and use for more advertisers. These advancements were highlighted in the recent B&C / MultiChannel News event, “Advanced Advertising – Scaling to Critical Mass” which brought us up to date on the state of the art with panelists from across the advanced advertising spectrum.

According to GroupM’s Director of Emerging Communications Michael Bologna, “Addressable advertising is starting to scale and is becoming more turn-key” and offers better targeting that can lower net effective CPMs. These improvements not only pave the way for an expansion of the use of advanced advertising for more campaigns, it has the potential of turning the media measurement model on its ear. Do we really need standard demographic breaks such as Adults 18-49? In the advanced advertising world, the answer is a resounding “No”.

The advantage of advanced advertising is its ability to hyper target consumers beyond the current currency of age and gender. One could reach critical mass easily for even the most specific consumer targets, for example, 27 year old men with a credit score of over 700. This precision targeting capability, coupled with consumer privacy safeguards, makes for a very efficient ad model. Still to be discussed however is the use of remnant inventory and the risk of missing potential new customers while focusing solely on existing hyper-targets.

In a subject that is close to my heart, in the advanced advertising world data is primary and research is exalted. Advanced advertising universes are expanding into the tens of millions and are delivering what we now call Big Data - lots and lots of data. How can that be managed and made meaningful? Jen Soch, SVP Activation Director for Advanced TV at SMGx expressed the need for more research involvement in the process to perfect precision targeting capabilities.

Yet, with all the optimism and advancements, this is a process that continues to be in transition. There are still many vexing issues. Full national scalability is still on the horizon. And just as we found in the CIMM Roadmap and noted by Bruce Gorelich, CRO Rentrak, there are those in the industry who seek perfect solutions while dismissing good solutions. But the conclusion from this recent event is clear: Advanced Advertising is, for lack of a better word, advancing. Many of the challenges of last year have been met and conquered. Who knows what 2012 will bring? Maybe an upset of the old order and a ringing in of a more efficient, more targetable ad model marketplace.

Charlene Weisler of Weisler Media LLC is the author of the CIMM Roadmap for STB Data and the CIMM Lexicon of STB Data Terms and Definitions. She can be reached through her research blog www.WeislerMedia.blogspot.com or at WeislerMedia@yahoo.com.

Q&A Interview with Jeff Boehme - Kantar

2011-08-28T16:56:00.002-04:00

Jeff Boehme, CRO of Kantar, started his career in broadcast at NBC. From there he immersed himself in local cable at the NCC which provided an excellent grounding in the potential of return path data and its applications. From there to Nielsen and now at Kantar, Jeff is setting policy on data metrics and analytics. In this interesting interview, Jeff talks about the data as currency, challenges and opportunities, the difference between MSO, Telco and Satco data and offers some insights into what the future of research looks like.

The six videos of the complete interview are as follows:

Subject Length (in minutes)
Background (3:43)
Kantar STB Data (5:41)
Addressable (5:04)
MSO, Satco, Telco (5:05)
Measurement Currency (6:16)
Challenges to STB Data (4:29)

Charlene Weisler interviews Kantar CRO Jeff Boehme who talks about his research and professional background. This video is 3:43 minutes long:

Charlene Weisler interviews Jeff Boehme who talks about Kantar and the STB data business in this 5:41 minute long video:

Charlene Weisler talks to Jeff Boehme who discusses addressable advertising and offers some predictions for the next five years in this 5:04 minute video:

Charlene Weisler talks to Jeff Boehme, CRO Kantar. Jeff discusses the difference between MSO, Telco and Satco STB data in this 5:05 minute video:

Charlene Weisler talks to Jeff Boehme about measurement currency in this 6:16 minute video:

In this 4:29 minute video, Charlene Weisler talks to CRO Jeff Boehme about challenges to STB data measurement:

Q&A Interview with Betsy Frank - Time Inc

2011-08-04T11:40:00.000-04:00

Betsy Frank, Chief Research and Insights Officer of Time Inc, has a background that spans many different media platforms and businesses - from agencies such as Saatchi, to networks such as MTV and now to Time Inc. and its print and digital offerings. In this fascinating six part interview, Betsy talks about her background and how the media landscape has changed over the past 30 years. She offers some media truisms – what is constant about the industry – thoughts and opinions about metrics, generational trends and where the industry is headed over the next five years.

The six videos of the complete interview are as follows:

Subject Length (in minutes)
Background (6:06)
Evolution (6:56)
Media Truisms (7:56)
Print and Time Inc (9:45)
Metrics (11:04)
Generational Change and Predictions (8:00)

Charlene Weisler interviews Time Inc CRO Betsy Frank who talks about her extensive media research background in this 6:06 minute video:

Time Inc CRO Betsy Frank talks to Charlene Weisler about the evolution of the media landscape over the past 25+ years including the act of change on television and print in this 6:56 minute video:

Charlene Weisler talks to Betsy Frank who discusses the concept of Media Truisms - those theories that do not change over time. This video is 7:56 minutes:

Charlene Weisler talks to Betsy Frank who discusses Print Media - how it is changing over time and the research she is doing at Time Inc. This video is 9:45 minutes:

Betsy Frank talks to Charlene Weisler about establishing media metrics in the evolving media landscape this 11:04 minute video:

In this final video (which is 8:00 minutes) Betsy Frank talks to Charlene Weisler about all types of trends - the possible generational change in consumer attitudes based on the current economic conditiion, other trends and some predictions for the next few years:

Q&A Interview with Cathy Hetzel - Rentrak

2011-07-11T14:47:00.002-04:00

Cathy Hetzel, Corporate President of Rentrak, is a pioneer in interactive television and set top box data. Her first role at Rentrak was to ascertain whether Rentrak’s home video business could be adapted to television. After helping to launch their Video On Demand measurement service by examining log data from the servers, she saw the possibility of set top box data as a new way to measure television.

In this fascinating interview, Cathy talks about Rentrak, set top box data providers and the competitive landscape. She also offers some insights into the media landscape over the next few years.

The four videos of the complete interview are as follows:
Subject                 Length (in minutes)
Background                     (7:42)
STB Data and Providers (4:01)
Predictions                      (5:32)
Cross Platform                (4:46)

Charlene Weisler interviews Rentrak President Kathy Hetzel who discusses her background and gives an overview of Rentrak's STB mission in this 7:42 minute video.

Rentrak's Kathy Hetzel talks to Charlene Weisler about STB data, VOD data projection to national for measurement and other facets of media data in this 4:01 minute video:

Kathy Hetzel, President of Rentrak, offers some predictions on the future media landscape. She also discusses Nielsen's IPO financier Deutsche Bank and their industry reports in this must-see 5:32 minute video:

CW: Deutsche Bank, the financial institution that brought out the Nielsen IPO, describes Rentrak as lacking momentum and offers their opinion on which Rentrak customers will drop the service. In a world of speculation and market positioning, what is your response to Deutsche Bank’s prognosis?

CH: We respectfully disagree with Deutsche Bank’s assessment. They are simply wrong.Rentrak continues to make solid progress by integrating its census-level currency with third party processors such as Donovan, Strata and One Domain which enhance the tools used in the day-to-day business of buying and selling advertising. We have a robust client list and pipeline of local stations, national networks and advertising agencies. Remember, Rentrak is the only company that offers census-level VOD data to help our clients sell advertising and make important business decisions. This has always been a core part of our business and Rentrak continues to lead the industry as we expand our services to provide the most advanced cross platform intelligence available today.

Charlene Weisler interviews Rentrak President Kathy Hetzel who discusses Cross Platform initiatves, Addressable Advertising and Privacy in this 4:46 minute video:

Disclosure: I own Rentrak stock.

Q&A Interview with Glenn Enoch - ESPN

2011-07-05T10:56:00.000-04:00

Glenn Enoch, VP Integrated Media Research for ESPN Research+Analytics is arguably one of the leading researchers in cross platform research. Glenn’s uses data from both single-source and fused datasets to derive insight on usage of TV, Internet, Mobile devices, Audio and Print. In this fascinating interview, Glenn discusses ESPN’s Cross Platform initiatives including his recently published Seven Principles of Cross Platform Measurement, his views on Tablet research, some surprising research results and ESPN as a company poised for the future.

The six videos that comprise Glenn Enoch’s full interview are as follows:

Subject Length (in minutes)
Background (7:02)
ESPN (8:03)
7 Principles of Cross Platform (8:00)
Tablets, Research Surprises (7:05)
CTAM (1:47)
OOH (2:44)

In this 7:02 minute video, Charlene Weisler talks to ESPN's Glenn Enoch about his research background:

Charlene Weisler interviews Glenn Enoch who talks about ESPN and its Cross Media Platform initiatives in this 8:03 minute video:

Glenn Enoch shares his views on the 7 Principles of Cross Platform Measurement with Charlene Weisler in this 8:00 minute video.

Charlene Weisler talks to ESPN's Glenn Enoch who discusses Tablets research and new insights he has gained from his recent research studies. This video is 7:05 minutes long:

Charlene Weisler interviews Glenn Enoch who talks about CTAM and the value that this organization brings to the industry. This video is 1:47 minutes long:

In this final 2:44 minute video, Glenn Enoch talks to Charlene Weisler about sports and out of home viewing measurement:

Data Poetry: “And How Should I Begin?”

2011-06-22T09:43:00.001-04:00

I just completed two full weeks of industry conferences starting with Tablet Revolution on June 6 followed by Mitch Oscar’s MPG Collaborative Alliance, Video, Mobile and Social Media OMMAs, the ARF and ending with the CTAM Insights on June 17. In each meeting, the focus and future of the media landscape was discussed, each from a slightly different perspective and projecting often wildly divergent results.

Some of the takeaways from Internet Week were that Facebook could emerge as the imminent measurement currency, that consumers were ready for the ASQ ad model (where they choose to view the ads they want), that “demographics” are not necessarily age and gender to the agencies and that standard ad lengths are going the way of the dodo bird. In week two first at the ARF and then at CTAM, the focus was on Cross Platform measurement, the relatively small penetration (and impact) of the Tablet and a slow but perceptible evolution into “Tradiginal” Media – where old and young media blend and transform the landscape. It was not the revolution of the previous week but more of an evolution.

Any yet, despite the degree to which one media platform was touted over another, the consensus over the fortnight was that the future belonged to the creative, the nimble and the data innovators. At CTAM, Rishad Tobaccowala of VivaKi spoke of Data Poetry where data becomes more and more important but the sheer amount of it will require a deft and creative hand to make it useful and understandable. There is a difference between data information and insight. “Data data everywhere” he intoned just like the poetic Ancient Mariner.

So using the Data Poetry analogy, I ask as T.S. Elliott’s J. Alfred Pufrock did “And how should I begin?” In fact, I begin by asking a range of expert media researchers the same question – “Where will you focus your research efforts over the next two years?”

David Poltrak of CBS, said, “Our primary goal is focused on the belief that Every Viewer Counts. We want to have all of our viewers measured for all of their viewing on all devices in a manner that captures their full value to advertisers.”

Jack Wakshlag of Turner, said, “Our focus is on cross platform metrics and identifying opportunities for our strong brands on all platforms.”

Daniel Fischer of SolveItGroup, said, “My firm’s current focus is dual: understanding the tablet platform (mostly iPad) including supporting app developers; and applying cognitive neuroscience based techniques to the editing of short form video - show opens, promos, other audience flow transitions.”

Angelina Li of AHL Associates Inc said, “One of the biggest operator issues for marketers and researchers (and there has to be a dialogue between the two) is how to position the services offered. Why should people buy cable or high-speed data services from you? What are the features and benefits, such as programming, that resonate with customers and potential customers? How attractive are the benefits and features we offer and how do they compare with the competition and their focus? What is the market share situation? All these feed back to how we establish a sustainable and profitable business model going forward. In summary, we should look at matters that would affect market share and new issues to be faced as researchers and marketers.”

Todd Cunningham, MTV Networks said, “Measurement that goes beyond static, point-in-time HH-level reporting and focuses on individual’s real-time cross-screen content consumption.”

These responses underscore the myriad of opportunities and challenges for the research community in the short term. For a fuller picture of the range of opinions out there in the research community, here are two videos - one from the ARF and one from CTAM:

ARF 6.0 - June 13-14, 2011, New York City

CTAM Insights - June 15-17, 2011, Chicago

“Do we dare disturb the universe” (as T.S. Elliott asked) with innovative, ground breaking, data centric research that proves value to the viewer and ROI to the customer? I say yes.

Q&A Interview with Matt Warta - GutCheck

2011-06-07T18:01:00.000-04:00

Matt Warta entered the media research field via an unusual route – from a stint in the venture capital world. From this unique perspective, he saw an opportunity with a new start up that focuses on one to one online polling. Matt is a partner in the new firm called GutCheck which promises a focus group sensibility to online research enabling clients to delve deeply into consumers motivations and opinions. In this interview, Matt talks about his background, gutcheckit, the world of venture capital, privacy issues with online polling and a look forward into the industry for the next few years.

The three videos that comprise Matt Warta’s full interview are as follows:

Subject                                         Length (in minutes)
Background and Social Media           (4:04)
gutcheckit.com                                  (7:19)
Predictions and Privacy                      (4:16)

Charlene Weisler interviews GutCheck co-founder and CEO Matt Warta who discusses his background and the world of venture capital in this 4:04 minute video:

Charlene Weisler talks to Matt Warta who discusses the GutCheck business model and how online focus groups are conducted in this 7:19 minute video:

Matt Warta, co-founder and CEO of GutCheck offers some predictions for the next few years as well as some insights on online privacy in this 4:16 minute video:

Future of TV Advertising Panel

2011-05-31T22:26:00.001-04:00

Where is the future of TV advertising in this ever fragmenting media environment? An attempt was made to shed some light on this subject by Rovi who sponsored a panel last week that was fittingly called “The Future of TV Advertising”.

The panel, moderated by Bill Niemeyer of TDG, included Jeff Siegel of Rovi, Lori Schwartz of McCann and Matthew Pagen of IAG discussed Rovi’s Smart TV initiative, the pace of change, social media, extended screen and bundling vs a la carte. But in my opinion, their discussion of the role of data was the most interesting.

The creation of metrics and measurement in the STB data space continues to be a land rush with competitors racing to get their brand of customizable (and standardize-able) analytics to market. And equally, the demand from the marketplace for data insights and analytics has never been so strong. Part of this demand is due to ever increasing cross platform opportunities and the plethora of data points resulting from the potential combination of interactive platforms and set top boxes.

Lori Schwartz, Chief Technology Catalyst at McCann Worldgroup, said it best, “The data piece is pivotal. Data is the new black. Everyone wants the data and everybody wants the data to touch everything. They want it to not only measure the traditional interactive side of things; they also want it to address engagement.” She also admitted that because the landscape is in constant change, there is a pressing need to stay ahead of the curve, learning about new cutting edge technologies even if they are destined to disappear by the next year.

But which metrics are most meaningful? Do they need to be standardized to the current currency or does the evolving marketplace demand new metrics for the new times? Much of the addressable advertising measurement today is still fairly custom – whether it is data matching to proprietary segmentations or to known consumer measurement industry data panels for that particular advertiser, product or category. But slowly, some of these previously custom metrics are becoming part of a new standard nomenclature like TRA’s Heavy Swing Purchasers and Purchaser Rating Points which CRO Bill Harvey says that many of their clients have adopted.

Rovi’s contribution to the discussion involves measuring Smart TV usage and behavior through a 100k STB panel that combines ISP data with TV viewing. This initiative involves a partnership with Nielsen’s IAG service via a panel. This is one possible approach providing that it is a representative sample of the TV Universe. Results of their study will be available at the end of the summer. In the meantime there are two short videos from the panel which can be viewed below:

Here is a short excerpt from the panel. This is a discussion on Rovi's initiative and some insights into the media landscape. The video is 5:49 minutes long:

Jeff Siegel of Rovi sales talks about Rovi's metrics in their Smart TV initiative. This video is 1:14 minutes long:

Q&A Interview with Bill Harvey - TRA

2011-05-22T16:35:00.001-04:00

Bill Harvey, Co-Founder, Vice Chairman and CRO of TRA has helped that company create a new type of buying measurement using STB data and custom databases. Bill has had an illustrious career in some of the biggest ad agencies in the industry and has written extensively about advertising, privacy and research policy. In this interview, Bill talks about his background, the ad agency world and TRA and how it uses Set Top Box data. TRA has recently published a sector evaluation on Set Top Box data companies.

The five videos that comprise Bill Harvey’s full interview are as follows:

Subject                                    Length (in minutes)
Background                            (6 :51)
Agencies                                 (4:20)
TRA                                       (6:19)
Set Top-Box Data, Privacy    (8:40)
Predictions, Social Media        (7:56)

In this video Charlene Weisler interviews TRA co-founder and CRO Bill Harvey about his background which spand an impressive agency career and TRA. This video is 6:51 minutes long:

Charlene Weisler interviews Bill Harvey who talks about Ad Agencies past and present. How can they improve their business model? This video is 4:20 minutes long:

Bill Harvey talks to Charlene Weisler about TRA - its formation, history, business model and improtant stats in this 6:20 minute long interview video:

Charlene Weisler interviews TRA's co-founder Bill Harvey about STB Data and Privacy issues. Bill discusses some of his early efforts at establishing privacy guidelines in this 8:40 minute video:

Charlene Weisler interviews Bill Harvey of TRA who offers some fascinating predictions for the next few years as well as his opinions on Social Media. This video is 7:56 minutes long:

Q&A Interview with Jane Clarke - CIMM

2011-05-13T14:54:00.006-04:00

This week the Coalition for Innovative Media Measurement (CIMM) announced the results of a feasibility study for the Trackable Asset Cross-Platform Identification (TAXI) project. This study, in partnership with the ANA, 4A’s and the IAB is a first step in implementing open and interoperable industry standard codes for content and ads across all content. I sat down with CIMM’s Managing Director, Jane Clarke to talk about TAXI and other CIMM initiatives.

CIMM could not have chosen a better Managing Director than Jane Clarke whose extensive and deep experience in Cross Platform and Set Top Box data contribute to her stellar reputation in the media industry. CIMM has two major initiatives – to facilitate the understanding of STB data and help facilitate Cross Platform measurement.

In this video interview, conducted a few days before the release of the TAXI findings, Jane discusses not only the specifications and back story of TAXI but also CIMM’s Cross Platform industry position, STB data and privacy. She also shares some predictions for the media landscape over the next few years.

The five videos that comprise the full interview are as follows:

Subject                               Length (in minutes)
Background                          (2:13)
CIMM and Cross Platform   (5:35)
TAXI                                   (12:29)
Set Top-Box Data                (8:37)
Privacy and Predictions         (7:54)

Charlene Weisler interviews Jane Clarke, Managing Director of CIMM who discusses her background in cable and cross platform: in this 2:13 minute video clip:

Charlene Weisler interviews Jane Clarke who talks about CIMM and its cross platform initiatives in this 5:35 minute video clip:

Charlene Weisler interviews Jane Clarke who discusses TAXI, CIMM's latest initiative. This informative video is 12:29 minutes long:

Jane Clarke talks about CIMM's work in Set Top Box data including the Lexicon and Set Top Box Data Landscape whitepaper in this 8:37 minute video:

In this final video, Jane Clarke discusses the issue of Privacy and well as offers some insights inot the future media landscape. This concluding video is 7:54 minutes long:

Q&A Interview with Mike McGuirre and Eric Bartko - MSA

2011-04-29T17:07:00.002-04:00

Mike McGuirre, VP MSA Media, and Eric Bartko, Senior Marketing Research Marketing Business Analysis have been involved in the business of contract posting and analysis for many years. But this data has now taken on greater importance and MSA is branching out into new forms of commercial analysis - whether the efficiency of the commercial pod or through various segmentation analyses. This four part interview delves into a range valuable insights about the ad marketplace. The four videos are as follows:

Subject Length (in minutes)
Background (5:01)
Addressable Advertising (6:40)
Commercial Pod and Segmentation (7:02)
Prediction (6:31)

Mike McGuire and Eric Bartko discuss their backgrounds in this 5:01 minute video:

Charlene Weisler interviews Mike McGuirre who talks about Addressable Advertising in this 6:40 minute video.

Eric Bartko discusses the range of commercial Pod studies and segmentation analyses available through MSA in this 7:02 minute video:

Both Mike and Eric offer their assessment of media landscape in the next few years in this 6:31 minute video:

Q&A Interview with Jeff Siegel, SVP, ROVI

2011-04-04T21:48:00.000-04:00

The advertising marketplace is evolving quickly with the introduction of new platforms, new metrics and new technologies. Jeff Siegel, SVP Advertising for Rovi, has experienced them all in his career from the broadcast model to cable to a company like Rovi which is one of the new players in the media space that is changing the framework of viewing preferences, content platforms and ad models.

In a video interview conducted a few days before the roll-out of a new Rovi initiative on Smart TV, Jeff talks about the differences between the broadcast, cable and new platform marketplaces, Set Top Box data, Metadata, privacy, addressable advertising and their new Smart TV Trial.

The five videos in this interview are:

Subject Length (in minutes)
Background (2:49)
Rovi, Addressability (5:09)
Metadata and STB data (3:24)
Smart TV Trial (3:52)
DVR, CE Partners, Predictions (4:41)

Charlene Weisler interviews Rovi's Jeff Siegel who talks about his background in this 2:49 minute video:

Jeff Siegel, SVP Advertising for Rovi, discusses the company and addressable advertising. This videos is 5:09 minutes:

Charlene Weisler interviews Jeff Siegel who talks about Rovi's Metadata and STB data. The video is 3:24 minutes long:

Jeff Siegel talks about Rovi's new initiative - The Smart TV Trial - which is a test for addressable advertising. The video is 3:52 minutes long:

In this final video (4:41 minutes long) Jeff Siegel talks about DVRs, Rovi's CE Partners and offers some predictions about the media landscape over the next few years:

Q&A Interview with Lisa Joy Rosner, CMO, NetBase

2011-03-30T16:18:00.000-04:00

Lisa Joy Rosner, CMO of NetBase, is not only on the cutting edge of Social Media research and marketing, she is also an expert in e-commerce and CPG trends. In this interview, Lisa Joy talks about NetBase and its proprietary insight and analysis of social media for marketers, the issue of privacy in the digital arena and the mind of the new consumer. She also posits some predictions about the media landscape and what we can expect from social media in the years to come.

There are five videos that comprise this interview. They are as follows:

Subject                                 Length (in minutes)
Background                            (4:53)
NetBase                                 (5:39)
Social Media Trends               (6:43)
Mind of the Consumer            (5:43)
Privacy, Predictions                (6:44)

Charlene Weisler interviews Lisa Joy Rosner who talks about her background in this 4:53 minute video:

Lisa Joy Rosner, CMO of NetBase, talks about the company and some of its initiatives in this 5:39 minute video:

Lisa Joy Rosner, CMO of NetBase, talks with Charlene Weisler about Social Media trends. This video is 6:43 minutes long:

Charlene Weisler interviews Lisa Joy Rosner, CMO of NetBase, who talks about the mind of the consumer as it relates to social media. The video is 5:43 minutes long:

In this concluding video, Lisa Joy Rosners discusses the issue of Privacy and offers some predictions in the media space going forward. The video is 6:44inutes long:

Q&A Interview with Howard Horowitz, Horowitz Associates

2011-03-30T15:03:00.002-04:00

Howard Horowitz is best known for his eponymous company Horowitz Associates, Inc. a full-service market research company specializing in research for distributors, networks and technology companies on television, digital and multiplatform services and content. In this interview, Howard discusses his background in political, media and market research, trends over past decade in the multicultural landscape culminating in the release of Census 2010, and the anticipated impact on the ways and means of television usage with the coming of age of a new generation of young people.

Below are five videos that comprise the full interview. They are as follows:

Subject Length (in minutes)
Background (4:43)
Multicultural (4:58)
TV Trends (7:57)
Age Differences in Media (7:17)
Predictions, OTT (5:11)

Charlene Weisler interviews Howard Horowitz who discusses his background in this 4:43 minute video:

Howard Horowitz of Horowitz Associates talks about his 2011 Multicultural study based on the 2010 census in this 4:58 minute long video:

Charlene Weisler interviews Howard Horowitz who talks about TV Trends in this fast paced 7:57 minute video:

Howard Horowitz discusses what he sees as the age differences in media use. This video is 7:17 minutes long:

In this final video, Howard Horowitz offers some predictions and his assessment of Over The Top Television. The video is 5:11 minutes long.

Q&A Interview with Jo Holz - SVP Client Research Initiatives, Nielsen

2011-03-10T16:14:00.003-05:00

Jo Holz is one of the leading researchers in the industry today. In addition to her work at NBC, Children’s Television Workshop, iN DEMAND, and Oxygen, she is currently SVP, Client Research Initiatives at Nielsen. In her 30+ years in media research, Jo has experienced first hand the great shift in the television landscape from broadcast to cable to VOD.

In this interview, Jo discusses research’s unique role in a corporation (discussing how research can become more influential) and the custom projects she oversees at Nielsen. She also offers some insights into media transitions and future trends. Below are the five videos comprising the full interview.

The videos are as follows:

Subject                                         Length (in minutes)
Background and Media Research          (4:08)
Positioning Research                             (3:14)
CTAM                                                 (1:42)
Nielsen Projects                                    (5:18)
Transitions and Trends                          (7:33)

Charlene Weisler interviews Jo Holz of Nielsen who discusses her background and the field of Media Research in this 4:09 minute video interview:

Jo Holz, SVP Nielsen talks about how to best position Research in a company in this 3:14 minute video:

CW: Jo, both of us are long standing members of CTAM and have benefited from their great research studies. Can you talk about how you have used CTAM research results in your job?

JH: Yes. I got some great insights from the 3-D TV study that Nielsen did for CTAM a few months ago. This was probably the first consumer study about 3-D TV that actually exposed viewers to this new technology and then got their reactions to it, rather than just getting reactions to the concept. It turned out that there were issues related to having to having to wear the 3-D glasses. Those insights were invaluable in helping Nielsen and the industry at large to better understand the potential for this new technology.

In this 1:44 minute video, Jo Holz talks about CTAM and its value to her and the industry:

Charlene Weisler interviews Jo Holz of Nielsen who talks about some of her projects at the company in this 5:18 minute long video:

Jo Holz talks about industy Transitions and Trends in this 7:33 minute long concluding video:

Q&A Interview with Rob Frydlewicz

2011-03-01T19:53:00.004-05:00

Rob Frydlewicz is best known as a veteran agency researcher at agencies such as NWAyer, FCB and Carat. And now he has expanded his skill base to include social media and blogging. Rob is part of a blog network that consists of several media executives who write on a variety of pop culture subjects. Rob writes two blogs http://www.historyasyouexperiencedit.com/and http://www.zeitgayst.com/

In this interview, Rob talks about his research background, blogging experiences, what he sees as trends in the social media landscape and the future of blogging as a media communications form. The four videos are as follows

Subject                                                     Length (in minutes)
Background                                                   (3:25)
Blogs                                                             (5:59)
HistoryAsYouExperiencedIt and ZeitGAYst   (4:28)
Challenges, Opportunities, Trends                  (3:48)

In this 3:25 minute video, Rob Frydlewicz discusses his extensive research background:

Charlene Weisler Interview Rob Frydlewicz who talks about blogging - its future, its impact and its quirky media characteristics - in this 5:53 minute video:

Rob Frydlewicz talks about his two blogs History As You Experienced It and ZeitGAYst in this 4:28 minute video:

Charlene Weisler interview Rob Frydlewicz who offers his insights on future challenges, opportunities and trends in the media. This video is 3:48 minutes:

Q&A Interview with Jack Myers - Media Advisory Group

2011-02-21T14:00:00.004-05:00

Jack Myers, Chairman and Media Economist for the Media Advisory Group, is one of the leading media prognosticators in the industry. His Jack Myers Media Business Report and the Survey of Advertising Executives have become industry standards and continue to help media companies serve their customer base and plan for the future.

In the six videos below, Jack talks about a range of issues from his background and how he got into the media trending side of the business, his opinion about the future of media, the role of research in companies, DVR and 3D, sensory recognition, his trends to 2020 and his annual Advertiser Survey. These videos provide a unique perspective on many facets of the media industry.

Subject                                          Length (in minutes)
Background                                      (5:12)
Timeline, STB data                           (6:04)
Research Role, Sampling, STB         (3:45)
Trends to 2020                                (7:55)
DVR, 3D, Sensory Recognition        (5:21)
Survey of Advertisers                       (4:44)

Charlene Weisler interviews Jack Myers, Chairman of the Media Advisory Group. In this 5:12 minute video, Jack talks about his background and his syndicated Jack Myers Media Business Report:

Charlene Weisler interviews Jack Myers, Chairman of the Media Advisory Group. In this 6:04 minute video, Jack talks about what he sees as a media timeline - the evolution of new media platfoms and business models - and how it will all be monetized:

In a follow up to the timeline discussion, Jack discusses the current challenges of Research and its future potential in the new media lndscape, the issue of sampling and some thoughts about STB data:

Jack Myers, Chairman of the Media Advisory Group, offers his predictions on media trends for the next ten years in this 7:55 minute video:

Charlene Weisler interviews Jack Myers, Chairman of the Media Advisory Group. In this 5:21 minute video, Jack talks about trends in DVR, 3DTV and Sensory Recognition technology:

In this final 4:44 minute video, Jack Myers, Chairman of the Media Advisory Group talks about his seminal industry study Survey of Advertisers:

CW: Jack, Thank you so much for your time. How can we get in touch with you?

JM: My email is jm@jackmyers.com and my websites are http://www.jackmyers.com/ and http://www.mediabizbloggers.com/.

Q&A Interview with Stu Rodnick - Three Screen Nation

2011-02-01T15:59:00.000-05:00

Stu Rodnick, Managing Director of Three Screen Nation, is a media expert in all video platforms. His work for AOL in the early years has given him a unique perspective on how media is evolving and how the changing landscape affects viewership, usage and adoption.
Here are three interview videos that span a range of media issues from telecom to online to generational changes and demographics:

Subject Length (in minutes)
Background (5:12)
Telecom and Online (5:23)
Rate of Change (6:25)

In this 5:12 minute video, Charlene Weisler talks to Stu Rodnick about his work experience and particularly his work at AOL:

CW: What is the most valuable data out there and how can it be best used in consumer measurement?

SR: In a data rich world where it is relatively easy to connect consumer databases with other pools of information - including media exposure - transaction data has so much value. Without knowing everything you can capture about your customers, we are operating in the marketing dark. It is much easier to speak with your own consumers, figure out why they chose your product and then to build what worked for them into your marketing programs.

CW: How long will it take to get three + screen measurement?

SR: Talk about a double diamond task! We live in such a diverse world and consumers have so many passions; there are so many niches of programming and all sorts of connected devices with which to seek content. Looking through the rearview mirror, it was much easier to measure television ratings. We had 110 million or so homes and most had the same type of television experience. Today’s content, however, no longer has the same boundaries. To reach a consensus on a industry standard measurement solution that has representative demographic coverage and coverage across all of the screens on which consumers view media is a major undertaking. So, there will be trade-offs between broad measurement of the nation’s tastes and insightful measurement of a specific consumer segment’s tastes. It is difficult to see a single solution that can serve all.

Charlene Weisler interviews Stu Rodnick who talks about the Telecom and Online landscapes and demographic changes in this 5:23 minute video:

CW: Can you share any insights into how to successfully compete online?

SR: Just as real estate has its golden rule, location - location – location, online’s golden rule ought to be, interaction - interaction - interaction. Interactivity makes the mediums special. For marketers, messages that are worth interacting with are the key to building a successful campaign and capitalizing on the uniqueness of the medium. For media outlets looking to succeed online, they can now marry interactivity with other mediums strengths, whether it is the richness of magazine layouts, the caliber of television's video programming, the timeliness of newspaper reporting coverage or even music’s ability to move very specific niche audiences - to make consumers a part of the story.

CW: Lets talk about the publishing world. What do you see as the current challenges to this media model and what do you see as potential opportunities?

SR: Consumers, especially younger ones, have less interest in subscribing to either newspapers or magazines. This forces the publications to adapt their models on the fly. But opportunity also awaits them, as there are so many print properties with strong connections to passionate audiences and local communities. They just have to move their editorial prowess beyond print and start thinking of themselves more as content producers rather than publishers. For example, by offering more branded professionally produced video content, they can reap new audiences and revenues in a digitally dominant world. It is all about broadening the categories you compete in.

CW: I have always said that there might be a great opportunity for single format media, such as print, to expand their range of delivery opportunities with the advent of mutli-platform. Suddenly print can go beyond just text and begin to incorporate video and audio. Radio can go beyond just audio and incorporate text and video. Do you see this as a trend?

SR: Absolutely. The media outlets have special connections with their audiences and consumers will always find room for their favorite content to travel with them– wherever they go. The best magazines are already moving beyond being print only publications and the AM radio dial is increasingly filled by big media brands including ESPN, CNN and Bloomberg and there are even more cable networks and TV personalities represented on Satellite Radio.

Stu Rodnick, Managing Director of Three Screen Media, talks about the rate of change in the media industry today and the generational attitudes in media usage in this 6:25 minute video:

CW: So where would you see the future of media 3-5 years from now?

SR: Interactive television is going to become a big phenomenon, combining the consumers’ love of entertainment with at your fingertips convenience. The stage is set with a majority of homes already having high definition television sets, new TVs are pre-equipped with internet connections and applications, game console systems are being used to watch lots of videos and for the first time standalone iTV devices are very affordable. Apple TV and Roku’s devices cost less than a hundred dollars and each has sold over a million units in a short time. Look for the iTV device prices to keep falling since it is so important for Apple, Google, Amazon and Microsoft to build out big TV hubs. The devices will be priced low enough to become impulse buys and the video hubs will take off. Netflix’s success demonstrates that consumers want to access bigger video libraries and use slicker interfaces. Amazingly, half of Netflix’s streaming activity is from people watching re-purposed television shows. It is all about high quality content and giving choice to the viewer.

Q&A Interview with James Alexander

2011-01-19T09:48:00.001-05:00

James Alexander has a wide range of research experience most recently at the Weather Channel where he oversaw all areas of research including programming, marketing, sales, affiliates and off-platform. In this interview, Jim talks about his experiences with CTAM, the challenges that research is facing in the current marketplace and trends that he envisions in consumer behavior.

In the videos, Jim talks about his experiences at The Weather Channel and weather research in general. The three videos are:

Subject Length (in minutes)

Background and Research Trends (3:20)
Off Platform and Weather Research (4:00)
CTAM (1:14)

In this 3:20 minute video, Jim ALexander talks about his background and research trends:

CW: Jim, What would you say is the biggest challenge to media researchers in the next couple of years?

JA: As social researchers, we are challenged in choosing or creating the methodologies used in studies. I think we need to balance the science with practical considerations and find ways to leverage the inclusion of the latest technology. The Internet Quality debate taught us a great deal. Now it may be the use of mobile devices and social media that unlock the next wave of new research. Look at the successful companies that started out as web survey companies. The conservatives among us were reluctant - too reluctant perhaps - to adopt the web as a tool because we understand the value of the science that determines how a sample represents a population and were not sure how the internet would accurately sample from the general population. Can we embrace the convenience, targeting, cooperation rates and access provided by evolving technology and perhaps find ways to draw random samples and sample frames? That is a huge question and still a challenge.

With all the evolving media and splintering consumption, media researchers are challenged with quantifying the exposure in a meaningful and comparative way. It's not enough to count eyeballs because with the exploding types of advertisements, integration targeting and exposures the comparable unique user/viewer exposure has differing values for the advertiser resulting in different effectiveness.

CW: Tell us about your experiences with CTAM.

JA: I really enjoy the friends I made through CTAM. The forums and contacts are wonderful sources for new approaches and best practices. Working on the Research Committee and the Conference Planning Committee is rewarding and and a great way to develop a network of colleagues and resources. I have great appreciation for everyone who has helped me in my career and I look forward to more fun in 2011.

In this 1:14 minute video, Jim Alexander talks about CTAM and its value to him:

CW: Comcast announced the roll-out of a new STB which combines television with the internet. Will that impact measurement and if so, how?

JA: This raises questions about the measurement technology for the convergence of TV and the Internet. (why?) It could open doors to more directly link the consumer's path from a TV spot to a website with more information or to purchase.

These set top boxes and the new televisions with web browsing / application capabilities provide an alternative for web and widget access on the TV. This should prove more popular than WebTV but I don't see it driving sales of TVs or set top boxes in the near term.

Nielsen's been busy preparing to report TV viewing on other devices starting with adding the Nielsen online meters to computers belonging to the Nielsen families in their sample . I imagine that this sets the table to make TV over IP or streamed on a computer a part of the total TV rating universe. Having a single combined currency becomes much easier when the streamed content is identical in commercial number and pod placement as the linear version. Nielsen's likely thinking about how to get the online meter added to the television and set top software.

In this 4 minute video, Jim talks about Off platform and weather research:

CW: What will television usage from the consumers perspective look like 5 years from now?

JA: My daughters tell me they've been watching TV but I know they haven't had the tv on. My decision to keep a tv out of their room was effective until they figured out how to watch almost anything on their laptops and our wireless household Internet connection. To them the content is labeled as "TV" (meaning a series) rather than the type of equipment.

Based on more objective data, I expect the growing consumption of television content to continue, but the amount that is consumed linearly will begin to fall. The size of the growth in IP delivered streams of TV are dependent on the content and a consumer friendly user interface from Netflix, Hulu and the cable providers. It's a very exiting time watching attempts at a business model that will attract the networks and producers to release their best content for viewing to paying subscribers or anyone. Until the content opens up, it could be that cord cutting remains further out in the future.

CW: Jim, please give me 3 predictions for the next 5 years.

JA: Here they are:
1. Tablet computers and cloud computing will combine to replace significant laptop sales for "light computing" consumers whose use is about words rather than lots of data. Email, letters, correspondence are easily handled by a tablet that also is adept at web, applications, and video content. The tablet will slide into a dock or keyboard at work to allow for the use of a fast and accurate keyboard.

2. As we place more trust in big computing companies with our business and personal data, both privacy and loss protection will be the next big debate and will replace web and social media privacy discussions. Wikileaks may convince consumers the only way to protect their personal information is to keep it off servers and in their homes unless corporations can address their fears.

3. Here is my reach prediction for the tech paranoid crowd. A new wave of cyber enabled criminals will "watch" our routines and travel patterns to determine when to access our valuables online and at home.

CIMM Lexicon on Mediapost - A Word A Week

2011-01-13T18:47:00.001-05:00

CIMM, the Coalition for Innovative Media Measurement, whose Lexicon of Set Top Box Data terms and definitions has helped to standardize the language associated with STB data and its measurement has just launched a weekly column on Mediapost's TV Board called A Word A Week. This column selects a term and definition from the CIMM Lexicon and places it in context.

As a compiler and editor of the CIMM Lexicon, I am pleased to see that the terms and definitions will be showcased to a wide audience via Mediapost and hope that this will help facilitate STB data standardization, measurement and usage in the industry.

CIMM STB Roadmap Whitepaper

2010-11-03T12:07:00.006-04:00

CIMM (The Committee For Innovative Media Measurement) has just released the results of an extensive study on the Set Top Box data landscape. I have had the privilege of participating in the collection of the data with Managing Director Jane Clarke and then of compiling the results and writing the resulting whitepaper.

The CIMM STB Data Roadmap Whitepaper is the next step after the CIMM STB Data Lexicon of Terms and Defintions. CIMM's intent with the whitepaper was to explore the current state of STB data as it applies to understanding its strengths and weaknesses for a wide range of applications. Included in the analysis are feedback and insights from a range of constituents from data originators to data processors to software vendors to end users at advertising agencies and content providers as well as other interested parties such as media industry organizations.

The whitepaper – which summarizes and analyzes the results of the study - is arguably the only complete, holistic appraisal of the STB landscape available today. We reached out to all sectors of the industry – all those who touch and are touched by the data. The level of cooperation and the comfort that executives from across the spectrum had with the process is a testament to CIMM’s position in the industry as an unbiased coalition of the end users of media data.

In addition to an industry overview, a goal of the project was to prioritize an industry road map for the development STB data for a variety of uses such as use by the MVPDs (Multi-Channel Video Program Distributors) for marketing and carriage negotiations, granular analyses of programming and advertising, enabling various forms of segmented or addressable advertising or spending on television promotions, matching with outside databases to enable media buying ROI analyses and development of an audit-ready local or national measurement product, all while operating in a construct that does not violate consumer privacy laws. This whitepaper offers insights into the advantages and challenges of the data with suggestions for a workable STB measurement model to which media companies – from programmers to marketers to agencies - may support and subscribe.

Please click here for a PDF version of the CIMM STB Data Roadmap Whitepaper.

Q&A Interview with Jess Aguirre - Hallmark

2010-09-18T12:05:00.000-04:00

Jess Aguirre Jr, SVP Research for Hallmark Channels has a wide range of research experience from custom research companies to advertising agencies to radio, syndication, local television, production companies and ultimately in cable television. Jess arrived at Hallmark Channels at its inception. In this fascinating interview Jess talks about a range of subjects including the work he is doing at Hallmark, the impact of the internet, behavioral research and some predictions for the next five years.

There are three videos that cover the following topics:

Subject Length (in minutes)
Background (5:15)
Predictions (4:01)
Current Projects and CTAM (3:26)

In this first video, which is 5:15 minutes long, Jess Aguirre talks about his extensive media background from agencies to distributors to broadcast to cable:

Charlene Weisler interviews Hallmark's Jess Aguirre who gives his predictions about the state of media in this 4:01 minute long video:

Jess Aguirre, SVP Research for Hallmark, talks about his current projects as well has his CTAM membership and the value of CTAM in the industry. This video is 3:26 minutes long:

Q&A Interview with Phil Antonson - WideOrbit

2010-07-13T15:17:00.006-04:00

Phil Antonson has worked in the data heavy back office of research for many years at MSA which is a company that has helped media companies track and post advertiser contracts with increasing precision and flexibility. With his recent move to WideOrbit, Phil is able to continue his work in data specific tracking. WideOrbit has recently partnered with Donovan, which offers the potential to change how advertising is bought and sold and perhaps discover new ways to steward advertiser contracts. In this interview, Phil talks about WideOrbit, the greater role that data plays in the industry, set top box data’s potential and the future of media:

CW: Phil, let’s start with your background. How did you get to where you are today?

PA: I was with MSA (Management Science Associates) for about 17 years before joining WideOrbit. While I MSA we focused on applying software development and analytic expertise to business challenges in the media industry. I was able to work with each entity in the media supply chain; advertisers, agencies, content companies, media delivery companies, and a range of suppliers that supplied the glue to support and connect all the pieces. That experience probably gave me an appreciation for each of the pieces in this supply chain and their respective viewpoints and objectives.

CW: MSA is known for being the third party liaison between media sellers and buyers for tracking contracts and EDI. Do you see the relationship between sellers and buyers evolving as new technologies impact media measurement?

PA: In theory, improving technology will make it easier for buyers to measure the benefits they derive from a buy. Improving technology should both lend transparency and lower the cost of measuring new media. But, the pace of improvements is extremely slow and so the relationship between buyers and sellers does not seem to be changing much.

CW: Tell me about WideOrbit.

PA: WideOrbit is a software product company. We provide the back-end systems—mainly sales, traffic, and billing systems—to the media industry. Our clients include TV companies, radio companies, and mobile and advance advertising companies. We are the fastest growing supplier in our field thanks to our product innovations and customer service. We have recently rolled-out a new offering that is similar to an exchange where buyers and sellers can interact electronically. It’s called WO Central and offers real benefits to both buyers and sellers of television time. Others have tried this without success, but we plan to be the first to make it fly, especially given our large market share.

CW: What is WO Central and how does it work?

PA: WO Central is an electronic exchange that currently connects buyers and sellers of television time. It allows them to communicate and share data electronically to improve the efficiency of buying and selling time. The seller remains in control of their inventory and in what the buyer sees. WO Central authenticates and manages agency buyers across multiple media properties. A buyer can perform actions across the entire WideOrbit backbone infrastructure. Initial tasks a buyer can perform include: inspecting the traffic systems ‘view’ of an order; entering a new order; making requests for invoices; viewing of spots times; and entering, viewing and editing copy instructions. All of these actions are controlled via security within the WO Traffic network clients.

CW: Data and its various applications have tended to be back office in media. Do you see the role of data changing and if so, how?

PA: Just like in sports, the successful business leaders in all industries, including media, will be more analytic. This mindset should drive the demand for better software tools and analytic approaches (e.g., data modeling). Baseball and basketball coaches are now using statistics more than ever to pick players and make in-game decisions. The media industry is slowly evolving to do the same. Unfortunately, multi-million dollar decisions are still made based on experience and intuition.

CW: What could researchers do better to demonstrate the value of the data in major decision making?

PA: I don’t have any advice for researchers. My advice is for non-research managers to include their Research counterparts in more decisions, such as deciding how much inventory to allocate at a cable network to promotional time.

CW: Is WideOrbit currently using or planning to use set top box data?

PA: We are considering ways to leverage these data for the benefit of our clients.

CW; How do you think STB can be best used to supplement or even compete with the current television currency?

PA: STB data makes a lot of sense to me as a foundation for better measure of media consumption—a larger, more granular sample size. However, there will need to be a lot of cooks in that kitchen to make it the standard currency and each cook will want to get some compensation for their contribution. I’m therefore skeptical. Rentrak has made impressive strides in many areas as have others. Nielsen is very good at watching from the sidelines and making careful investments to retain their leadership position. But, that is getting harder for them to do.

CW: What do you think are the most dramatic changes in the industry in the past 5 years?

PA: The most dramatic thing is the lack of dramatic change. There’s a lot of potential that we have not realized. We will, but it takes a long time to turn a large industry. Addressable advertising will be the most dramatic change when we get there. The Canoe progress with RFI is a very good first step.

CW: What do you see on the horizon for the industry in the next five years?

PA: I think that we will still be working towards a broad scale addressable solution for advertisers. We will see the production of many iPad like devices to watch previews, watch content, control content, manage wireless networks, and much more. And we will see a new online network that’s a cross between Facebook, Wikipedia, and Youtube.

Interview conducted by Charlene Weisler, a research veteran, member of the Set Top Box Collaborative executive committee, the CTAM Research and Research Planning Committees and a CIMM consultant. She can be reached through her blog www.WeislerMedia.blogspot.com or at WeislerMedia@yahoo.com.

Scripps Presentation on Set Top Box Data

2010-06-26T16:32:00.015-04:00

The Set Top Box Data arena currently includes many data originators, processors and end users each using and examining the data in different ways. The hope of the industry is that these data analyses can eventually lead to some level of standardization and possible currency.

One step in this quest was the creation of a Lexicon of Terms and Definitions which was commissioned by CIMM and involved the cooperation on many major STB companies and clients.

Other steps include interesting comparison analyses with other currencies. Mike Pardee, SVP Research at Scripps, has been deeply involved in examining STB data. He has graciously allowed the posting of one of his department's presentations here. This presentation is called "A Mingle Source Look At Set Top Box Data."

Q&A Interview with Steve McGowan - Discovery

2010-06-22T16:25:00.010-04:00

Steve McGowan returned to Discovery this year after a seven year stint at Nielsen. Currently Steve is SVP Research at Discovery and has a unique perspective on the evolution of the company from small start-up to large conglomerate. In this in-depth interview, Steve talks about a range of subjects including set top box data Nielsen, the evolution of DVRs and predictions for the next five years.

There are three videos that cover the following topics:

Subject Length (in minutes)
Background, DVRS and VOD (6:11)
Set Top Box Data (3:50)
Past, Future and CTAM (4:25)

Charlene Weisler Interviews Steve McGowan, SVP Discovery, who discusses his background in this 6:11 minute video:

Steve McGowan talks about his Nielsen work with set top box data in this 3:50 minute video:

Charlene Weisler talks to Steve McGowan who shares his thoughts on the past changes in the industry, future predictions and the importance of CTAM:

Q&A Interview with Todd Lituchy

2010-06-18T16:17:00.009-04:00

Todd Lituchy has had an extensive media career, much of it in the international arena spanning three continents. His unique perspectives on international media make for a fascinating interview. Todd is the President of New Media Vision which helps clients expand their global footprints, develop new channel launches, and sell product globally.

In this interview, Todd talks about his background, the differences in international marketplaces, TV Everywhere, the internet’s impact on television viewership and offers some future predictions for the next few years.

CW: Todd, what is your background - how did you get to where you are today?

TL: I have worked in television for the past 20 years. My first job was in the NBC research department in NYC while still in college. After college, I had short stints at Lifetime Television, Viacom, and Nielsen. Then, after receiving an MBA from Columbia University, I moved to Los Angeles. I spent 5 years working for Walt Disney Studios in research and moved over to the programming side and ran Program Planning & Acquisitions for UPN. I was then recruited to run Viasat Broadcasting’s entertainment division. Based in London, I oversaw Program Planning, Acquisitions, and Commissioning for Viasat’s free and pay TV channels throughout Europe. After 5 years, I left to run the creative departments of News Corps’ Asian TV operations as President of Entertainment for STAR TV based in Hong Kong. I returned to London last year to start my own media consulting firm, New Media Vision. Initial clients include: Discovery Networks International, BBC Worldwide, and a number of production companies globally. It is a very exciting time for me.

CW: Tell me more about Viasat Broadcasting and what you did there.

TL: I was President of Entertainment at Viasat and it was a great job. I worked with people from all over Europe. We had free-to-air channels in a dozen countries and pay channels in roughly 30 countries. I worked on channels that were the highest rated channels in their markets as well as startup channels – talking them from pre-launch to launch to profitability. I also had the benefit of working on ad-supported channels and premium cable channels; general entertainment channels and niche channels (news, music, history, film, and factual programming). The job also allowed me to develop a strong track record in commissioning. In addition to working with the country CEOs and channel heads at picking strong local productions off of paper for our markets I pushed the company heavily into the format arena. During my tenure, we did the first local adaptations globally of Wife Swap, Queer Eye For The Straight Guy, Extreme Makeover: Home Edition, You Are What You Eat, and others. Plus we did local versions of Pop Idol, Survivor, Deal or No Deal, and Who Wants To Be A Millionaire. It was an amazing learning experience.

CW: What is the difference between the American, Asian and European media marketplaces?

TL: I have found that things vary more on an individual country basis than on a continental basis. Some countries rely heavily on local production; others are extremely competitive when it comes to acquisitions. In some markets there are volume an output deals and it is difficult to do ad-hoc acquisitions. In other markets, such as the UK ad-hoc acquisitions are the norm. From a production standpoint, the production values from the US studios are top notch, but you’d be surprised at how solid programs look on a $10-20,000 per hour budget coming out of Eastern Europe or Asia. I admire the risk-taking that comes out of the UK and The Netherlands. You see a lot of interesting concepts being tested on air.

CW: Tell me about New Media Vision.

TL: New Media Vision is my baby. I started the company at the end of last year helping international clients with format scouting and expansion of their channel portfolios. I have worked with start-up organizations as well as established global media companies with billions in revenue. Lately, I have started working with content owners helping them sell finished product globally and with producers to help them sell their formats across the world. I am working with interesting people and I get to choose the projects that are appealing to me. It is very empowering to hone my skills across a wide variety of disciplines, including: program development, research, format scouting, sales, channel management, acquisitions, production, and digital strategy.

CW: What do you think has been the most dramatic change in the industry in the past 5 years?

TL: TV Everywhere – the ability to watch TV shows online and over mobile phones. It is a huge game changer and is a fantastic advancement from a consumer perspective. In terms of programming and scheduling, it has made the industry rethink a lot of traditional practices. From a business side, we are still trying to work out how to monetize it.

CW: How do you think we can best measure TV Everywhere? Will the measurement differ across countries and if so how and why?

TL: I think media research companies will strive to measure television viewership however and wherever it is viewed. In addition to measuring traditional TV sets, it is important to measure streaming video on the Internet, inside and outside of the home, and to measure viewing on mobile platforms such as cellular phones and iPads. I think measurement will likely differ across countries for a number of reasons including technological differences and the cost required to capture the information.

CW: Please give me three predictions for the next 5 years.

TL: An increased commitment to co-productions: we have seen a spike in international casting in American programs over the past few years (House, Flashforward, Bionic Woman, Fringe, and Lost, just to name a few) and this will lead to the next step which is for international networks to co-fund series and take a role in creative decisions. Internet connected TVs: new TV sets will have internet connections allowing consumers to watch YouTube, Hulu, BBC iPlayer, and other catch-up services on their main TV set instead of their computers. International formats will continue to appear on TV screens in the US and UK, but companies will start looking beyond The Netherlands and Japan for strong ideas. The world is full of great television content.

CW: How will Internet ready TV’s impact media usage?

TL: Overall, Internet ready TVs will cause an increase in media usage. Almost anytime consumers get new hardware for their TVs – whether it was cable boxes, VCRs, or DVRs, -- viewership increases. This will be the case with Internet ready TVs as well. You won’t see an across the board increase for all channels, so that makes the old guard nervous. You will see consumers watching YouTube, iPlayer, Hulu and other catch-up services directly on their living room sets and, in aggregate, viewership will increase.

Interview conducted by Charlene Weisler, a research veteran, member of the Set Top Box Collaborative executive committee, the CTAM Research and Research Planning Committees and a CIMM consultant. She can be reached through her blog www.WeislerMedia.blogspot.com or at WeislerMedia@yahoo.com.

Q&A Interview with David Leider - GSTV

2010-06-18T16:16:00.013-04:00

David Leider is the CEO of GSTV, also known as Gas Station Television. David has an extraordinary background in media, particularly at the agencies –both traditional and interactive – and at Yahoo. Now, his work with out of home has spawned new measurement techniques and has created more valuation opportunities for all out of home advertising. In this interview, David talks about GSTV, the special Nielsen-based measurement he used for valuation, how his service is unique from other outdoor advertising and video content providers. He also talks about the differences in agency shops from traditional to interactive and how they are evolving as well as positing how the media landscape will look in the next five years.

The videos in this fascinating interview cover the following topics:

Subject Length (in minutes)
Background (5:35)
GSTV & Measurement (9:04)
Future, Out of Home (6:16)
Ethnography and Environment (7:07)

Charlene Weisler interviews David Leider, CEO of GSTV. David talks about his extensive background. This video is 5:35 minutes long:

David Leider talks about GSTV and how it is measured in this 9:04 minute video. GSTV delivers over 26 million at the pump viewers and almost 30 million total, including their C-Store TV network:

Charlene Weisler interviews David Leider, CEO of GSTV who talks about the future of media and out of home in this 6:16 minute long video:

David Leider, CEO of GSTV talks about ethnographic research and how environment impacts media usage. This video is 7:07 minutes long:

Q&A Interview with Jim Multari - Sprout

2010-06-13T14:20:00.001-04:00

Jim Multari, Director of Research for Sprout, has great experience in the supplier side of research before moving to Sprout four years ago. Jim is currently exploring how to measure and position Sprout through the use of custom research and set top box data. In this interview, Jim talks about how Sprout researches parental preferences, how Sprout behaviorally targets parents of pre-schoolers, what the future is for measurement, cross platform and changes in research since he first started as a data analyst.

The videos in this fascinating interview cover the following topics:

Subject Length (in minutes)
Background (5:45)
Sprout, STB Data, Cross Platform (5:43)
CTAM (1:55)
BT, DVR, Predictions (6:38)
Targeting Pre-schoolers (6:04)

Charlene Weisler interviews Jim Multari of Sprout who talks about his background in thei 5:45 minute video:

Charlene Weisler interviews Jim Multari of Sprout who talks about Sprout, the use of set top box data in measurement and cross platform in this 5:43 minute video:

Research Director Jim Multari talks about CTAM and his participation in CTAM committees in this 1:55 minute video:

Charlene Weisler interviews Jim Multari who discusses behavioral targeting, DVR use and offers some future predictions and insights. The video is 6:38 minutes long:

Jim Multari talks about how Sprout not only research parental preferences but also how the network targets pre-schoolers in this 6:04 minute video:

A Set Top Box Data Ratio

2010-06-08T18:18:00.001-04:00

MPG held its Collaborative Alliance meeting in New York on June 3, 2010. At the meeting, a group of us who formed the Collaborative Set Top Box Data Committee posited a method to apply set top box data to help networks that are not rated by Nielsen to translate their data for use by the agencies and their national television buyers. As we stressed during the meeting, this is directional and not intended as a data comparison.

Background
This ratio percentage was not created in a vacuum. We consider it a next step in a series of careful analyses of various cuts of set top box data from different data aggregators. We present it as one more example of the efficacy and usability of set top box data for measurement.

Past analyses have shown that when set top box data results are compared to Nielsen:
 There are similar performance ranks for larger networks
 There are similar percent share of GRPs for broadcast networks
 There is a high correlation between homes delivery of the two data sets in some local markets.

With the knowledge gained from these past analyses, we felt that we could create a ratio percentage using STB data that can be used to help translate the performance of networks that are not measured by Nielsen into an agency’s measurement parlance. What we did was to compare the delivery of a chosen network to a select affinity group of measured-by-Nielsen networks (such as Kids, Sports, Business and General Entertainment) in STB data and then apply this ratio to the actual Nielsen delivery for those same measured networks.

We examined a range of networks using Rentrak’s AT&T U-Verse data including Bloomberg, INSP, Sprout and Wealth. All these networks subscribed to Rentrak measurement. This does not include set top boxes in their Dish and other platforms. For the record, Rentrak reaches over 15 million tv sets. For the purposes of this analysis we used a subset which was the complete U-Verse universe of 2.5 million homes.

The following people were involved in discussions about the project at some point in its development: Joe Abruzzo (MPG), Brad Adgate (Horizon), Matthew Bayer (Carat), Shari Anne Brill (Independent), John Cogan (OMD), Ed DiNicola (Independent), Andy Donchin (Carat), Joan Fitzgerald (comScore), Frank Foster (AT&T U-Verse), Jason Kanefsky (MPG), Bill Livik (Rentrak), John Morse (Byron Media), Jim Multari (PBS Sprout), Mitch Oscar (MPG),
Stu Rodnick (Three Screen Nation), Art Salisch (Scarborough), Jonathan Steuer (AT&T U-Verse), Rick Wardell (INSP), Charlene Weisler (Independent) and Leslie Wood (Independent).

Sprout Example
In creating a ratio percentage for Sprout, we chose three Kids prototype networks that were measured by Nielsen and that best matched the Sprout profile. Using Rentrak AT&T U-Verse of 2.5 Million households for Primetime 8-11p we examined the following weeks: January 18-24, 2010, October 19-25, 2009, July 20-26, 2009 and April 20-26, 2009. We examined the same week per quarter to help ascertain seasonality.

Starting with January 18-24, 2010, we grossed and then averaged the audience delivery for the three prototype networks. Then we calculated Sprout’s percentage delivery of that average which was 9% for that January week.

Rentrak AT&T U-Verse Universe Impressions (Average Audience)
Cartoon 17,379 -
ABC Family 13,259 -
Nickelodeon 38,389 -
Total 69,027 (100%)
Average 23,009 -
Sprout 2,037 (9%)

We then examined Nielsen performance for the three prototype networks for the same week in January, grossed and averaged these deliveries and then applied the 4% ratio to the average. The result was 38,357 or Sprout.

Nielsen National Impressions (Average Audience)
Cartoon 382,521
ABC Family 680,379
Nickelodeon 215,683
Total 1,278,583
Average 426,194

Ratio % 9%
Sprout Average Audience 38,357

After calculating January, we wanted to be sure that the ratio was stable and not subject to seasonality. In applying the methodology to the other three quarters we found that the ratio percentage was comparable.

2Q09 3Q09 4Q09 1Q10
Sprout Ratio % 10% 8% 10% 9%

Conclusion
While the creation of performance ratios through Set Top Box Data is still in its developmental stages, the ratios created with prototypes using Rentrak’s AT&T U-Verse data has met with research and buyer sign-off as a plausible approach at agencies such as MPG and Carat. We hope to be able to examine more datasets over the next few months. This initial step indicates to us that the ratio method has the potential to create meaningful, comparable delivery impressions for certain networks in the television universe for use at the agencies.

Q&A Interview with Bruce Friend - OTX

2010-06-08T12:54:00.000-04:00

Bruce Friend, President of IPSOS OTX Media Content and Technology, has had an illustrious career spanning over 30 years. And his background, often at start-ups, reflects the immense growth in the cable industry from its inception. Bruce started in the ad agency world but soon moved to pay cable for a new launch called HBO. He then moved to an new Hispanic broadcasting network called Telemundo and from there new basic cable networks MTV and Nickelodeon. Ultimately, Bruce make a strategic decision to move to the research supplier side of the business. In this fascinating interview Brice talks about a range of subjects including the new company formed from IPSOS’s acquisition of OTX, internet television, ethnography, research quality and some predictions for the next five years.

There are five videos in that cover the following topics:

Subject Length (in minutes)
Background (5:19)
Research Changes (6:54)
OTX and IPSOS (6:34)
Virtual Ethnography (6:54)
Future, Projects and Innovations (6:58)

Charlene Weisler interviews Bruce Friend, President IPSOS OTX, who discusses his extensive media background from agency to broadcast to cable to distributor to supplier in this 5:19 minute video:

Charlene Weisler interviews Bruce Friend who talks about changes in research and the importance of research quality. This video is 6:54 minutes long:
Research change and Quality

In this 6:34 minute video, Bruce talks about the merger of OTX into IPSOS:

Charlene Weisler interviews Bruce Friend who discusses the concept of Virtual Ethnography and how the use of new media can enhance research. This veido is 6:54 minutes long:

Bruce Friend talks about his future projects and media innovations and offers some predictions for the next five years in this final video (6:58 minutees long):

Q&A Interview with Ellen Romer - Simmons

2010-05-31T09:00:00.004-04:00

Ellen Romer, SVP Strategic Planning at Experian Simmons, has vast experience on the supplier side of consumer research. In this interview she talks about Simmons new DataStream study, the impact of set top box data, some consumer trends and future predictions.

There are four videos in that cover the following topics:

Subject Length (in minutes)
Background and Simmons (4:48)
Data Stream Simmons Study (7:59)
STB and Predictions (6:10)
Consumer Trends and Conclusions (5:38)

Charlene Weisler interviews Ellen Romer, SVP Experian. Ellen talks about her extensive supplier side background and her work with Simmons in this 4:48 minute video:

Charlene Weisler interviews Ellen Romer who talks about Simmons' new consumer measurement system DataStream in this 7:59 minute video:

Charlene Weisler interviews Ellen Romer, SVP Experian. Ellen talks about consumer trends in this 6:10 minute video:

Ellen Romer, SVP Experian Simmons talks about set top box data through Experian and give us some predictions for the next five years. This video is 5:38 minutes long:

Interview conducted by Charlene Weisler, a research veteran, member of the Set Top Box Collaborative executive committee, the CTAM Research and Research Planning Committees and a CIMM consultant. She can be reached through her blog www.WeislerMedia.blogspot.com or at WeislerMedia@yahoo.com.

Let's Talk About the Upfront

2010-05-11T08:17:00.001-04:00

Do you have a compelling upfront position that is supported by research? If you would like to talk about your presentation in a video interview for Mediapost and this blog please contact me.

A Next Step in Set Top Box Data Adoption: The CIMM Lexicon

2010-05-10T10:12:00.002-04:00

Much has been written about Set-Top Box data. Some say the data are one of the most exciting opportunities for media measurement in recent years. Others point out the vexing problems and inherent challenges. One thing is clear however; Set-Top box data offer granularity that, with some standardization and agreed upon rules, could add to our overall knowledge of media usage.

Jane Clarke, Managing Director CIMM

But where to start? The advancement of Set-Top Box data has been hampered by concerns about privacy, footprints versus samples, editing rules and full access to the data, among other issues. Despite years of collection, aggregation and analysis, Set-Top box data is still essentially in its formative stages. For one thing, new measurement terms and editing rules are being created every day. This is resulting in a “Tower of Babel” where suppliers and users may not always be talking the same language.

As a first step towards standardization and fuller implementation of Set-Top box data as another measurement tool, CIMM has embarked on an ambitious project to collect, collate and interpret all the myriad types of terms that are being developed as part of the Set-Top Box data measurement initiative. The result is a comprehensive Lexicon of Set-Top box data terms and their definitions. Until now, there was no single source that offered a full reference list of these metrics and their definitions.

This week, as part of Cable Week at the CTAM Research & Insights Conference in LA, CIMM debuts the first Set-Top Box Lexicon. This is part of an effort to create a common language so that the standardization and adoption of Set-Top box data as a media measurement tool can proceed smoothly and efficiently across the industry. The Lexicon is a work in progress and will be continually updated.

CIMM Lexicon
CIMM is well positioned in the industry to help with the standardization of terms and usage. CIMM represents a coalition of end users of media measurement who have a vested interest in helping to develop strong, accurate Set-Top box measurement standards that can help to grow their businesses.

The analysis of Set-Top Box data in the U.S. has been expanding in recent months and there are indications that the necessary steps are being taken to standardize data coming from a wide variety of configurations of networks, hardware and software. The data that are starting to become available include not only linear TV data, but data from DVR playback, VOD (Video-on Demand) sessions, ITV (Interactive TV) applications, the EPG (Electronic Program Guide), as well as data from remote controls.

But this is not without measurement constraints that need to be resolved including the standardization of terms and metrics and an agreement on the best algorithm for such metrics as Capping and Latency, for example. There are also coverage considerations because Return Path Data aren’t available for over-the-air homes (which is a diminishing universe) and satellite homes that aren’t connected to phone lines. Finally, there are a range of basic technical issues being addressed, such as synchronizing time across systems, developing edit rules for data outages, accurately identifying content and ads across different boxes and systems, as well as managing the enormous volume of data generated. These are all being addressed now.

Despite the current constraints, the potential uses of Set-Top Box data are many:
 Set-Top Box data, with its larger footprint, can enable unmeasured networks (often highly targeted networks) to finally be measured with statistical stability, enabling them to attract more advertising and grow.
 Set-Top Box data can also provide the granularity needed to produce TV ratings for smaller audiences who are underrepresented in current measurement.
 Tuning data can be provided at second-by-second intervals, providing the potential to measure the audience for commercials with lengths shorter than a minute.
 Set-Top Box data offers an opportunity to measure out-of-home and second home viewing and usage patterns.
 Sellers of local advertising across all networks in small markets often find themselves without enough stable data to get credit for advertisements aired on their networks.
 Additionally, Set-Top Box data enable forms of segmented advertising and creative versioning for programs, networks, dayparts and geographic areas Set-Top Box data can provide new opportunities for the TV industry to attract spending from advertisers that has been spent on direct mail.

The challenges facing the multichannel operators in bringing Set-Top Box data products to market aren’t only technical. There are regulatory and privacy concerns that are being addressed to make sure that data are aggregated and de-identified. There are also business models that need to be built, since the data business is new for multichannel operators, whose primary concern is the relationship with their subscribers and secondarily, advertising partnerships.

All these new opportunities take time to develop, and the initiatives taken now will shape the nature of Set-Top Box data products. The first step is for all of us to begin to speak a common language. CIMM’s goal is to support development of the Set-Top Box data business, and the Lexicon is the first step in this direction.

Q&A Interview with Jaffer Ali - Vidsense

2010-04-29T08:58:00.000-04:00

Jaffer Ali, President of Vidsense, can be labeled a provocateur because of his very different and cutting edge views on the future of the media. And yet, his thought provoking opinions and insights cannot be easily dismissed. Jaffer has been on the cutting edge of the digital business for over 25 years and has experienced the rise and fall and rise of media from many vantage points. His latest venture, Vidsense, bundles video content and viewers and delivers them directly to advertiser websites in an interesting and user friendly manner.

CW: Jaffer, What is your background - how did you get to where you are today?

JA : I started out in the home video business way back in 1982. My family started an independent home video label (MPI Home Video) and we distributed the Beatles' films Hard Days' Night, Help!, Magical Mystery Tour, Honeymooners' Lost Episodes and many other classic TV shows.

I left the family business to create a direct-to-consumer video marketing company. We sent catalogs in the mail to video buyers. We created joint ventures with Home Shopping, Sneak Previews and even country star, Ray Stevens. We purchased every type of media in those years; radio, TV, print, and even tried billboards. After selling that company in 1995, my sister, cousin and I moved on to doing television direct response. We sold videos with DR commercials. Some of our success was with Riverdance and Lord of the Dance. Of course for every one hit, there were 15 disasters. The business was a hit business and we were always chasing the next hit which proved economically challenging.

So in 1997, we started experimenting with selling videos online. We bought advertising from EVERYONE back then...even cut a deal with Mark Cuban's AudioNet (before it was renamed Broadcast.com). We tried banners, audio banners, we streamed video in 1998 with Mark's company. Of course the video was a postage size image and with dial up, the quality was anything but useful.

We were doing only DR online back then and discovered only one medium that worked; email newsletters. We discovered a niche of text email newsletters that we could place text ads in and get an enormous ROI. We found 16 of these that we were advertising in weekly and decided to create our own publications/newsletters in 1998. We created a daily joke newsletter, bizarre news, recipes, film quotes, and inspirational quotes.

We not only were an e-commerce company selling videos, we now owned our own media. We grew rapidly and within months had 100,000 subscribers to 6 different publications emailed daily. That totaled 6 million ad impressions per month since we deployed daily and each publication had 2 ads.

We decided to offer 50% of our media for sale and contacted EVERY ad network in 1998. Not a single network knew what to do with our ad inventory. But we knew first-hand that our media was the best available online because we had tried everything. But no ad network wanted our inventory. So Nov. 30, 1998 we created the Pulse Email Newsletter Network or PENN with our owned and operated newsletters plus added the non owned publications that we were already buying space inside.

We had 21 publications with 610,000 subscribers in the network. Intel was our first advertiser and we were off to the races. At its height, we had 62 million subscribers and over 900 publications in the network. Our client base was Buy.com, Pets.com, eToys, British Airways, Zing and many more.

The dotcom crash, SPAM clogging in boxes and 9-11 hurting our travel clients took its toll. In 2003 I wrote a business plan on how to bring video clips to the Internet and offer DVDs for sale. Sort of an MTV with an ordering option. We began to get license deals with home video companies.

We created one of the first video portals called Evtv1.com. In addition to selling DVDs, we sold pre-roll. NETFLIX was taking all we could deliver back in 2005 and that is when we noticed major problems with pre-roll. Users hated them. Click thru rates declined quarterly. Only 1 in 3 clips could carry a pre-roll without destroying the user experience.

Then in 2008, lightning struck. The question hit me; What if the video view could be terminated on the advertiser's website and we delivered the streamed clip AND the visitor? Vidsense was born with that question. We got funding in 2009 and started proving the model. The Vidsense network now generates more than 11 billion monthly page views, and can drive more than 250 million monthly visitors to brand websites bundled with licensed video clips. Vidsense has more than 20,000 publishers participating in our network. These publishers/websites place our "Video Snack Bar" on their sites and they make more money per video view than if they placed a player on their site. Vidsense offers safe, scalable brand reach for the advertiser. For the publisher, we offer a way for non-video sites to offer video snacks to their visitors without licensing and technology issues. For the content owners, we offer a fair royalty for their content. In short, we offer a sound media ecosystem.

CW : What is the payout for the publishers?

JA: We actually do something few networks actually do; we negotiate with each publisher upon acceptance into our network. We do not have a set payout that goes for every publisher. The only thing we guarantee is that our payout will be higher per video view than any other video network out there. We just insist that the video view play in a new browser window.

CW: What do you think are the next trends in the online advertising environment?

JA: Presently, most of the media and advertising models have not been created for advertisers to scale. Google may scale for Google, but it certainly doesn’t scale for advertisers. That is why they need 1.5 million advertisers. They cannot deliver millions of visitors to a brand website every day.

We will see new ad models that have scale as a point of departure and not as an after thought. The present online ad environment was created for niche, “long tail” marketers. Having a scalable ad environment will reverse this idiotic trend. This will then attract the huge brand ad dollars that have largely stayed with television. Scalable reach will be accompanied by a trend of brand websites controlling the eyeball on sites they own instead of renting eyeballs on publisher sites.

We also believe that the definition of online reach will dramatically change. Why? Because current display banner ads just might be the most useless, ignored advertising medium ever invented by man.

CW: What are your views on consumer privacy?

JA: I have also written about this extensively. We are experiencing an almost complete symbiotic relationship between corporate and government collusion. Google, AT&T, and all BT companies are just a subpoena away from handing over any PII (Personally Identifiable Information) to the government. Orwell never envisioned corporations violating our privacy as they are now. His dystopian view of the world had only government savaging our privacy.

Violating our privacy in the name of the false, clay idols of targeting only serves to defy and desecrate our dignity. Even if the present targeting methodologies worked (which they are existentially flawed), they would be disqualified by any ethical or moral standard worthy of its name.

CW: What would you say are the most dramatic changes in the media industry in the past five years?

JA: The futile attempts to avoid recognizing failure has resulted in all media "doubling down" over and over. And the result has been an ever-accelerating rush to the bottom. Common sense has been abandoned. Everyone knows that if you are in a hole, one should stop digging. But media
across the board has rented power shovels to dig ever deeper. The obsessive and futile search for "one-to-one" marketing is a reflection of obscene narcissism. Media and marketers have tried to divine what makes each of us different and have utterly ignored what we share in common. In the process, we have increased choices catering to as many different tastes as possible. Media and marketers have thus sacrificed scale for idiosyncrasy. We have developed more and more targeting tools which further erode brand loyalty. Behavioral targeting is just the most recent boondoggle that will dig an ever deeper hole for media and marketers. Audience fragmentation and marketing fragmentation both operate against scale. Media and marketers are embracing each other in a death grip.

CW: But what about products that are niche by nature such as vitamin water? Isn’t behavioral targeting a way for advertisers to better pinpoint potential consumers in an efficient and affordable way? Not all products are mass.

Having a niche product does not confer some talismanic right for a viable business. I once had a client who flew out to meet me to demonstrate his product. It was a “portable toothbrush”. In fairness to him, it was encased in device that looked like a fountain pen. Having a niche product for left-handed midgets doesn’t mean that it is a viable business. You are 100% correct that not all products are mass…and yet we all need to realize that not all niche products are economically viable.

Your question about behavioral targeting assumes that it works. The reality is quite different. The fact that there are a multitude of anecdotes pointing to its effectiveness ignores the reality that it has failed miserably MANY times. BT is just the latest snake oil being sold by folks who really do not even understand its underlying assumptions. Chief amongst the misconceptions is the notion that human behavior is rational. This was the same disastrous assumption that led to the collapse of the stock market. I have written about this in much more detail and will not go into this more deeply right now.

CW: And what about mass type products that develop sub-brands like laundry detergent that begets environmentally friendly versions?

JA: Charlene, we are just emerging from the most self-indulgent time in our nation’s history. Do we really need 37 types of toothpaste? 47 types of corn flakes? The number of SKUs stocked by stores escalated dramatically over the past 20 years and only now is being rolled back. Walgreens announced a reduction of25% of their SKUs. Wal-Mart is reducing its SKUs.

Media fragmentation and product choices went hand in hand. People actually thought that having customized license plates expressed real individuality. Self-indulgent narcissism was nurtured thru more and more niche product lines. This “golden age” of choice did not create a healthy ecosystem. And as Barry Schwartz wrote in The Paradox of Choice, increased choices did not make us happier. It led to a more and more complex environment.

CW: Jaffer, if you think niche products will cut back, what is your long view of digital niche media - millions of websites and blogs etc?

JA: The long tail marketing concept was thought to help niche media sustainability...it does not. There will be cable networks going out of business by the gaggle. Millions of websites and blogs will recognize that they do not have a sustainable business model and with rare exceptions, only those that are hobbyists will continue. I personally have had a Blog for 12 years that is a collection of inspirational quotations from sages. Quotations are a complete passion of mine and not a business. This is an example of "passion over profit". It would be self-indulgent narcissism and vanity to believe that my hobby is a sustainable business.

Millions of websites have created a business for Google and intermediate networks, but those networks cannot offer a sustainable revenue stream in most cases. This is not the least bit controversial. Just ask how many of those millions of websites and Blogs are making a thriving business from their passion. And niche cable networks by and large are collapsing in on themselves. The end of self-indulgent narcissism where 15 different types of toilet paper (to be used on our backsides!) is gladly coming to an end. Our happiness and media ecosystem should never have been tied to trying to satisfy every indulgence.

CW: Jaffer, I am almost afraid to ask - please give me three predictions for the next five years.

JA: All of the following predictions are predicated on a landscape that understands that failure will no longer be dressed up as success.

A) Consumer and media choices will be curtailed across the board. As mentioned earlier, do we need 37 different types of toothpaste? 49 different cereals? We are starting to see the trickle of less skus in Walgreens, Wal-Mart and the cereal aisle. This in turn will be followed by less media choices on DirecTV and cable. Channels catering to ever more niche audiences will go out of business because they are not sustainable... just like 49 cereals are unsustainable.

B) Behavioral targeting will be recognized for the snake oil it is. Plus, the invasiveness of its methodology will be seen as unethical and immoral.

C) Brands will return to what made them: scalable reach. They will figure a way to wrap themselves around content in all media formats and scale. This means brands will increasingly subsidize content like in the glory days of radio and television. And media will figure a way to accommodate them because that is where the money is: big reach for big brands. Concentrating on self-indulgent niches is a disease of the soul and brands will rediscover the soul of their brands by emphasizing our commonalities, not our differences.

CW: If your first prediction comes true, how do you see that impacting the media sales marketplace?

JA: A less fragmented media marketplace that recognizes its business is satisfying advertiser needs will lead to simpler solutions. Brand advertisers want scale. They need scale. Ask P&G. Ask Unilever. Ask any large brand advertiser and they all will tell you that scale is much more difficult to achieve in today’s fragmented landscape.

We agree, but believe there is no technological solution when you ask wrong questions. We cannot scale for large brands by ADDING. We will scale by SUBTRACTING. Less will be more when it comes to our media environment.

CW: If your predictions come true, do we need 1000s of television or cable networks? What will happen in that area, in your opinion?

JA: I think it is patently obvious that thousands of cable and television networks are not sustainable as businesses in a post-narcissism era. The same holds true for websites as well, but since the barrier to enter and sustain a website is much lower than for TV and Cable networks, niche tastes will be serviced by passionate hobbyists. I call this the “Passion over Profit phase.

Interview conducted by Charlene Weisler, a research veteran, member of the Set Top Box Collaborative executive committee, the CTAM Research and Research Planning Committees and a CIMM consultant. She can be reached through her blog www.WeislerMedia.blogspot.com or at WeislerMedia@yahoo.com.

Q&A Interview with Derek White, President, The Hotel Networks

2010-04-18T23:21:00.000-04:00

Derek White, President of The Hotel Networks as well as an officer of LodgeNet, has a unique position in the industry. His company sits on a vast amount of out of home set top box data which is only now being explored for audience measurement purposes. In this five part interview, Derek talks about the consolidation of the data and the formation of metrics, the business proposition of Hotel Networks in the media landscape, iTV, out of home as well as some future predictions.

The videos in this fascinating interview cover the following topics:

Subject Length (in minutes)
Background (4:14)
Hotel Networks and STB Data (5:26)
Hotel TV Usage, Out of Home (6:58)
iTV (2:59)
Past & Future and Conclusion (4:52)

Charlene Weisler interviews The Hotel Networks President Derek White who discusses his background in this 4:14 minute video:

Charlene Weisler interviews Derek White who discusses The Hotel Networks' business model and their use of set top box data. This video is 5:26 minutes long:

What distinguishes how people use television in their hotel room as compared to how they use television at home? Hotel Networks President Derek White talks about hotel tv usage and out of home media in this video 6:58 minute long video:

Charlene Weisler interviews The Hotel Networks President Derek White who discusses iTV in this 2:59 minute video:

Charlene Weisler interviews Derek White who offers some insights into past trends and future opportunities in this concluding 4:52 minute video:

Q&A Interview with Lauren Zweifler - Screenvision

2010-04-18T14:14:00.000-04:00

Lauren Zweifler, VP Research for Screenvision, has expanded the value and importance of in-theater advertising for both advertisers and viewers. Lauren has extensive background in movie research, coming to Screenvision from American Movie Classics (AMC).

In these four insightful videos, Lauren talks about Screenvision, in theater research, past and future competition for the movie business, behavioral targeting and its measurement as well as offering some predictions going forward:

Subject Length (in minutes)
Background & Screenvision (3:01)
Movie Targets & measurement (6:40)
Past & Future & Competition (2:41)
Projects & Conclusion (3:01)

Charlene Weisler interviews Screenvision head of research Lauren Zweifler who discusses her background. This video is 3:01 minutes long:

Lauren Zweifler, VP Research Screenvision, talks about Movie Targets and Measurement in this 6:40 minute long video:

Charlene Weisler interviews Screenvision VP Research Lauren Zweifler who talks about Past trends and future opportunities. This video is 2:41 minutes long:

In this concluding video, Lauren Zweifler talks about her current projects. The video is 3:01 minutes long:

Q&A Interview with Ned Greenberg

2010-04-09T15:07:00.011-04:00

Ned Greenberg is a research veteran whose experience at MTV, E!, CNBC and most recently at The Weather Channel places him in the center of major research initiatives including Cross Media metrics, Out of Home measurement and Commercial Pod Effectiveness. In this four part video interview, Ned discusses his custom Pod Analysis studies, Cross Platform, Engagement, Set Top Box data through TIVO and the future of research in addition to some future predictions for the media landscape.

There are four insightful videos in that cover the following topics:

Subject Length (in minutes)
Background, Future Cable and Broadcast (4:40)
TIVO STB Data and Out of Home Research (3:54)
Pods, Retention & Engagement (6:14)
Cross Platform, Pre & Post, Future Research (5:03)

Charlene Weisler interviews Ned Greenberg, former VP Research for The Weather Channel. Ned discusses his extensive research background in this 4:40 minute video:

Charlene Weisler interviews Ned Greenberg who talks about his work with TIVO set top box data in this 3:54 minute video:

Charlene Weisler interviews Ned Greenberg. Ned discusses Weather Channels pod analyses and how the format and structure of the pod impacts viewer engagement. This video is 6:14 minutes long:

In this final video, Ned Greenberg talks about Cross Platform measurement and the future of research in this 5:03 minute long video:

Interview conducted by Charlene Weisler, a research veteran, member of the Set Top Box Collaborative executive committee, the CTAM Research and Research Planning Committees and a CIMM consultant. She can be reached through her blog www.WeislerMedia.blogspot.com or at WeislerMedia@yahoo.com.

Q&A Interview with Richard Lowden - wunderground.com

2010-04-04T08:00:00.000-04:00

Richard Lowden is the VP of Sales for Wunderground.com, a major weather website. Richard has extensive experience in local cable and made the move into interactive about five years ago. Wunderground is a data driven site, monitoring weather worldwide and analyzing consumer spending behavior based on varying weather conditions. Some of their research will surprise you. In this video interview, Richard talks about Wunderground.com, behavioral targeting and addressability using weather information as well as some predictions for the media marketplace.

There are four videos in this fascinating interview that cover the following topics:

Subject Length (in minutes)
Background (2:25)
Wunderground.com & Sata (4:56)
Partnerships, Behavioral target (5:33)
Addressability and Predictions (5:37)

Charlene Weisler interviews Richard Lowden of wunderground.com about his background in this first video:

Charlene Weisler interviews Richard Lowden who talks about wunderground.com and the type of data his company collects and utilizes:

Richard Lowden of wunderground.com discusses this site's addressability capabilities and some future predictions for the business:

Charlene Weisler interviews Richard Lowden in this concluding video about some advertiser partnerships and behavioral targeting:

Q&A Interview with Sherrill Mane - IAB

2010-03-27T17:01:00.003-04:00

Though once a senior level researcher, Sherrill Mane expanded her range of media experience to include Sales Marketing Strategy prior to her current position. In her role as SVP Industry Service for the Interactive Advertising Bureau (IAB), Sherrill is responsible for IAB industry relationships and member activities around standards, best practices and growth. In this interview, she talks about IAB's standards of measurement, the future of television, the internet landscape, cross-platform and the IAB's ground breaking study with The Harvard Business School.

There are five insightful videos in that cover the following topics:

Subject Length (in minutes)
Background (8:10)
Internet Standards (5:57)
Internet Landscape (5:56)
Future of TV (3:43)
Cross Platform, Harvard Study (8:12)

Charlene Weisler interviews Sherrill Mane, SVP at the IAB who talks about her extensive media background in this 8:10 minute video:

Sherrill Mane, SVP at the IAB discusses Internet Standards of Measurement. The video is 5:57 minutes long:

Charlene Weisler interviews Sherrill Mane who discusses the Internet Landscape, working with the agencies and share of business in this 5:56 minute long video. Here is also a link to a description of the work of the Committees and Councils of the IAB.

Charlene Weisler interviews Sherrill Mane who talks about the Future of TV as it blends into the internet. The video is 3:43 minutes long:

Charlene Weisler interviews Sherrill Mane of the IAB who discusses Cross Platform and her work with Bain on the subject, a special IAB Harvard Study (known as the Economic Value of the Advertising-Supported Ecosystem Study ) and also offers some predictions for the next five years. The video is 8:12 minutes long:

Here are the links to other documents from the IAB:

Terms & Conditions Announcement

An Interactive Television Advertising Overview

Q&A Interview with Mark Lieberman - CEO TRA

2010-03-12T15:00:00.000-05:00

Mark Lieberman, Chairman and CEO of TRA, is acutely aware of how the market valuates media and how the advances in technology can help advertisers get more information about their media effectiveness. In this fascinating interview, Mark discusses TRA and how it provides greater insight into viewer behavior, how the TV currency is changing, the targeting of swing purchasers, the use of set top box data in measurement and, looking ahead, some predictions for the next five years.

There are four insightful videos in that cover the following topics:

Subject Length (in minutes)
Background and TRA (6:38)
TV Currency (6:02)
Projects & Predictions (6:53)
Agencies and Swing Purchasers (4:55)

Charlene Weisler interviews Mark Lieberman, CEO of TRA who discusses his varied and extensive background including a stint in the George Bush administation. The video is 6:38 minutes long:

Mark Lieberman, CEO of TRA talks about the current TV Currency and how it can improve with the use of set top box data. This video is 6:02 minutes long:

Mark Lieberman talks about his industry predictions for the next five years as well as some of his current projects. This video is 6:53 minutes long:

Charlene Weisler Interviews Mark Lieberman who talks about agencies and TRA's measurement of swing purchasers in this 4:55 minute long concluding video:

Q&A Interview with Bruce Goerlich - CRO Rentrak

2010-03-05T15:54:00.000-05:00

Bruce Goerlich, Chief Research Officer for Rentrak, brings his extensive agency research experience to the supplier side to help further strengthen the role of set top box data in media measurement. In this fascinating interview, Bruce discusses Rentrak and its many data sources, the role of set top box data as a metric, how agencies can post on STB data, dramatic changes in the industry in the past five years and, looking ahead, some predictions for the next five years.

There are four insightful videos in that cover the following topics:

Subject Length (in minutes)
Background (6:12)
Rentrak (5:59)
STB Analytics (6:07)
Past & Future (3:34)

Charlene Weisler interviews Rentrak CRO Bruce Goerlich who talks about his background and how agencies can use set top box data as a currency. This video is 6:12 minutes long:

Rentrak CRO Bruce Goerlich who talks about Rentrak and its new initiatives. This video is 5:59 minutes long:

Charlene Weisler interviews Rentrak CRO Bruce Goerlich who talks about Set Top Box data analytics such as latency and set on / set off. This video is 6:07 minutes long:

In this concluding video, Rentrak's Bruce Goerlich discusses the past and future of research, measurement and media in general in this 3:34 minute video:

Q&A Interview with Jack Wakshlag, CRO, Turner Broadcasting

2010-03-03T15:26:00.000-05:00

Jack Wakshlag, Chief Research Officer for Turner Broadcasting, is a legend in the media industry. Over the years, Jack has helped form industry standards and has demonstrated the value of research for the media marketplace. In this provocative and insightful interview, Jack talks about such cutting edge research topics as Cross Platform Measurement, the future of C3, his current initiative “TV in Context”, the value of CTAM, how to insure good quality research, how to groom the next generation and, looking ahead, some predictions for the next five years.

There are seven videos in this fascinating interview that cover the following topics:

Subject Length (in minutes)
Background (4:18)
Cross Platform Measurement (6:46)
C3 (3:47)
Research Quality (4:59)
CTAM (1:37)
Current Projects (4:18)
Development (3:12)

Charlene Weisler interviews Turner Broadcasting Chief Research Officer Jack Wakshlag about his background - how he got to where he is today. Jack talks about how he met Richard Zackon whose has been interviewed on this blog too. This video is 4:18 minutes long:

Charlene Weisler interviews Turner Broadcasting Chief Research Officer Jack Wakshlag about Cross Platform, specifically its measurement. This video is 6:46 minutes long:

Charlene Weisler interviews Jack Wakshlag who discusses Nielsen's C3 metric which is the current industry standard for purchasing and posting advertisements on television. This video is 3:47 minutes long:

Charlene Weisler interviews Jack Wakshlag who gives his predictions for the next five years. Jack also discusses the concept of research quality - how to tell good from bad. This video is 4:59 minutes long

Jack Wakshlag talks to Charlene Weisler about CTAM and its importance in the industry. This video is 1:37 minutes long:

Charlene Weisler interviews Turner Broadcasting Chief Research Officer Jack Wakshlag about his department's current projects. One of which is called TV in Context which places advertising in appropriate places around the programming content to increase viewer engagement on a biological level. This video is 4:18 minutes:

In this final video that is 3:12 minutes long, Jack talks about how to develop the next generation of researchers and his philosophy on how to create a healthy and productive quality research department:

Q&A Interview with Steve Leblang

2010-02-26T14:16:00.012-05:00

Steve Leblang is a research veteran whose experience spans over 28 years at such companies as FOX Cable Networks, 20th Century FOX TV, FOX Television Stations, Turner Broadcasting, International Family Entertainment, Grey Advertising, MMT Sales. In the following interview, Steve talks about changes in the industry, set top box data, market impact on television, CTAM and some future predictions:

CW: Steve, what do you think is the most dramatic change in the industry in the past 5 years?

SL: The most dramatic change I see is that the control of media consumption lies exclusively with the consumer. Both technology and the ability to personalize which have evolved to where the ways any one person gets their news, engages with creative content or develops brand affinity are unique to that person. Companies that can ultimately create a personal connection with an end user are the ones that can thrive even in this challenging an environment.

CW: How do you compare this period for our industry vs .when you first started in media?

SL: Surprisingly similar. The early 80s were the first waves of success of basic cable and independent TV stations--the first signs that the three-network stranglehold on viewing could be successfully challenged. USA Today and, later, broader, national editions of the New York Times and Wall Street Journal proved that there was an appetite for a national newspaper in one of the few countries that at that point did not have one. Now those foundations are being further challenged by even more personalization of media using all of these resources and still newer ones.

CW: Do you see television being as challenged as the newspaper industry is today?

SL: No, because television has not yet by replaced by a superior way to consume product that has captivated the emerging young adult generation the way that online content has superceded print. Regardless of how many supplementary ways there are to see video, the overwhelming majority of it is consumed via television and every objective study conducted in recent years confirms it.

CW: Where do you think the best innovations are coming from: cable, broadcast, gaming, broadband etc?

SL: All of these entities are contributing in part to what we see as a collective evolution of innovation that the consumer benefits from exclusively. Cable is offering more diversity of content both in number of networks and quality of what is on those networks, Broadcast still possesses the ability to galvanize millions of people with truly impactful events and is becoming far more interactive with its audience in the process. The gaming industry has a stranglehold on the youth market and through innovative and addictive evolutions such as Nintendo Wii is broadening that reach substantially. And broadband offers the ultimate personalization of media via UGC and dramatic growth in social networking (especially Twitter and Facebook).

CW: What are you working on right now?

SL: I'm currently consulting for a number of media companies and vendors, using research and insights to help them make better business decisions and drive revenue in a down economy. I'm working toward finding a full-time home with a company who desires expertise and wants optimum results.

CW: Steve, tell us about your involvement in CTAM.

SL: I served as chairman of CTAM’s Research Committee and co-chairman of the 2006 CTAM Research Conference. CTAM has allowed me invaluable and inspiring access to cable’s brightest and most innovative minds, movers and shakers, as well as a far deeper understanding of the vital issues impacting the industry as a whole. Most importantly, it has provided me with a wealth of opportunities to forge lifelong friendships with people equally dedicated to growing businesses and maximizing the insights that go toward that growth.

CW: Who is the most important person or firm out there in the research business and why?

SL: Nielsen has become the most ubiquitous and the most aggressive with its rapid acquisitions of adjunct companies (IAG, NRG, NetRatings, Neurofocus) and until such time as the advertising community embraces and empowers a legitimate competitor they will remain the most important determinant of success and failure for all media. However, with the changing face of both leadership and metrics of consequence in the agency community, Nielsen is under more pressure than ever to make their business applications as accurate, broad and cost-efficient as possible, and entities like CIMM will likely ensure that they will—or viable competitors will be embraced, funded and adopted.

CW: Do you see long term success for social networking or do you think it will morph into something else?

SL: The potential Achilles heel of social media is developing a legitimate business model, and as online as a whole is still making a fraction for its eyeballs as video makes for theirs the challenge for Facebook, Twitter, My Space et al is greater still. A large percentage of overall time online is devoted to personal communication, and social networking is, first and foremost, an extension of that—it is more of a replacement for the telephone and letters than it is for entertainment. That said, the impact of the way information is conveyed and news stories broken—which has essentially made the press release irrelevant if not wholly obsolete—is dramatic enough to know that some business model will work.

CW: Do you think that the advancement of set top box data has the potential to change the marketplace for television audience measurement?

SL: Without question. Pure and simple, more sample points increase the accuracy and usability of data, whether it’s second-by-second usage or hundreds of networks or millions of video streams. I’m all for anything that gives more information, as well as the ability of those who can dissect and discern from it what is truly meaningful.

CW: Steve, give me three predictions for the next five years.

SL: My first prediction is that the economy will turn around, people will regain some (but not all) of their confidence and buying power --but experience and the evolution of the savvier Millennial into mainstream young adulthood will make it far harder for companies to get them to blindly part with their hard-earned dollars. Secondly, the ability to accurately measure cross-media exposure and experience via multi-platform panel homes will give a much more “real” picture of how and when media is consumed—and will put into true perspective the impact each has on the other. Finally (and somewhat parochially) the need to have intelligent, diverse people in place to both articulate and be in the best position to recommend best practices from this expanded information portfolio will grow—which should mean that the opportunities for those who can do so should grow in tandem.

CW: What has been your most accurate and least accurate prediction in the past?

SL: Most accurate is that a basic cable network that adopted the quality and mindset of a pay network could reach unprecedented levels of success. Least accurate is that a small little summer import show called POP IDOL would be no more successful than STAR SEARCH, particularly since it was forcing people to pay to vote on their phones as opposed to letting them vote online.

CW: What is the smartest career move you have ever made?

SL: Taking a pay cut to leave a network with 80 million HHs for one with less than 50 million and that wasn’t even being seen in Manhattan, and placing my bets on a visionary named Peter Liguori to change all of that.

Interview conducted by Charlene Weisler, a research veteran, member of the Set Top Box Collaborative executive committee, the CTAM Research and Research Planning Committees and a CIMM consultant. She can be reached through her blog www.WeislerMedia.blogspot.com or at WeislerMedia@yahoo.com.

Q&A Interview with Manish Bhatia - Nielsen

2010-02-26T08:26:00.015-05:00

Manish Bhatia, member of Nielsen’s Media Product Leadership team, is on the forefront of new Nielsen measurements. The media landscape is fragmenting and Nielsen is examining new ways to address this fragmentation, either through aggregating their television and internet panels for Cross Platform or through set top box data.

In these series of five fascinating videos, Manish talks about his career with Nielsen, Nielsen's Set Top Box data and Cross Platform developments, Innovations with Television and the Internet as well as offers some predictions for the next five years:

Subject Length (in minutes)
Background (2:34)
Set Top Box data (9:54)
Cross Platform (4:46)
Innovations – TV and Internet (6:19)
Predictions and Post Script (2:44)

Charlene Weisler interviews Manish Bhatia who talks about his job history which kept brining him back to Nielsen. This video is 2:34 minutes long:

Manish Bhatia, President Advanced Digital Services for Nielsen, talks to Charlene Weisler about Nielsen's work with set top box data. This 9:54 minute video is a good overview of Nielsen's work in that area as well as their philosophy about set top box data's future potential:

Charlene Weisler interviews Manish Bhatia who talks about Nielsen's work in Cross Platform measurement in this 4:46 minute long video:

What is the most innovative media form today? Charlene Weisler talks to Manish Bhatia about his views on the subject in this 6:19 minute long video:

In this final video (which is 2:44 minutes long) Manish Bhatia, President Advanced DIgital Serivces for Nielsen, talks to Charlene Weisler about his predictions for the next five years and a surprising post script:

Q&A Interview with Bruce Tyroler on Set Top Box Data

2010-02-21T15:05:00.000-05:00

While there are many companies that are examining set top box data, Bruce Tyroler, VP Research for Scripps, has been especially focused on analyzing the data from several sources. His work has expanded our knowledge of set top box data for practical use. In this special interview, Bruce talks specifically about his work in this field and shares some of his interesting and ground breaking findings.

There are four videos in this fascinating interview that cover the following topics:

Subject Length (in minutes)
Background & Curent Projects (3:02)
Set Top Box Part 1 – Validating Use (7:34)
Set Top Box Part 2 - Challenges (3:22)
Set Top Box Part 3 – Results, Future (6:30)

Charlene Weisler interviews Bruce Tyroler on his background and some of his current projects in this 3:02 minute video:

Getting more into set top box data specifically, Bruce Tyroler talks about validating use of the data in Part 1:

Charlene Weisler interviews Bruce Tyroler on STB date discussion Part 2 - Challenges to the data:

In this Part 3 concluding video, Charlene Weisler interviews Bruce Tyroler on set top box data results:

Q&A Interview with Ed DeNicola and John Morse

2010-02-14T14:46:00.000-05:00

Ed DeNicola and John Morse are two research veterans who have joined forces and formed a partnership designed to inform companies on set top box data. Their introductory presentation, called Set Top Box 101, has been showcased at many networks and agencies. This interview delves into their introductory presentation as well as some topline findings about set top box data.

There are five videos that cover the following topics:

Subject Length (in minutes)
Background (4:44)
Joint Consultancy (3:02)
Set Top Box and Pod Position Insights (6:18)
Set Top Box 101 Presentation (5:57)
Privacy and Contact Information (2:42)

Charlene Weisler interviews Ed DeNicola and John Morse who discuss their respective backgrounds in this video:

Charlene Weisler interviews Ed DeNicola and John Morse who talk about their joint consultancy on set top box data and how they are proceeding:

Ed DeNicola and John Morse continue their discussion on Set Top Box and reveal some Pod Position insights that were gleaned from examining second by second STB data:

Ed DeNicola and John Morse talk about their Set top box 101 presentation - elements of it and how it is being presented:

Charlene Weisler interviews Ed DeNicola and John Morse about the concept of privacy in set top box data. They also share their contact information in this final video:

Q&A Interview with George Shababb - President Kantar Media

2010-02-08T07:10:00.001-05:00

George Shababb is the President of Kantar Media (previously known as TNS Media Research NA). Knatar Media is one of the largest audience measurement companies in the world and one of the pioneers in the measurement of set top box data. George shares his insights about Kantar Media, both nationally and internationally, the future of local media and offers an extensive analysis of the methodology, the application, the current challenges and the overall future of set top box data.

There are five videos in this fascinating interview that cover the following topics:

Subject Length (in minutes)
Background, Census vs Sample (5:00)
Kantar – US and International (5:58)
Set Top Box Metrics and Measurement (5:06)
Business Change and Challenges (5:48)
Conclusion (5:05)

Charlene Weisler interviews Kantar Media President George Shababb who discusses his background and the concepts of census vs sample in data measurement:

Charlene Weisler interviews George Shababb who discusses Kantar as a company in both the United States and internationally:

In this video, George Shababb talks about set top box metrics and measurement:

Charlene Weisler interviews George Shababb who discusses the current business environment - changes and challenges:

In this concluding video George Shababb talks about smartphones and return path privacy issues:

Q&A Interview with Shari Anne Brill - Carat

2010-01-25T15:19:00.002-05:00

Shari Anne Brill has received many honors in her research career including WICT’s Wonder Woman award as well as a Media All Star award in 2009. She is one of the leading researchers in the media research field today with extensive experience in agency and brand work. In this video interview, Shari Anne shares her insights into new technologies, the CRE Mapping Study, “Digital Boomers”, CIMM, the future of measurement, how research has changed and how the entire media industry has changed.
There are four videos in this fascinating interview that cover the following topics:

Subject Length (in minutes)
Background, Agency Research (4:25)
Past Changes, CRE, CIMM (6:30)
CRE Mapping Study (6:55)
Set top box data and Privacy (6:54)

(As we go to press, Shari Anne Brill is no longer with Carat.)

Charlene Weisler Interviews Carat's Shari Anne Brill who discusses her background and how agency research has evolved. This video is 4:25 minutes long:

Carat's Shari Anne Brill talks about past changes in the industry, her work with the CRE and CIMM. This video is 6:30 minutes long:

Charlene Weisler Interviews Carat's Shari Anne Brill who discusses her work on the CRE Mapping Study and some surprising results. This video is 6:55 minutes long:

In this final video, Shari Anne Brill talks about television content, set top box data and consumer privacy issues. This video is 6:54 minutes long:

Q&A Interview with Mike Pardee - SVP Scripps

2010-01-15T09:02:00.000-05:00

Every time I ask today’s research leaders how they decided on research as a career, I am struck by the range of approaches. But none has been as fascinating as Mike Pardee, SVP Research for Scripps Networks Interactive. His research moment started on tramp freighter headed to Sri Lanka. While there, Mike’s interest in anthropology was formed and now he is one of the leading thinkers in the research community today. His current responsibilities span all areas of research.

The four videos in this interview that follow below, cover the following topics:

Subject Length (in minutes)
Background, Engagement, ROI (5:25)
Set Top Box Data, 360 Measurement (3:28)
Past & Future (3:28)
Economy, Online, Conclusion (5:23)

Charlene Weisler interviews Mike Pardee on his background, how he decided upon research as a career and the measurement of engagement:

Mike Pardee talks about his work on set top box data and its potential for future measurement:

Charlene Weisler interviews Mike Pardee who talks about past changes and some of his predictions for the future:

Charlene Weisler interviews Mike Pardee who discusses the Economy and other elements impacting media:

Q&A Interview with Raviv Knoller

2010-01-10T14:45:00.000-05:00

Raviv Knoller is the CEO of AdsVantage which is an international company that is using set top box data to help advertisers more effectively target potential customers. AdsVantage is one of many new companies tapping into set top box data and is very international is scope.

The five videos cover the following topics:

Subject Length (in minutes)
Background, Set top box data (3:17)
Markets – US, Israel, Europe (6:02)
Past & Future (5:48)
Privacy, Internet Ready TV (4:40)
Current Projects, Conclusion (3:58)

Charlene Weisler interviews Raviv Knoller of AdsVantage who talks about his background as well as his company's use of set top box data:

Charlene Weisler interviews Raviv Knoller who discusses the differences in television in the US, Israel and in Europe:

Raviv Knoller of AdsVantage talks about past changes and future opportunities in this next video:

Charlene Weisler interviews Raviv Knoller who discusses privacy in relation to set top box data measurement:

In this final video, Raviv talks about his current projects:

My Research Predictions for 2010

2010-01-04T13:14:00.000-05:00

Over the past year I have been interviewing prominent researchers in the media industry. One of my favorite questions to ask is “What are your three predictions for the next five years?” The range of answers I receive is fascinating. (You can watch all these interview videos on my blog www.WeislerMedia.blogspot.com)

So as I turned the page on another year, I began to think about what my predictions would be for just one year ahead – 2010. Here are five of them, in no particular order:

1. Set top box data measurement will take a giant leap forward in terms of acceptability and usability.

I don’t think I am taking a big risk here with this prediction. The past year has seen several new organizations and affiliations launched with the purpose of helping formulate a basis for set top box measurement. Some of these new committees have already started to create standards, metrics and protocols to better facilitate usage. 2010 will be the year that these advancements take root and become part of our research tool kit.

2. What we measure will change.

As more data granularity becomes available through the internet and set top boxes, more detailed data will become available. New metrics will be created resulting in a more official transition away from standard age / gender measurements as the industry standards for posting purposes. But the full transition will come when the standard posting systems are updated to be able to accommodate the new terminology and metrics.

3. The Print industry will revitalize through the internet.

Currently business looks fairly dire for many print publications and newspapers. Many have closed or cutback in the past year. But as this year progresses and consumers adopt the various range of tablets, kindles, smartphones and handheld devices etc, there are opportunities for magazines and newspapers to not only survive this technological change but, if embraced, thrive once again. By expanding their range of platforms to include video and audio, we might see profitability return sooner rather than later as the ad make improves and some forms of paid content services take hold.

4. Subscription radio will remain on life support.

I-Tunes and apps like Shazam and Pandora have enabled cell phone users to create their own playlists and “radio stations”. Downloadable podcasts bring personalities to one’s own device. And these devices can be easily played anywhere – at home, in a car, on the street. So I think that subscription radio will continue to have a difficult year in 2010 because consumers have many flexible options to explore new music and then create personal, individualized listening formats. However, just like print, listener-supported and commercial radio could strengthen if they can expand into the internet and offer platform expanding features to their sites like video and text.

5. The decade of consumer revolt has begun.

Some researchers believe that the lessons of the Great Recession will be short-lived. But I think that just like the Great Depression formed life long purchasing patterns for that generation, our Great Recession has caused a seismic change in our attitudes about acquisition and money management. Today’s economic victims will become tomorrow’s savvy (and thrifty) consumers. And these revised purchasing patterns will last through the next decade. Companies that can provide goods and services that speak to this new attitude will thrive. And conversely, those companies that are perceived to be unfair to consumers (through over-charging or poor service, for example) will suffer. My advice – companies should make customer satisfaction a meaningful top priority.

What are your predictions for 2010?

Q&A Interview with Richard Vogt, IPSOS Mendelsohn

2009-12-20T18:17:00.000-05:00

Richard Vogt is the Vice President at IPSOS Mendelsohn. His extensive background includes Network TV (CBS, ABC), Station Reps (MMT, Seltel), Syndication (LBS, Carsey-Werner), Ad Agencies (McCann-Erickson, Bates Worldwide) and the early-multiplatform champion TV Guide where he worked on their magazine, cable network, website, and “new media” interactive program guide. In this interview Richard discusses many aspects of the upscale marketplace as well as changes in the media landscape and some future predictions.

The four videos cover the following topics:

Subject Length (in minutes)
Background (3:06)
Upscale Market (6:22)
Current Projects (2:31)
Past and Future (3:34)

Charlene Weisler interviews Richard Vogt on his background and his agency experience:

Charlene Weisler interviews Richard Vogt. Richard discusses the upscale market, Mendelsohn's four behavioral segments, purchasing behavior of the affluent consumer, social media and how the current economic environment impacts purchasing behavior.

In this video, Richard Vogt discusses his current projects:

Richard Vogt talks about his views on the current media landscape, changes in the environment and some future predictions:

Q&A Interview with Beth Rockwood, Discovery

2009-12-13T12:28:00.004-05:00

Beth Rockwood is the Senior Vice President, Market Resources at Discovery Communications. Beth’s extensive research background spans agency (Y&R), broadcast (CBS) and cable ( Discovery). In this interview, she talks about a range of subjects including set top box data, her work with segmentation and data fusion, how she manages the vast change occurring in the marketplace and some innovations that she is bringing forward at Discovery.

The five videos cover the following topics:

Subject Length (in minutes)
Background (2:53)
Managing Change, STB data, CIMM (5:19)
Segmentation, Data Fusion (3:27)
Predictions, Innovations (5:42)
Next Generation Research (2:14)

Charlene Weisler interviews Discovery's Beth Rockwood who discusses her extensive media background at an agency, broadcast network and now at Discovery:

Charlene Weisler interviews Beth Rockwood on managing change in the marketplace, the advent of set top box data and her work with CIMM:

Beth Rockwood talks about data fusion and the value of segmentation:

Charlene Weisler interviews Discovery's Beth Rockwood who offers her media landscape predictions on the next five years:

In this final video, Beth Rockwood talks about the next generation of researchers - how can we attract new blood into the discopline:

Q&A Interview with Dave Morgan, CEO Simulmedia

2009-12-06T18:50:00.000-05:00

Charlene Weisler interviews Dave Morgan, the CEO of Simulmedia. Simulmedia is a relatively new company who is embarking on an innovative way to measure and maximize promos. Using enhanced research techniques with data matching and psychographic profiling, Morgan’s company can help companies better engage their target audiences. In addition, Dave also discusses set top box data, the internet and some recent research findings.

There are five videos below with the following topics and lengths:

Subject Length (in minutes)
Background (1:34)
Simulmedia, Promos, STB data (6:57)
Research Findings (4:02)
Internet (7:28)
Current Projects (4:01)

Charlene Weisler Interviews Dave Morgan, CEO of Simulmedia. Dave discusses his background in this video. He considers himself an internet "old timer" but actually started in law and then in newspapers:

In this video, CEO Dave Morgan tells Charlene Weisler about Simulmedia, promo research, set top box data and the issue of privacy:

Charlene Weisler interviews Dave Morgan. Dave discusses some of his recent research findings on loyalty and drivers to viewership:

Charlene Weisler interviews Dave Morgan. Dave talks about the internet, internet TV, his predictions for the next five years and even the future of radio:

In this final video, Dave Morgan tells Charlene Weilser about some of his current projects with Simulmedia and how that relates to what ad agencies do:

Q&A Interview with Britta Ware - Meredith

2009-11-25T17:33:00.029-05:00

Britta Ware, Vice President, Research Solutions for Meredith Corporation offers a fresh perspective on the magazine marketplace and how psychographic research can be used to effectively target female readers and web visitors. Her interview with Charlene Weisler spans a range of topics including the role of research, how print and research are evolving, media mix modeling, data matching, trends and predictions, audience targeting for print. Ware discusses Meredith’s custom readership community and their Gamma women segmentation.

The six videos are as follows:

Subject Length (in minutes)
Background & Print Evolution (6:28)
Research trends, Communispace (3:43)
Current Projects, Media Mix Modeling (8:02)
Innovations, Psychography (2:49)
Research Leader and Data Matching (3:35)
Print targeting and Conclusion (3:39)

Charlene Weisler interviews Britta Ware on a range of subjects. In this video Britta talks about her background - how she got to where she is today - and the evolution of Print:

Charlene Weisler interviews Britta Ware about her views on research trends and Meredith's investment in the online community company, Communispace:

Charlene Weisler interviews Britta Ware about the importance of accountability in research, the paper she completed about media mix modeling and an overview of some of her other current projects:

(Her paper, written with David Shiffman of MediaVest is available for view upon request)

Charlene Weisler talks to Britta Ware about current Research leadership and how she uses data - through fusion or data matching in this interesting video:

In this next video, Britta Ware talks about innovations in media, the evolving role of research, her work with the ARF and the use of psychographic research in her sales research arsenal:

In this concluding video, Britta Ware discusses how Print eanbles advertisers to test the targetability of their ads in the print environment. Britta talks specifically about Meredith's target reader - "The Gamma Women":

Q&A Interview with Tony Jarvis

2009-11-22T18:39:00.000-05:00

Tony Jarvis is a self-described “research architect” with experience on all sides of the business worldwide including agency, media and media research vendors. Charlene Weisler interviews Jarvis on a range of subjects including the data quality, MRC, Out of Home measurement, internet, radio engagement and set top box data.

There are five videos with the following topics and lengths:

Subject Length (in minutes)
Background & Current Projects (2:57)
Data, data quality and the MRC (5:06)
STB data, Digital Out of Home measurement - CIMM (7:29)
Radio Measurement (5:09)
Predictions, Research Leaders (4:17)

Charlene Weisler interviews Tony Jarvis. Tony talks about his background - how he started in the industry and his range of research background:

Tony Jarvis talks about the most dramatic change in the industry in the past five years, the challenges of data quality and the role of the MRC in keeping research standards high:

Charlene Weisler interviews Tony Jarvis as he discusses set top box data, digital out of home measurement and CIMM:

Tony Jarvis discusses the evolution of radio and the opportunities for that medium in the coming years:

In this final video, Charlene Weisler interviews Tony Jarvis and his interesting assessment about the most important person or company in research today:

Q&A Interview with Jim Spaeth, Sequent Partners

2009-11-15T18:32:00.001-05:00

In this interview, Sequent Partners’ Jim Spaeth goes on record with how he views industry change, how his company addresses ROI measurement, radio engagement and the inherent silos between media and creative at agencies. His work at Y&R, ScanAmerica, the ARF and now at his own firm, has provided Jim with a unique perspective on research applications and solutions.

There are five videos below with the following topics and lengths:

Subject / Length (in minutes)
Background and Scanamerica/ (3:59)
Agency Silos, Channel Planning/ (7:44)
Sequent/ (4:24)
Engagement Radio/ (2:37)
Past and Future/ (3:18)

In this first video, Jim Spaeth discusses his background , how he started in the industry and his work with ScanAmerica:

Jim Spaeth of Sequent Partners Talks about industry change (or lack of it), innovations, channel planning and the need to review the division between creative and media at the agencies:

In this next video Jim Spaeth talks about his firm, Sequent Partners, and some of the work they do:

Jim Spaeth talks about the concept of engagement and his current project that is attempting to measure radio engagement:

In this final video, Jim Spaeth reflects on change sin the past five years as well as offers some future predicitons:

Q&A Interview with Angelina Li

2009-11-10T09:20:00.009-05:00

Dr. Angelina Li is a member of the CTAM Research Committee and the Founder and President of AHL Consulting, Inc. The company was founded in 2000 and works across a range of disciplines - from demand forecasting and market segmentation to customer satisfaction measurement and competitive benchmarking.

There are two videos included as part of the interview on the following subjects:

Subject                                   Length (in minutes)

Background                                        (2:55)

AHL Consulting and the Cable Show   (5:32)

Charlene Weisler interviews Angelina Li, President of AHL Consulting. In this fascinating 5:32 minute video, Angelina talks about her company and her opinion of the 2011 cable SHow which took place in Chicago in June 2011:

CW: Angelina, what do you think is the most dramatic change in the industry in the past five years?

AL: There are a lot of changes and innovations in the industry in the past five years; but just looking at it in the broadest sense, I think the emergence of two-way digital networks in the cable industry, i.e., the transformation of traditional cable into a two way digital network from a one way analog network is the most profound change. The primary reason I say this is not because the industry spent billions of dollars of capital on it but because for the first time, it made cable TV a part of the so-called global village--- a tool for communication instead of simply the means for signal transmission. When you and I joined the industry some 25 years ago, I think it was basically a TV signal being broadcast to homes. There were no effective means of two way interactions. Now that it is a two way digital network, cable has become part of the world community and because of that (the development of broadband) we can communicate to any home in the world that is connected to the Internet. Again I would say that this is a very profound change and the fact that we have evolved into a digital network is a great thing. It is a significant change because it enables things like gaming and on demand entertainment, which used to sound like science fiction. These are changes that make entertainment more conveniently accessible, provide more options for consumers and give them more control. All this became possible because of two way digital networks.

CW: Where are the innovations coming from - cable, broadcast, gaming, broadband etc?

AL: I would say that the innovations are really coming from the cable industry, starting out with the one way networks evolving into a two way network – what I was talking about before. The digital network gave birth to the broadband business and to the new multi-faceted nature of the cable TV business which involves options such as DVRs, HDTV and on-demand TV, etc. When you look at other businesses today, scarcely any have come up with as many innovations as cable. We have managed to stay ahead of the telephone industry by risking billions of dollars on the innovations that had yet to be proven in the market. And if you look at all these advances you see that single industries have rarely produced so many innovations in so short a time. If you look at the last 10 – 15 years the world has completely changed in the cable business and the reasons for those changes are basically through the process of innovation. This industry has been very quick to follow up and launch these new services. I challenge you to think of another industry that has this type of changes. When you think about it, cable was an industry populated by what detractors used to call “pole climbers” - people who just strung the cable and had no technological or marketing sophistication. But by innovating continuously, and launching all these new and different services, cable operators were being speculative and taking a big gamble – and that gamble paid off really well. Basically the premise is “if you build it they will come” and they have come. When you look at it objectively, it is a pretty amazing story.

CW: What do you see as the next big opportunity for Cable Operators?

AL: I think the next big opportunity for innovation in the cable industry is for creating an integrated wireless network of all the devices used within a household inclusive of TV's, computers, storage appliances, laptops, tablets and smart phones. Such integration will make use of Internet Protocol (IP) and enable them to share content across disparate appliances as well as talk to each other. Right now things like DVR—for the most part—are confined to the TV that the cable box is connected to so that in effect the viewer is tethered to that particular TV set. With the advent of 4G technology and wireless broadband, and the increasing popularity of mobile devices like laptops, tablets, smart phones, etc., interconnectivity of media is becoming quite critical. Constraints on mobility are quickly becoming an intolerable hindrance

Now you have something like the ‘TV Everywhere’ initiative by companies like Comcast and Time Warner that acts as an evolution of DVR and VOD. It allows the consumer to use cable operators (or their competitors) as the single source of programming across different appliances (such as TV's and computers) and regardless of where they are geographically located as long as they can access the Internet. This will afford consumers a new level of convenience in their information consumption and communication.

This is also a defensive opportunity…a way to protect cable operators' position as the main provider of Internet connectivity at home and the primary distributor of content for TV as well as for its new incarnations such as smart-phones and tablet computers everywhere. Once you are outside of the home and you rely on the wireless network, say the 4G network, you will realize that it is not as fast as what you get inside your home with the cable broadband connectivity. Basically, I think the next opportunity for cable operators is not so much a moving away from television but more so a branching out...an acceptance of the fact that TV is going the way of the landline and becoming mobile, and where cable companies failed to capitalize on cellular technology early on, they have the opportunity to embrace and evolve with wireless technology within the home and to some extent, also outside the home. In short, cable operator must create an integrated network using Internet protocol which gives the consumers ubiquitous content availability and connectivity.

CW: And what do you see as the greatest challenge for operators in the next couple of years?

AL: Going along with the discussion on the next big opportunity for cable operators (i.e. the integration of mobile devices, the advent of the ‘TV Everywhere’ type service), I think the biggest opportunity also presents the greatest challenge, and that is how do cable operators build a business model for this type of network?

Because this move of transforming cable—which has been a television based medium since its inception—into the realm of Internet is unprecedented, there’s really no business model in place. How do you make a profit out of this instead of only using it as a way to appease customers and stay even with the increase of over-the-top video and the new prevalence of mobile devices?

I think it’s important for cable companies to focus on really increasing their technological capabilities and marketing these changes in a way that is understandable and appealing to the general populace. You can see how important it is in the way phone providers battle with each other and trump up the advance from 3G to 4G and the subsequent fervor displayed by consumers. It’s entirely possible for cable companies to provide households (which presently receive around 20 mbps in the US) with up to 100 mbps in Internet service, which some cable companies are doing, but it is something that will take a long time for wireless companies to match, if they can match it at all.

The thing is, the problems facing cable operators have completely transformed from being about content and viewership and ratings to almost a purely technological discussion. This is the new reality and the landscape is changing so very fast.

Charlene Weisler interviews Angelina Li who talks about her background in this 2:55 minute video:

CW: Can you give me three predictions for the next five years?

AL: For starters, I think that it is a safe projection that the cable business or at least the major cable operators will be squarely in the wireless business. Secondly, cable modems will probably be even more deeply penetrated than they are now and Internet connectivity will replace Cable TV as the operators' core business. Penetration will probably go up to about 85-90% in the next five years and become pretty much a necessity, more like a utility service. Lastly, the business of targeted advertising will finally become a reality.

CW: Angelina, thank you for a great interview. How can we get in touch with you?

AL: Thank you, Charlene. My website www.ahlci.com has all my contact information.