Q&A Interview with Todd Juenger - TIVO

Todd Juenger, who is the Vice President and General Manager, Audience Research and Measurement for TIVO, is someone on the forefront of the next generation of data collection and analysis. TIVO, despite its subset of a subset database (DVR users who own a TIVO DVR box), boasts a deep and rich data stream that can be segmented by delivery service, whether MSO or Satellite or Telco, and by platform, whether analogue or digital.

This interview encompasses a range of media issues including how brand managers view media, TIVO’s partnership with Quantcast, the potential for set top box data measurement, privacy issues, future predictions and how Todd got to where he is today. The six separate videos in this interview are:

Title (Length in Minutes)
Background (4:32)
TVIO Overview and Privacy (4:34)
TIVO set top box data (5:50)
Quantcast – Internet fusion and Distribution (5:36)
Predictions (4:54)
Set top box Potential and Agency View (7:29)



Charlene Weisler talks to Todd Juenger about his background and how he got to where he is today. Todd's background includes P&G as a brand manager.




Todd Juenger talks to Charlene Weisler about TIVO; why TIVO's set top box data is unique and different. Todd also discusses the issue of privacy with the data.




Todd Juenger continues the discussion of TIVO set top box data:




Todd Juenger talks to Charlene Weisler about TIVO's partnership with Quantcast and how it will lead to effective internet fusion:




Charlene Weisler interviews Todd Juenger. Todd offers his predictions about the media landscape over the next five years:




In this concluding video, Todd Juenger talks to Charlene Weisler about the agency point of view and the potential of set top box data as a measurement currency:

Q&A Interview with Tom Xenos, Director, MediaVest

Tom Xenos is the Director of Research for MediaVest on the P&G account. His wide range of experience, from broadcast television, radio, syndication, internet and agency research gives him a unique perspective on viewer and consumer behavior. In this interview, he discusses trends in the industry, the issue of quality research, what agencies look for in a research sales presentation, set top box data applications and behavioral segmentation..

The five separate videos in this interview are:

Title (Length in Minutes)
Background (4:16)
Agency Research (4:03)
Past and Future (5:09)
Quality Research (5:04)
Segmentation, Set top box data (5:58)

Links to the full interview videos can be found below:



Charlene Weisler interviews Tom Xenos. Tom discusses his background and how he got to where he is today:





Charlene Weisler interviews Tom Xenos who discusses how the agency landscape has changed since he started in media:




Tom Xenos discusses past and future trends in the media landscape:





Tom Xenos discusses the issue of research quality with Charlene Weisler and what agencies look for in a sales research presentation from the networks:





Charlene Weisler talks to Tom Xenos. Tom discusses set top box data and behavioral segmentation in this video:

Q&A Interview with Alan Wurtzel, Research, NBCU

Between the stress on the Broadcast affiliate model and the need for standardized measurement across all platforms - television, internet and mobile - there has never been a greater time of change in the marketing and media Research field.

Alan Wurtzel, President of NBCU Research and Media Development, is on the forefront of these changes and is charged with the task of finding revenue-oriented solutions to these new, evolving challenges.

This interview encompasses a range of media issues from the broadcast vs the cable model, the decision to strip Jay Leno at 10p on NBC, past changes, future predictions and how Alan got to where he is today.

The videos are as follows and can be viewed below:

Title                                 (Length in Minutes)
Background                        (3:22)
Broadcast TV                     (7:41)
360 Degree Measurement  (5:21)
CIMM and CRE                 (5:10)
Predictions and Strategy    (3:45)
Broadcast vs Cable Model (3:55)
Past Change                        (5:34)



Alan Wurtzel, President of Research and Media Development, NBCU discusses his background - how he got to where he is today and how the acquisition of cable networks impacted broadcast network NBC:




Alan Wurtzel, President of Research and Media Development, NBCU discusses what happened to broadcast and the decision of NBCU to air Jay Leno at 10p Monday through Friday:

CW: Alan, let’s talk about 360 degree measurement and viewership.

AW: The reason we have to measure it is that if we don’t measure it we can’t sell it. It’s clearly the way people are consuming media and it’s only going to increase. To define it, it is television, it’s the internet and it’s mobile. Mobile is emerging but I think it’s going to play a huge role in the future when the platform gets better. The fact of the matter is that people are consuming media that way –we have done all sorts of research about it – and now the question is how to measure it.

In my view the only way we are ultimately going to get to that holy grail of measurement is to a single source measurement where one person generates information about their tv use on the television, on the internet and on mobile. Right now we have not been able to do that. So we’ve come up with a lot of substitutes. We came up here (at NBC) with something we call the TAMI – the Total Audience Measure Index. I’ve been really honest in saying that I would love to retire the minute we can get real research out there but until that time what TAMI does is try to give you a sense of how television, internet streaming, VOD, downloads, are used to provide an exposure to a show – I don’t say impressions because that is a Nielsen term. It’s a combination of different metrics. I can’t account for duplication because it just isn’t single source. But it’s interesting. When I put it out there a few years ago I thought there would be a lot of push back from agencies or clients saying, you know you’re just trying to increase the numbers, but I was surprised at how it was embraced and then I realized that it was embraced because there was really nothing else. And people are so hungry for any kind of information now about how we can begin to measure across platforms and they accepted it. We’ve been very, very clear with respect as to how it is done and what it’s limitations are but it is still very interesting and if anyone wants to look at it they can go on to our marketplace website www.NBCMarketplace.com . There is a TAMI button. We “TAMI” every one of the primetime shows that have multi-platform exposures. Some have more than others like the show Heroes or The Office. You can look at it over time. You can take a look at how a program or a particular episode, how each of the platforms contribute. You can also look at a platform over time….

Alan Wurtzel, President of Research and Media Development, NBCU discusses the need for 360 degree measurement and what NBCU is doing about it:




Alan Wurtzel, President of Research and Media Development, NBCU discusses CIMM and its relstionship to Nielsen's CRE (Council for Research Excellence):




Alan Wurtzel, President of Research and Media Development, NBCU discusses some of his predictions for the next five years and his current projects:



Alan Wurtzel, President of Research and Media Development, NBCU discusses the stress and changes to the broadcast model of revenue and how it can benefit from n evolution to the cable model:

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

AW: Well let me just say this – if my predictions were absolutely accurate I would be rich. I wouldn’t be here talking to you. I would be in Switzerland.

I think prediction number one is that the media landscape is going to become increasingly fractionalized. You can call it “television” but I think it will be a very, very different thing. I think we are going to have to figure out from an advertiser and marketing standpoint how to use a medium that’s going to become smaller in the sense of its absolute delivery in aggregate. It stuns me how people are multi-tasking. I think the fractionalization is going to be very challenging. That is my first prediction.

Second prediction is that within five years a lot of people are going to start getting television from the internet directly into their tv with the kind of quality that makes it indistinguishable from current television. And I think that when that happens it’s going to be a huge game changer. I don’t know how it’s going to play out but I think that clearly when you can go from a few hundred channels to an infinite number of channels it has all kinds of possibilities, good and bad.

And I think the third thing that is going to happen is that the pay model is going to increase in its impact. I think the sponsor, the advertiser supported model is going to decrease. Neither of them is going to totally supplant the other but I think that consumers are going to be offered a variety of ways of paying for content and I think we are going to have to figure out exactly how they respond to that…..

Alan Wurtzel, President of Research and Media Development, NBCU discusses his AlphaBoomer study:



Alan Wurtzel, President of Research and Media Development, NBCU discusses the most dramatic changes in the past five years and how it impacts NBCU's business model in this concluding video:

Q&A Interview With Bill Livek, CEO Rentrak

Data and consumer segmentation has become pivotal in the current media landscape and there are several companies who are well positioned to offer insightful information on viewer behavior. Rentrak, with its deep database of VOD, movie and set top box activity is one of these companies. Charlene Weisler interviews Bill Livek, CEO of Rentrak. Bill discusses his background, Rentrak’s business model, segmentation, changes in the industry and some predictions for the next five years.

The five separate videos in this interview are:

Title                                              (Length in Minutes)
Background                                     (1:39)
Rentrak, Privacy and Standards     (4:16)
Measurement and Segmentation    (4:11)
Changes in the Industry                  (5:27)
Innovations and Predictions           (4:59)




Bill Livek, CEO Rentrak discusses his background, career philosophy and work experience.

CW: One of the big discussions about research in set top box data, consumer usage behavior today is the issue of privacy. How is Rentrak addressing that?

BL: We take privacy very seriously. The future is phenomenal for the American consumer because in America brand owners can produce and distribute products very effectively and very efficiently because they create mass markets (this means the consumer gets great value because efficient advertising actually lowers the product cost). Advertising and relationships with consumers are very important. That whole relationship gets destroyed if you violate the bond of privacy between a consumer and companies like ourselves. Therefore all of the systems we utilize merging databases, we’re doing in a privacy compliant way with complete respect for the American consumer.

Bill Livek, CEO Rentrak discusses Rentrak, the issue of privacy in monitoring comsumer behavior and measurement standards.



Bill Livek, CEO Rentrak discusses measurement, segmentation and the multi screen impact on research.

CW: Can we talk about standards in measurement? We have several companies working with set top box data and we have a company like Nielsen that has the standard of the industry in terms of rating, VPVH and share. How can we best develop standards that can be accepted on a platform basis, for example in the measurement of set top box data?

BL: In my opinion, standards don’t get developed within committees. Standards get developed through billions and billions of iteration of trial and error and then over time understanding what should be done as a best practice. As an example: the data that a  digital set top devices can distribute are very different depending on when they were built, by what company and the retrieval systems that companies  that own the set top devices have. Rentrak has been doing this for years now and we have processed on a daily basis more information than American Express processes with their transactions. So literally billions of transactions where a dynamic set of editing and processing rules have had to be developed. Those have been developed by Rentrak and they continue to evolve. It is my view that Rentrak has a responsibility, being the leader in the business, to share  with our customers and with the industry in a process through an industry group like the MRC (Media Research Council). Rentrak has a commitment to be completely transparent.

 

Bill Livek, CEO Rentrak discusses the most dramatic changes in the media industry over the past five years and the impact of the current economic environment on businesses and spending.

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

BL: Wow. My crystal ball is usually broken but I will give it a shot. Databases will become essential in our business. Day to day advertising decisions will be reliant on databases. Second prediction – research will find its role in a different spot in conjunction with databases. And the third prediction is that as we come out of this great recession and the brand owners increase their profitability, the media companies that are providing content across all traditional and digital platforms will do extraordinarily well, in part because they will use systems like what Rentrak is providing today to communicate with advertisers. 

Bill Livek, CEO Rentrak discusses innovations in the industry, big screen television and the evolution of television.