For anyone working in the research, data and analytics
space, there is no better event than the annual Cynopsis Measurement and Data
conference. It is an opportunity to dissect what is going on in the Wild West World
of media data that maps the intersection of two main issues; the ever
increasing availability of new datasets that expand our knowledge of consumer
behavior and the legacy measurement that continues to monetize and fuel the
business. At some point these two forces must merge. But how?
What is Constant and What is Evolving
There are
some aspects of the media business that remain constant such as the need to
agree on KPIs for a campaign, the need to form partnerships that have open
communication and the need to agree on how success will be measured. But more
and more, we are seeing elements of the business that are perpetually in flux
such as the range of data availability, metrics and measurement analytics and consumer behavior with device usage. For George
Ivie, CEO and Executive Director, Media Ratings Council, getting a handle on
measurement all boils down to data usage. The two major industry changes
according to Ivie, are, “How the industry views using research data and how
consumers view data usage.”
Defining outcomes are pivotal to managing change. From a
technological standpoint we need to understand “how consumers are using
technology. They are moving off linear and the MRC is tracking that behavior.
Everything is mobile which is harder to measure and nail down,” he noted.
“Consumer choice is causing tension in our business. We need to design server
side ad insertion and find ways to avoid ad blocking,” he concluded.
Improve the User Experience
Solving for
content navigation in a world of increasing choice would seem to be a
no-brainer for the industry. Carol Hanley, Chief Revenue Officer, TV Time
offers a solution. “We are a consumer facing app,” she explained, “With 13
million global users who interact around TV content. There is a need in the TV
business to understand how to get content and we are like a TV Guide on
steroids,” she explained. This app also captures user data such as sentiment
information, social dialogue and moment by moment interactions.
Scott Levine, Senior Vice President, Product and Technology
Distribution, Univision,
looks at content to drive viewer satisfaction and delight. This is an ongoing
process. “Our whole history as media company is about evolution and creating a
closer and more direct relationship to our audience. What makes people happy,”
he explained.
Improve the Advertiser Experience
Attention appears to be the most valuable commodity for
advertisers, once the ad itself is viewable and unblocked. But how does one
define attention? Dan Schiffman, CRO and Co-Founder, TVision, believes that,
“Attention can be defined by the outcomes that occur after a person sees an
ad.” But how much time does it take for a brand attention to occur? How many
seconds? Schiffman says three seconds is that threshold for recall and
awareness of that ad. But Julie Detraglia, Vice President and Head of Research,
Hulu,
disagrees. “It’s hard to believe that three seconds are enough for an
individual. We have more work to do to understand what the threshold is.” She
noted that Hulu only charges when ad completed 100% and the viewer can't skip
ads.
Donna Speciale, President Ad Sales, Turner,
has made it her mission to reimagine TV and advertising. “Our collective goal is
to make advertising better for our fans and clients,” she explained, “We develop
smart marketing initiatives across all platforms empowered with ideas and
solutions to drive consumer outcomes.” She advocates a new direction for
measurement. “We need to transact on those formulas that show how people are
actually consuming our content.”
Next Steps
Maybe the
era of competitive cooperation is here and will lead to much needed new industry
measurements and standards. Apropos of OpenAP,
the Advanced Audience Platform created by Turner, Fox
and Viacom
that has now added NBCU
to the mix, Speciale noted that, “We have a lot more work to do. No one company
can change the industry. We need to hold each other accountable so we all win.”
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