ARF Rocks Research World with Measurement Mandate

Manish Bhatia CRO of comScore summed it up by saying quotvideo has escaped televisionquot Once consuming quotmore of a householdamp8217s time than a workdayquot according to Bhatia the recent declines in overall linear television consumption can be a bit disconcerting amp8230 that is until you realize that television viewing is as robust as everamp8220We are not losing viewersamp8221 explained Joan Fitzgerald Senior Vice President Television and Cross Media Service comScore amp8220They are consuming on different platforms In fact multiplatform consumers spend more time with the content on televisionamp8221My take is that while linear TV usage is declining television usage as a whole with all of the on demand and OTT options available will be as important as ever But we will miss opportunities to fully monetize its importance if we cannot agree on industry standardsThe ARF conference presented many different and sometimes overlapping solutions in cross platform measurement Each touted its own secret sauce of data sets and algorithms The result is a confusing mix of competing sales positions that can unless we find ways of merging them potentially impede a standardizeable cross platform measurement solutionThe stakes are high According to Gayle Fuguitt CEO of the ARF amp8220100 billion will be poured into analytics measurement in next yearamp8221Here are some conference highlightsThe Importance of DisconnectingIn a time of increasing connection across a range of devices keynote speaker Arianna Huffington gave a thought provoking talk about the need to disconnect from them quotWe take better care of our devices than we do of ourselvesquot she explained quotBurnout is the disease of civilization While we venerate technology we become hyper connected to our devices and become less connected to ourselves Being tired has become a new normal We need to be able to disrupt ourselves before we are disruptedquotIn her new book Thrive Huffington encourages us to move from being necessary to becoming indispensable And the way we facilitate that is with a scheduled time each night to disconnect and take a predictable time off quotNo one can be 247 individuallyamp8221 she said amp8220We are not machinesquot Huffington is one of several CEOs who believe that by purposefully disconnecting we can refresh and become much more insightful and creativeBut While We Disconnect Data Never SleepsHuffingtonamp8217s keynote provided context for a conference attuned to the frenetic collection of data that comes from more and more sources The collection of data occurs 24 hours a day 7 days a week Where do you start According to Jeff Chaban Global Senior Vice President Business Integration and Analytics Starcom MediaVest Group it is by quotfollowing the consumer based on viewing habits and it will differ by target audience We need to migrate away from a world where we look at consumers as demos and think about the data mix as well as media mixamp8221Mike Clarke Team Lead Brand Insights and Measurement at Google is not restricted to the current TV currency He spoke of Googleamp8217s new Brand Lift platform which uses traditional survey techniques with YouTube Carlos Jose Fonseca Global Vice President of Knowledge and Insights for Coke suggested that we amp8220optimize for business results and not proxy measurement like clicksamp8221Measuring Mobile is Vital But Measured by WhomAs video content is consumed on different platforms our need to agree on accredited measurement standards has never been more important Currently there is no company that has accredited mobile viewability data according to Serge Matta CEO of comScore quotWe all know the problem with viewabilityamp8221 he explained amp8220There is a lot at stake We want to make viewability the footer not the headline It is hard to do because digital is so complicatedquot His solution is to quotset upfront expectations set standards and use quality measurementquotHow Do We Get to One Cross Platform MetricAsk a number of media executives what is the one platformconnecting metric to use and you will receive a range of answersFor Joan Fitzgerald comScore is amp8220working to get one metric across platformsamp8221 The challenges are formidable amp8220We use a six minute qualifier for television but not for the Internetamp8221 she explained amp8220Cross media must provide a single metric unified demography holistic accounting of all video viewing behavior scalable measurement of platform and audience and a metric that is reliable to fit the future of advertisingamp8221Leslie Wood CRO Nielsen Catalina Solutions believes that amp8220buyer targets will never be as valuable as demos Demos are predictable You know what age you will be next year but will you know if you will be drinking orange soda We won39t negotiate on buyer targets but we will plan on themamp8221Artie Bulgrin Senior Vice President Global Research and Analytics ESPN explained that amp8220the component of time is so essential to this measurement and it is hard to do Differences in editing rules come up with different results This is important because time creates impressionsamp8221It is my hope that at the 2016 Measurement Mandate the issues of cross platform measurement will largely be solved but I am not holding my breath in anticipation Some are more optimistic Andrea Zapata Vice President Global Research and Analytics Vevo said amp8220Five years ago we were only counting two things TV and the computer We are now stitching together metrics If we can agree on better instead of perfect we will get betteramp8221Gayle Fuguitt hopes for amp8220coopertitionamp8221 which is a blend of competition and cooperation I leave it to the ARF to get us thereFor another take on the ARF Audience Measurement Conference read Charlotte Lipman39s reportThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage management or associated bloggers

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ARF Rocks Research World with Measurement Mandate

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