Ben Tatta of 605 on the Future of Legacy Measurement

Twentyfive years ago Tatta worked for the publishing division of ABC when it was just starting to convert everything from print to digital Following that he helped large media companies adopt a web presence Next at USA Network he began to work in the convergence of digital and television It was there he gained more appreciation for advanced TV which solidified a triple play of experience in cross platform conversion data and advanced mediaamp160Tatta and I metamp160while we both worked for Cablevision I was at a division of Cablevision Rainbow Media now AMC Networks where he was a huge supporter of settop box data and a source of knowledge on sales applications like telescoping He ran the media sales division and also launched their new data analytics group where he quotcut his teethquot learning and applying innovative firsts using settop box data for advertising and programming analyticsI reconnected with my former colleague to ask him about his new ventureCharlene Weisler What is your definition of TVBen Tatta I see it more as content Television is programming predominantly watched on the large screen but it doesn39t need to be TV content is pushed online but commoditizing it as video doesn39t do it justice A lot of TV is characterized as video content but not a lot of video content is TVworthy content There is a great difference between commercial paid TV programming and usergenerated video in terms of the storytelling the episodic nature and session lengths of either the average length of view amp160Its like a novel versus comicsamp160 Both could be considered forms of literature but each is different because ofamp160the way viewers consume and interact with themWeisler Tell me about 605Tatta The business is focused on leveraging censuslevel audience data derived from settop boxes and other connected devices to provide more precise measurement for programmers and advertisers We feel strongly that today39s legacy measurement is not adequate in keeping up with audience fragmentation and it is certainly data that is not actionable TV can gain tremendously by being able to mirror a lot of the optimization and measurement capabilities that are currently available on digital platforms We are focused on aggregating as much settop box data as possible from MVPDs across the country and then putting that into a form that is both actionable and measureable In this way programmers and advertisers can get more actionable data and insights to understand how content and advertising is performing and how to best optimize itWeisler What do you think the future is for legacy measurement of age and genderTatta These are two attributes among thousands that are currently available and so they are a proxy for what an advertiser is really interested in Many major marketers today have very granular CRM systems and know who their audiences are The more that we as an industry can extend their own definition of customer and prospect rather than having to put it through an age and gender sell through the better we are The big question is quotAre age and gender going to continue to be the basis of currencyquotamp160amp160Our general philosophy is that even though advertisers are buying on age and gender today that doesn39t mean that they can39t measure and optimize on more granular attributes For the time being there is an opportunity to augment age and gender with a whole litany of other attributes Over time it will evolve to a hybrid or new currencyWeisler Where do you see legacy measurement three years from nowTatta Its hard to know where things will go but in England they have already developed a hybrid measurement There will always be a role for focus groups or panels to study certain things and to aggregate from that Where it is deficient is in measuring things that are too small or niche People are moving into nonmeasured modes or modes that cannot be measured by the existing panel That is a fundamental problem that needs to be fixed Having a more censusbased approach with all of this new data will tackle that So if an ad campaign is not converting well we can then understand why that is happening Is it the message amp160Is it the media amp160Is it the scheduling amp160We can then effectively measure the optimization techniques that are put into place At that point GRPs will become less relevantClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160

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Ben Tatta of 605 on the Future of Legacy Measurement

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Charlene Weisler

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