Set-Top-Box Data: Don't Miss the Big Picture - David Hutchinson - MediaBizBloggers

amp160As I read the latest round of settop box naysayers and GoogleTV sand kickers I39m reminded of these memorable quotes and simultaneously fascinated by the willingness of so many of today39s pundits to extol similar examples of myopia about the value of television set top box data Even in their current creaky form settop boxes can already communicate what advertisers have been hoping to achieve for the last 50 years namely a reliable way to know which TV sets are quotonquot and what programs and commercials are being receivedToday STBs specifically provide daily measurement of programs and commercials in over 17 million homes and can tell usamp183 Which shows are being broadcast and in how many homesamp183 Which homes are tuned to which programs by station network and day partamp183 Which programs and commercials are recording the highest or lowest levels of audience retentionSince this data is collected on an ongoing basis and reported secondbysecond it can be crossreferenced with other channel marketing and database outputs Ex Simmons CORE Google Analytics etc to create a more holistic and contextual view of television39s contribution to an advertiser39s media mix In the case of Google TV Ads GTVA quotOn Televisionquot in this case access to 247 STB data can also inform satellite and cable TV ad campaigns allowing advertisers to continually learn from their results and move money into higher yielding programs networks and day parts amp8211 on a daily basis Such performancedriven campaign management practices are commonplace in the online world and are coming quickly to televisionamp8230courtesy of STB dataAs this is happening more and more local broadcast stations and ad agencies are signing up with Rentrak a leading supplier of STB data reporting and analytics while companies like TRA are genuinely and at long last quotconnecting the dotsquot between settop box information and instore purchases helping measure the real influence television is having on consumer spending Equally fascinating are companies like Simulmedia who are uncovering premium television advertising opportunities from historically moribund commercial inventory simply by extrapolating and crossreferencing viewer profile data gleaned from these seemingly innocuous edge serversOne year since its official entry into the data sphere it39s become clear that television is in fact quotdigitalquot and is therefore just as accessible and measurable as any other binary packet in the bit stream This stark FACT is going to rattle the incumbent power brokers in ways that will be fascinating to watch Those who bark the loudest will clearly be those with the most to lose Prices will change empires will fall new players will emerge and the relentless wave of creative destruction that made mincemeat out of the music industry will transform the economics of television quite literally before our eyesSure it39s still early in the curve but those who remember the Mosaic web browser amp8230er that would be the one that came before Netscape which came before Internet Explorer Firefox Safari and Chrome know how fast quotinternet timequot can move Those who don39t are missing the big picture and can either change the channel or get with the programDavid Hutchinson is Senior Vice President of Operations and New Media for Program Partners He can be reached at hutchprogrampartnerscom

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Set-Top-Box Data: Don't Miss the Big Picture - David Hutchinson - MediaBizBloggers

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