What are Data Companies Contributing to the TV Market? -- Part 5

Be sure to read Part One in whichamp160participants describe their companiesamp8217 services Part Two in whichamp160they reveal their plans to market and integrate the data into television analyticsamp160Part Three in whichamp160we asked participants about their client lists who in the television sector is using their current services and Part Four in which we asked exactly what their data can doMy Take Entrenched attitudes are in my opinion the biggest hurdle to overcoming the shortcomings of television measurement As long as we continue to forecast on current metrics change will be slow and painful Yet the fragmentation of the television environment and the looming prospect of programmatic TV may push us to change faster finding and agreeing to solutions to current challenges The demands of the marketplace might be the engine of needed change sooner than laterQuestion 5 What are some of the challenges you see in the television measurement world today How can these challenges be solvedBill Feininger President FourthWall Media Television audience measurement today is measured by panels that determine the total audienceamp160 As the industry moves to onetoone marketing small representatives are challenged to serve this changing worldamp160 Measuring every household and eventually every individual is essential in providing marketers and advertisers that direct connection to consumers so set top box measurement is a step along the way to providing the industry the breadth of data that is necessaryFrank Foster Senior Vice President General Manager TiVo Research and Analytics TRA Sample size is the clearest change that needs to be made to make TV measurement more effective The proliferation of both distribution channels and content means we have to reevaluate the way we count viewers To compound basic measurement challenges advertisers are demanding the audience targeting and outcome based metrics theyamp8217ve grown accustomed to in digital The current sample sizes need to increase by two orders of magnitude to account for these new behaviors and give advertisers the behavioral and psychographic information they need A bigger sample size necessitates singlesource data on a massive scale for advertisers to determine crossplatform media mix and creative effectiveness Linking data from these disparate sources will continue to be a challengeMainak Mazumdar Chief Science Officer Simulmedia Challenges Small sample sizes trying to measure the increasingly fragmented TV viewing landscapeamp160 Longtail is not measured OTT is excludedamp160 Standard TV media metrics GRPs and target demos do not correlate to ROI the metric that marketers are really most interested inamp160 There is also a lack of innovation in incorporating census level data eg STB with panels Potential solution While reach is important measurement should focus on ROI and sales impact of TV ads the metric that really drives a marketeramp8217s business Data is now making this possible in the world of TV Expand measurement footprint by incorporating STB and OTT into standard measurement methodsCharles Buchwalter President and CEO Symphony Advanced Media Todayamp8217s single biggest market issue is that the significant developments in viewing media beyond Live7 are not being tracked by an objective third party firm The Symphony Advanced Media VideoPulse offering not only tracks Live DVR to 7 days and VOD to 3 days for all programsepisodes in the US but also tracks OTT DVR beyond 7 days and VOD beyond 3 daysKelly Abcarian Senior Vice President Watch Product Architecture Nielsen Consumer choice is driving how content is viewed and it is fundamentally changing the business of TV advertising and measurement Rapid technological change has forever altered the way that content is distributed and consumed creating new challenges for measuring audiences across new platforms and screens It is quite clear that our clients are rethinking the way they access and use data As they collect terabytes of information on their customers they want a way to connect the dots between what they know about a customer and potential customer to what other companies know and they want a clear way to engage with each person in the right way and at the right timeamp160Our Total Audience framework represents the next step in the evolution of TV ratings by reporting the total audience across digital and linear for a TV program or ad campaign in a consistent and comparable wayamp160 As has always been the case the industry can choose how to transact business based on the flexibility that comprehensive Total Audience measurement allows In addition to total amp8220ratingsamp8221 audiences by agegender we are also enabling analytics across the thousands of audience segments that are available in the audiencebased programmatic ecosystemamp160 This is where our acquisition of eXelate enables us to tie together Nielsenamp8217s media consumption data together with eXelateamp8217s audience data over 10000 segments to provide unparalleled consumer insights for an audiencebased worldEric Schmitt Executive Vice President Communications TV and Media Allant Advertisers are shifting dollars to more precise audiencebased buying techniques but measurement is laggingamp160 A principal challenge is the verification of deduplicated segmentlevel campaign reachfrequency across media and platformsamp160 Related challenges include the need for more automated proposal and execution processes shorter cycle times the normalization of segment definitions across TV and online and an advertiseramp8217s ability to scale advanced ad techniques across multiple ad sellers and inventory typesamp160 amp160The Audience Interconnectamp174 solves these challenges by providing a system of record for audience segments household level counts in seconds not days coupled to crossmedia campaign execution national and spot linear addressable VOD and online and standardized impressions measurement and projections on the back endCathy Hetzel Rentrak Corporate President Rentrak is very excited about the business climate over the next several years We see crossplatform measurement as the opportunity ahead While today we are able to measure multiple platforms we are working hard toward providing crossplatform intelligence including unduplicated reach and frequency using new data sources to connect the dots Rentrak is at the center of these advanced advertising models and is the only company prepared to measure TV Everywhere at the required scale We see international expansion as a key opportunity for growth We believe the regulatory environment is favorable for creating jobs and supporting local content and only with censusbased measurement can longtail networks exist profitably We highly value consumer privacy and have developed privacy compliant methods to create targets from aggregated anonymous data that are needed to drive advertising models The days of the notforprofit Joint Industry Group JIG are over as MVPDs should earn revenue for contributing their data for industryJoan FitzGerald Senior Vice President Television and Cross Media Service comScore The most pressing challenge in the television measurement world today is that television viewing has amp8220escapedamp8221 the television set and needs to be measured across all platforms MVPD DVR SVOD and devices such as smartphones tablets and OTTamp160 comScore recently introduced Xmedia which is the industryamp8217s first syndicated measurement of combined TV and digital audiences We created Xmedia because our clients have told us that they need solutions now that will help them measure the complexities that come along with the everchanging way that people are consuming content thanks to the digital world With better data and technology linear TV along with Total Video in all of its forms can be measured for the benefit of both buyers and sellersLeslie Wood Nielsen Catalina Solutions This is a question that someone at Nielsen should answer They work on this all the time Because I am focused on the effects of advertising I donamp8217t need a total audience number The industry knows we are missing pieces I am less concerned because I look at consumer groups for a product or a category The world is changing incredibly quickly There are new ways of consuming media How do we define TV If you see a program on the internet is it TV or is it digital I leave that to others and take the benefit from what they have doneThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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What are Data Companies Contributing to the TV Market? -- Part 5

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