Bookings open for the 2023 asi International Conferences in Nice, France
Across all three days of this year’s event, we have had a record number of submissions, reflecting just how much is going on in media and its measurement.
Agendas are taking shape and are outlined below, together with information for booking both the event and venue hotel.
2023 International Radio & Audio Conference
What drives the enduring strength of audio and its measurement? In Nice this year we’ll have three primary areas of focus:
We’ll be widening your understanding of how radio and audio are being consumed and how linear and on-demand best complement each other. What are the listener need-states that audio is able to respond to and how do these vary by demographic, by time of day and by country? What does the audio landscape look like in markets that have fully transitioned to a digital ecosystem? How is the relationship between audio and travel changing post-pandemic, particularly in-car, as vehicle operating systems become media and advertising real estate.
A number of markets now have a range of ongoing ‘ingredients’ that fit into their measurement systems, but thus far no two markets are following exactly the same recipe for combining metered measurement, diaries, day-after recall and census streaming data. How can passive and recall data best be integrated? What takes priority? How transparent are the algorithms used to do this? Will online diaries inevitably be phased out? We’ll be trying to understand the optimum way forward not just for data collection and blending, but also the metrics that are best suited to make the most of these new systems. Is it time to move beyond traditional radio concepts like average quarter hour and reach to metrics like CPMs?
Meanwhile, podcasting and non-linear audio continue to grow, and so does our understanding of how both content and advertising work best in an on-demand context. We’ll be looking at the benefits of podcasts in reaching parts of the population that linear cannot and how listeners navigate an ocean of podcast content. How is podcasting data being activated for media sales? Which data sources offer the best strategies for effective measurement and what does the future have in store?
Joint session open to ALL delegates
In our joint session we will be debating issues of common interest to all those involved in and using video and audio measurement.
Sustainability is a major priority for the media industry. The carbon footprint of different media channels is coming under scrutiny and with it the consideration of sustainability metrics that could feed into media planning decisions. Most directly for our community, how sustainable are the different forms of media measurement? Is data in the cloud more environmentally friendly than metered panels, or does big data require energy-hungry big server farms?
Artificial Intelligence is dominating the wider public debate with the advent of generative AI, but forms of AI and machine learning have been in use in measurement for a while now. What does the media industry make of AI, whether for content production, ad planning and serving or research design and administration?
As the WFA cross-media initiative progresses at a global level, many local developments are underway, some growing organically out of the JIC structure. However, increasingly currencies are not ‘staying in their lane’ but widening to measure other forms of media. We’ll be showcasing some significant developments in cross-platform and cross-media measurement and asking how sustainable single-media currencies will be in the future.
2023 International Television & Video Conference
The world of streaming has evolved considerably in just the last year, with global services that had seemingly unlimited funds for production now challenged by economic reality and a writers’ and actors’ strike in the US. Meanwhile a number are doubling down on advertising as a source of revenue. We’ll be examining what the real state of play is for the global streamers and how successfully broadcasters are managing the transition from broadcast to streaming, evaluating the optimum balance between linear and on-demand.
How can content owners best monetise content across multiple platforms? Is the era of exclusivity coming to an end? What analytic tools are available to help us best understand how content works across an extended lifetime? With the current focus on the WFA initiative and on advertising measurement, we’ll be highlighting the importance of content measurement and the need to take account of what methods and metrics are needed to help media owners optimise their content strategies.
In our advertising session we will be asking how the measurement community can provide solutions that are more directly relevant and helpful to the agency planning community. What progress is being made to bring third-party audience data together with first-party data sets to improve advertising efficiency? We will have a particular focus on how the use of clean rooms is unlocking the power of first- and third-party data sets, with specific examples of their use by advertisers and media owners to provide enhanced advertising targeting services. Are clean rooms the magic answer to privacy considerations? How can we best understand what happens in them? Meanwhile, at the last conference we highlighted the opportunities offered by Connected TV and the evolving work around attention metrics and we will be returning to both themes at this year’s event.
With consensus about the need for panels as a source of truth for understanding persons-based measurement, what are the priorities that determine the direction of travel for the data flow in hybrid systems? Is big data there to make panels better and more granular, or are panels there simply as an input to allow big data to be turned from devices into people?
Measurement techniques continue to evolve and we will be highlighting new advances in metering and content detection. In our measurement session we’ll be hearing from markets that are truly innovating in the field of video measurement, widening the scope to include other platforms and in some cases measuring outside the home. What has worked well and what has needed further development? How have users reacted?
We’ll also be putting definitions of impressions and therefore reach under the spotlight. Can all video be essentially treated in the same way or does so-called ‘fit for TV’ or premium content demand a different approach to evaluating advertising than that adopted for social video. Do we accept that all impressions are not equal or is the MRC two-second minimum the best common standard to be applied to all cross-media video planning and trading?
As we move into a world of clean rooms, data exchanges, blind matching, virtual IDs and ACR, how can we assure that data is transparent and accurate? Does the development of ever more complex methodologies necessarily represent progress and help us make better decisions? Are we in danger of mistaking increased precision with accuracy?
The increasing complexity of measurement makes it harder to set standards and conduct auditing. Is there a need for new guidelines for TAM that take account of the advent of big data and data science? Are we even agreed on the lexicon and the phrases that we currently use, such as ‘impressions’, ‘impacts’ and ‘attention’?
We are looking forward to getting together with our community to provide a forum for the industry to share experience, debate, understand and move forward. Join us in Nice for a full, relevant agenda with breathing room for networking and knowledge sharing!
The full agendas will be published in early September.