Innovation and Accountability:
Cross-Platform Video Measurement Comes of Age
Whilst the media obsesses about ‘Fake News’ and ‘Alternative Facts’, it’s all the more important that the systems we use to measure TV and video behaviour are fit for purpose. In an era in which video content is exploding across multiple platforms and devices, it is become harder and harder for traditional research methodologies to keep pace.
Meanwhile, transparency is fast becoming a buzzword in the media, not just in terms of agency trading practices but also with regard to the data measurement systems themselves. The political polling industry has had a difficult year, but arguably the stakes are even higher when it comes to media measurement: the data used for measuring video are estimates, but billions of dollars are traded and invested based on those estimates, so it is critical that those estimates are the best they can be.
This is where asi conferences play a vital role: they are an essential forum for the industry to discuss what the priorities are for video measurement, to share best practice and be inspired by innovation in video research and data.
This forum for innovation is even more essential in the APAC region, in which younger-skewing markets are driving the rise of mobile and OTT, whilst there is a huge opportunity for both local and global players in broadcast and VOD content.
Consequently, this year our APAC Conference will be focusing on four main themes:
Content goes global
We’ll be looking at trends in content consumption globally and across the region, both in terms of genre and platform. What do content owners, platforms and advertisers need from audience measurement across the APAC region? To what extent do OTT services represent a threat to traditional pay-TV? How can brands measure attribution for their content? We’ll be hearing from, amongst others, PwC, the BBC World Service, AIPRO, GfK and Eurodata Worldwide.
Television and video – the advertising challenge
Is a lack of transparency undermining the future prospects of online video? With video being consumed in so many ways, what are the key measures to assess effectiveness across the various devices? How can new RPD services and sophisticated data fusion techniques drive efficiency in media planning and buying? What are the opportunities for OTT, whether linear, SVOD and AVOD? What is the likely future shape of consumer consumption of linear vs on-demand and of paid versus advertiser-funded content?
The cross-platform measurement challenge
Arguably the biggest single challenge for currency measurement systems is the need to measure TV content outside the TV set, and yet still tie that viewing back to the original broadcast to provide total reach across platforms. We’ll have insights from a number of markets, including India, China, Japan, Australia, Singapore and Thailand about cross-platform innovation in measurement.
Online video metrics
How do we define online viewing in a logical way? Should we simply be ensuring conformity with the definitions we have been using for TV viewing or is online video a different beast entirely? We’ll be tackling the vital issues of viewability and viewing duration: can a 4-second online video view really be compared to a minute of broadcast viewing? As advertisers start to question the online data they are seeing, how can we ensure that the methodologies and definitions we use will maintain their faith in video as a medium across all platforms? Transparency and accountability will be a major theme at this year’s APAC asi Conference.
See below for the agenda to this year’s conference.
The 2017 APAC Television & Video Conference is generously sponsored by GfK and Nielsen
and supported by CASBAA
Please note: this agenda may be subject to change
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