It has been three years since our last physical event in Prague and, whilst our two virtual events helped to keep the conversation going, everyone will be relieved to meet face-to-face again in Nice, France, this November. There is so much that has happened and is changing in the world of audio, video and its measurement.
Hybrid audio measurement is on the rise, partly due to the attractions of electronic measurement panels and partly due to a need to make measurement more resilient against disruptions like the pandemic. What implications does this have for the structure and reporting of currencies? Is the direction of travel to make electronic data look like diary data or is this an opportunity to adopt new metrics for measuring radio? We’ll be looking at how portable measurement technology is evolving as well as sharing techniques for combining recall surveys, electronic panels and audio streaming data.
Meanwhile, as podcasting continues to boom, what steps are being taken to convert streams and downloads into real listening with real people? What role can subscriber log-in data play?
As more and more radio and podcasts adopt video feeds, we will be examining the benefits versus the costs. What are the social media benefits and how can we measure the wider reach of audio content? Where does this form of ‘audio-led’ video content sit best in terms of measurement currencies? Are the boundaries between video and audio starting to evaporate?
Platforms and distribution are a major strategic issue for both audio and video. Is it more important to reach as many people as possible or to ‘own’ an audience? Are we looking at more and more walled gardens for content and ad distribution? Where does that leave aggregators of audio and video content? How important is attribution and first-party data – driving people to exclusive content on your own app – relative to the benefits of making content as widely available as possible.
Younger audiences are the holy grail for media owners and advertisers, but for researchers too. How can we overcome the challenges in recruiting young panels to research and ensuring they are representative?
As streaming moves centre-stage in distribution of content, what are the optimum models for monetisation? Is the SVOD era phasing into one of hybrid models with ad-free and ad-funded tiers? We’ll look at the role of AVOD and of FAST (Free Ad Supported TV) services being launched by new players like Smart TV manufacturers. We’ll be getting fresh insights around the world in terms of the balance between streaming and broadcast, between on-demand and linear and between TV sets and other devices. From a measurement perspective, what are the relative contributions that can be made by first-party data, third-party data and now ‘zero-party’ data?
Our main focus when it comes to advertising will be the contribution audience measurement makes to communications planning. We’ll appraise the latest status of the progress towards the WFA’s North Star for cross-media measurement and look at how data can improve inter-media planning. Could the growing momentum behind attention metrics lead to their use as a currency? How can measurement keep pace with the increasing integration of advertising into content via branded content, dynamic product placement and sponsorship? What opportunities lie in gaming? What new messaging opportunities are broadcasters working on?
In our audience measurement sessions, we will be looking at the latest innovations in measurement in the context of the wider direction of travel. What do the buy and the sell side want from measurement and can these be aligned in a single service? Is the US flirtation with the idea of multiple ‘alt’ currencies a one-off or a sign of things to come? With broadcaster-led initiatives to measure linear and VOD campaigns being introduced in a number of markets, what are the implications of services like C-Flight often being independent of the main currency?
With a hive of activity around the world, our methodological focus will be wide-ranging. Emerging early themes include the incorporation of Set Top Box data into live currencies and the opportunities offered by Smart TV data and ACR. A range of decisions need to be taken in terms of the ‘balance’ of video measurement systems: respondent-level databases or APIs?; probabilistic or deterministic methods?
What will the measurement systems of the future look like and how does the media industry need to evolve in terms of skills and infrastructure? With an increasingly central role for modelling and data science, who watches the watchers? Will auditing have an even more vital role to play?
The full agendas will be published in the first week of September.
For information on booking, payment and hotel accommodation:
If you would like to register your interest in our future conference plans, please click here.