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How sustainable is the business of measurement?

Having completed three carbon assessments in a row (2020, 2021, 2022), Médiamétrie is ready to share some conclusions: what is the scale of emissions associated with audience measurement, what are the main sources of emissions – which part of the process – with some surprises, and how does it compare to other stakeholders in the industry?

AI, particularly Generative AI, is a hot topic now, but what is the impact on the media eco-system likely to be? In the latest in its series of industry roundtables, GfK asked executives and business leaders how their companies are assessing the opportunities and risks.

Speakers take questions from the floor.

Moving beyond the measurement silos

For years the market has been looking for a cross-media measurement solution to break up silos. AGF as the JIC providing the video measuring standard in Germany has teamed up with its partners to develop a project to do just that: AGF’s pilot project X-REACH, an innovative cross-media measurement framework, published its first results this summer.

Ipsos iris has collaborated with OzTAM, to deliver a currency offering a total audience measurement viewership across big and small screens. Heather outlines the difficulties encountered along the way, what it means for content owners and how it helps re-position broadcast television in the digital media landscape.

Patricia Sonius, Research Director, NMO

In the last two years NMO, the initiative of Dutch media research JIC’s, has been working towards the world’s first truly integrated audience measurement programme. The recent launch of the new TAM service is a major step towards this integrated system. What were the challenges faced introducing this new currency, such as the transition from one set of ratings to the other, and the set-up of a new panel during a pandemic? What have we done to keep the measurement relevant for teenagers and children?

With research-focused leadership and an expanded mandate to measure digital and cross-media audiences in Canada, Vividata will outline how it has transformed from a primarily print measurement JIC to break new ground in cross-media measurement.

Speakers from today’s final session take questions from the floor.

This annual award, together with 1000 euros, is presented to the conference paper that makes the best contribution to a greater understanding of Radio & Audio and its audiences. The award is kindly sponsored by dataBreeders.

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Delegates and speakers are invited to join us for the asi Network Social drinks reception immediately after the close of the day. The reception will be held in the Azur Room directly opposite the conference room, and is kindly sponsored by Ipsos.

Patrick Béhar, Global Chief Executive Officer, Kantar Media

Including time for questions from the floor.

Cross-platform content strategy

NBCU continues to work with numerous measurement vendors to evolve capabilities in support of content measurement. As this is an industry issue, NBC is working through CIMM to lead a content working group with representatives from multiple companies to support data-driven content decision-making around content strategy, development and creation, content sales and acquisition, scheduling/windowing, marketing and more.

Rachel will outline how the new BARB data has been a revelation at the BBC and now sits alongside in-house analytics to enable a creative and transformative approach to data and insight.

Content exclusivity (programme episodes existing in only one place) was once a given across the television landscape. Now, the valuation of content licensing is developing into its own parallel currency, shattering the myth that an episode can only be sourced to one platform at a time and unlocking new options for both content owners and linear and streaming programmers. What are the ground rules for success and what are the pitfalls to be avoided?

Media and advertising have made progress with inclusive content – we have dedicated LGBTQ+ platforms, and mainstream networks have shows and characters that are more inclusive. Progress has been made, but there is more to do. Gen Z is ‘the queerest generation ever’, and they demand that content accurately portrays their lifestyles. What does this mean for the future of media and advertising?

Speakers take questions from the floor.

& a chance to network

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Evgenia Molchina, International Business Development Director, Kantar Media

Changes in viewing behaviour, especially co-viewing, differ to a great extent across markets. Shifting patterns of viewing behaviour across platforms/delivery forms paint an even clearer picture of these differences.

In a world where quality content reigns supreme, understanding its true value is essential. Amit will outline the innovative approach that captures audience interactions across various touchpoints to create a comprehensive measure of demand for content worldwide.

With the new shift in TV and video consumption habits, what are the main challenges and opportunities for traditional broadcasters and the pure-play digital challengers?

This study fuses continuous passive panel audience measurement data with recontact survey results to track TikTok’s meteoric rise and its influence on media consumption behaviours in Asia, including real time shifts in digital user engagement. The study explores motivations, brand perceptions, and advertising model preferences among TikTok users and non-users, and how Asian digital consumers compare with those in the United Kingdom.

Speakers from this morning’s final session take questions from the floor.

& a chance to network

What do advertisers really want from measurement?

A major UK advertiser, Boots has always focused on the efficiency with which the business
spends its marketing budget. As the media landscape has become more complicated and fragmented, the company has introduced new measurement techniques to sit alongside currency measures and ensure the greatest possible effectiveness for its commercial messaging.

Audience measurement should be focused on contributing to accurate and reliable measurement of effectiveness. This goes beyond the provision of currencies. Currencies are a downstream discipline that were highly relevant within the traditional media model but are less so now. Today, audience measurement provides a vital input into highly complex models that analyse vast amounts of data from many different sources. Audience measurement should move upstream. Cross-platform measurement should provide an accurate picture of ad exposure and contribute to effectiveness measurement.

Not even linear TV ratings are generated from one single measurement source anymore. We should agree on a standard for metrics and reporting. The value should be determined by the market. But let’s not dilute the challenging (and muddy) discussion with attention, engagement or other more subjective or highly circumstantial ‘metrics’.

Speakers from this afternoon’s opening session take questions from the floor.

Opportunities with first-party data

Outcome-based platform ad products have transformed media investment. Money is going to outcomes instead of audiences; in fact, many media buyers today don’t care about audience at all, other than perhaps as an initial hypothesis. But TV still influences those buys and outcomes and ITV’s new(ish) Measurement Innovation Team is developing tools to measure that value, at scale, for all our advertisers. Find out about the progress we’ve made so far and the mountain that’s left to climb.

Based around specific client data, both privacy safe and delivering actionable outcomes, market mix modelling (MMM) is enjoying something of a renaissance, whilst at the same time attracting data scientists more used to analysing online marketing activities. Not all market mix models are equal and there are dangers in assuming that they are.

The deprecation of cookies presents a tremendous opportunity for broadcasters who tend to be data rich. Clean rooms provide the opportunity to resolve the risk/trust issues involved with traditional matching and enable targeting for brands and retail media.

Timo Thomsen, Head of Measurement & Signals EMEA, Meta

The presentation will review a range of privacy-enhancing technologies and their advantages and disadvantages: secure multi-party computation (‘private lift’); trusted execution environments (data clean rooms, but #interoperability); on-device learning (sandboxes); differential privacy. Timo will explain the practical application of privacy-enhancing tech with a case study example.

Speakers from this afternoon’s second session take questions from the floor.

& a chance to network

Are we paying attention?

Attention metrics over the last couple of years have become widespread in their use across the ‘buy-side’ of the industry and a growing number of media vendors. Andy will bring the audience up to date with the latest developments from a validation perspective, whilst highlighting the potential roadmap for development across different media channels.

Nora Schmitz, Head of Audience Measurement and Media Development, Ipsos Italy

Despite the growing interest and now indisputable relevance of attention for an efficient and effective communication plan, the market has yet to develop a fair and consistent definition of the relevant metrics. As a result, the industry lacks a unified, scalable and transparent approach to attention measurement. OMG and Ipsos have set out to change this and have carried out the first structured Italian study that goes beyond the current definition and measurement of visual attention.

Tim explores the role of contextual advertising and the similarities between FAST consumption and traditional commercial radio consumption. Are there emerging innovation opportunities for advertising which could be impactful for both FAST and linear audio consumption models?

Speakers from this afternoon’s final session take questions from the floor.

Karthik Rao, CEO, Nielsen

Includes time for questions from the floor.

Advances in cross-screen measurement

Alexandra Simpelaere, Product Manager Cross-Media and Platform Measurement, Médiamétrie

In January 2024, Médiamétrie will launch a measurement that truly captures all existing broadcasters’ content and ads, including what’s happening on online screens at home as well as non tv homes. This important change will transform the ad currency and be available in all planning tools. Such a change is both a technical challenge and a major shift for the advertising market.

Frederik Barnholdt, Head of Market & Performance Measurement, TV2 Danmark, and Chair of Danish MOC

How has the new Total Audience Measurement in Denmark allowed strategic decisions and optimisation of the viewing across four screens from the commercial broadcaster’s point of view?

Riina Aho, Appointed Director of TTVAM, Screenforce Finland

The recently-launched TTVAM Finland service is arguably at the forefront of a generation of cross-platform TV currencies that leverage a combination of TAM panel and census ad-server data. Andrea and Riina will share learnings from ad server data that may guide other industry bodies or consortia who are exploring similar initiatives.

Speakers from this morning’s opening session take questions from the floor.

& a chance to network

New challenges, innovative techniques

Pierre-Paul Vander Sande, SVP Advertising Strategy, Canal+ International

This presentation outlines how the use of Return Path Data from Canal+ customers’ boxes provide the ‘household audience’ which is transformed into individual audience ratings by means of an additional declarative survey. Set-top box usage logs are converted into individual audience ratings published weekly and with ratings day by day, minute by minute, programme by programme.

Justin Ang, Assistant Chief Executive for Media, Innovation, Communications & Marketing, IMDA/Infocomm Media Development Authority

In 2021, after five years of running Integrated TAM measurement, IMDA issued a challenge to the industry for a solution to extend the reach and scope of the TAM currency: following content across all platforms and screens and adding a focus on audience engagement and attitudes to content. This project provides an example of creating innovation within a TAM currency in response to changing market demands.

Houda Koussa, Research Consultant and Owner, Archers

In 2022, the Media Rating Company (MRC) in Saudi Arabia launched the KSA TAM project to passively measure in-home media consumption on TV sets, both linear and streaming. The main KSA TAM findings were revealing and showed lower TV consumption in comparison to the historical CATI study. Detailed research by MBC followed to understand the nature and driver of the differences, and the broader TV content consumption, to pave the way for the development of a multi-platform group strategy.

In October 2022 the Swiss TV market launched Replay Ads, e.g. addressable ads delivered via set-top boxes. Based on the already established hi-res TV approach, Mediapulse developed a research design to measure reach and frequency of these Replay Ads and to combine it with data from traditional TV campaigns. Mirko describes the methodological approach, addresses the challenges of cross-platform research and presents first results of the integral tv campaign measurement.

Speakers from this morning’s second session take questions from the floor.

& a chance to network

New developments in measurement

Olivier Daufresne, Associate Director, CESP

Whilst much industry effort is directed towards problems in cross-media and cross-platform measurement of video content, broadcasters also recognise the importance of reliable measurement of out-of-home audiences. A recent audit of these services in France, Russia and Poland demonstrates the benefits to the whole measurement community and the presentation outlines the issues to address when setting up such a service.

As the walled garden walls grow taller, a source of truth is required to understand viewership across those barriers. With an equivalent understanding of viewership across every single possibility, a path to data interoperability can be achieved. However, that source of truth can only be achieved with proper single-source measurement of individuals inclusive of their entire TV omnichannel and personal device viewership. HyphaMetrics’ proprietary solution achieves just that, without the reference to schedules which has held the industry back from being able to measure streaming.

Worldwide, TV operators are starting to harness a range of technology services to bring addressable advertising solutions to traditional broadcasters. Into the world of GDPR obligations, real-time bidding and yield management comes the promise of even more efficiency through use of first-party data linked, anonymously in a clean room, to data from one or more third parties. Ian outlines an overview of the new TV advertising eco-system, best practices for data matching and insights from a survey of broadcasters in Europe and Asia-Pacific.

Speakers from this afternoon’s opening session take questions from the floor.

& a chance to network

Cross-media measurement: standards and metrics

Markets in Latin America are moving from talk to action! In the last twelve months TikTok and Netflix have signed-up to audience measurement services, Google has joined forces with TV networks in an industry consultation designed to enrich media planning and over 50 advertisers have adopted unified campaign performance measuring broadcast, social and video-sharing properties. How have these milestones been achieved in Brazil?

Meeting buy-side needs for cross-platform reporting requires a joint-industry single measurement standard, consensus on reporting metrics and practical access to data. In response to an industry-wide consultation, Barb has committed to reporting content people watch on YouTube and other video-sharing platforms. Reporting these audiences should be based on equivalent data — both in terms of audience metrics and transparency on editorial environment.

Jonathon Wells, SVP Measurement Standards, Governance and Compliance, Nielsen

Audience measurement techniques are rapidly evolving to incorporate multiple data sets including big data sources and panels. Generally accepted measurement standards and the audit processes and metrics necessary to substantiate them have not kept pace. Meanwhile: clients are demanding more transparency and greater assurances of quality from measurement providers in an ever-fragmenting, and methodologically complex operating environment; measurement companies are looking to understand, anticipate and achieve the yardsticks by which their products will be assessed; and auditors need to come up with new examination and discovery techniques that satisfy the clients’ needs for assurance in a scalable, replicable and efficient way.

Speakers from today’s final session take questions from the floor.

This annual award, together with 1000 euros, is presented to the conference paper that makes the best contribution to a greater understanding of Television & Video and its audiences. The award is kindly sponsored by dataBreeders.

 

 

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