We’re back but what have we missed?

Mike Sainsbury, Chief Executive, asi
Richard Marks, Research Director, asi

 

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Digital consumers are for the first time ever experiencing a combination of double-digit inflation and declining discretionary incomes. This is unleashing a battle for upscaling attention across digital entertainment services as an excess of content supply comes up against the challenges of defining what constitutes optimal engagement. In this environment content, context and monetisation models will be key to delivering optimal outcomes for ad-focused ecosystems. MIDiA Research will deliver its latest ad engagement consumer data coupled with a video and audio market overview to showcase where we are now and what 2023 will bring for the digital audio and visual ad proposition.

Includes time for questions from the audience.

The pandemic has changed the behaviour of business and consumers in many ways. How has the digital landscape in the main categories evolved in the last two years and what are the new opportunities across platforms in the sector?

Includes time for questions from the audience.

The focus of audience measurement continues to be on usage, on counting and aggregating viewers and listeners. Is this really what media organizations should measure to understand and evaluate their success? Roberto will share some provocative ideas and inspiring insights about why and how impact and value measurement is emerging as a new business analysis field that helps media companies tackle transformation and become more purpose driven, relevant and successful.

Includes time for questions from the audience.

Ian Dowds, CEO, UK Online Measurement (UKOM)

The challenges that have existed for audience measurement in the online space for several years are now coming into focus for all media owners as their static, video and audio content becomes increasingly digitised and distributed across all corners of the internet.

Over the past 3 years Ipsos and UKOM have been developing a new approach to online measurement, Ipsos iris, in the face of increasing challenges from three particular angles. Technology companies are reducing access to device data, media businesses are reducing data availability and regulators are restricting data use, all under the banner of privacy and the right to be forgotten.

In short, the old rules (from 5 years ago!) no longer apply and data from panels and census networks have had to be revisited with fresh thinking applied on how to utilise these resources to create a new future-ready product for online audience measurement.

Includes time for questions from the audience.

Recruiting representative samples of young media consumers is a growing headache for all measurement currencies, both in terms of the number recruited but also in terms of how truly representative they are of their peers. Does the law of diminishing returns also apply as the costs escalate of measuring a demographic whose (traditional) media consumption continues to decline? How motivated are we to get better at measuring less? Our expert panel will evaluate new techniques to reach young audiences and weigh up the relative importance of the need for behavioural insight against the need to head count accurately.

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.

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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.

Streaming and OTT: where is the industry heading?

Advertising is now increasingly important to the business of streaming. Netflix is preparing to launch a hybrid tier, and with broadcasters looking to retain audiences and revenue with their own streaming services, how will the market develop?

How is viewing to linear TV performing globally? Does on-demand viewing represent a way broadcasters can compensate for shifting patterns of consumption? Is it now possible to talk about ‘streaming fatigue’?

Traditional linear television has long been the home of (and driven by) high-profile sporting events while streaming has made its mark in binge-able seasons of episodic dramas. 2022 marked the ‘Summer of Streaming’ where platforms matured both their interfaces and content offerings. At the same time, big name sport is starting to emerge, uniquely distributed on streaming. Using The Gauge, Nielsen’s total TV and streaming tool as a backdrop, this paper will look at how the industry migrations and predicted changes finally took hold this year, and what live streaming measurement means for the future.

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

& a chance to network

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What do streaming consumers really want?

BARB has been publishing daily audience data for SVOD and video-sharing platforms since November 2021. What have we learned about people’s viewing behaviour? And how does this help broadcasters, agencies and advertisers?

How does SVOD viewing vary according to devices? Are younger viewers moving more towards viewing on computers, teen content viewed on phones and kids content principally on TV and tablets? How much of this viewing takes place outside of the ‘home’ and what does this mean for measurement? How does account-sharing affect coverage, awareness, viewing and SVOD strategy?

TV and film increasingly appeal to international audiences, regardless of original network, country of origin and language. This presentation will cover which genres appeal to which countries and offers a unique look at opportunities available to producers and storytellers looking to develop ideas into the next big hit for any demographic.

AVOD and FAST are a low-friction way to bring content to audiences, but do audiences like them? TRP surveyed our panellists and found they had mixed feelings – while they don’t want to pay for more services, they find VOD ad placement disruptive. We dug deep to find out how AVOD and FAST can appeal to audiences and what streamers should consider for new services.

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

& a chance to network

Cross-platform planning and trading

Why cross-media measurement matters for advertisers, why they have taken the initiative and the progress made towards the WFA’s North Star.

Includes time for questions from the audience.

Analytics companies are often charged with quantifying the impact of advertising. This presentation outlines the role audience measurement plays and offers a wish-list for the future.

Includes time for questions from the audience.

Beyond exposure metrics

Michael Follett, Managing Director, Lumen Research

Much has been written about the theoretical or research implications of attention data, but 2022 has been the year of action. Havas has embedded attention data throughout its planning tools, buying strategies, reporting and optimisation approaches to deliver more attention for less money and more impact.

Josef Fišer, Marketing Director, MEDIAN

Are we finally approaching the Holy Grail, where we can measure visible exposure to advertisers’ brands no matter where they are (TV, online, print, outdoor, in-store…), or will the issue of privacy and GDPR regulation stop us?

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

& a chance to network

New opportunities for video advertising

The SmartTV glass is the window into the fragmented world of big screen viewing. As viewers move seamlessly between linear and streaming, it’s never been more important to understand audience trends at the most granular level. In this session we’ll cover how data from the Original Equipment Manufacturer (OEM) works and explore the value it can offer in driving better outcomes.

Simon Köpp, Senior Director Business Development, DACH, The Trade Desk

This presentation draws upon research into video campaigns that have run in parallel on both linear and Connected TV. Using ACR technology and distinguishing linear from CTV delivery, this research shows overall results for the campaigns as well as for the performance of each platform. The incremental reach Connected TV brings to TV campaigns can be validated and attributed to socio-demographics.

By the end of 2022, it is estimated that there will be more than three billion gamers globally. As an entertainment medium, it represents a huge opportunity for marketers but, for many, the opportunity is still shrouded in mystery. This presentation looks at the emerging opportunity in-game advertising offers, explores the crucial role of measurement in its evolution and explains how brands can evolve their marketing mix to reach a diverse, affluent and growing audience – without intruding on their playing experience.

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

What do currency users really want?

Just what do currency users really want from currency measurement systems? How do we balance and prioritise the needs for planning, trading, attention, engagement, content monetisation, scheduling, viewer retention and competitive intelligence? GfK will report back on recent expert panels conducted with both the buy and the sell side to highlight where the points of agreement are, but also where priorities may be diverging.

Findings from two studies will explore the US TV measurement landscape and the transition to a multi-currency marketplace, along with thoughts on the challenges and opportunities presented by a changing market.

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

Data of all sizes

Four of the largest telecom and Pay-TV operators in France are collaborating in a project to enhance the granularity of current TV measurement. There will be many benefits, but also considerable challenges to overcome.

In the summer the Swiss TV market integrated return path data from digital set top boxes into the existing panel-based system. Much was learned in the preparation and implementation.

Paolo Lugiato, COO, Auditel

The Italian regulatory authorities required DAZN to implement an SDK and to provide reliable audience data to Auditel. The proof of concept demonstrates the value to OTT platforms of co-operation.

Keld Nielsen, Global Strategic Director, Kantar

Confronted with an increasingly diversified channel and platforms to monetise, the need to pivot faster and the call for richer data to inform decision-making, media owners are all feeling some form of data paralysis. How are the industry’s data scientists and audience analytics moving from talk to action?

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

& a chance to network

Streaming measurement

Ian Garland, Managing Director, Milton Data

Developing a consistent person-based measure from often inconsistent device-based source data has enabled OzTAM to integrate linear and BVOD data into industry currency for both content and advertising with multiple benefits to stakeholders.

Dennis Christensen, Head of Audience Research, DR

This presentation explores an innovative approach for transforming device-level census information into respondent-level data and the main challenges in establishing scalable cross-platform video measurement today.

An introduction to VID modelling techniques: looking at inputs, and how models are created, applied and used.

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

New techniques to meet new challenges

Irada Sultanova, Managing Director, MARSA

Prompted by government regulators, all sides of the industry came together, secured funding and put together a team to set up a TAM system in record time. All this was achieved despite war and the pandemic.

Derrick Gray, Chief of Measurement Science and Business Analytics, BARC

While India is a single nation, united in spirit, drive and patriotism, it is home to many different cultures, languages, and preferences. As such, measuring the viewing of such a nation brings many challenges, which carry through from the design of the panel to its recruitment and maintenance, and even auditing its processes. This paper will outline some of these key challenges.

Bandar Al Mashhadi, CEO, Media Rating Company (MRC)

The MRC and Nielsen have needed to apply innovative thinking to address unique cultural dynamics and ensure a robust Saudi TV measurement panel. We continue to learn about how to engage the Saudi population and develop appropriate methodological solutions that are required for this unique market. And, of course, now we can really see what the Saudi population is watching on their TV screens…..

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

& a chance to network

Advances in data science and modelling

With the sheer amount of data coming from different devices and the growing need to put privacy first, understanding audience behaviour has never been more complex. To help overcome some of these challenges, the industry is increasingly embracing the use of synthetic data. This paper showcases how synthetic data can enhance the ability to model audiences, bringing together disparate data sources whilst preserving data privacy.

The audience measurement landscape in the U.S. is more interesting now than ever, with Set Top Box and Smart TV services available from various companies including 605, Comscore, iSpot, Samba and VideoAmp: Nielsen too is augmenting its currency panel with big data sources. This presentation explains how Xandr and its clients are working with these data sets and what we’ve learned.

The growing fragmentation of data sources required to measure cross-platform video and the progressive decoupling of contents and ads, make it more and more difficult to recreate a single respondent-level dataset that produces meaningful and correct reach and frequency of contents and/or advertising campaigns. In the end, the industry will inevitably face some hard choices which, from our multi-country experience, we are happy to present and discuss with the panel.

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

& a chance to network

How is the audience measurement industry changing?

It’s been three years since the asi community last met face-to-face and a lot has changed since then. In this final session of the conference, we will examine how the measurement industry is responding to the priorities of media owners, platforms, advertisers and agencies.

A panel of key decision-makers who are building the measurement systems of the future will discuss and debate with our Research Director Richard Marks the key questions that will determine the fate of the industry over the next decade and what the measurement industry of the future will look like.

Panellists to include:

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

 

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