Television & Video Unbound · Long tail High if brand aware Low Low Very high Cross-platform reach...
Transcript of Television & Video Unbound · Long tail High if brand aware Low Low Very high Cross-platform reach...
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Television & Video UnboundOverview of hybrid systems in development
Richard MarksResearch Directorasi
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or…..
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RATINGSLEGO
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Potential Scope of Coverage
Platforms• Broadcaster players• VOD• SVOD• Wider online video
Content• Programming• Advertising
Devices• Computers• Smartphones• Tablets• Connected TVs• Other devices
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The Solution?
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Claimed recall /survey research
Passive meters (fixed)
Portable meters Census Data
Day after recall,diaries
PeopleMeters,webmeters on PCs
Typically use audiorecognition (code orfingerprinting)
IP data, server data,cookie data, customerdatabases
Accuracy ofexposure
Medium High if compliancegood
Medium/High ifcompliance good
High
Granularity Low High High Very high
Demographics Yes Yes Yes No
Long tail High if brand aware Low Low Very high
Cross-platformreach
High Low High Low unless fusion
Brandattribution
Yes No No No
Speed ofdelivery
Medium (low fordiaries)
Overnight Overnight Realtime if API
Cost Low/medium High High /medium Low
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Claimed recall /survey research
Passive meters (fixed)
Portable meters Census Data
Day after recall,diaries
PeopleMeters,webmeters on PCs
Arbitron, IspsosMediacell, Symphony AM
IP data, server data,cookie data, customerdatabases
Accuracy ofexposure
Low High if compliancegood
Medium/High ifcompliance good
High
Granularity Low High High Very high
Demographics Yes Yes Yes No
Long tail High if brand aware Low Low Very high
Cross-platformreach
High Low High Low unless fusion
Brandattribution
Yes No No No
Speed ofdelivery
Medium (low fordiaries)
Overnight Overnight Realtime if API
Cost Low/medium High High /medium Low
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Single Source• Would require a spectacularly large sample
size to cover all brands and platforms• Unrealistic volume of info needed from
respondents• Resulting in an unreasonable task load• More possible for planning (e.g. TGI) than
trading• ..and as a hub survey for fusion of Big Data
sources
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Fusion Challenges
• Dependence on data that could be withdrawn• Fusions are usually static rather than dynamic• Complexity / black box: few will truly understand how it
works• Will it be acceptable for trading?• Industry currencies invest a significant amount in high
quality fieldwork.• ..so fusion source will need to be impeccable
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Seven markets:Different stages – different approaches?
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BARB• Publishing TV Player Report since Sept 2015
– Separate ‘audited’ measure of broadcaster player streams– Tagging within player from Kantar
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Source: BARB Viewing Report 2016
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BARB• Publishing TV Player Report since Sept 2015
– Separate ‘audited’ measure of broadcaster player streams– Tagging within player from Kantar
• ‘Dovetail’ initiative– Fuse player census data to core BARB panel– Likely ‘hook’ is VirtualMeter online measurement of sub-set of meter panel
• Objective: Viewing by demos across all platforms• Running prototypes with Kantar & Nielsen. Decision expected this
summer. Go live mid 2017 or earlier?
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Nielsen US
“ Unduplicated ratings across allscreens, platforms anddistribution models.”
• ‘Total Content Ratings’
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Netherlands
• Video IntegrationModel (VIM)
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SKO’s Ambition : The Ratings “factory”
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• Online TV ratings – with demos – went live in January 2016• Next stage is to fuse data to TV meter panel
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The Netherlands’ Total Video Solution is the perfect example of the newpartnership reality
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Metadata
Video Commercials Viewing
Cleaned OTV data
Panelists IDs
Panelists IDs
Panelist usagePanelist pings
Targets Samples
Metadata
Register IPMS
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Sweden
“To launch and maintain a fully acceptedmedia currency covering all videoconsumption on all platforms, screens andsituations”
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Denmark
Goes live Jan 2017
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Components• TV panel
– Expanded to 1200 homes but will only measure TV set usage• Digital meter panel
– 1000 individuals – all digital devices measured via taggingtechnology
• Web profile panel– 25000 individuals – cookie panel for niche viewing behaviour
• Census data– Verification and data integration
• Establishment Survey– 10,000 p.a.
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India• BARC issued an RFI in November ( 11 responses), followed by an RFP in
February for Digital Measurement• Competitive tender currently underway• Tender encompasses:
– Digital measurement on TV panel– Census measurement– Fusion
• “BARC India aims to measure all forms of Online Video Advertising,including ad breaks in live streams, pre-roll and mid-roll videos, andtargeted/addressable advertising linked to the content on broadcaster sitesor social media or any other website/apps”. BARC Dec 7th 2015
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Conclusions• Hybrid contractors not just hybrid solutions• Closer relationship with clients
– ‘a team sport’
• An element of single source is useful, but is it a realistic respondentload?
• Is the TAM panel large enough for online demographics or is aseparate online panel needed?
– Dutch and Swedish approaches may have wider application?• Additional sources of demographics – eg Facebook
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Conclusions• Minute-by-minute viewing levels are lower than streams / requests• Establishing the parameters of the service
– TV or all video– Content vs advertising
• Boundaries between currencies starting to break down?• Transparency vs ‘Black box’
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Set Top Box Data
“ working with large samples would achieve a number of objectives;an increase in effective sample sizes, reduction in data variability andproviding certainty on the identification of new forms of dynamicallyinserted advertising.” BARB Viewing Report 2016
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Television & Video UnboundOverview of hybrid systems in development
Richard MarksResearch Directorasi