❝ What is needed , is a holistic view across digital that is comparable and unduplicated with linear media , in order to understand the impact of programming and advertising on the big and small screens .❞ |
— Craig Johnson , Managing Director , Media , Nielsen
measurement across all devices and platforms . This , in turn , delivers un duplicated and comparable metrics from an independent audience measurement solution , and offers a view of what people watch across devices and platforms .
Johnson continues : “ The flexibility of the framework allows clients to leverage components for linear and dynamic content for both programming and advertising , as well as cross-platform content analysis insights .
“ Within the Total Audience framework , Nielsen has also developed Digital Ad Rating ( DAR ) and
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Digital Content Ratings ( DCR ) to measure in conjunction with linear TV audience measurement .”
He also believes that because broadcasters are today faced with the challenge of combining digital and traditional media , having multiple sets of metrics is counterproductive . “ What is needed is a holistic view across digital that is comparable and unduplicated with linear media , in order to understand the impact of programming and advertising on the big and small screens .”
Comparable metrics , says Johnson , allow broadcasters to understand
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how audiences interact across their various platforms and accordingly , adjust demographics and programme durations to attract maximum audience reach across all devices .
Unduplicated reach metrics across all platforms and devices is key , he emphasises , while suggesting that this “ unduplicated reach ” should form the building blocks for all other metrics . “ It is important to all broadcasters and advertisers that the metrics produced are comparable and can be used from planning to post analysis .
“ Return on investment ( ROI ) is emerging as the most important measure — this is why Nielsen has a strategy of measuring Reach , Resonance and Reaction ,” Johnson concludes .
In an increasingly digitised world , the continued emergence of disruptive technologies should perhaps not be seen as a surprise . Artificial intelligence ( AI ), for instance , is projected by Gartner to produce US $ 1.2 trillion worth of global business value by this year alone — an amount that will more than triple to $ 3.9 trillion in 2022 .
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Where audience measurement and analysis is concerned , AI will appear to fit like a glove ; machine learning and increasing auto mation are poised to offer broadcasters insights into their audiences the likes of which they have not experienced before . This , in turn , will allow them to target specific content and advertising campaigns to audiences who are most likely to be receptive .
Businesses operating in today ’ s environment need to provide products or solutions that meet the needs of real people , says Nielsen ’ s Johnson . The problem is — people are constantly changing , compelling brands to stay relevant in order to attract new customers , while having to simultaneously increase loyalty among current customers . “ Adapting to all these changes has never been more difficult , considering the staggering amount of big data to organise , understand and act on ,” Johnson adds .
To address these issues , Nielsen has created an adaptive learning technology – Nielsen Artificial Intelligence ( Nielsen AI ) – that is built into the Nielsen Marketing
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Cloud ( NMC ), and which automates the creation and optimisation of audience models . “ This new capability enables clients to respond instantly to real-time changes in consumer behaviour , resulting in more relevant content and advertising , higher levels of customer engagement and improved ROI ,” says Johnson .
For Mediacorp , AI and big data are already part of its roadmap . At the inaugural BIGGIES Big Data and Artificial Intelligence Awards held last December in Hong Kong , the RIPPLE content analytics solution clinched the top positions for “ Excellence in Data Analytics ” and “ Excellence in Data-Driven Business Process Efficiency ”, two out of five awards categories presented .
“ In a pervasively digital landscape , we see technology as a critical part of audience measurement ,” shares Mediacorp ’ s Singh . “ As a multi-platform company , we collect reams of data every day , [ and ] we need to leverage AI and big data technologies to make better sense of the data , and to improve insights and speed-tomarket .”
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Where once audience measurement involved a broad ‘ scattergun approach ’ for free-to-air ( FTA ) networks , it has now improved and changed significantly to the use of true analytics for overthe-top ( OTT ) services , suggested David Blackett , general manager , Magna Group .
He told APB : “ Having said that , the traditional terrestrial networks ’ audience measurement tools have not really advanced too greatly . The integration of the Internet , however , changed everything in the online world , especially with Hybrid Broadcast Broadband TV ( HbbTV ).
“ The upcoming ATSC 3.0 standard will also
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go further in integrating the Internet into content delivery , and that will in turn also affect audience measurement techniques and tools .”
In the meantime , Blackett advised broadcasters to continue to know what their viewers are watching — in terms of content genre , how long they are watching , and what device they are watching on . These key metrics , can then be used to build an accurate viewer profile , and allow broadcasters to target their viewers with true programmable advertising to increase revenue .
Continue to monitor HbbTV , because it can be a valuable tool , Blackett emphasised . “ HbbTV
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brings the online world into the linear world , and creates a true and tight-knit community who feel part of the programming itself . This is a very effective way of connecting audiences and increasing their interactivity with the programme , as you can get a response from viewers in real time .”
This creates a two-way street between the broadcaster and the viewer , and its effectiveness can be accurately measured . Additionally , broadcasters can use log-ins via social media platforms to help create and develop viewer IDs and profiles , Blackett concluded .
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Magna Group ’ s David Blackett : “ The upcoming ATSC 3.0 standard will go further in integrating the Internet into content delivery , and that will in turn also affect audience measurement techniques and tools .” |