Broadcast Beat Magazine 2018 BroadcastAsia Special Edition - Page 49

Reconsidering How We Look at OHH Viewing to Linear TV Channels Paul Lindstrom, Head of Research and Analytics, Tunity B ecause the video mar- ketplace has grown more and more com- plex, there is an ever- increasing need for account- ability and efficiency. This has led to major changes in the collection of audience data and its reporting and analy- sis. While this evolution has unfolded across both linear and OTT video, Out of Home (OOH) viewing to linear channels has been largely ignored or viewed simply as an extension of in- home TV usage. This circum- stance has occurred due to the difficulty inherent in measur- ing this media. Unfortunately, this results in negation of the value that can be provided by delivering messages in the OOH environment, which can both expand reach and reinforce in- home advertising. With the cur- rent state of video measure- ment, the “unreachables” may not be gone, but only off the radar - out of home and out of sight. Over the last several years, I have studied and analyzed OOH audiences in many different forms. Through this research, I have concluded that OOH should be looked at as sepa- rate from and not merely an extension of the in-home audi- ence. The differences between in home and out of home view- ing should be considered when evaluating this sizable piece of the total TV audience. Below are several key areas that are often overlooked, and anyone want- ing to understand this media landscape needs to take into account the following aspects of OOH viewing, particularly in a multi-channel environment. Channel Availability In an in-home environment, whether in your own home or a guest in someone else’s, there may be hundreds of channels available covering the full scope of channels in distribution, any of which can viewed. In an OOH environment, the channels Broadcast Beat Magazine • • 49