Our main focus will be issues and challenges of common interest to audio and video.

Are we agreed on what it is we’re trying to measure – what do we mean by impressions, impact(s), attention and outcomes? How are these to be determined and who will set the standards, particularly when it comes to cross-media measurement? How can we arrive at a consensus amongst national organisations charged with overseeing their respective markets? What impact will imminent regulation have?

Meanwhile, the industry is exploring the implications of Artificial Intelligence, sustainability and the talent profile required going forward. What opportunities are there for media currencies to break out of their silos and collaborate on key common issues and technical tools?

 

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

Should we allow for multiple standard metrics to allow for the complexity of online/video/tv advertising? The notion of duration is key to resolving this and the MRC Cross Media Standard offers a solution with very significant consequences in practice. This presentation shares detailed results of alternative standards and their impact on the number of impressions (or GRPs) delivered, the reach and frequency.

In the complex world of cross-media measurement, data is the foundation, but its reliability can be questionable. Can we truly trust the data that underpins our understanding of media consumption?
While audits aren’t a panacea for all accuracy concerns, they are a crucial component of the quality framework that is needed to build a reliable and trustworthy data ecosystem.

In recent years, the newer AI approaches have dominated the analytical conversation. This paper is a first attempt to create a perspective on how the new approaches compare to more traditional techniques when applied to problems common in the media research arena like data fusion and integration.

In the context of an increasing focus of advertisers on attention, it is essential to define what we mean by this. Many vendors describe attention as a mix of different variables which are not a real measure of attention. How can we come to agree on acceptable industry standards?

Speakers take questions from the floor.

Regulation has been introduced in the EU which obliges audience measurement to be transparent, impartial, inclusive, proportional, non-discriminatory, comparable and verifiable. National regulators will encourage codes of conduct in each market and will enforce independent and transparent audits on self-measured media. What are the implications for currencies in the EU and globally?

Yannick Carriou, President & CEO, Médiamétrie

Nick North, Director of Audiences, BBC

Whether we like it or not, the EU plans to regulate audience measurement. What are the implications for audience measurement and currencies in Europe and globally? How should the industry respond to this?

Yannick talks with:
Lucia Antal, PRO TV
Koenraad Deridder, CIM
Valérie Morrisson, CESP
Justin Sampson, Barb Audiences
Jon Watts, CIMM

 

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

We will be highlighting initiatives that reflect the increasing importance for broadcasters to collaborate to embrace the opportunities offered by streaming, whilst global streamers increasingly consolidate their own offerings.

We will be widening our understanding of how the streaming market is evolving with the incorporation of advertising tiers, a move towards bundling and the opportunities offered by FAST channels.

With more and more services now offering granular insights on streaming consumers, what are we learning about the changing eco-system?

Why is sport proving such an attraction to streaming services? We will have a special focus on research into sports viewership.

YouTube is increasingly watched via the TV set. As a result, the most prominent content is becoming increasingly ‘TV-like’ as the platform looks to position itself to take a slice of the TV ad-market.

Collaboration between national broadcasters to make their shows easy to find puts their viewers first in a world of connected TV.

As the Connected TV landscape evolves, ensuring compliance with local regulators and maintaining content prominence is crucial for broadcasters to secure viewer engagement and visibility of their services and content against global streamers. We will present five tactics that broadcasters can use to increase prominence on Connected TV platforms.

Speakers take questions from the floor.

How can traditional broadcasters and digital platforms successfully navigate the changing video distribution landscape? What windowing strategies can best balance audience engagement and revenue generation?

Content is truly global nowadays. To make finances work, most programmes need to have international distribution. But some programmes travel better than others. Using semiotics and qualitative research, we explored the concept of Britishness in television and what makes for a more (or less) successful international reception of British content.

How are media companies leveraging their various entities to engage different consumer groups and how do seasonality, content, sports and big events help drive these strategies?

Speakers take questions from the floor.

& a chance to network

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Dan will look at the evolving sports media rights landscape across Europe and at the role streaming now plays in live sports broadcasting.

How do Formula E and other global sports rights owners measure viewing and engagement? How do they use research and insight to ensure fans are watching for longer despite increased competition from other sports events and entertainment streaming services?

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

Integrating machine learning, neuroscience and AI to study attention levels to both editorial and advertising, OMG (together with Ipsos, Ainem and tech company K2) carried out a study for Lega Calcio, the Italian Football League Association.

Digital i takes a deep-dive into ad-tier usage on global streaming platforms, delving into the profile of ad-supported subscribers as well as variations in behaviour and content preferences.

Speakers take questions from the floor.

& a chance to network

If there is consensus on the need to leverage the strengths of big data and panels in combination, how do these two elements work together? Which is in the driving seat?

What is the difference between an audience panel and a calibration panel in terms of use cases and consequent design? What advances are being made in identity resolution and personification?

How can panels be made more cost-effective in terms of design and technology? What innovations are enhancing recruitment levels and representation?

Julien Rosanvallon, Executive Vice President, Médiamétrie

For the past decade, the discussion around hybrid measurement has been pivotal in driving innovation in our measurement processes. The digitalization of the TV AdMarket is prompting a shift towards more data-driven measurement practices. The question then arises: what is at stake? How should we proceed? And what implications does this have for our existing, mostly panel-based, measurement methods?

In spring, Numeris, the JIC for audio and video in Canada, introduced Hybrid Measurement for Television. Derrick Gray will share exclusive insights and pivotal learnings from the development of this pioneering solution.

As a JIC, it is incumbent on Barb to ensure that Barb Panel Plus is fit for purpose, focusing on transparency, making the right trade-offs, and ensuring that modelling does not sacrifice the measurement sensitivity nor analysis potential currently available from the panel.

Speakers take questions from the floor.

Richard Marks talks with:
Josh Chasin, KnotSimpler
Joanna Drews, HyphaMetrics
Mario Paic, Ipsos
Christine Pierce, Nielsen
Antonio Wanderley, Kantar Media

& a chance to network

Sushmita Jain, Data Science Product Director, Kantar Media

Whilst first-party-data sets almost certainly offer scale and often useful household level data, the need for personification remains – and panels remain fundamental to that, too.

Recruiting panel members is becoming increasingly hard. Jacob will discuss the innovation happening in the recruitment space across the globe to improve recruitment rates. While recruitment challenges may be the same across countries, the underlying reasons can be quite different and demand different approaches.

Yan Liu, CEO, TVision

Although measurement providers have developed sophisticated methodologies for addressing non-compliance on active panels, the effectiveness of these corrections remains unclear to many end users. The study, co-authored by TVision and The Coalition for Innovative Media Measurement (CIMM), uses an artificial simulation of an active panel to explore potential age-based bias in active panels, and to identify the kinds of non-compliance issues that can arise without costly and intrusive interventions by panel operations.

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

Panel maintenance is a growing challenge in contemporary audience measurement, with some groups hard to reach, hard to recruit and/or hard to keep involved. They also take up a lot of resource so JICs need to set priorities and mitigation strategies. What criteria should be used?

Speakers take questions from the floor.

How are we leveraging the opportunities to combine first-party customer data with audience measurement to evaluate the outcomes of video advertising? How could broadcasters measure business impacts for advertisers?

Do we need to move from traditional TV metrics like TVRs to impressions? How do we define outcomes?

What progress is being made in the measurement of attention and what insights are we seeing?

What are the first fruits of the UK Project Origin cross-media initiative?

Brian Jacobs, Founder & CEO, BJ&A

Includes time for questions from the floor.

Matt Hill, Research Director, Thinkbox

The first post-Covid analysis of advertising’s financial impact, this study reveals the benchmarks for media channel performance alongside guidance on the timeframe of advertising returns and how this varies by category.

As regular attendees will know, the global history of TV outcome measurement is of single-source panels that were too small or cost too much. Sameer will talk about Lantern, which is a cross-broadcaster initiative in the UK to take the first steps towards a sustainable multi-outcome panel that can measure online outcomes for most campaigns. He will cover the changes in technology that make this possible and changes in the ad market which make it urgent.

Speakers take questions from the floor.

The measurement of attention has become widely recognised as a key element in the effective planning and buying of brand campaigns. Karen will detail the research, frameworks, use cases and overall journey attention measurement has been on and will suggest what lies ahead.

From device to platform, to content and demographics, this study explores the range of attention achieved by AV and how understanding attention has informed planners to enhance advertising effectiveness.

& a chance to network

Pat Pellegrini, President and CEO, Vividata

As well as attention, measures of emotional resonance that align with content and creative in ads and programmes prove to be significant in increasing brand and ad recall or favourability scores.

Speakers take questions from the floor

At last year’s asi conference, GfK and IMDA shared the results of their ambitious year-long pilot study aimed at extending the reach of TV measurement to include OTT, VOD and social media platforms and content across TV, Smart TV and digital devices. Giacomo will share the progress and the value it brings to the industry in Singapore.

Kerstin Niederauer-Kopf, CEO, AGF Videoforschung GmbH

This new project combines panel-based, representative data sets with privacy-first, fully consented big data sets that are based on a valid, compliant and trustworthy determination of unique audiences for campaign planning purposes.

Phil Smith, Director General, ISBA

Phil and Nicole will share a brief update on progress, including how the Beta trials are going for the 35 advertisers currently taking part, and showing some of the data and tools available. They will also share ISBA’s vision for where the programme is going next.

Ryan will share YouTube’s perspective on the recent advances in cross-media audience measurement, the implications for the Plan to Measure lifecycle, and some exciting new progress on the path to enabling full funnel solutions.

Speakers take questions from the floor.

& a chance to network

What progress are we making towards cross-platform video in markets around the world?

What advances are being made in post-campaign evaluation systems specifically? We’ll be highlighting a number of exciting initiatives and discussing the opportunities and challenges of working with ad-server data.

Nielsen has recently expanded YouTube CTV advertising measurement to a number of markets. Through Nielsen ONE, early findings and trends shed light on the evolving TV landscape and the transformative potential of this new era in media measurement.

Integrating YouTube’s first-party data into the Ipsos iris highlights the benefits of using synthetic population for producing and delivering hybrid audience datasets. This presentation will also identify the challenges and learnings from this data integration project.

Craig Johnson, Director of Insights, Audience Intelligence, Seven West Media

The launch of VOZ next month revolutionizes Australian Total TV measurement becoming the new trading currency. The service will offer more granular and immediate understanding of viewer behaviour, and signals a transformative shift towards a more integrated and dynamic approach to TV measurement and trading.

Speakers take questions from the floor.

& a chance to network

Can you add a peoplemeter impact to a device impression? What standards do we need in place to enable linear and VOD convergence into a single currency? What system and methodological changes do we need to adopt?

Kirsty Ford, Statistics Manager, RSMB

Extending CFlight to include 14 target audiences represents a significant advance for Barb Audiences, and the methodological challenges are of interest as the macro model vs synthetic universe/VID debate rolls on.

AudienceProject is a cross-media audience measurement company specializing in measuring digital ads. AP is measurement partner for, amongst others, YouTube, Amazon Prime, Netflix and Disney+. Mogens will present the core methodology underpinning AP’s ability to deliver deduplicated R&F across multiple media platforms as well as present a number of cases on how linear TV-data is integrated so as to produce Total TV R&F estimates.

How can learnings from new systems of post-campaign evaluation of cross-platform TV campaigns also benefit targeting systems in the first place, by incorporating learnings from campaign evaluations about how subscriber login information and viewing history actually translate into successful contacts in terms of both demographics and co-viewing, and how this varies across devices.

Speakers 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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