Data Driven Video & Audio – agendas published
2018 International Radio & Audio and Television & Video Conferences
7th – 9th November 2018, Athens, Greece
AGENDAS now published: go to Conference Programmes
BOOK NOW: for details go to Delegate Booking
Is radio measurement still fit for purpose?
The momentum behind ‘audio’ shows no sign of slowing. Voice assistants and streaming audio services attract the lion’s share of media coverage but, at the heart of the audio ‘revolution’, radio still accounts for the vast majority of audio consumption and is in prime position to benefit from the opportunities offered by customisation of content and advertising.
This year our audio and video conferences have shared themes, with the emphasis firmly on whether audience measurement remains fit for purpose in the face of changing consumer behaviour and widening definitions of audio and video.
In our first session we look at how radio sits within the current audio landscape: Are audiences fragmenting? How can broadcasters align their broadcast and non-linear audio offerings to best effect? How can their brands maintain relevance and prominence? Is targeted advertising via IP a ‘value add’ or the long-term future for radio advertising?
We then move on to case studies of measurement in action, showcasing innovative new approaches from South Africa, UAE, Australia, Netherlands and Greece. We look at the role that external data sources can play in building hybrid radio measurement and how modelling can be used to enhance or extend measurement coverage.
Our speakers encompass diary and recall approaches, passive electronic measurement, data modelling and Big Data, so it’s appropriate that our final panel of the audio conference focuses on how well we are meeting the new challenge of measuring radio and – potentially – all forms of audio.
Shared challenges – common solutions?
In this year’s joint session, the Radio & Audio and Television & Video Conferences come together to examine the shared challenges faced by measurement and to determine the degree to which the solutions are similar. Youth consumption of both audio and video is put in the spotlight. How alike are the challenges presented to broadcasters by streaming services like Spotify and Netflix? With the BBC launching its CMM electronic cross-media measurement service and the Dutch industry advertising a tender for ‘Total Media Audience Measurement’ are the walls between video and audio measurement about to come tumbling down?
Is video measurement ready for prime time?
Data has now moved centre stage, driving every aspect of the video business, with IP-delivery enabling direct relationships with viewers. Data has never been more highly prized, which is great news for our industry – but that does mean that the pressure is on. We have to ensure that our data is of the highest quality and is compliant with new data legislation like GDPR. Measurement technology must keep pace with consumer behaviour and continue to meet client needs. Is video measurement still ‘fit for purpose’ and able to meet the challenge?
We evaluate if there are any new technological game changers coming down the line that will fundamentally alter how video is consumed by audiences, or the technology we use to measure. Is Blockchain a game changer for currency measurement?
Just how well do broadcast and online advertising work together? We review the effectiveness of the new advertising opportunities made possible by IP-delivered TV services. Can the impact of context on attention and recall actually be quantified and monetised? What do advertisers really want from video measurement? Is exposure realistically the only agreed common metric, or could an attentiveness metric ever be agreed? What can eye-tracking contribute in measuring attentiveness to screens? Is ‘attention’ a potential new advertising currency?
A key theme at this year’s conference is collaboration. Broadcasters are coming together to meet the SVOD challenge, with talk of new initiatives for cross-broadcaster services in UK, France and Germany. Meanwhile the pressure is on from advertisers for online-only players like Facebook and Google to collaborate with broadcasters on video currency measurement, but what compromises are needed for that to happen? Can common metrics be agreed that allow us to compare broadcast advertising with online and social video?
Hybrid methodologies also require increased collaboration between rival research agencies and external data suppliers. Do clients really want measurement companies to be ‘one stop shops’ providing end-to-end services, or are they just cherry-picking what each company is best at?
Are the measurement companies actually focusing their development in the right areas? Hybrid approaches enable content reach across platforms, but will they be able to deliver when it comes to measuring advertising, increasingly divorced from that content? With OTT services and broadcaster players primarily viewed on the TV set itself, is the TV once more the priority for development of measurement technology?
In our final panel we will be tying these themes together to evaluate: is video measurement fit for purpose?
Conference Venue: Athenaeum InterContinental Athens
We are delighted to be bringing the conferences to Athens for the first time this year and have chosen the Athenaeum InterContinental Hotel for its comfort, excellent conference space and location within easy reach of Athens’ historic centre. We have already had a lot of interest in the event so are happy to be able to release the hotel’s booking details early. Details can be found on our Delegate Booking page or you can book straight away by clicking on the dedicated link:
Click here to book your hotel accommodation
Our Sponsors
The 2018 International Radio & Video Conference is sponsored by GfK and Triton Digital. The International Television & Video Conference is sponsored by Nielsen.
