Total video in action: from script to screen
asi’s Research Director Richard Marks gives us a sneak preview of next week’s 2018 asi APAC Television & Video Conference in Singapore
Video audience measurement has never had a higher profile than at present. Video in its myriad formats is the dominant form of digital media. Usage data informs billions of dollars of decisions around investment in content and the development of new video technology. It underpins the trading currencies and the perceived relative importance and effectiveness for advertisers of broadcast, social video and VOD in its many forms.
Next week’s APAC Television & Video Conference in Singapore will be a forum for high-level delegates from all areas of the video eco-system to debate and network: broadcasters, content owners, media agencies and social video companies.
Delegates will look at trends across the region in terms of video consumption – what are the growing formats and how is cross-platform usage evolving? How can content brand attribution be maintained in an era of social sharing? How well does audience measurement suit the needs of the sports industry? Not that effectively according to our recent podcast with Klaus Michler of Global MMK. We also will be looking at how broadcasters are maximising the opportunities presented by the rise of subscription VOD as previewed in our recent chat with Guy Bisson of analysts Ampere.
Turning to video advertising, Unilever will tell us why the World Federation of Advertisers has made 2018 its year of transparency. New video advertising opportunities will be put under the spotlight, with a particular emphasis on transparency: what are the uses and abuses of programmatic trading? What forms of advertising are most effective and how does that vary across platforms and devices? We’ll be hearing from experts in the field including Mindshare, Amplified Intelligence and Ebiquity, whilst Facebook and Google will demonstrate how advertising works across broadcast and online. Meanwhile, can AI technology help to unlock the power of social video? You can listen to our podcast with session chair David Webb of Turner here.
Day two of the event will be putting video measurement at the centre of the stage. In the morning session we will be focusing on the science of building effective video currencies, whilst in the afternoon the politics will be put firmly centre stage – just how effective can measurement of pay-TV channels be? Can social video really be measured alongside broadcast in a ‘Total Video’ Currency?
In a truly international conference we will be learning about managing the world’s biggest panel in India, the reaction to the new SG-TAM system in Singapore, addressable advertising in Hong Kong, cross-platform research in Korea and Thailand, and how Japan is preparing Total Video measurement for the 2020 Olympics. Meanwhile, could the new Set Meter panel in Italy be a cost-effective template for expanding TAM panels in APAC?
We will also be hearing from the established measurement companies plus some ‘disruptors’ in the field with new approaches. Session chair Richard Marks gives us a preview of the session here.
Over the last few conferences we have been able to track the evolution and implementation of new cross-platform video currencies, often referred to as ‘Total Video Measurement’ or ‘Total Content Ratings’. With some of these systems now launched and in the market, how is the industry accepting and using the data? Is it what the clients were hoping for? Are there winners and losers? Which of three possible futures for the industry currencies is likely to prevail?
What are the practical politics of Total Video Measurement?
asi APAC 2018 promises to be an essential event for all involved in the world of developing, monetising and planning video content and advertising.
You can see the full agenda for asi APAC 2018 and online booking details here.
Meanwhile, if you weren’t at last year’s event, we’ve edited together some of the video highlights for your enjoyment.
We hope to see you in Singapore on 10th and 11th May.