Kantar Media will demonstrate at IBC 2013 the pivotal part digital technology plays in measuring and analysing the complex viewing habits of today’s TV audience. Taking place in Amsterdam, 12-17 September, IBC (the International Broadcasting Convention) is the annual event for broadcast industry professionals that create, manage and deliver entertainment and news content.
Kantar Media’s stand (Hall 1, number 1.F75) takes the form of a modern living room to illustrate the changing way TV audiences consume content. In this setting the company will show how it works closely with technology providers to offer the granular television audience data analysis required by today’s broadcasters and advertisers.
To reinforce its message, Kantar Media’s chairman, Andy Brown, is participating in a keynote panel debate ‘Big Data: Broadcasting’s New Oil or Digital Exhaust?’, from 13:30-15:00 on Friday 13 September. He will provide insight on the following:
· The data complexity challenge – where it all comes from, why integration of new data streams (such as social media) is important and what the audience measurement industry is doing to help broadcasters gain the insight they need. He will reference Kantar Media’s recently announced partnership with Twitter, and the rationale for the company’s investment in social TV analytics company, Second Sync.
· Addressable advertising and how its highly-targeted and personalised nature enables a direct relationship with the viewer and delivers better ROI for advertisers and broadcasters.
· The benefits of big data for broadcasters, including: scale (through use of more granular analysis); cost efficiency (when data is a by-product of another activity and therefore a potentially lower investment); and closer to real-time vision (giving advertisers and broadcasters the potential to respond directly to an individual).
· How the broadcast ecosystem may need to adapt.
· The growing importance of the technology-driven, automated buying and selling of media (programmatic trading), as the worlds of online and TV advertising begin to converge.
“As digital technologies fragment and reshape the media and advertising market, there are more channels, more scheduling choices, more viewing devices, emerging distribution channels and new advertising formats, all of which are creating unprecedented amounts of data,” explains Brown. “But more data is not necessarily better – rather, the sheer scale of the amount of information available is increasing complexity for many broadcasters. Our objective is to take a rational view of today’s market and provide practical insight of what broadcasters should be doing now to enhance their business.”