In today’s TV, video and media environment consumers have unlimited choices and act in thousands of different ways. The audience measurement industry has struggled to keep up, unsurprisingly in fairness given that understanding and reaching audiences effectively is more complex than ever.
Now though, the experts have cracked it and cross-platform measurement has emerged as a vital tool for the media industry, integrating data from various sources such as linear TV, BVOD, streaming and others. This comprehensive approach offers numerous benefits, making cross-platform measurement indispensable for the industry’s future for the following reasons.
Audience De-duplication
Audience de-duplication accounts for viewers who consume content across multiple platforms. This process ensures that media companies understand the true size and demographics of their audience. By accurately defining the audience demographic between TV and BVOD, agencies can avoid overestimating their campaign reach and deliver more precise and relevant content to distinct audience segments.
Accurate Audience Targeting
Advertisers can target their desired audiences more accurately.This also allows for quicker reach of target demographics and more efficient use of marketing budgets. Accurate audience targeting results in higher ROI for advertisers, as campaigns are tailored to engage the most relevant viewers, reducing wasted ad spend and improving campaign effectiveness.
Redefining TV and OTT Inventory
By understanding how audiences interact with content across different platforms, media companies can strategically allocate advertising inventory to maximise engagement and revenue. This redefinition ensures that both linear and served advertising are used to their fullest potential, providing advertisers with optimal exposure.
By achieving these, a clear understanding of audience behaviour and effective targeting leads to increased confidence in TV/AV advertising. However, a number of challenges also exist in achieving it.
Lack of Standardised Measurement Framework
One of the primary challenges is the lack of a standardised framework. Without industry-wide standards, integrating and comparing data from different platforms is complex and less reliable. Establishing a universal measurement standard is crucial for accurate cross-platform analysis.
Need for Multiple Expertise and Knowledge
Effective measurement requires a combination of skills in broadcast media, digital analytics, and data science. This need for diverse expertise can be a barrier, as it necessitates significant investment in talent and technology. Media companies must invest in training and resources to build these capabilities.
Industry-Wide Collaboration and Development
Achieving effective demands collaboration across the media industry. Broadcasters, advertisers, and technology providers must work together to develop and implement measurement standards and technologies. Industry-wide cooperation is essential for creating a unified approach that benefits all stakeholders.
Thus, there are still plenty of challenges that need to be overcome in order to achieve cross-platform measurement. The following is a selective list of pioneering work in various countries:
Australia – OzTAM
In Australia, Television Audience Measurement (OzTAM) is the cornerstone of viewership analysis. OzTAM has incorporated cross-platform measurement to offer a more accurate picture of audience behaviour, aiding broadcasters and advertisers in making data-driven decisions. This integration ensures that Australian media companies stay competitive in a rapidly changing market.
UK – Barb / CFlight
The UK leads in cross-platform measurement with initiatives driven by Barb, including CFlight. Barb provides detailed audience data across various platforms, while CFlight delivers deduplicated reach and frequency metrics for TV and BVOD ads campaigns. These tools have significantly enhanced audience targeting and campaign effectiveness in the UK.
Japan
Japan has been relatively slow to adopt cross-platform measurement, but some broadcasters made progress last year by implementing a POC with Streamhub. It demonstrated the potential benefits of cross-platform measurement, indicating the need for broader implementation and adoption to keep pace with global standards.
The speed of these initiatives varies from country to country, but Streamhub will continue to engage with cross-platform measurement for the advancement of the media industry. This year, a new POC is planned in Europe, aiming to provide cross-platform solutions globally.
As data specialists, Streamhub offers transparent metrics and fair analysis. We will continue to take on various challenges to contribute to the growth of the TV and media industry. If you are daunted by the prospect of undertaking cross-platform measurement, please feel free to contact us.
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