3 key takeaways from the ASI International Radio & TV Conference 2022
A couple of weeks ago I had the great pleasure?of attending the ASI?International Radio & Audio, and Television & Video Conference?in Nice, France which was back in person for the first time since 2019.?So much has changed since 2019, not least in the world of audio and video, and the event was?jam-packed with fantastic content highlighting how these category have been disrupted and how the measurement industry is evolving to meet these challenges.
At RealityMine, digital audio and video measurement are key to how we help our clients keep pace with changing consumer behaviour, and we were particularly delighted to see so many of our clients showcase not only the use of technology and data but also the impact on business decision making and outcomes.
There are a few presentations I want to highlight which delivered some breakthrough insight in this space.
1.??????Investment in a proprietary panel asset drives retention and a greater share of media occasions
In a presentation by BBC Radio & Music’s Head of Audiences, Alison Winter, we got an insight into the continued importance of habits in radio listening, and how the BBC is using its new ‘Audience Scorecard’ to identify habitual behaviour that leads to higher retention on BBC Radio and BBC Sounds.
As a result of this new Scorecard, the BBC is now able to benchmark time spent on BBC as a share of total audio, with an uplift in habitual daily listening, and apply via BBC Compass data at a programming level to retain audiences across time slots, create new listening habits via cross station collaborations and identify unmet needs to increase overall listening.
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2.??????Synthetic data is the (privacy safe) future
?Synthetic data featured in a number of papers, none more so that Ipsos’ Mario Paic’s paper entitled ‘Is synthetic data the way forward?’ and the unequivocal answer is ‘yes’! Synthetic populations are being used extensively in audience measurement currencies around the globe including in France, Australia and UK. The Ipsos approach utilized a hybrid methodology (fully opted-in single-source panel, in the case of Ipsos Iris, and Census data from tags and 3rd parties), and the key benefit is that it’s a privacy safe solution as no individual can be identified in a ‘synthetic population’ by design; this feature then enables 3rd party integrations such as with global tech and media owners to deliver the cookie-free measurement solutions of the future.
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3.??????Ad supported tiers are a game changer for VOD JIC measurement
Justin Sampson from BARB was rightly congratulated on a world first, with Netflix now subscribing to the BARB TV Audience Measurement currency in the UK. This really is a game changer for BARB and it’s clear that other JICs and currencies are keen to measure VOD services and bring the likes of Netflix, Amazon Prime and Disney+ into the measurement fold. The new Netflix ad supported tier is clearly a catalyst for this move as they start to complete with traditional TV operators for ad spend, whereas other VOD services may not have the some motivations (Amazon have a very different ad value proposition based on 1st party data). How a VOD service should be measured is still a topic of debate; BARB focus on traditional TV viewing slots, whereas other services provider VOD platforms and studios with strategic metrics such as ‘travelability’ to support content investment licensing decisions. There is no right or wrong answer, what we do know is as the VOD providers evolve, so will their need for a wider set of metrics to support VOD business decision making in future.
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As the conference drew to a close some niggles remained about how adept the industry is to evolve in future; what is clear is the pace of change will only accelerate and the measurement ‘winners’ will be those who truly understand the evolving needs of the major players and have the tech DNA to face into these challenges head on.?
Strategic Advisor- Andrew Brown Associates
2 年A very good summary on a very good event Luke. I would agree with the main points that you concluded. However I would stress that there is a growing need for larger scale deterministic data.(Ideally integrated with panel). There will ALWAYS be a role for panels, but they are struggling to cope with the fragmentation driven by streaming content (whether that be Netflix or ITVx). It will be very unlikely that with the current (or planned enlarged) BARB panel that campaigns can be accurately measured. It may lead to a more hybrid usage of panels and digital style campaign measurement. As I pointed out at the event in spite of Nielsen being the official measurement partner of Amazon NFL coverage, they continue to report their server data. My more cynical side suggests that they are using the panel for an estimate of viewers per stream and the duplications with other content, but will rely on their server data as the source of truth for the delivery of the gross baseline data (albeit at a stream/device level)