coverstory_cover story 24/04/2014 12:20 Page 2
“There is no way the
traditional model will
survive relative to the
more advanced
targeting systems.”
Michael Dale, Kaltura
at last?
In terms of the challenges
for measurement in the age of
multiscreen and multi-device
consumption JR Cottingham,
market development and
strategy, Clearleap, says that
thanks to a widening pool of
multiscreen viewing options
and a rising trend toward ondemand viewing, today’s age is
no longer solely focused
around estimating how many
households tune in to a
agencies) are still reshaping themselves to
deal with the media ecosystem as a crossplatform entity. The inertia is certainly
building for this to happen, but it takes some
time for all the parts to move into place,” he
observes.
EVOLUTION. “Television has evolved,”
states Harmonic's Valles. “Consumer viewing
habits now involve so much more than just
the living room TV and traditional broadcast
services. Today, people watch their favourite
programming anytime, anywhere, and on
any screen. As many sources of video
consumption proliferate, there are more
challenges to manage. Broadcasters need to
provide consumers with an efficient way of
selecting the content they want to view and
give the user a unified experience across all
devices. As users jump from device to device
during the course of the day, it becomes
difficult to measure and account for
activities and advertising. There is a need for
an advertising campaign that can reach
across multiple devices and media,” she
notes.
digital experiences. Because second screen is
opt-in, it will never achieve the reach of
more direct home network cross-device
communication that 'casting' or personalised
OTT devices enable,” he predicts.
Valles says that given the variety of
devices and the fact that users are constantly
jumping from one to the other, the
multiscreen world brings a new level of
complexity, breaking down digital
advertising’s promise of clear attri