Euromedia March | Page 18

coverstory_cover story 24/04/2014 12:20 Page 3 audiences in a smarter, more efficient way from TV to web and mobile. “That said, there’s a clear challenge when it comes to measuring these multi-screen experiences consistently, regardless of medium – a challenge primarily caused by the lack of standardisation of measures and tracking tools across devices.” “There’s a lot of work under way aimed at improving measurement metrics, to allow the analysis of consumer reach across all devices, from off line to on-line. But the tracking across devices is currently problematic as TV measurements are panel based, online are cookie based and mobile are mainly personally identifiable information (PII) driven. What’s needed is a single, anonymised consumer ID that can track a person in a safe, anonymised way across their media consumption on TV, online and mobile, whatever the time,” she adds. For Paul Bristow, vice president ADB, the biggest challenge is knowing if someone is actually paying attention. “If I have the main TV set on, but on my tablet I’m choosing the next thing to watch, can I really be said to be watching the TV? Then the next challenge is what combination of people are watching. I may have my tablet on the table while my wife and I eat dinner, but we’re watching a show on catchup. The next problem is to match up who can do the measurement and who would benefit from targeted advertising” he suggests. Neerav Shah, VP and GM, multiscreen infrastructure, ARRIS, accepts that the age of multiscreen brings great insight into subscriber interests, behavioural trends and level of engagement. “However, with that increased visibility, it raises the challenge of determining how to effectively gather the data, manage it and present it in a manner that is useful for the distribution of future ad campaigns – whether the methodology be used across linear, VoD, DVR or OTT platforms. With legacy systems in place, as well as new technologies to support online and video advertising, the analytics required to aggregate all the data into one central location can be complicated and cumbersome. Service “DAI technology is bringing value to advertisers who are creating targeted, profitable campaigns which actually play a part in funding content itself.” JR Cottingham, Clearleap FTA ad network call Media consultancy Decipher has called for the creation of a new ad network to support the UK’s free-to-air TV industry. Launching a report - The Failure Of Future Ad Tech in the UK – at the Future TV Advertising Forum in London, Decipher suggested that the next round of TV innovation in the UK was being held back by the failure of the UK’s free TV 18 EUROMEDIA platforms (Freeview, Freesat and YouView) to invest in consumer data and ad-tech systems, and that the whole UK ad-tech market was suffering as a result. According to Decipher MD Nigel Walley, broadcasters can’t win an arms race against the platforms and the media agency groups. “They need to pick sides, a