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