roundtable_rt 26/11/2014 18:51 Page 2
“It would be great
if there were some
standardisation.”
George Mikaladze,
Qarva
One of the great advantages of OTT should
be the amount of, and accuracy of, audience
data. When will this begin to deliver
commercial results?
“With IP, we can move away from good old
surveys to real data,” says Orton-Jay. “We can
enable vast amounts of data to come out of the
player; it is mostly for our partners to manage
right at the tip of the iceberg and
we’re all learning how to use it –
including advertisers. We can
collect the data and drive
recommendations and
advertising choices – what kind of ads should
be delivered to this person under these
circumstances. But it’s bigger than that
because we are just one data source, an
important one, but there are so many other
things we can combine that data with. There’s
a bit of a disconnect between the old way of
measuring television and the new way – and
“Local content
really shouldn’t be
overlooked.” Ben
Gidley, Irdeto
that in terms of tracking behaviour and using
data for recommendations etcetera, but my
feeling is that compared to the web – the use
of cookies for example – OTT data use is in its
relatively early stages.”
“We can collect all sorts of data of real
experience. A simple thing is not just to see
ratings but also learn preferences for each
we just haven’t explored it far
enough yet.”