As the media world evolves, the ways in which we assess programme success is also changing. However, to evolve our measurement methods successfully, we face a series of shared challenges.
As we can see in 2023’s trends, there is a desire - no doubt made stronger as our skills and capabilities advance - to measure the success of content in ways that better match the multifaceted and more complex nature of today’s media consumption. To achieve this, we will need to reconsider some of our existing thinking.
For example, many in the industry still think in rather binary and siloed terms: data is either first-party or third-party, and different organisations may take a unique view on the power and application of each. Yet, this thinking is out-of-step with our ambitions, and we should begin to consider both elements more as sources for larger, interconnected 'data lakes' from which we can extrapolate the most powerful insights.
In the context of performance analysis, certainly relying solely on either third-party or first-party data isn't sufficient. Third-party metrics, while offering a broad, trusted and shared overview, lack the granularity of first-party data, and vice versa. The challenge, therefore, is to harmonise these disparate data sets.
This is complex, and to achieve it at scale even more so. Therefore, another challenge will be to ensure collaboration among different data handlers to validate and interpret the fused data efficiently. Co-creation should underpin our collective ambitions.
Get it right, however, and such advanced measurements could prove extremely useful in formulating content strategies, enabling platforms to better customise offerings for both viewers and advertisers, or better define success and failure.
Our clients have continued to be trailblazers in leading from the front; UK broadcasters like the BBC and ITV have been working with Barb to measure streaming for over a decade, Numeris in Canada is working to integrate operator data alongside existing ratings, whilst in Spain, Dazn is looking at linear TV alongside its own platform data to enrich its view.
In Brazil, as viewing forms and platforms continue to expand, our Cross-Platform View tool is being used by more hybrid-VOD and video sharing platforms to understand the proportion of time spent as a means of context and compatibility in the market. Each is evolving their use of data in ways that have helped shape the wider industry, and now, in their own unique ways, they are looking to evolve that further.
The key takeaway here is that data is not a one-size-fits-all solution; its value is best unlocked when moulded to specific business models and strategies. Indeed, to advance how we assess the effectiveness of content, it's essential to account for the varied platforms, business models, and consumer demands of a global media market. As such, future measurement tools must be versatile enough to meet these diverse market needs, necessitating a more integrated approach.
As a measurement company, we can't address these complex issues alone. Media sellers are open to more data integration and media buyers are more strongly articulating their needs clearly. In doing so, we’re unlocking the full potential of advanced measurement capabilities and data driven decision-making.
Antonio Wanderley is CEO - Latin America, Spain, Asia Pacific and Africa for Kantar Media.
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