Revenge, Confusion and Kumbaya at TV of Tomorrow NYC

Revenge of the NerdsThere is more data than ever which leads to much more complexity in how it is used quotThere is a greater need for examining multiple data sources rather than simply relying on one or twoquot stated Helen Katz senior vice president and director global analytics and insights at Publicis quotGiven the increased complexity in consumers39 media and purchase behavior over the past five years buyers and sellers both need to look to more granular data to do their jobs effectivelyquotTo that end Julian Zilberbrand executive vice president audience science at ViacomCBS got it right when he said quotIf you don39t have your nerds you39re deadquot Arming your company with the best talent in analytics data science and research is a must to compete in this evermore complex media ecosystem I have been in the industry39s nerd sector for decades so this evolution in attitude is very welcomeWe Are All ConfusedAs frenetic and confusing as the change is for those who work in media the chaos also extends to consumers quotThere is consumer confusion about how to access contentquot said Julie DeTraglia head of research at HuluquotWe went into homes and found that people don39t understand their own TV setsquot added Natasha Hritzuk vice president consumer insights WarnerMedia quotIt39s a challenge for consumers people feel overwhelmed They have to grapple with device proliferation and choice of contentquotPart of the confusion on the media side is the changing ways to do business quotThe rules we grew up with are antiquatedquot said Peter Olsen executive vice president ad sales at AE Networks quotIt was good when we started because TV didn39t have to sell itselfquot but now there is more competitionEven current business rules aren39t as simple as we may think Take for example calculating attribution quotWhen I view engaging content I won39t switch to buy something I39ll waitquot explained Radha Subramanyam president and chief research and analytics officer at ViacomCBS quotHalf of TV impressions are not counted because they are timeshifted Tons of clients do attribution around live But no one will stop in the middle of a great program to buy something especially something expensivequotA Media KumbayaFor the first time in our industry39s history there has been a partnering of not only frenemy companies that compete on the same side of the business but also those who compete across the negotiation table Content distributors programmers and networks are forming open working partnerships with advertisers agencies and brands This crossindustry collaboration is a welcome advancement where agreedupon solutions can be facilitated and moved into market more quicklyDavid Ernst vice president advanced TV and digital insights at AE Networks explained that quotwe offer insights as to how well campaigns on our networks are driving results driving KPIs driving traffic to the web or retail locationamp8230 The dynamic of media seller and buyer is changing Once at odds we are now all in the same boat There is more collaboration with agenciesquotOlsen is confident that TV works in the bigger picture and that the industry needs to get there fast Though it could take a few more years he is positive that through collaboration it is possible to find workable solutionsBe Careful of Simple SolutionsTo mitigate this confusion there may be a temptation to enforce simple standardized solutions But this lack of nuance could be a mistake Collecting all content into an app for example aggregates content from many properties which can be good amp8212 but recalling her past experience in CPG research Hritzuk warned that quotwe are on a point of inflection to become commoditized I worry about commoditization of inventoryquotBringing different datasets together can solve for the deficiencies in each quotThere is a level of granularity that we don39t have with Nielsen but a level of information on individual viewers from Nielsen that we don39t have from big dataquot explained Tom Ziangas senior vice president research of AMC Networks However bringing different datasets together is complicated quotWe need to 39debabelize39 the dataset into one common languagequot noted Jonathan Steuer chief research officer for Omnicom quotOr we can39t have the same buying and selling combinationsquotAndrew Ward president Ampersand believes that the industry should quotmove away from panel surveyamp8211based to deterministicquotRemember too that we are not always seeking the same solutions quotPlutoTV is free so we are not competing for money but competing for time People feel overwhelmed and confused over which platforms to watch contentquot explained Colleen Fahey Rush executive vice president and chief research officer at Viacom quotFor many Pluto is easy like turning the TV on We are not trying to get dollars out of people39s pockets We are competing differentlyquotPublicis39 Katz believes the industry will eventually come together to create a common data platform that incorporates data from multiple sources How soon that will happen remains to be seen Stay tuned for TVOT 2020Click the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Revenge, Confusion and Kumbaya at TV of Tomorrow NYC

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Charlene Weisler

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