This panel at the Future of Television focused on the metrics for TV 2.0

Panelists
Eric Garland, CEO, BigChampagne
Eric McMillain, Partner, Proace
Steve Markov, SVP, Sales, Teletrax
Howard Shimmel, SVP, Client Insights, The Nielsen Company
Moderator: Chris Lang, SVP, Research Strategies, SmithGeiger, LLC

What are the measurement challenges?

Eric Garland points out that metrics are expanding fast and we’re now seeing data by the pound. We need to get beyond the endless pile of data to meaningful analysis of what’s going on. Howard adds that this explosion of data will continue. He says we have a huge amount of data, but very little insight. He provides an example that provides answers in the brand management space that provides real insight. He says we are light years away from having the insight tools we need.

Eric McMillion has a perspective that different channels have different values and that a view on one channel may not be the same as another. It would be good to get to some sort or “gold” standard that would allow more efficient comparisons.

When thinking about cross platform measures, Howard asks is the industry willing to sacrifice some level of quality in exchange for more holistic measures? He hasn’t seen companies willing to do this. Eric Garland points out that the perfect can be the enemy of good enough. He says we need to focus on the answers business.

How do we measure engagement?

Howard says that it’s an important issue, but the question is what are we measuring engagement to? Without answering that question, it becomes circular logic.

Both Eric’s point out that we have more data online than we have ever had in traditional media. When looking at different generations, Gen Y is much more engaged with content in a certain way. They talk about it, share it, move it, do everything with it. But when it comes to focus as a measure of engagement they are terrible. They watch three things at once. So we need to get better about our definition of what we mean by engagement.

Howard says that the research is conflicting. Some says that when you are really engaged with content you stay engaged with advertising. The other side says that when you are deeply engaged in content you actually need a break at the commercial and therefore disengage.

How do we take advantage of better usage data?

Howard contrasts how traditional advertising is based upon average demographics and time slots, as compared to Google which is offer user specific offers based upon your profile. The challenge is how to do that on TV. Eric Garland suggests that perhaps we should focus on how to make the content and experience better. Make it better than the experience the pirates offer and then serving the right ads becomes much easier.

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