Decoding the new rules of media measurement
Foxtel Media’s director of customer engagement Toby Dewar attended the recent ASI research forum in Denmark, on TV and video measurement. He came away impressed with the UK model and ready to participate in a global conversation. Here’s what he learned.
Toby Dewar passes on insights gleamed from the ASI media measurement research forum in Denmark
Amid the proliferation of media platforms, the increasing expectations of clients and the overwhelming need for simplicity, we all need to know a lot more about measurement, and to learn fast.
The recent ASI conference – the global research forum held in Denmark on TV and video measurement – thronged with the pioneers, developers and leaders in this space, across all markets. Based on everything I saw and heard there, and many conversations with industry insiders, these are the following insights I’d like to share:
We need to participate in a global conversation
The overwhelming takeout at the conference was the need for global streaming players to be engaged in shaping the direction of the local markets. This obviously reflects their continued growth and penetration of their ad tiers and share of media dollars. But importantly, what they bring is access and immediacy in global learnings and partnerships.
Critically this must be Netflix, Amazon and Disney ESPN, but YouTube also has a role to play in both defining, and working within, the guidelines, definitions and ambitions of streaming in all local markets.
