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audience measurement

Editor’s Note: this paper presents ten predictions altogether; below are five, the rest are available via the link. Audience Measurement in the Data Age (source: Andrew Green, Ipsos)

These predictions are informed by our ongoing conversations with audience measurement stakeholders and users around the world. We see both continuity and change ahead.

Panels will remain paramount. Video content producers and distributors need visibility into where their audiences are coming from and how they behave across devices and services. A high quality panel brings diverse streams of TV Big Data together and helps to make sense of it.

Mixed methods will mature. Single source methods can no longer capture the totality of audience behaviour. Cross-platform audience fragmentation demands a hybrid measurement approach, which is being trialed in several countries. More countries will move in this direction.

Data partnerships will develop. We cannot collect all the data we need from a single source. Audience measurement data will increasingly be integrated with other relevant data sets.

Maths Men will multiply. The power of modelling, ascription and data integration has been proven. As hybrid methods increase in popularity, the importance of employing sound statistical techniques will expand exponentially.

New cross-platform metrics will emerge. Every medium has its own definition of ‘exposure’. Advertisers still need cross-media, as well as cross-platform insight. A cross-platform, multi-media ‘Time Spent’ metric will compete for attention.

Access full article from Ipsos

The Mobile Game Playbook

The Mobile Game Playbook: Using Audience Measurement Data to Acquire, Retain and Maximize Revenues

1:00-2:00pm ET

Attracting users and keeping them engaged well past download is a great challenge for most mobile app developers, publishers and marketers. But nowhere is the challenge — and the opportunity — greater than in mobile games. In an industry where there is no dominant player and lots of potential upside, every game publisher is fighting for user attention. That means a clear understanding of the user, and their journey, is all the more important. Through the use case of mobile games, learn how to use data to improve acquisition, retention, and earning potential.
Key Points
  • The demographics of the mobile game consumer
  • A profile of a day in their life
  • Use cases for using data for app/game discovery, profiling/segmenting users, and acquisition strategies
Speakers
T.S. KellyCEO & Chief Strategist, The Media Strategist
Angelo Ngai – Lead Mobile Analyst, SuperData Research
Hannu VerkasaloCEO, Verto Analytics