Hot Topic - Media Measurement
Every few years media measurement gushes anew. Media buyers arouse this periodically in search of the answer to advertisers’s ultimate question: where’s the money? Then, too, media suppliers have their own questions. Big data holds the too obvious solution.
An easy path to digital transition for the media world somehow got lost in the fog. The road has been littered with great ideas that collapsed from fatigue of one kind or another. To those leading the march patience is not a virtue. Others take it all in stride.
Where smartphones and tablets are more popular than pets, big television operators are rushing to find a marketing advantage in the “second screen.” Always walking on the edge, advertising people want a clear pathway to consumers’ hearts and minds. Data extracted from social media, even if limited to the legal stuff, when combined with TV viewing data is today’s nirvana for media buyers.
Competitive markets in times of economic stress face changes galore. Promotion and marketing leaps to attract attention. Formats are born, discarded and born again. Every broadcaster looks for an edge. Then the measurement changes.
Media measurement blends science, art and a little faith. Methods are strict, typically, following the usually and customary blessings of social scientists and statisticians. Computing power and the web has brought mountains of data to all wanting to know who hears, sees and, now, clicks. The more you look at it, the more it moves around.
Every measurement service hears the same thing from broadcasters. When ratings are up, credit the brilliant programming. When they’re down, blame the measurement. But even with good ratings some broadcasters are questioning the methods.
The ubiquity of the mobile phone has become a basic building block of the media world. Only cave-dwellers question the power of this device, loved by consumers, to deliver a different business model. The measurement people know this.
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Media Measurement - Changing Times
The times are changing and so is media measurement. Everybody wants more, faster and better. As online and mobile metrics grow measurement of all other media must adapt. 101 pages PDF (March 2016)
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The Millennials – new
In the media sphere nothing is more important than knowing the audience. Once in a generation a target group evolves to catch the attention of publishers and broadcasters, advertisers and media buyers, social critics and politicians. The Millennials, also known as Generation Y and digital natives, are it, with unique characteristics and behaviors. They have already reshaped everything we do. 35 pages, PDF (December 2016)
State Aid - Media Rules
National authorities have at their disposal a variety of economic measures to stimulate, develop and improve competitive market sectors. Sometimes they miss the big picture or have special circumstances. Within the European Union an executive branch of the European Commission stands ready to clarify the rules of each and every game. State Aid rules are developing as the playing field gets bigger. 35 pages, PDF (September 2016)
Social Media Matures (...believe it or not...)
Hundreds of millions use social media, billions even. It has spawned revolutions, excited investors and confounded traditional media. With all that attention a business model remains unclear or it's simply so different many can't see it. What is clear is that there's no turning back. 114 pages, PDF (July 2016)
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