- 10 ore fa
L’intervento del Global Product Leader Michael Murrins: tra scenario internazionale e raccomandazioni per il futuro delle rilevazioni
Categoria
🗞
NovitàTrascrizione
00:00Hi everyone, so bad news first, this will be the first one that's not in Italian, because I'm German.
00:08The good news is I won't do it in German, so English might be the compromise we go for.
00:14So for today I have the pleasure to discuss a bit the currency case, how we called it,
00:18or how advanced TV can evolve traditional currencies.
00:23And for the sake of this presentation, let's define advanced TV a bit,
00:27because there's been a lot of terms around.
00:30So for this presentation, it's not only CTV, I would call big data, census measurement, addressable TV,
00:37like all of these terms that are not linear TV broadcast, we put it under the advanced TV.
00:44So let's kick it off.
00:46So anybody knows this guy? History buffs might.
00:49I didn't, I had to Google it, but let me help you.
00:53So this one is Kublai Khan, and he lived like close to 800 years ago,
00:57and he's famous for ruling one of the biggest land empires that ever existed.
01:03And a pretty famous Italian, Marco Polo, traveled actually his empire and was pretty much amazed of what he'd done.
01:09One thing stands out, though, that it's important 800 years later, what this guy did for us in the media world.
01:15And because of the size of his empire, what he wanted to do, he wanted to foster trade and economic growth.
01:22And the way, and the idea he came up with was that he did something nobody has done before,
01:30introduced the first fiat currency in the world to his empire.
01:35And the reason he did it was because he wanted the merchants to travel safely.
01:40They shouldn't carry around all the gold and riches.
01:41And at the same time, he wanted to put out a currency that has the same value for everyone.
01:47So it makes trade easier, it makes travel easier, and it helped to grow the economy.
01:55Now, obviously, he was the Khan. It was his empire.
01:58So he had a lot of power to just force everybody to use it.
02:02And if not, he would just kill them.
02:03Luckily for us today, we came up with a better and much more intelligent idea
02:08on how to put an authority in the market.
02:10We invented the JICs.
02:12Joint industry committees empowered by the market
02:15to introduce a currency the market trades on to the market.
02:21So it's backed up by the market itself.
02:23You don't have to kill anybody anymore.
02:25Good news, right?
02:27So let's talk a bit about what currencies actually need
02:30in order to become part of a market.
02:33So first thing a currency needs is a use case to solve for.
02:37Inefficiencies of barging, for example.
02:40So in our world today, one of the examples that it's solving for us,
02:44for example, metrics for a TV in a reach,
02:47because that should be the same for everyone who's playing in this game.
02:51So there's a use case for this one that we have in the media world.
02:55The next one you need when you issue a currency to a market
02:58is you need some sort of authority that can be a company like Nielsen does in the US
03:03that can be, in most European markets, joint industry committees, as I mentioned,
03:08because they are empowered by the market to issue something to it.
03:12But none of these things would really matter
03:13if one important point isn't there, and that is trust.
03:18The most important things currency need,
03:20and the data is coming out of it, is trust.
03:23So when you look at trust and what drives it,
03:28or how you put trust into a currency in a market,
03:30believing in it, there are a couple of things.
03:33We focused on three things that I want to discuss a bit more deeply today.
03:37So first one is accuracy.
03:40If a currency is not accurate in the sense that it's complete and error-free,
03:46and error-free doesn't mean it's perfect, right?
03:48Nothing is perfect.
03:49But pretty error-free, then nobody would use it
03:52because it doesn't reflect the reality that's out there.
03:55And I'll give an example.
03:56So when you think about the advanced TV term the way I defined it,
04:01agencies, advertisers, they use this type of data for their planning
04:04and campaigns already out there.
04:07So if a currency wouldn't reflect this type of data,
04:10it would lack a sort of completeness or accuracy in that sense
04:14that is not relevant for anyone.
04:16Luckily, many big jigs, and we've seen a lot of examples today,
04:20have started to integrate advanced TV data into their currencies
04:24exactly to be, or stay, accurate.
04:27The next one is completeness.
04:29So completeness is an example of, let's think of panels.
04:33Because for us as well, for most of the joint industry committees as well,
04:37panels are and should be the source of truth
04:39because they are one of the most unbiased data sets we have.
04:42But based on their nature, they are a snapshot of reality,
04:48they have limitations, right?
04:50Because they are just a snapshot.
04:51So a limitation often comes with scale or sample size.
04:55So when you then think about the media world
04:56and all the presentations we've seen today,
04:59granularity for ad campaigns,
05:01very specific distribution for content,
05:04and the question comes up,
05:06how complete can panel measurement alone be?
05:10Or shouldn't we think about using advanced data
05:12in the sense of big data, for example,
05:14to enhance the source of truth we have
05:17and add scale to it?
05:19And then the last one is relevancy.
05:21If data wouldn't be relevant for the things
05:23that we do in the markets,
05:24nobody would use it anyway.
05:27And when it's not relevant,
05:28you wouldn't trust it because there's no reason to.
05:30So these three things, when you think about it,
05:32would basically, amongst others,
05:34define how trust would develop
05:37in something like a currency
05:38when you put it out there.
05:42So how to add advanced TV to a currency?
05:46That's the big question.
05:49There are two main things,
05:51and I think it's a scheme when you look at,
05:53and we'll go through some of the examples internationally,
05:55but also what we've seen here in Italy as well.
05:57There's a scheme on how to do it,
05:58and it requires two things.
06:01One is partnerships.
06:02One is comparability.
06:04And they depend on each other, sort of,
06:06but let's start with partnerships first.
06:09When you look at the advanced TV data sets that exist,
06:12thinking of S-Word, CTV, even OTT data,
06:16a lot of those data sets are not owned
06:18by companies that are historically
06:20part of a joint industry company,
06:22hence they're not part of a currency.
06:25Sometimes because of politics,
06:26most often because of,
06:28I would call it digital heritage,
06:30because some of those companies
06:31have a digital background first.
06:33This is where they're coming from.
06:35And their measurement is digital,
06:36their thinking is digital,
06:37the way they distribute their content is digital,
06:39but the output to what the consumer sees
06:42is perceived as TV
06:44because it happens on the TV screen.
06:46So it's two worlds meeting and sometimes colliding.
06:50And the only way to solve for this
06:52is finding partnerships between those companies
06:54and the existing currencies that are in the market.
06:59And then it goes to the second point.
07:01Like, the moment you have a partner,
07:02one thing that needs to be true for a currency
07:05and to integrate those partners into a currency
07:08is comparability.
07:09The data that comes out of a currency measurement,
07:13like the Khan did with his currency,
07:15it has to be comparable.
07:16It has to have the same value
07:17for everyone out there
07:19and that shouldn't be an exception.
07:21So that is something that we have to make sure.
07:24Partnerships are often in European markets
07:26are driven by the JICs.
07:28The comparability part is something
07:29that we as service providers,
07:31our competitors, us ourselves,
07:34need to make sure that that happens
07:36with the technology methodology we provide.
07:38And then together,
07:39you create this even level playing field
07:41that should serve everybody equally.
07:47So, there's not one correct,
07:50before we go into this,
07:51there's not one correct way of doing this, right?
07:54Every market is different.
07:56Every market has specifics.
07:58And also every market wants to start
07:59from a different angle.
08:00And we see in a moment
08:01the different examples from the markets
08:03and where they start from.
08:05I think the challenge for all of us
08:07is to find what benefits
08:09the specific market best.
08:12But I think there's a lot to learn
08:13from looking into other markets
08:14and what they do
08:15and then find those cases
08:17where we think it works
08:19for this specific market
08:20and trying to transfer,
08:22learn and implement them.
08:23So we have some examples.
08:25We're Nielsen from the US, obviously.
08:27We look more into European parts.
08:30We have Italy,
08:32the RDHL-RTCom interoperability
08:33we're really going to talk about.
08:35Poland, where we launched the Gage.
08:37That's a different angle
08:38on how to look at advanced TV data
08:40and bring it to a market as a currency.
08:42And Germany as well quickly
08:44because it's one of the markets
08:45that is closer,
08:47also from structure,
08:48to what happens in Italy.
08:48So let's do US first.
08:53In the US,
08:55the currency panel that Nielsen operates
08:57is our source of truth.
08:59And it will be.
08:59So it has like,
09:00the size is around 45,000 homes.
09:02It's up to 101,000 individuals.
09:06But talking about the completeness point
09:08I mentioned earlier,
09:09there are limitations
09:10to the scale of the panel.
09:11So what Nielsen did is
09:13we combined the panel data we have
09:16with big data partnerships.
09:18So we had RocoVisio for ACR
09:21and then for IPD data,
09:22DirecTV, Dish and Comcast.
09:25And we integrated those big data sets.
09:27It's up to 45 million homes
09:30and up to 75 million devices.
09:32And we tried to combine that
09:34with the source of truth at the panel.
09:36And no surprise,
09:37the way we did it
09:38is that we used the panel
09:40as the source of truth
09:40and calibrate and validate
09:42the big data sets
09:43that were coming in
09:44because obviously
09:45they're coming from certain providers.
09:46So there's a certain bias in there.
09:48And the unbiased panel measurement
09:50is the source of truth
09:51to take all the bias out
09:52and validate it.
09:53And then coming back
09:54to my earlier point,
09:55making the data comparable
09:56and putting it out in the market
09:58to have this respondent level data sets.
10:00And now it enables the market
10:01to trade on more granular ad campaigns,
10:04more specific content distribution.
10:06And you're overcoming
10:08this limitation of panels.
10:11No surprise,
10:12you're really proud of the fact
10:13that has been MRC accredited
10:14earlier this year.
10:16And now this integration is alive
10:18and it's going to move forward
10:19and we start to develop that further.
10:23Another example
10:24that's closer
10:25to what we do here in Italy
10:27is Poland
10:27because it's a European market.
10:29And I mean,
10:29we are fully aware
10:30that European markets
10:31were completely different
10:32to what happens in the US often.
10:34What we launched there
10:35is something called the gauge.
10:37Many of you might know that
10:38from presentations,
10:40press releases
10:41and things we've presented
10:42at other conferences.
10:44And it starts
10:45from a different angle.
10:46So in the US,
10:47the example I had
10:48was like big data integration
10:49to overcome limitations
10:50of a panel.
10:52That is one starting point
10:54to discuss advanced TV data.
10:56The other one could be
10:57looking at streaming content first.
11:00This is what has happened in Poland.
11:02The market was asking
11:03for streaming platform measurement
11:05on a higher level.
11:06So we came up with the idea
11:08of launching the gauge there.
11:09And it's still panel based.
11:11So using the panel
11:12that we have in Poland,
11:13which is the TV currency panel,
11:15and then enhanced it
11:16by streaming measurement
11:17to deliver the pie chart
11:20that we have on this slide,
11:21which is then splitting out
11:22linear TV broadcasts
11:23together with the platforms.
11:26And it helps the agencies,
11:27advertisers to better understand
11:28where the consumers go and watch.
11:31But it also helps
11:32the broadcasters
11:32and publishers
11:33to understand
11:33how they probably should shape
11:35and plan for their own distribution
11:38or offerings
11:39for their own content
11:41to compete.
11:46Next one would be
11:47the, we call it
11:48the Auditel Audicom operability,
11:51where we are looking
11:53at a different angle
11:54from a market perspective again.
11:56So now it's not as well platforms,
11:57now it's not big data
11:58for panels.
11:59This advanced TV approach
12:01looks at the local publishers first
12:04that strengthen the position
12:05of local champions
12:06to integrate their CTV audience offerings
12:09into the digital currency first.
12:12And then,
12:13so that's what's happening right now
12:15where we are supporting
12:16massively to get that done.
12:17And then next step would be
12:19that Nielsen talks
12:20to the JIC commissions
12:21about how we could make happen
12:25to add streaming platform,
12:26for example,
12:27into the same currency.
12:28But again,
12:29as I mentioned,
12:29every market has their own
12:31way of doing things.
12:33And Italy,
12:35I guess wisely,
12:36picked starting
12:37with local publishers first
12:38and doing that step by step.
12:43The last one,
12:44as an example,
12:46is the Amazon-Netflix-AGF
12:49partnership announcements.
12:51You've probably seen that
12:53in the press releases,
12:54screenshots here,
12:55that AGF as the German TV JIC
12:58announced a partnership
13:00with Amazon-Netflix
13:01to integrate them
13:02into their panel-based measurement.
13:04And right now,
13:05that is work in progress.
13:07And us as well
13:08as the other service providers
13:09are collaborating with AGF
13:10to think about ways
13:11on how to make it happen.
13:13Also,
13:14coming back to the discussion
13:15I opened up earlier
13:16about comparability.
13:18And I guess everybody's eager
13:19to see what AGF
13:20and then the platforms
13:21will announce on this one.
13:22I think this one
13:24is specifically interesting
13:25for the Italian market
13:26because I mentioned earlier
13:27AGF in Germany
13:30and Auditela in Italy.
13:31It's a very similar structure
13:33in terms of the market
13:34with one very traditional
13:35powerful JIC
13:36issuing a linear TV currency
13:39into the market
13:39and then now
13:40working on enhancing
13:41this moving forward.
13:43So I think when Italy
13:45looks what happens
13:46in Germany
13:46and the other way around
13:47that will help a lot
13:49to learn.
13:50So accuracy,
13:54completeness,
13:56relevance.
13:56Those are the three
13:58main terms
13:59to grow trust
14:00into a currency.
14:01And those terms
14:03have been trademarks
14:04for the big currencies
14:05out there
14:05for years
14:06and they still are.
14:07So this is not a speech
14:08about why currencies
14:10wouldn't work
14:11or we need to change something.
14:12It is the source of truth
14:14and it's what the market needs.
14:16But Advanced TV
14:17is there to stay.
14:18and luckily
14:20we've seen a lot of markets
14:21this is a development
14:22that has started
14:23but we have to go through it
14:25and push that forward.
14:27And it has to be tackled now
14:28because we need it
14:29need the data
14:30to be there tomorrow
14:31when it becomes more important.
14:33And the two key aspects
14:34of making that happen
14:35is A.
14:36to seek partnerships
14:37and in the US
14:40it's companies like Nielsen
14:41trying to do that
14:42which is sort of different
14:44because it's home turf
14:45for many of the streamers.
14:47In those markets like Europe
14:49where the jigs
14:49are driving those markets
14:51it usually goes through
14:52the jigs often.
14:53And then it's measurement
14:54that has to be comparable
14:56which is then our task
14:57to make that happen
14:58and in combination
14:59this is what we need to try
15:01to tackle
15:02to create this even level
15:03and playing field
15:04moving forward
15:05and transporting
15:06all of the beloved measurements
15:08we have into the future.
15:11So I mean
15:11the digital revolution
15:12social media platform
15:14streaming
15:15and these type of things
15:16it hasn't stopped
15:17it started
15:17and it's accelerated now
15:19with the emergence
15:20of AI right
15:21so that's a turbocharger
15:23for this development
15:24but in these complex markets
15:26transparency
15:27and high standards
15:28become key
15:30without transparency
15:31without comparable
15:32high standards
15:33for measurement
15:34this will not work
15:35and everybody needs
15:36to have this even level
15:37of playing field
15:38to trade on.
15:39So that becomes crucial.
15:43So I probably can't close this
15:44with the most German thing
15:45I can do
15:46it's a quote from Goethe
15:47who travelled Milan
15:48and loved it by the way
15:49and he said
15:50what is not started today
15:52is never finished tomorrow.
15:54So transferring that
15:55to what I talked about today
15:56and what we listened to
15:58in a lot of the presentations
16:00if we do not start
16:01measuring Advanced TV today
16:03together
16:04it will not be reported tomorrow
16:07but tomorrow
16:08it will be much more important
16:10than today.
16:13Grazie mille.
16:14Thank you.
16:16Thank you Michael.
16:17Thank you for this presentation.
16:19I think we have
16:20two or three minutes
16:21for two quick questions
16:22if you want.
16:23Let's sit here.
16:24That's good.
16:29Okay.
16:29So
16:29thank you.
16:31First of all
16:32I heard you
16:34and you said that
16:36trust in data
16:37is very important.
16:39First of all
16:39so what is needed
16:40to build
16:40and keep this trust
16:42when we speak
16:42about Advanced TV?
16:45I mean
16:46you had those three terms
16:47right?
16:47and I think
16:49we need to make sure
16:51that we transfer
16:52those terms
16:53into the development
16:53that we need
16:54for the future
16:55and we talked a lot
16:55about CTV
16:56RPD data
16:57a lot of examples
16:58out there
16:59content measurement
16:59ad measurement
17:00and I think
17:01it's important
17:02that we keep
17:02the data relevant
17:03in the sense
17:04that we develop
17:05together the currencies
17:06in a way
17:07that they always
17:07reflect the market.
17:09I guess
17:09this is the first
17:09thing that you need
17:10in order to keep
17:11the trust
17:12in the data
17:13and to use it
17:14and then accuracy
17:15obviously.
17:17Okay
17:17so trust
17:18accuracy
17:18but also
17:19you mentioned
17:19need to compare
17:21data
17:21and also
17:22seeking partnerships
17:23and also
17:24the role of JICS.
17:25Yeah.
17:26Looking in particular
17:27at the Italian
17:29situation
17:30what are
17:31in your point of view
17:32the most important
17:33steps
17:34to improve
17:35and get closer
17:36to the most advanced
17:37experience in the world?
17:39I mean
17:40Italy
17:40when you look at Italy
17:41and I had it
17:42on one of the slides
17:43with the interoperability
17:45it is
17:47very advanced
17:48in the way
17:49this market
17:50has started
17:50to think about
17:51advanced TV
17:52and start to measure it
17:53and I think
17:54this is the path
17:55pushing forward
17:56obviously
17:56you have a lot of
17:57challenges
17:58with technology
17:59methodology
18:00and it comes down
18:01to what you mentioned
18:02before
18:02comparability
18:03make sure that
18:04everything we do
18:04is comparable
18:05but I mean
18:06the Italian market
18:07is very well
18:08on its way
18:09and it was a great start
18:11and now we need
18:12to go through this
18:13and hopefully
18:14together
18:14just expand this
18:15ok
18:16but you showed
18:17also
18:17some very
18:18interesting
18:18experiences
18:19from other
18:19countries
18:20is there
18:22one best
18:22practice
18:23that you
18:23that could
18:24be useful
18:25for our
18:26country
18:27in your
18:27point of view
18:28well I mean
18:30all of the
18:31countries have
18:31their strengths
18:32and weaknesses
18:32I think
18:33the German market
18:35because of its
18:36structure
18:36and because
18:37the way it works
18:38is probably
18:39one of the
18:40closest
18:40to what happens
18:41in Italy
18:42so having an eye
18:44on what is
18:44happening there
18:45and then
18:46learning from there
18:47and transferring
18:48knowledge
18:49into the Italian
18:50market
18:51is something
18:52that is worthwhile
18:53doing
18:53and it goes
18:54both ways
18:54so it's the same
18:55for Germany
18:56Italy and Germany
18:57are two similar
18:58countries
18:58also for the role
19:00of the
19:00traditional TV
19:01yes exactly
19:02so that is
19:03like when you
19:04look at the
19:04structure
19:04the way it
19:05works
19:05the way
19:06obviously
19:06also platforms
19:07would engage
19:08with the
19:08different stakeholders
19:09in the market
19:09is pretty similar
19:10also the setup
19:12census measurement
19:12panel
19:13as a source
19:14of truth
19:14all these things
19:15are given
19:15in both markets
19:16thank you Michael
19:18one last thing
19:19if you had to
19:21give one short
19:22message
19:23to the Italian
19:23market
19:24what it would
19:25be
19:25one only
19:26I would go
19:28with a quote
19:28I guess
19:29let's start
19:29measuring
19:30today
19:31so it's
19:31reported
19:32tomorrow
19:32because that's
19:33I guess
19:33the task
19:34for all of us
19:35okay
19:35perfect
19:36so let's
19:36start
19:36today
19:37thank you
19:39Michael
Consigliato
20:23
|
Prossimi video
30:11
Commenta prima di tutti