An interview with Nielsen Chief Product * Technology Officer Karthik Rao

 

Interviewed By: Mike Farrell - Broadcasting & Cable and Multichannel News

 

Keynote Speaker: Karthik Rao - Nielsen

 

The ability to accurately track quickly-changing consumer viewing behaviors, while judiciously assessing content resonance and advertising effectiveness has become decidedly more complex amidst a simultaneously expanding yet splintering TV/video landscape.  Our panelists will debate the growing challenges of keeping up with fast-moving viewer preferences and discuss how content creators and advertisers can keep up, and ultimately benefit.

 

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As “TV” consumption continues to not only grow, but also morph and splinter into a myriad of viewing environments, it doesn’t take a rocket scientist to recognize that legacy sample-based linear measurement methodology can no longer be solely relied upon to divine the entirety of viewing behavior. In this panel, we will discuss the growing array of new data sources that programmers and advertisers are tapping into to help discern real-world video consumption.

 

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A growing array of data from third-party and proprietary sources is pushing both TV/video content providers and advertisers to reassess what defines programming and marketing “success.”  Our panel of experts debates which data matters (and doesn’t) – while sharing insight into best practices for determining what “works” (and doesn’t).

 

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We discuss the latest from Project “Open Addressable Ready” – the tech consortium formed in 2018 by CBS, Disney’s Media Networks, Comcast’s FreeWheel & NBCUniversal, AT&T’s Xandr & WarnerMedia, Discovery, Hearst Television, AMC Networks, VIZIO and Inscape – focused on delivering better advertising experiences to viewers through the use of dynamic targeted advertising on internet-connected TVs and devices.

 

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While the role of digital data in redefining television’s next-gen value proposition is undeniably exciting, it is also crucial to the more mundane, yet mission-critical functions of improving operational efficiencies and building programmatic infrastructures.  We geek out with both sides of the television ad buy-sell equation to hear how each is programmatically reinventing their operations for more data-driven value propositions and results.

 

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Understanding the vicissitudes of viewing behavior has always been an important part of TV’s programming and advertising calculus, but the manners of how and the skills needed to do so have dramatically advanced in recent years. This panel will discuss how the relatively quaint art of “media research” has rapidly morphed into world of data-fueled “insights and analytics” to become an important functional discipline for survival and success.

 

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A plethora of first- and third-party data is enticing advertisers and content providers alike to tap into TV’s Advanced Advertising potential by creating more precise marketing target segments – far beyond classic ratings or demographic reach proxies.  This panel will explore how both sides of the media buying/selling relationship are rethinking their operations for more data-driven value propositions and ROI expectations.

 

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