The future of Audience Measurement
The Dutch Nationaal Media Onderzoek (NMO) appointed Kantar and Ipsos to build a new integrated total media audience solution. The Nationaal Media Onderzoek (NMO) comprises of four organisations responsible for media research in the Netherlands.
Integrated Total Media Audience Solution (egta insight)
The solution above combines audience viewing, listening, reading and browsing through a single integrated measurement system. The above approach provides more meaningful audience insights for each media channel whether they are utilised in isolated or cross platform media campaigns. This allows advertisers to finally be able to understand the performance of their content either in isolation or cross-platform. This in-turn will lead to better planning and more strategic decision making.
As well as measuring media consumption across all platforms, it also measures across all devices and the environments they operate in. The responsive system design allows devices using newer technology to be introduced later on. This is because the single integrated measurement system is consumer centric as opposed to prioritising media.
NMO Blueprint (egta insight)
To achieve this in practical terms requires additional measurement from the Multimedia Panel to measure viewing outside of home. The increased panel size of 3,900 people across 1,850 households facilitates this additional measurement. This provides a more evenly spread picture of viewing rather than one with gaps, where outside of home viewing was not being captured. So someone could start watching a show at home then continue watching on another device after leaving home. An app is placed on the smartphone or portable media device to measure video viewing along with audio matching. This uses RealityMine technology which is included within the MediaCell app.
Part of this is possible due to Kantar’s new Focal Meter which measures online behaviour and viewing from SVOD platforms like Netflix and Video Sharing sites like YouTube. Currently this is only available for service level not programme level. For that to occur in future a SVOD reference site would need to be built and content tagged so it can be measured in BVOD apps. Broadcasters and operators would obviously have to agree to participate in this, so coverage may not be complete and could be limited to those agreeing to participate. Panel and Census (tagged) data mixed with VOD (non-tagged) data will be used prior to the integration of the Multimedia Panel measurement data.
As mentioned at the outset Ipsos and Kantar were involved in the design of the new integrated system. To that end the Ipsos Product Usage study (NRS) can be integrated with TV data. This can theoretically allow TV and online video campaigns be to planned at a more granular level including product, brand and purchase intention.