theibcdaily Taking the pulse Joining the dots
Denise Turner Managing Partner and Chief Insight Officer,
Havas Media Group Region: UK
Interviewed by: Kate Bulkley
It’s safe to say that the one thing that is keeping Denise Turner up at night is how to track and rate people’s attention. In a world of multiple screens, she says that ad agencies like hers are under pressure to figure out how much attention at any one time people are giving to their TV versus their tablet or other connected device. It’s an important question because the answer will dictate not only where ad agencies put their clients’
advertisements and sponsorship
messages, but also what prices they can charge for them. “There are different
measurements for different devices and we need to connect the dots on that,” says Turner, managing partner and chief insight officer for Havas Media Group, part of one of the biggest global advertising and public relations firms. “I’m not suggesting that it’s easy but if we can do that, that would be the Holy Grail.”
The dilemma is two-fold. First,
effective cross-device and cross-platform measurement is still sorting itself out. In the UK, TV audience measurement firm BARB has launched Project Dovetail to track viewing on other devices as well as traditional TV viewing on the big screen in the lounge. Second, there is what Turner calls the continuous partial attention phenomenon. “With laptops it was one thing but with growing tablet usage this is much more prolific and it means we never seem to have someone’s full attention.”
While she is
impressed with the work being done by BSkyB with its set top box data measurement, the problem is that Sky’s data does not give a “full picture” of how all
people are viewing a particular show.
“The Sky view data is
“We live in a bite-sized attention economy”
impressive but it is household based and not person based like BARB data and so it does not give the total picture,” says Turner. “Sky is less than half the households in the UK … We are interested in how much people are watching XFactor in Virgin Media and Freeview homes as well as in Sky homes. Sky’s data gives you a good steer but if you want to know the complete picture of the delivery of your client’s spots
then you need to use BARB.” Turner also thinks there is a big challenge to measuring the viewing of short form content on YouTube and other online sites. “With BARB you measure loyalty through minutes watched but with short form content you have to change your definitions and also think about who is choosing to view that kind of content.”
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