My next article "TV Tunes In to Interactive" by Rebecca Lieb was taken from www.clickz.com takes a look at cross media behaviour, digital measurements, and web and TV coming together. Cross-Media behaviour findings were presented by ESPN's Artie Bulgrin, SVP research and analytics and Glenn Enoch who is VP integrated media research. The discovered that Overall, 58 percent of the total audience is simultaneously active on the Web and watching ESPN on TV, but that only accounts for 31 percent of all ESPN's Web usage, but that does not necessarily mean that everyone who is online while watching ESPN is on the ESPN web site (only 0.02% users were on both simultaneously). They also made sure to point out that a user is not interchangeable and used the differences between female and male audiences to show that. Their final conclusion was that just because you are tuned into one channel of communication it does not mean that you are takingaway from another. Next we come to ABC's Patrick McGovern, SVP of sales and strategic planning and digital media who spoke about video-on-demand (VOD). He said that currently, it is not possible to measure the ads inserted into VOD programming, but instead, the whole package is measured as one big block of content, ads and all. He goes on to say that it gets worse because networks do not wants ads to be fast forwarded so they disable that function making it even harder to measure. Lastly, the article looks at the convergence of web and TV. Therese Falcone spoke about how the youth oriented Current TV station that experiments with integrating internet to TV. She currently used the US presidential election as an example how Current teamed with Twitter to bring the two types of media together. This important to know coming into to the industry because it helsp to know the current trends when measuring media usage.
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