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Maximizing the Value of Digital TV Audiences

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Presentation based on my 2010 MIT thesis. Gives strategies and tactics for appealing to contemporary television viewers and rethinking audience measurement.

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Maximizing the Value of Digital TV Audiences

  1. 1. Turn on, Tune in, Cash out: Maximizing the Value of TV Audiences
  2. 2. Turn on, Tune in, Cash out: Maximizing the Value of TV Audiences tep s! h re es j us ttIn
  3. 3. “The intent is to let the network and their sponsor knowthat we’ve received their message. This is something aNielsen box can’t do…this is a translation of fan loyaltyinto real dollars that NBC & Subway can measure.”
  4. 4. “The forensic evidenceso far indicates that akind of death is takingplace before our eyes...NBC’s attitude toward‘The Jay Leno Show’signals a whole newlevel of indifference,resignation, andlaziness.”-Nancy Franklin in The New Yorker
  5. 5. 1. Innovate Relationships
  6. 6. gs a tinR
  7. 7. gs a tinR Ratings
  8. 8. gs a tinR Ratings
  9. 9. gs a tinR Ratings
  10. 10. gs a tinR Ratings
  11. 11. gs a tinR Ratings
  12. 12. gs a tinR Ratings
  13. 13. gs a tinR Ratings
  14. 14. gs a tinR Ratings
  15. 15. gs a tinR Ratings
  16. 16. Mediator’s Role
  17. 17. Mediator’s Role
  18. 18. Mediator’s Role“This isnt just about television -- the problem extendsacross all media platforms. And its not about the lack ofdata. We are virtually drowning in data.” -Alan Wurtzel, NBC
  19. 19. 2. Revalue the Audience
  20. 20. Passivity “We all agree that the best technology is a totally passive system that doesn’t require any interaction with the viewer.” -David Poltrack
  21. 21. Exposure
  22. 22. Exposure Impression Expression
  23. 23. FansFirst point ofintervention
  24. 24. Appraisal:Active is the New Passive
  25. 25. Value in Context
  26. 26. Cross-Platform ContentComplementarycontent completes theviewing experienceSupplementary addsto the broadcast text
  27. 27. Event SubculturalSocial Incidental Types of Viewing
  28. 28. 3. Leverage Digital Capabilities
  29. 29. Culture Needs to Change
  30. 30. Culture Needs to Change
  31. 31. ExperimentFeedback
  32. 32. 50-200 experiments adayChange algorithmdaily
  33. 33. CBS NCAA❖ $15 in 2003.❖ Restricted access in 2006.❖ Everything available in In 2008.❖ Ad sales equal online and on linear in 2010.
  34. 34. Recommendations
  35. 35. 1. Innovate Relationships❖Flexibility❖Mediator Adds Value
  36. 36. 2. Revalue the Audience❖ Exposure to Expression❖ Appraisal❖ Value in Context
  37. 37. 3. Leverage Digital Data❖Corporate Culture❖Experiment
  38. 38. Questions?

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