Peb Txoj Haujlwm Pabcuam Rau Cov Neeg Tuaj Saib Xyuas Kev Ntsuas yog pab cov neeg lag luam

Nrog kev loj hlob ntawm streaming ib txwm tuaj digital saib cov ntsiab lus thiab tshaj tawm. Qhov no, nyob rau hauv lem, tau tsim ib qho kev hloov loj rau ob qho tib si kev lom zem thiab kev lag luam tshaj tawm. Thiab qhov tshwm sim yog txaus siab. "Raws li qhov tshwm sim ntawm qhov kev hloov pauv no, muaj qhov xav tau tseem ceeb rau kev ntsuas qhov tseeb ntawm kev siv xov xwm digital, thiab rau cov kev ntsuas tshiab rau kev tshaj tawm hauv xov tooj cua thiab cov xov tooj cua sib txuas," piav qhia Todd Holmes, tus kws tshaj lij ntawm Cal State Northridge.

Lub sijhawm, txawm li cas los xij, yog qhov nthuav. Qhov kev hloov pauv los ntawm lub sijhawm thaum kev lag luam qhib ntau dua li qhov hloov pauv tshiab, ib feem ntawm tus account tej teeb meem uas tau coj los teeb pom kev xav tau cov ntaub ntawv zoo dua thiab txhim khu kev qha. Raws li qhov tshwm sim, Video Advertising Bureau (VAB), lub koom haum kev lag luam uas txhawb nqa kev nyiam ntawm TV tshaj tawm kev lag luam rau cable thiab tshaj tawm hauv xov tooj cua hauv xov tooj cua, nrog rau lwm cov programming distributors thiab creators, launched ib lub luag haujlwm txhawm rau koom nrog cov kev pib uas txhawb kom suav zoo dua ntawm cov neeg siv streaming, suav nrog peb cov hauv qab no coj los ntawm ANA, OpenAP thiab NBC Universal, feem.

ANA Cross-Media Measurement Initiative

Lub koom haum ntawm National Advertisers '(ANA) Hla-Media Measurement Initiative yog kev koom tes ntawm ANA thiab ComscoreSCOR
, lub tuam txhab kev ntsuas thiab ntsuas thoob ntiaj teb. Qhov kev sib koom tes no tab tom txhim kho kev ceev ntiag tug-preserving cross-media measurement solution for marketers.

"Lub hom phiaj ntawm qhov kev pib no," piav qhia Holmes, "yog kom xa tawm qhov ua tiav thiab pom tseeb ntawm kev nthuav tawm thoob plaws txhua qhov xov xwm; pab kev npaj thiab kev ua kom zoo tshaj plaws rau kev sib tw thiab kev sib tw thoob plaws txhua qhov kev tshaj tawm xov xwm; thiab muab lub peev xwm los ntsuam xyuas qhov ua tiav thiab sib sau los ntawm kev sib tw thoob plaws txhua qhov kev tshaj xov xwm thiab cov khoom siv, suav nrog tus nqi ntawm cov xov xwm tshwj xeeb. "

Thaum kawg, lawv txoj kev, uas siv cov txheej txheem hu ua Virtual People ID (VID), khaws kev ceev ntiag tug thaum ua kom ncav cuag thiab ua li ntawd los ntawm kev muab cov khoom siv hluav taws xob rau cov neeg siv xov xwm tus cwj pwm; qhov no tshem tawm qhov yuav tsum tau siv cov cim digital xws li ncuav qab zib thib peb lossis tus ID tshaj tawm hauv xov tooj. ANA EVP Bill Tucker hais tias "Kev sib koom tes nrog Comscore thiab qhov kev sim peb tab tom ua yog ib kauj ruam tseem ceeb rau kev ua tiav peb lub hom phiaj."

Qhib ID

Ib qho kev pib los ntawm Open AP, OpenID siv tus cim tshwj xeeb uas ua rau muaj kev daws teeb meem ntawm ob qho tib si cov neeg saib thiab cov neeg tuaj saib digital mus rau hauv ib qho kev qhia txog tus kheej. Qhov no txhais tau tias nws tuaj yeem ntes cov neeg tuaj saib cov ntaub ntawv rau ob qho tib si tshaj tawm hauv TV thiab cov kev pabcuam streaming hauv ib qho chaw. Thiab nws kuj tuaj yeem txhais cov neeg tuaj saib mus rau ib tus neeg. Ua txhua yam no qhib lub peev xwm hla lub platform rau kev tshaj tawm TV tshaj tawm.

"Nrog rau qhov kev tshaj tawm no, cov tshaj tawm yuav pib txhua qhov kev sib tw los ntawm kev txheeb xyuas cov neeg tuaj saib uas yuav raug txiav txim siab rau ib txheej ntawm OpenIDs, uas tuaj yeem dav lossis nqaim raws li lub hom phiaj phiaj xwm phiaj xwm," Holmes piav qhia, "OpenID ua kom muaj txiaj ntsig zoo sib xws nrog cov neeg saib cov txiaj ntsig rau kev faib rau ntau cov tshaj tawm hauv TV, hloov kho cov TV tshaj tawm los ntawm hnub nyoog thiab poj niam txiv neej cov pej xeem mus rau ID-raws li lub hom phiaj. "

cov networks uas siv OpenIDs Tam sim no suav nrog AMC networks, A + E Networks, Crown Media, Discovery, Disney, FoxFOXA
Corporation, NBCUniversal, Univision, ViacomCBS, WarnerMedia, thiab Huab Cua Channel. Qhov kev saws me nyuam dav no yog qhov qhia tau tias cov tshaj tawm TV tau nce rau kev sib koom tes thiab kev nqis peev yog tias nws txhais tau tias kev nrawm nrawm rau kev ua lag luam rau cov phiaj xwm siab.

"Lub OpenID lub moj khaum tsim lub hauv paus tseem ceeb rau kev ntsuas hla lub platform thiab thaum kawg pab txhawb kev ua kom muaj zog thiab muaj txiaj ntsig zoo hauv TV," said Thawj Tswj Hwm & CEO ntawm VAB Sean Cunningham, "Muaj qhov loj thiab pom tseeb tshwm sim hauv cov tshaj tawm nrhiav cov neeg tuaj saib siab hauv. cross-screen, multi-platform saib ib puag ncig, thiab tsim kom muaj ib qho kev sib koom ua ke ntawm tus ID nkag mus muab txoj hauv kev rau cov tshaj tawm TV los muab kev pom ntau dua ntawm kev hla mus txog. "

NBC's Innovation Forum

Los ntawm NBC lub rooj sab laj, cov neeg muaj feem cuam tshuam los ntawm txhua lub ces kaum ntawm kev lag luam tuaj yeem kawm txog txhua qhov kev ntsuas ntsuas uas twb muaj lawm. Kelly Abcarian hais tias, "Qhov peb kawm tau dab tsi, tag nrho kev lag luam yuav kawm," "Lub peev xwm rau kev lag luam thoob plaws kev lag luam ua kom pom tseeb tseem ceeb dua, kom txhua tus tuaj yeem koom nrog hauv kev tshawb pom-thiab yav tom ntej." Raws li Abcarian, Measurement Innovation Forum ua haujlwm rau: (1) Nkag siab cov neeg ua si tam sim no thiab tawm tshiab hauv kev ntsuas thiab txheeb xyuas cov hauv kev los tsim kom muaj kev sib cuam tshuam ecosystem ntawm kev daws teeb meem; (2) Koom tes nrog cov tswv yim uas twb muaj lawm los tsim thiab tshaj tawm cov txheej txheem thoob plaws kev lag luam thiab cov kev coj ua zoo tshaj plaws; (3) Sib tham thiab npaj tswv yim yuav ua li cas ntsuas yardsticks tshiab tuaj yeem ntsuas thoob plaws kev lag luam.

Ua tau zoo, qhov kev pib no txhawb kev ua haujlwm ntawm ANA, VAB, thiab OpenAP. Thiab muaj ntau tus neeg tshaj tawm thiab cov tuam txhab ntsuas uas tam sim no yog ib feem ntawm lub rooj sab laj. Cov neeg tshaj tawm uas koom nrog suav nrog Citicorp, Ford, L'Oreal, Rocket Mortgage, Target thiab Volkswagen. Cov pab pawg lag luam tau koom nrog, suav nrog Ad Council, Plaub As, Lub Koom Haum ntawm National Advertisers, Advertising Research Foundation, IAB, Qhib AP, TVBVB
, VAB and the Media Rating Council. Thiab ntawm cov koom haum koom nrog yog 360i, Active International, Canvas, dentsu, GroupM, Havas, Horizon Media, Magna, OMD, Publicis, RPA thiab Wieden + Kennedy.

tau

Thaum lub luag haujlwm ua haujlwm tsuas yog nyob ib puag ncig rau ib xyoos xwb, nws twb tau txais txiaj ntsig. Pursuit Channel tau tshaj tawm lawv cov neeg sib tw sib tw ze tshaj plaws rau kev ua lag luam tsheb ua tsaug rau Comscore TV qhov kev ceeb toom ruaj khov hauv teb chaws thiab cov tshiab Advanced Audience ntu. BET pib thov ib qho kev mus kom ze mus rau txoj kev tentpole xwm txheej raug ntsuas. Thiab Stirista leveraged lawv cov neeg siv lub vev xaib tus kheej cov cuab yeej thiab cov neeg tuaj saib cov ntaub ntawv rau khaws cov neeg siv khoom uas twb muaj lawm thiab tau txais cov tshiab ntawm lawv cov ntaub ntawv-tsav kev daws teeb meem.

Sean Cunningham, Thawj Tswj Hwm thiab CEO, VAB hais tias, "Cov ... cov txiaj ntsig tau nthuav tawm qhov kev lag luam tshaj tawm uas txhawb nqa kev ntsuas kev ntsuas tshiab nrog kev nrawm nrawm," hais tias Sean Cunningham, Thawj Tswj Hwm thiab CEO, VAB, "thiab qhov kev sib tw nce ntxiv hauv txhua qhov screen / cross-platform TV ntsuas tau tsim los ua ib qho loj dua paub yeej rau cov neeg lag luam nrhiav kev lag luam thiab kev lag luam loj hlob-sooner es tom qab." Nrog rau cov kev pib ua tiav hauv kev ua kom nrawm nrawm ntawm kev hloov pauv tsis dhau sijhawm hauv kev ntsuas xov xwm thiab txiaj ntsig, nws tuaj yeem cia siab tias peb tseem yuav pom thiab paub txog lawv cov txiaj ntsig hauv xyoo tom ntej.