The Connected Audience: Bringing together audience measurement and audience understanding across platforms

This presentation examines the big question facing media owners as they migrate content and advertising between diverse platforms – how do they optimize the impact of each platform when it’s hard to measure their combined reach and the way they interrelate? Using a specific example of single-source integration of web behavioural data and custom survey data, the presenters highlight the challenges – and the benefits – of bringing audience measurement silos together.

The Connected Audience: Bringing together audience measurement and audience understanding across platforms

Jennie Beck and Rhiannon Griffiths

INTRODUCTION

Ten years ago, a newspaper was a multi-section print product, perhaps with a nascent web presence; a TV channel was a branded destination with a menu of live viewing choices, and an opportunity to record content on to a three-hour tape. The audience for the newspaper and its sections; the channel and its programmes was simple to measure, and that was it.

Now a newspaper brand can be found in print, online, as an app, as a UGC site, on...

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