The Connected Audience: Bringing together audience measurement and audience understanding across platforms
Jennie Beck and Rhiannon Griffiths
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...