When it comes to providing an excellent resource for capturing viewers for your IP programming, you need to know what they’re watching. The way this is done is through data-analytics.
The data guys say its simple, but in actuality its not. There are massive amounts of data captured every day in the media landscape. Some call it Big Data, others use behavior analytics, others viewership and on and on. One thing is for certain – we now know everything you do when you do it, feed to you what you want when you want it, consequently helping you consume continuously.
This is all good really.
We have such involved lives that to help navigate through the bajillion amounts of programming and ‘apps’ available, just having a bit of an accelerator in carving through all of the miscellaneous stacks of junk is very helpful.
In fact, just this week this was identified by the two largest ad agencies in the world who decided to join ranks so they could combat the likes of Google and Facebook.
Omnicom and Publicis with a combined revenues of $23 billion dollars came together. As said in the WSJ on Monday the 29th of July:
“Advertisers use data to better aim their ads at certain demographic groups, taking into account people’s Internet surfing behavior or purchasing habits. To do this efficiently requires access to huge amounts of data, where Google has a head start.
“It’s trillions of data that we have to crunch down in order to go down to very small segments or clusters of the population to deliver some single messages to very small groups of individuals,” Mr. Lévy said in an interview. “For that we need scale.”
In a statement disclosing the deal, the Publicis CEO noted that “the communication and marketing landscape has undergone dramatic changes in recent years, including the exponential development of new media giants, the explosion of Big Data, blurring of the roles of all players and profound changes in consumer behavior.
Data analysis is even playing a role in shaping of ads themselves. Last year, Samsung Electronics Co. mined Twitter for critical comments about the launch of Apple Inc.’s AAPL +1.23% new iPhone and used them to shape its ads.
All the major ad-agency holding companies in recent years have been snapping up data scientists and engineers.
“There has been a huge shift in the way we do business,” said Jon Nelson, chief executive of Omnicom, in a recent interview. “We are borrowing black-box trading techniques out of Wall Street; we are looking at genetic algorithms; we are looking at artificial intelligence; we are looking at predictive models; we are looking for anything that might give marketers an edge.”
And that’s just it…giving one an edge. We now call it data, it used to be called intelligence. To keep pace in today’s world it is required to have access to algorithms that help each and every one of us to just keep up.
In the business of media, it is required to help make sure that we provide the best product possible as the attention span of the “audience” is ever fleeting.