...continued from page 1 The impact of TiVo’s ability to pro- Armstrong projected that TV adver-
vide second-by-second ratings of tising connections with consumers
David Levy, president of Turner programs and commercials based on will grow by 5-10% over the next
Entertainment ad sales and market- the viewing habits of its subscribers two years, and predicted more com-
ing and president of Turner Sports, is becoming more important. petition on second-by-second data,
said he believes that both the 30- Kliavkoff noted that, effective with the result that “the consumer
second spot and new ad models can January 1, 2008, NBC will become and the advertiser both win.”
co-exist in the future. “We at Turner the first TV network to partner with
believe in multi-platform packages”, the DVR service to gain access to The executives are already trying to
he said. “At the end of the day, TiVo's TV viewership data. realize the usefulness of the
brands are going go win.” Internet on programming decisions,
“Second-by-second data is still in its they said. Kliavkoff noted that NBC
Armstrong agreed. “Companies are infancy”, Levy remarked, “but it had offered several programs on
making a real mistake if they’re not will be a huge differentiator from blogs before the current season
distributing on multiple platforms”, agency to agency”. A potential result, began, with the result being “sur-
he said. “They’ll lose some of their he continued, would be a network’s prisingly good” ratings in most
brand essence.” ability to sell advertising slots on cases. “There is some wisdom in the
an even more pinpoint basis, or masses”, he said. “The question is :
The right combination of platforms, even reject an ad outright. how do you harness it ?”
added Levy, can see a ratings increase,
as Turner has realized with its PGA Asked by Myers to define emerging
Championship coverage by televising trends over the next 24 months,
“Companies are making a real
portions of the event on Thursday Fremont said, “We are at a great mistake if they’re not distributing
and Friday, but also streaming live crossroads for how media is bought
on multiple platforms, they’ll
portions of the tournament and and sold. The old models of broad-
adding other coverage viewable cast buying on a ratings basis will be
lose some of their brand essence.”
only on the Internet and mobile regularly challenged, and will dras-
Tim Armstrong, president advertising and
devices. tically change.”
commerce at Google North America
NEW REPORT AVAILABLE :
• Nearly 80% of respondents believe that 40% or more
of video content will be consumed on the Internet rather
Tracking, Monitoring & Monetizing Video Content
than on what we now consider TV (broadcast, satellite or
cable) in 2012.
Television and interactive media research authority
During a recent interview with Managing Rights
Myers Publishing and Teletrax recently released a report
Management, Andy Nobbs discussed some of the top
entitled, “Tracking, Monitoring and Monetizing Video
findings of the survey, including respondents’ stated
Content”. The report addresses the opportunities and
preference for tag-and-track technologies over “blocking
challenges confronting media and entertainment compa-
techniques” like DRM. “My personal view”, he said, “is
nies with regard to measuring, managing and enhancing
that the Internet is a very difficult place to try and put
the value of their video content.
blocks and gateways in, because the concept of those
gates is kind of antithetical or counterintuitive to the
The report incorporates results from the first
Internet.”
Myers / Teletrax Digital Video Barometer Executive
Survey, which polled almost 300 senior media and enter-
tainment industry executives. Highlights include :
• More than 80% of the executives surveyed believe
broadcast and Internet content owners are at risk of
adversely impacting their bottom lines by not having
tools in place to track, monitor and measure their content.
• 55% of the executives polled favored eliminating
digital rights management and allowing content to be
distributed freely with “tagging” and tracking use of
the material, as is done by digital watermarking and
The full report is available online at the following link :
fingerprinting technologies.
www.teletrax.tv
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