The Entertainment & Media industry is facing an existential shift in how media companies measure and gain insight on their audiences. The average household was found to have at least seven active devices in use every day. That has a major impact on media consumption and how advertisers reach consumers. Trying to figure out viewer behavior is a major hurdle.
Ads are going unseen. The reality of ad waste is a top concern as achieving marketing and advertising objectives is a matter of reaching the right audience with the right message by way of the right device at the right moment. Each device requires a different approach. Technology targeting should not only consider what device the person uses to watch content, but also the browser and OS.
Ad Sales teams need “fit-for-purpose” audience insight factors that match up to the outcomes that their client is expecting, can drive relevant connections to customers with compelling offerings, and convey data-backed confidence – that the firm has the audience that a potential customer is looking for.
Content Strategy teams must be able to accomplish the following: Determine what type of content to invest in next. Develop empirical measurements of the impact their title catalog on subscriber retention. Create content that enables personal engagement across TVs, PCS, consoles, tablets and mobile devices.
It is the depth of qualitative data —particularly the micro-level nuances of attitudes and daily behaviors that allows one to get an accurate, in-context picture of your audience and its preferences.
Enter Block Chain
What is Block Chain? The blockchain itself is a piece of software. The name blockchain is literal: blocks of code and data chained together using cryptography. Each block typically contains a hash pointer as a link to a previous block to form a linked structure. Any technology to measure user views has to operate on a form of open decentralized ledger which is the actual database.
Each block transmits a block of information to the ledger at intervals which will be time-stamped and resolved into the ledger. The ledger, sitting on a remote server or servers, will be publicly accessible by API in order to answer questions about media content usage and access across devices. Data accuracy is assured because of Public-Private Key cryptography.
As the Block Chain develops over time, it will increasingly hold massive stores of data contributed by a variety of devices.
By targeting a global share of these digital devices, Block Chain technology can collect truly global media consumption and usage data including programs watched and when – to answer questions about content usage and access – Over time, this should lead to fewer but higher-impact ad executions – reducing ad load and not inundating your target audience with content and advertising that are out of context.