30 January 2019 (14:00 - 18:00), Aquaworld, Budapest
Next-generation TV metrics and data strategies
– establishing priorities and an action plan for the European TV industry
Presentation of the key take aways from MTM’s 2018 Consortium and
egta’s BAM - Bridges in (Audience) Measurement projects
Across Europe, the TV industry is investing heavily in the roll out of next-generation hybrid TV audience measurement solutions, to better measure multi-platform viewing. Alongside these investments, opportunities on connected platforms are proliferating – to personalise interactions with viewers, deliver new forms of targeted advertising, introduce new quality metrics such as viewability, dwell time and context, and to demonstrate effectiveness in new ways.
Across Europe, many individual broadcasters are well advanced in addressing these opportunities, but the TV industry faces significant risks of delivering a fragmented, inconsistent market that fails to deliver for advertisers. Many industry participants believe there is a strong case for collaborative action and industry-wide initiatives, developing a more joined-up approach to future-proofing the industry at a critical time in its development.
Is there a strong and practical case for joint industry action to secure a better outcome for the TV industry – better measurement, new metrics, consistent standards, more scalable products, platforms and solutions? What steps should the industry take in 2019 to secure its future?
egta and MTM would like to invite senior executives from across the European TV industry to a dedicated working session, to explore the challenges facing the European TV industry, to assess the case for action and most importantly to identify priorities and plan ahead!
The Forum will involve presentations and interactive discussions, involving:
- MTM and its partners (Adobe Advertising Cloud, Alphonso, TVbeat and Sky Media), talking through key findings from an extensive consultation with industry participants across Europe, exploring the strategic priorities for the European TV industry and identifying opportunities for collaboration.
- A presentation of the key findings from egta’s recent Bridges in (Audience) Measurement (BAM) project (a series of 70 in-depth interviews and a conference that took place on 4 December 2018 in London) and a possible framework for action.
In addition and more importantly, we will work with the attendees to explore and develop a collective plan for the industry, identifying immediate actions, short to medium-term needs and potential solutions. Please come prepared to contribute and participate in the discussions.
Places are limited to roughly 60 senior industry participants.
To secure your place, please register through egta website (click here).
We look forward to seeing you there.
Jon Watts
(With the support of Adobe Advertising Cloud,
Alphonso, TVbeat and Sky Media) |
Katty Roberfroid
|
Programme:
14:00 - 14:05
Welcome, introduction to the Forum (egta and MTM), introduce agenda and house rules.
14:05 - 14:35
Presentation of findings from egta and MTM 2018 studies, including a short overview of current initiatives in these areas and views on the potential for collaboration.
14:35 - 15:00
Short presentations and perspectives on key points to be pursued.
15:00 - 15:45
Panel discussion: reflections on the themes and issues raised during the discussions.
15:45 - 16:15
Coffee break, networking.
16:15 - 17:15
Roundtable discussion (with stimulus, to structure the discussion): talk through a set of ideas about potential actions and initiatives for the European TV industry. Moderated by egta and MTM.
17:15 - 18:00
Closing plenary: priorities actions and initiatives, discuss resourcing and next steps. |
