Mariana Irazoqui is the head of research for the Dutch TV JIC. She manages projects Online Media Panel, TV and Online Video Census Measurement (SKO OTV) and participates in working groups for online advertising and the integration of SKO’s data. She also devises mandatory and recommended guidelines for TV and OTV software. Since 2013, she’s a board member at the MOA Dutch Market Research Association Digital Analytics Prof Group.
At this year’s Media Measurement and Research conference, organized by ABC Croatia, Mariana will talk about the integration of measuring viewership of TV and online video. We asked her about the award she won recently…
You are the winner of this year’s I-COM’s Data Creativity Award for video. That’s like winning a first place at the world championship of media measuring. Can you tell us something about the award and your solution?
Of course! SKO is very happy with the award. As all competitions, this one also required a thorough preparation in setting up the project, testing and reporting. The success was also enabled by a strong and intensive cooperation of partners from the industry, who have won this award together.
The award is presented for innovative, integrated solutions that combine measurements of the panel and census data for types, platforms and devices on which TV and online video content are watched. It includes TV programs, online video clips, commercial screenings, websites and viewing in apps on tablets, smartphones and other devices – in and outside the home. An advanced methodology for data integration was designed and implemented by scientists from Kantar Media, which provides data processing during night, and daily updated information on the total viewership.
The objective of Video Data Integration Model (SKO VIM) is to publish a daily database that provides accurate and reliable insight, and in-depth data profiles that are important for the entire chain of TV and online video. The model is based on data collected through hybrid measurement method, which includes panel and census measurement, combining the “best of both worlds” benefits and limitations of research and data that are available to SKO. In my presentation I’ll talk about the different components of the model and how they work.
On 1 January 2016, we began to publish daily online video ratings and since then we have been working on the Video Total currency. Daily fusion, blending of online and TV currencies will follow soon. The award has brought us world’s confirmation of our project and model. In recent years there was talk about hybrid models, but I think that now there is a need to assess the experiences so far, currently active projects and a review of best practices.
What else will the Conference participants hear from you?
Through the participation of all stakeholders within the SKO, a generally accepted statistical “gold standard” was created, as the basis for reporting on the behavior of TV and online video viewers. At the same time, apart from television, we are also including other publishers in our measurements, which leads to collaboration with other media bodies for digital measurements in the Netherlands and beyond. Five research firms and numerous suppliers of data are included in the various stages of the VIM model. During my presentation I will share our experiences and will explain the challenges we encountered during the implementation of the solution with a system set up like this.
