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Connected Analytics – How broadcasters are maximising viewers and revenue
‘Big data’ is here, but it’s nothing to fear. In fact, access to more data is set to help us all in a big way.
For a long time, broadcasters have had to rely on data sampling as the only way to know what the UK is watching. Yet access to more data lets us understand and measure the entire UK’s TV watching habits, and Connected Analytics is here to help broadcasters and content providers succeed.
With Connected Analytics, broadcasters and content providers can see meaningful patterns in their data, which will help them deliver relevant content. Then the data can be presented and accessed in whichever format is easiest to digest and act on.
Advertisers, broadcasters and content providers all have to keep upping their game if they want to understand their audience. After all, our viewing habits have changed a lot in a short space of time. I remember a time when Freeview didn’t exist, and I could only watch TV through a CRT behemoth in the corner of my living room. Now I can watch on different devices; from my HD TV to the phone in my pocket.
All the devices I now watch TV on can connect to the internet – including my tablet, laptop, smart TV, various pucks and dongles, and my set-top box. This means my devices are collecting and sending data about my viewing habits. No longer are my Come Dine with Me marathons a guilty secret.
Where we watch TV has changed too. I can pass by my commuting time by catching up on Homeland on my laptop, or stream the football on my phone. The widespread availability of Wi-Fi, 3G and now 4G has made watching programmes on the move a good experience; and as a broadcaster it’s vital to know where your audience is when they watch your shows.
This isn’t to say that other ‘big data’ sources will take over the likes of those small samples of audience data that are collated already. The two will be used in conjunction with each other. With more data, advertisers can better target the ads and content providers can keep people watching their content.
Our latest white paper delves even deeper into the world of Connected Analytics and the further benefits it can bring to broadcasters and content providers. To find out more, click the link below to download it.
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