Audience Measurement (AM) Authored by Q13/16 Ad hoc Group on - PowerPoint PPT Presentation

Introduction to ITU-T Audience Measurement (AM) Authored by Q13/16 Ad hoc Group on Audience Measurement International Telecommunication Union IPTV-GSI, June 2011

Contents 1. The Values of Audience Measurement 2. Comparison to Traditional Methods 3. Deployment Scenarios 4. Example Context 5. Architecture and Roadmap 6. Privacy Model and Permission Modes 7. Events and Time Sampling 8. Messaging 9. Deployment Considerations International Telecommunication Union IPTV-GSI, June 2011

The Values of Audience Measurement Service Provider Content Providers  Content creation and Consumer product design / optimization e.g. actors,  Consumption planning interactivity, duration patterns Data for e.g. packaging/bundling,  Windowing optimization pricing, function/feature others  Pricing/licensing  Sale  Aggregated data products Business product design /  Barter  Insight products negotiations  Audience e.g. media delivery, forecast by advertising, banking, Market Research segment carriage fees, ad sales,  Aggregated data products channel positions  Insight reports e.g. ads - Analytics channel, location Competitive Service Offering Provider  Viewer habits e.g. Service personalization, Networks/Programmers and preferences targeted ads  Content selection  Optimize content and Operational optimization promo placement  Degradation e.g. channel-line up, impact analysis bandwidth allocation,  Consumption equipment life-cycle, staffing Advertiser/Agency patterns  Ad Placement  Target audience segments Customer Relationship  Return on Investment Management  Consumption  Creative optimization e.g. cross-sell, up-sell, patterns retention Audience Data Processing Measurement  Aggregated data products Provider  Insight reports International Telecommunication 3 Union IPTV-GSI, June 2011

H.IPTV-AM comparison to traditional methods H.IPTV-AM Benefits H.IPTV-AM Limitations A larger audience sample – IPTV services only – End users engage substantially with non-IPTV services Long tail – dependent upon device type Local market characteristics – TV – services provided via alternate – Small groups of interest more stable – input Amplified by multi-SP deployment – Mobile device – phone, text, – More detailed engagement measurements navigation, web, photography, etc. Direct access to IPTV systems – PC – web, chat, local programs, etc. – Time accurate – IPTV “TV” only Enhance other IPTV services, examples Non- representative sample Impact of service degradation – how – optionally provided user information many viewers leave channels No presence count (supported externally) following high error rate Optional identity and attributes of those Improve content/ad recommendation – viewers services – making recommendations TV powered off and correlating subsequent choices and engagements Passive data collection International Telecommunication 4 Union IPTV-GSI, June 2011

Deployment Scenarios Audience Measurement Provider 1) SP chooses independent Service Service Provider 1 Provider 2 AM provider Service Provider 1 2) SP has own Service Audience AM and Provider 2 Measurement provides to Provider other SPs Audience Measurement 3) User Service Provider Provider 1 chooses AM End Audience provider User Measurement Provider International Telecommunication Union IPTV-GSI, June 2011

Example Context Terminal H.IPTV-AM Scope Device Audience Measurement Other Functions Orders (order IPTV Measurement * details, directives) Orders (order Stakeholder functions requests Audience details, directives) 1 Segment 1 and management Measurements Aggregation Audience Manager functions Measurement Other Functions Aggregated IPTV reports Stakeholder * functions Audience Measurement 2 Stakeholder Segment 2 reports reports Available measurements (audience segments, Terminal measurement types, Device * measurable media, etc.) and analytics Other Other IPTV functions functions of same SP  Inputs e.g. events, permit  Service Provider  Outputs e.g.  Offer management  Content provider targeted advertising  Inputs e.g. profile  Fulfillment management  Advertiser/agency input  Outputs e.g.  Audience segmentation  Programmer recommendation engine  Permit  Audience research International Telecommunication Union IPTV-GSI, June 2011

Architecture and Roadmap AM system 1. Aggregation Functions 2. Multiple locations for Audience Measurement Functions (AMF) Audience measurement functions within IPTV June’2011 architecture Phase 1 Phase 2 Phase 3 Services Linear Non-Linear Interactive TD-AMF NF-AMF SC-AMF Locations * See CD-AMF HN-AMF previous IPTV slide Interfaces interfaces International * Telecommunication Tentative AM Roadmap Union IPTV-GSI, June 2011

Privacy Model and Permission Modes Level 0 Level 1 Level 2 Level 3 (default) User info None Distinguishable user, Distinguishable user, and Distinguishable user, anonymous permitted no user information anonymous user user information, and identifiable with for AM information subscriber or user information Example No Channel 5 was watched Channel 5 was watched by Channel 5 was watched on mobile data Measurement by anonymous user anonymous male user device type “X” being used by #12683304 on mobile #12683304 on mobile subscriber or user “John Smith” with device type “X” device type “X” email js@sp.net User’s policies are declared in a “ permit ” which includes a permission level Permits may also specify providers, services, devices and/or content classes Permission Mode set during discovery Internal External Hybrid Permission Permission Mode Permission Mode Mode SP End AM End SP AM End User User User AM AM responsible SP responsible SP responsible for for obtaining and for obtaining and obtaining permits, using permits using permits AM responsible for International Telecommunication using permits Union IPTV-GSI, June 2011

Events and Time Sampling Measurement period  User behavioral events are the Service period primary things measured Effective measurement period  Time sampling supported for “ checkpointing ” Periodicity Periodicity  N-day sampling support for Sample Sample Sample Time Time Time slowly changing information Event Event Event Start End Time Time Events under consideration for phase 1 Samples under consideration for phase 1 Linear Service Service Common Linear Service Service Common  ChannelStart  EventCount  ChannelID  Location  ChannelStop  VideoResize  UserIdInfo  AudioLanguageChange  VideoZoom  UserPresent  CaptionLanguageChange  VideoObscure  DeviceInfo  AudioVolume  UserBioInfo  ConfigurationChange  UserAddress International Telecommunication  UserChange Union IPTV-GSI, June 2011

Messaging Configuration Configurable  Which services to measure  When to measure  What to measure  When to report  Where to report  Report filtering  How to report Reporting  Exception handling International Telecommunication Union IPTV-GSI, June 2011

Deployment Considerations Minimize bandwidth, storage, processing – Highly configurable measurements and reporting – E.g. report scheduling (immediate, delayed, grouped), pull/push, filtering TD-AMF capability profiles – Compliant minimum set of options Operational – Configurable ack & error messages Appendix – Implementation considerations – Situations which drive option choices International Telecommunication Union IPTV-GSI, June 2011