As the digital advertising landscape expands and evolves, the question of measurement standards (or lack thereof) has become an increasingly pressing issue for both web-based marketing, as well as for the future of TV/digital convergence.
Since the launch of our web-based Mediaocean Support site in March, we’ve been able to provide our clients with an overall improvement in the speed, efficiency, and ease with which their issues are resolved.
With 3050 unique visitors and an average time of only 42 minutes a visit, the site has made both submitting and managing ticket requests faster and more efficient. Since its launch, we’ve seen an average increase of 16% unique external visitors, month-over-month, and our customer satisfaction is at 97%!
This one-stop-shop for Mediaocean support also offers general system and coverage notices, the ability to search through resources in the knowledge base, and quick links to specific areas, such as our training calendar.
Our goal has always been to provide the highest quality support for our clients, and we’re happy to know that the new site is helping us do just that.
See for yourself! Visit mediaocean.zendesk.com to explore our expansive knowledge base, get training, or resolve an issue.
by Cordie DePascale
As marketers struggle with the disjointed, apples-to-oranges worlds of TV and Digital advertising, due solely to a lack of reliable cross-channel metrics, one wonders whether a breakthrough could ultimately lie with the hardware devices themselves. After all, this is where the data needed for measurement originates and is collected. Whether its Apple’s iphone, Microsoft’s Kinect, or any number of other point-of-collection devices, there’s a huge potential for these sorts of data streams to create a system of measurement for the new “TV Everywhere” age.
Take Kinect 2.0, for example. Aside from already having the user’s basic account information (name, age, registered location, demographic, etc.) it also recognizes faces, facial expressions, heart rates, body types, clothing styles and logos, and, of course, media habits.
Similarly, smartphone and tablet users generate constant streams of data on web-based viewing and downloading, apps, and real-time location. Not only is geotargeted marketing on the rise (with 27% of companies worldwide planning to implement it in 2013 according to Econsultancy), but geoaware and real-time mobile location data can serve dozens of other purposes.
Wearable health monitoring devices like Fitbit and Jawbone provide data points like steps walked, calories burned, heart rate and sleep levels; and full-spectrum wearable technology like Google Glass has a seemingly endless number of data measurement possibilities.
The sheer volume of all this device-based data is impressive, and considering that an agreed-upon, reliable system of measurement across channels is still sorely lacking, I believe there’s great deal of potential here.
75% of all US senior executives in a recent IAB survey said they planned to move dollars from TV to digital in the coming year, but while marketers want to expand their digital spend, and want the ability to plan campaigns across channels in a unified, cohesive way, the standards aren’t there yet. Verifiable statistics based on user-generated data is the key to getting there, and hardware devices are already in a prime position to provide it.
As marketers seek ways to plan and integrate campaigns across TV and Digital channels, and the quest for universal processes and standards across those systems continues, new issues continue to arise. Here are just a few of the recent developments in the struggle for Digital/TV convergence.
Here’s a great story from big data visualization blog, Big Data Viz.
Researchers at the University of Washington’s Department of Biochemistry have developed an online game that allows the general public to assist in important scientific research, simply through play. The game, known as “Foldit,” has players fold virtual shapes into unique configurations with properties scientists are looking for. The closer a player comes to developing a protein structure with those values, the higher their score.
Since proteins and their various functions are at the root of so many illnesses, players have the potential to directly contribute to the prevention and treatment of disease. According to the story in Big Data Viz, researchers have already created “an enzyme with more than 18-fold higher activity than the original,” just using designs created in Foldit.
Data management, a healthier world, and video games—just what we like!
While it’s no secret that Big Data has already affected major impacts on just about every aspect of human life, the degree to which it may ultimately benefit humanity is just now becoming clear. From healthcare to poverty to crime prevention and beyond, the possible positive applications of Big Data seem to know no bounds. But there’s one factor that has the power to either limit or broaden the scale of that potential, and that’s accessibility.
A recent piece entitled “3 Huge Things Big Data and Open Innovation Challenges are Helping to Transform” in TopCoder.com examined the combined potential of open innovation competitions and Big Data for generating positive change in multiple areas. The article focused on three main areas in which the two have jointly resulted in some very positive outcomes already: atrocity prevention through predictive modeling, human longevity advancements through gene sequencing of centenarians, and energy.
Truth be told, there probably isn’t much that can’t be solved through the combination of transparent, open data and intelligent minds working together. It’s all about access – giving people the tools (data) and the opportunity/motivation (challenges) they need to do it. Which is part of why Big Data holds such promise – it’s a powerful, wide-reaching tool with limitless potential and myriad applications, and the more people that have access to it, the more powerful it becomes. The opportunities expand exponentially.
As the relatively new field of Big Data collection and analysis expands and matures, and more and more data sets are made open to the public, innovation and data-enabled solutions will inevitably thrive, contributing to positive change.
Transparent data and smart teamwork… the possibilities are endless.