• by Charlene Weisler , Op-Ed Contributor, October 6, 2015

SymphonyAM recently announced the launch of a measurement platform called VideoPulse, touted as  “the first single source TV multiplatform measurement service for advertisers, agencies and media companies capturing in-depth insights into consumer media usage in real time from over-the-top TV, video-on-demand, digital video audiences (Web, app, and gaming devices), DVR and linear TV.”

Interested in the measurement possibilities of this service, I attended the company’s launch presentation.

Addressing the industry’s metrics challenges at the session, NBCU President of Research and Media Development Alan Wurtzel noted that  "Measuring is hard and getting harder. The industry is looking for alternative solution if we can get it today.”

He also said: “We are not getting measured accurately and are losing the ability to monetize. We lose between 15% and 35% of viewers who are viewing on an alternative platform and not being measured.”

 “The trick is not just getting the media companies together, but the agencies as well. Get a dialogue going,” noted Colleen Fahey-Rush, executive vice president and chief research officer for Viacom Media Networks

I asked Charles Buchwalter, SymphonyAM president and CEO, a series of questions to gain more insight into VideoPulse.

Charlene Weisler: How long have you been developing VideoPulse?

Charles Buchwalter: We’ve been developing our MediaPulse Analytic Platform over five years, and based on client feedback, one year ago we were able to fine-tune our focus on four key product areas: AdPulse (cross media ad and sponsorship effectiveness), ConsumerPulse (cross media consumer segmentation), GeoPulse (linking cross media exposure to retail visitation) and VideoPulse (total TV/Video audience tracking with particular focus on exposure beyond the current currency). SymphonyAM has been intensely focused on VideoPulse throughout 2015.

CW:Who are the customers for this service, and how can they maximize its value?

CB: VideoPulse will be leveraged across media companies, advertisers and agencies, with unique benefits to each party. Media companies, including broadcast and cable firms, will be able to monetize assets that previously haven’t been measured. Advertisers will benefit through close-to-real-time optimization of media plans and more effectively reach target consumers. Agencies will be able to more accurately support the cross-media needs of their advertiser clients.

CW:How many datasets do you include?

CB: The technology serving as the basis of VideoPulse tracks live and same day TV, VOD to 3 days, DVR to 7 days, VOD beyond 3 days, DVR beyond 7 days and OTT exposure across TV, laptop, tablet and mobile. The same technology tracks consumers’ online usage, all app usage, social, cinema and radio, allowing for understanding a complete “media day-in-the-life” of numerous demos.

CW:Any unexpected insights from the data that you can share?

CB: As the data generated by VideoPulse haven’t been seen before, there is no shortage of insights. For example, 25% of millennials’ TV/video usage is beyond Live+7, and can be considerably higher depending on the particular program/episode being viewed.

Also, viewers streaming originals such as “Orange Is The New Black” watched 23% less other programming during the week of the season 3 release (week of June 8), but viewership of other programming bounced back to normal levels after three weeks’ time.

An area we’ll be watching carefully is the interplay between linear and non-linear viewership: What are examples of consumers who are increasingly viewing on non-linear platforms re-engaging with broadcast programming?

CW:VOD beyond three days is capped at what point? Do you monitor to 30 days?

CB: As of now, we are going to 35 days.

CW:What TV data are you using? Are you using Nielsen data for TV or STB data?

CB: We do not use Nielsen or any STB data. All of the TV data we use comes from our own application, which uses an audio-matching capability via automatic content recognition (ACR) to identify what people are watching live, delayed or via OTT. Any video content that is viewed on portable devices is monitored via clickstream.

CW: Over the development phase of three years, did you have to change or modify your specs as the landscape changed?

CB: No. Our technology decisions of three years ago — i.e., mobile devices will be the media meters of the future, and everything we do will be passive and single-source — have allowed us to keep apace of the dynamic changes occurring re: consumer media behavior….

One of the great things about being a startup is that we can be very nimble, and can respond quickly to requests made by our clients.