Mark Lieberman, Chairman and CEO of TRA, is acutely aware of how the market valuates media and how advances in technology can help advertisers get more information about their media effectiveness.
In my interview with him, Mark discusses TRA and how it provides greater insight into viewer behavior, how the TV currency is changing, the targeting of swing purchasers and the use of set top box
data in measurement
Below is a short excerpt from the interview. Direct links to the full interview videos can be found at the WeislerMedia blog.
CW: What do you think the future is for television --
for broadcast and for cable?
ML: You know, I've been in this business for over 20 years and I have never seen a more exciting time with all of the disruptive technologies and
disruptive business models. The Internet is now a stable platform. And certainly the change continues when it comes to advertising, with Over The Top Television and TV Everywhere. I think that the
media companies are being smarter and not making the same mistakes as their brethren in the music industry made in terms of how one can create new business models around such things as TV Everywhere.
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But we need to remember at the end of the day that the screen that is in your living room, which is getting larger and larger, is just a screen -- and the consumer really doesn't care
how they get their content delivered. There is always going to be the need for compelling content such as the Olympics. People are always going to want to watch the Olympics on a big screen. How they
got it, whether or not it was over the Internet and onto the big screen, remains to be seen.
I think the small screen is a lot different in terms of viewing experience. You don't want to
watch a hockey game on the small screen, but you may want to watch some clips. You may want to watch some news broadcasts.
But at the end of the day, they all need to be measured, because
if it is a free to the consumer service, it's got to be ad-supported. If it has to be advertising-supported, the advertiser wants to be comfortable and confident that the metrics can provide
accountability for the ad dollars being spent and if they are reaching the right eyeballs.
CW: Mark, what are you working on now?
ML: For the past
two-and-a-half years since we started the company and made it operational, we have been building our system from the ground up to be as flexible as possible. So one of the things that we have done is
to create a system that not only has the ability to run ratings, audience measurement, but also enables you to understand ratings by network, ratings nationally, ratings locally and by stations.
However, we have always believed that ratings are necessary but not sufficient. When you can also match up to purchase data that provides the key differentiation to what makes the advertisers and
the networks want, it can bring more accountability and stability to television advertising.
We designed the system to be massively scalable because as we add more data, we want to be able
to scale quickly, to not have to change the software architecture. What we have done in the system is to also open up the application programming interfaces -- the APIs -- to the system to be
integratable into third-party legacy systems: the media optimizer at an agency, an ad network that is built by some large advertising network. Because we have many active customers, we are working on
a new set of features in the system around the ROI capability. We are also adding more databases to the system, other purchasing categories beyond CPG.