TVB’s Lanzano says people are watching more live TV than ever. That’s partly b/c people can interact with TV in ways they couldn’t be for. He argues its additive, rather than a distraction, and once streaming on apps and other ancillary activity can be monetized and measured, networks will be more open to it.
What are the key metrics? Track everything and come up with a kpi, says Matt Blasco, head of analytics of Euro RSCG. He mentions auto showroom visits driven by cross-platform interaction as one example in the auto segment. How about Budweiser tracking trips to the refrigerator to get a beer? Blasco adds that what’s missing in particular is sentiment and psychographic data to see how people are feeling during different parts of a show—a “feeling map” he calls it. That draws a few snickers