Connected TV Experience: Complex and complicated

Two cuts from the final panel at MediaTel Group’s Connected TV Experience event illustrated the difficulties and requirements of a media world where data is in abundance but answers often are not.

SkyIQ deputy MD, Tony Mooney (pictured) – whose role is more about audience and outcomes than research data per se – when asked if he expected significant change over 5-10 years, was quick to suggest that change must and would come much faster – within 2-3 years maximum.

“We are trying to understand the link between what people watch and what they do. We need to start to make the journey otherwise we won’t get there.”

“We all want complex data.. but can’t cope with it. At the moment it is too simplistic, it doesn’t show the complexity of how people are watching TV.”

“Essentially we dont want data, we want information.”

David Fletcher, head of analytics & insight at MEC:

“Stuff is getting more complicated.”

“There’s a reason to do it – relevance and scale why should it command my client’s attention. Then there’s how to do it – clients’ needs are consistent, so it’s a challenge. How to target and optimise, how do we define success. this is where the metrics struggle most.”

“We don’t need precision, we need accuracy.”