MTM’s essential reading: Facebook’s “nothingburger”, TV audience measurement and the acronym that is changing advertising

Here are some of the stories that have caught our eye at MTM this week:

Issues around data and privacy were top of mind this week, given Mark Zuckerberg’s testimony to the US senate. Tech Crunch considered his “5-hour nothingburger” to be a big win for Facebook, but this one may run and run.

More widely, measuring audiences across multiple screens continues to be one of the hottest topics for our clients right now, with both legacy media players and the newer disruptors rolling out new initiatives to try and deliver value to advertisers.

In the US, we’ve seen a new collaboration of cable operators agreeing to pool audience data and inventory, while international multi-channel broadcaster NBCUniversal has also unveiled a new measure for capturing multi-screen viewership.

In the UK, the official TV measurement body BARB confirmed its plans to address multiscreen measurement, via Project Dovetail, to be rolled out later in 2018, though some saw these latest plans as a snub to YouTube and Facebook.

Lovers of acronyms please note, we’ll be hearing a lot more about ACR (automated content recognition) in the future, with Adweek article suggesting it could change the market forever by fuelling the move towards addressable advertising. Interestingly, we noted that one of the companies at the forefront of ACR, Samba, secured further investment from Liberty Global.

Consolidation is another recurrent theme in the global TV industry, with further coverage this week of possible deals between Viacom and CBS in the US, and ITV and Endemol Shine in the UK.

Finally, MTM’s recent research for DAX into digital audio advertising, including the potential impact of voice-activated devices and podcasts, received wide coverage in the trade press. You can download the white paper here.

~

If you’d like to discuss any of the topics brought up in today’s mailer, please don’t hesitate to get in contact.

About Nick Thomas

Nick Thomas is an Associate Director at MTM and enjoys following live sport from the comfort of his sofa.