current
Evolving Audience Measurement
Hybrid measurement solutions, collaborative initiatives, and regulatory changes are redefining audience measurement in a fragmented media world.
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
The increasing complexity of the media landscape necessitates new approaches to audience measurement. The report emphasizes, "A mix of big data, emerging technologies, and a renewed emphasis on panels is enabling more precise understanding of audience behaviour." Hybrid solutions integrating panel data with big data are becoming more prevalent, offering a more granular view of audience behavior. Collaborative initiatives and cross-media measurement are also gaining momentum, providing a more holistic understanding of audience engagement across platforms. Furthermore, regulatory changes, such as the EMFA, are introducing new standards for transparency and accountability in audience measurement.
Context Signals
Barb Panel Plus tender in the UK
Spain's Panel and HbbTV pilot project
Canada's Numeris VAM initiative
Edge
Real-time audience measurement will become more sophisticated.
The use of synthetic data for audience measurement will expand.
Blockchain technology could enhance transparency and trust in audience data.
