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2016 big data trends for station managers

2016 Big Data Trends

February 1st, 2016   ||    by Callie Wheeler   ||    No Comments

As a station manager, big data trends may not be on the top of your 2016 list of priorities. In fact, it may be difficult for some managers to see how data trends relate to broadcast at all. Although “big data” is a popular term in today’s media and advertising industries, it’s more than a fad. Station managers should not only know about it, but they should be excited about its implications for TV.

It’s first important to understand the definition of big data—a term used to describe large amounts of information that requires non-traditional tools for analysis. Forbes explains the history and various definitions to understand the larger context of the term’s popularity and rise in use in recent years.

Big Data in Broadcast TV

When managers consider the wealth of information broadcasters and advertisers can collect, they’ll quickly realize that television deals in very large amounts of data. From viewing numbers, household data, and television ratings, the ability to analyze large numbers is a necessary and timely advancement.

Big data integration will provide a depth of knowledge that complements current measurements such as Nielsen ratings. While those ratings project whole numbers based on a sample, new ways to track engagement and tie data to users on a more granular level will give both broadcasters and advertisers greater insight.

Big Benefits and Advantages

As other applications for big data capabilities have flourished, including behavioral display advertisements and retail customer analytics, its entrance into the world of TV is long overdue. Programmatic TV looks to a future where decisions are not dependent on projections based on small sample groups, but rather on real-time data reported from homes, businesses, and personal devices.

Big data trends for 2016 include further audience segmentation for broadcasters and media buyers, tying viewer behavior to audiences, rather than programming alone. As more data on viewer behavior is collected, media buyers gain access to targeted groups of potential customers knowing which inventory is the best possible investment.

In addition to audience targeting, this data provides new insights into effectiveness. When broadcasters can connect audiences to specific inventory, media buyers can see results in light of the viewers reached, rather than estimating whether the budget was spent wisely.

Big data trends give broadcasters more tools to effectively sell their inventories while providing media buyers with clearer insights into their purchases. Station managers should not only understand what big data is, but also embrace its advantages for increased revenue.

Talk to the team at Videa to learn more about big data and programmatic TV.

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