How will we measure attention when you can play an app on your TV?
It’s coming, and the future won’t be the walled garden offered by WebTV. TV came to the Internet through YouTube and Hulu. Now the Internet will go to the TV through open boxes, possibly a new device that completely blurs the line between a computer, a set top box, and a tablet.
The digital medium has the ability to capture ‘the event’, and it’s through these events that we create spectacular pictures of how people consume media.
If I’m generating events through an App while watching TV, what’s the attribution model for TV?
Will broadcasters let go of their methods for measuring attention?
From their cold dead hands.
They haven’t changed much just because TiVO offers deeper engagement analytics. Why would digital analytics change entrenched behaviors and attitudes?
It doesn’t mean we still can’t learn more, and create better, impactful, experiences using these emerging platforms. It doesn’t mean we shouldn’t actively measure them. Yet, this is very much an invasion of digital people generating interactive experiences for broadcast. It isn’t broadcasters seeking to augment their medium.