How will we measure attention when you can play an app on your TV?
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?
No.
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.
2 thoughts on “How will we measure attention when you can play an app on your TV?”
Yet another opportunity to measure what matters.
Unfortunately, people are going to measure every click on the remote, the sequence of clicks, all manner of navigation and content stuff – because they can. Then they will imply these measurements are meaningful, what a whole new world it is, and so forth.
Instead of measuring what matters.
Again.
Just because the data is available does not mean you should analyze it…
True, and,
1. We’ll need to understand just how often people engage with this stuff. (RF).
2. Does it makes a difference to the bottom line.
And the tertiary concern of usability once (1) and (2) have been established.
Like you, I’m pessimistic that there will be discipline in measurement. There hasn’t been discipline before. There won’t be discipline later.
Nobody can resist.
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