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GfK trials integrated, multi-platform TV audience management system to decode viewership patterns and preferences in Singapore
GfK has extended its collaboration with the Infocomm Media Development Authority, Singapore (IMDA) to design and trial an integrated system for capturing data on content consumption by the Singapore population across television (TV), digital and social media channels, to help companies and broadcasters in the media industry gain valuable insights on viewership patterns and audience preferences across multiple viewing channels seamlessly that are currently trending. This collaboration began when GfK responded to IMDA’s challenge brief on the Open Innovation Platform (OIP) and was selected as the finalist in early 2022.
The OIP provides organisations with consultancy support to diagnose their business challenges, develop their problem statements, and crowdsource solutions from more than 12,000 registered solution providers to-date. GfK was one such solution provider on the platform.
To address IMDA’s challenge on designing an integrated system for capturing data on content consumption by the Singapore population across multiple platforms, GfK proposed a multi-platform audience and content measurement system that is capable of capturing insights on viewers’ preferences and behaviours across traditional TV content, Video On Demand (VOD)/Subscription Video On Demand (SVOD)/Over The Top (OTT) content, and social media platforms, to gather simultaneous responses and achieve integrated measurement at the same time. This is all done in a framework that is both privacy compliant and does not require third party cookies.
The proposed system includes extending the reach and scope of measurement of the existing Singapore Television Audience Measurement (SG-TAM), the official source of television audience measurement in Singapore that is commissioned by IMDA and operated by GfK. Supported by GfK’s advanced technologies, the trial covers in-app measurement of cross-platform video content and audience satisfaction granularly. It was designed to help media industry players keep pace with media convergence trends, growth of the digital broadcast sphere and evolving TV consumption habits in Singapore.
GfK has devised six proof-of-concepts (POCs) to demonstrate the technical viability of the proposed system in extending the reach towards total content measurement from Smart TVs to mobile devices, as well as broadening the measurement scope from exposure to engagement on social media platforms. Results were very positive with accurate identification of OTT platforms and content across players such as Netflix, Disney+ and You Tube.
“The proliferation of smart consumer technology will continue to transform and shape audience preferences and consumption patterns across multiple platforms. It is therefore imperative to devise and constantly update a measurement system that is capable of evolving with rapidly changing trends,” said Lee Risk, Commercial Director, GfK Asia. “We are pleased to be working closely with IMDA to bring innovation and new digital capabilities to the media and entertainment sector in Singapore. Globally, this is a lighthouse project for GfK with innovative developments that will be transferable to other markets beyond Singapore”
“We see great potential at the intersection where both technology and media meet, and this collaboration with GfK is another strong example of how technology can transform sectors through open innovation.” said Mr Justin Ang, Assistant Chief Executive for Media, Innovation, Communication and Marketing. “Our public service media partners and industry stakeholders ranging from media owners, content creators, broadcasters to distributors, will stand to benefit from this unified view of cross-platform consumption for sharper targeting of content and improved business decision making.”
Now in its fifth year, OIP has facilitated challenges in sectors such as financial services, healthcare, and manufacturing, covering technologies such as AI, the Internet of Things and Augmented Reality/Virtual Reality. Organisations can visit openinnovation.sg to come on board and crowdsource for innovative solutions, as part of its quarterly call for business challenges.
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