The viewing audience, including the way they view is changing. Nielsen customers (i.e. advertisers) are demanding that Nielsen keep pace and monitor these viewing habits. The television ad market is not dying – it is morphing and as a result is potentially more valuable. ThroughECM-based technologies, it is possible to compileBI on multiple consumer habits, at unprecedented levels of granularity. In the case of television viewing, for example, not only what viewers are watching, but also when, where, what was skipped, re-played and shared. As Nielsen’s president Steve Hasker put it. “”We’ll be able to tell what type of video they watch, what type of sites they go to, how they interact on those sites, what they buy on those sites, what types of news articles they’re reading.”
That is BI at a far lower and wider level of granularity than Nielson provides today. Now think this new proposition through. Advertisers, using more ECM-based technology (e.g. e-publishing and DAM) advertisers can deliver more personalized and granular messages, in a timely manner – ads in context. Yes, once again,CONTEXT is king, and BI is the keys to the kingdom.