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TV Connect 2015 Day 3 highlights: Orange on consumer data

Nick Thomas

Nick Thomas

Ovum analysts relate their day-by-day highlights at this year’s TV Connect

Nick Thomas, Principal Analyst, Ovum: Ludovic Levy, VP of Orange Data Analytics, told the audience at TV Connect today that, contrary to some people’s expectations, his company was “not sitting on a gold mine [of data], because of privacy.” He argued that the restrictions caused by privacy issues (Orange promises customers it will not sell data to advertisers, for example) mean that extracting meaningful insight from user data is still a major challenge.

To that end, he announced a new initiative between Orange and major French broadcaster TF1 to better understand audience consumption in a multiscreen era, what he terms “Measurement 3.0.” The aim of the collaboration is to create the “single source” metric that Levy says is what marketers dream of, which will capture all the touch points between a brand and a consumer, regardless of where those occur. Going beyond simply tracking user activity on one screen or platform, this is the kind of initiative that Ovum believes will be needed in order for advertisers and publishers to fully realize the value of their content, given the profound changes in the way that content is consumed.

The project will combine a mixture of contextual and social data sources as well as traditional audience profiling. It will integrate panel data with new digitally sourced contextual data around social interaction, geo-location, and even weather, in order to build a model that generates a unified picture of an individual consumer’s behavior. The collaboration, which will be launched formally in the next two months, is expected to deliver results by the end of 2016.

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