Few industries have seen the types of disruptions experienced within the media industry over the last few years. Where scheduled programming supported by a cable provider was once the norm, there are now more options than ever before for consumers to view and engage with media and entertainment. And with mobile devices in the hands of the vast majority of individuals, media audiences are now looking to new platforms for their entertainment needs.

As a result, media companies have their work cut out for them – in addition to offering content that aligns with the preferences of their audience, providers must also navigate an increasingly complex network of available platforms. In order to attract the attention of customers and maintain profitability in the industry, media organizations must work to better understand their audience. In this way, companies will be able to provide the right type of media on the channel that maps to customers' current needs.

Audience analytics: Top data sources

One of the best ways for media companies to ensure they are hitting the mark with audiences is to better understand the different segments included, as well as the unique preferences of each audience demographic. And with more data than ever before at their fingertips, media organizations have been leveraging audience analytics as a way to better match their programming and delivery with consumers' entertainment choices.

There are numerous different sources that media companies can use to support their audience analytics and learn more about the types of content viewers are seeking out and how they consume it. These include:

  • Demographics information such as current customers' age, gender, income level, occupation, ethnicity, marital status and more.
  • Social media activity, particularly posts and comments that directly relate to media preferences and viewing habits.
  • Device usage related to the specific platform or endpoint used to view and consume media.
  • Use of media sources, including the magazines, newspapers, television shows, online activity and other media channels, noted the University of Minnesota's Information Strategies for Communicators. In addition, the media company's own live channels and web streaming services should be considered here, as well as third-party streaming and other external sources.
  • Website analytics, including visitors' bounce rates and time on site, which can help organizations gauge online engagement levels.
  • Third-party data sources, which can encompass personal interviews, surveys and studies that help show the habits, opinions and tastes of viewers. Companies including Nielsen, GfK MRI and Experian Simmons work to compile data about media use, product purchasing preferences and demographics.
  • Advertising data such as the types of campaigns used, ad locations and other details.

Where telemetry fits in

"Telemetry data enables real-time insights to be leveraged for decision-making."

Bijan White, EMEA chief digital officer for media investment management firm Maxus Global explained that telemetry data is key, enabling real-time insights to be leveraged for decision-making. 

"Telemetry is the highly automated communications process by which measurements are made and other data collected at remote or inaccessible points and transmitted to receiving equipment for monitoring," White wrote. "In the communications world of Media Telemetry all dynamic audience data is accessible and configured to enhance business strategy for growth, creative brand communications and media planning and buying optimization."

In this way, the most recent data is included in audience analytics, enabling current as well as forward-looking results. This level of data collection and analysis is most successful with an advanced audience analytics solution like Unifi's SoloCast.

SoloCast helps media companies connect telemetry data from all top sources, providing comprehensive insights about known and unknown viewers and their activity as well as top-rated content according to the device used, location of viewers or time of day. This solution changes the way media companies glean audience analytics to support high advertising yields.

To find out more about SoloCast and the benefits it provides, contact Unifi Software today.

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