How can iSpot.tv improve its TV ad measurement accuracy to better capture streaming viewership?

Introduction

To improve iSpot.tv's TV ad measurement accuracy for streaming viewership, we need to address the evolving landscape of content consumption. As viewers increasingly shift towards streaming platforms, traditional measurement methods fall short. I'll outline a strategic approach to enhance iSpot.tv's capabilities, focusing on data integration, advanced analytics, and user experience improvements.

Step 1

Clarifying Questions (5 mins)

• Looking at the current market trends, I'm thinking streaming viewership has significantly impacted traditional TV ad measurement. Could you share how the rise of streaming has affected iSpot.tv's measurement accuracy in recent years?

Why it matters: Determines the scale of the problem and urgency for improvement Expected answer: Significant impact, with 30-40% of viewership now unmeasured Impact on approach: Would focus on rapid integration of streaming data sources

• Considering iSpot.tv's position in the market, I'm curious about our current data sources. What streaming platforms or services are we already integrated with, and which major ones are we missing?

Why it matters: Identifies gaps in our current measurement capabilities Expected answer: Integrated with major services like Netflix, but missing data from emerging platforms Impact on approach: Would prioritize partnerships with growing streaming services

• Given the complexity of cross-platform measurement, I'm wondering about our current technological capabilities. What are the main limitations of our current measurement technology when it comes to capturing streaming viewership?

Why it matters: Helps identify whether we need incremental improvements or a complete overhaul Expected answer: Challenges with real-time data processing and cross-device attribution Impact on approach: Would focus on upgrading our data processing infrastructure and developing new attribution models

• Thinking about the broader business context, how does improving streaming measurement accuracy align with iSpot.tv's overall strategic goals for the next 2-3 years?

Why it matters: Ensures our solution aligns with long-term company objectives Expected answer: Critical for maintaining market leadership and expanding into new verticals Impact on approach: Would consider scalability and future-proofing in our solution design