Should iSpot.tv prioritize expanding its linear TV measurement capabilities or invest more in cross-platform measurement solutions to capture streaming and digital video?

Introduction

The trade-off we're examining today is whether iSpot.tv should prioritize expanding its linear TV measurement capabilities or invest more in cross-platform measurement solutions to capture streaming and digital video. This decision is crucial for iSpot.tv's future growth and market positioning in the evolving media landscape. I'll analyze this trade-off by considering the current market trends, iSpot.tv's core competencies, and the potential impact on various stakeholders.

Step 1

Clarifying Questions (3 minutes)

• Based on recent market shifts, I'm thinking streaming might be growing faster than linear TV. Could you share some data on the current market split between linear TV and streaming/digital video?

Why it matters: Helps determine where the biggest opportunity lies Expected answer: Streaming is growing rapidly but linear TV still holds significant market share Impact on approach: Would influence resource allocation between the two options

• Considering our revenue model, I assume we charge based on the volume and accuracy of measurement data. Is this correct, and are there any differences in pricing or margins between linear TV and cross-platform solutions?

Why it matters: Directly impacts the financial implications of our decision Expected answer: Cross-platform solutions likely have higher margins but smaller current market Impact on approach: Would affect the financial projections and ROI calculations for each option

• Looking at our user base, I'm thinking different client segments might have varying needs. Can you tell me about our key client segments and their preferences for linear TV vs. cross-platform measurement?

Why it matters: Ensures we're aligning our strategy with client needs Expected answer: Larger, traditional clients prefer linear TV, while newer, digital-first clients want cross-platform Impact on approach: Would influence how we prioritize and potentially phase our development efforts

• Regarding our technical capabilities, I'm curious about our current infrastructure. How easily can we scale our existing linear TV measurement vs. building out cross-platform capabilities?

Why it matters: Affects the feasibility and timeline of each option Expected answer: Linear TV infrastructure is more mature, cross-platform requires significant development Impact on approach: Would impact resource allocation and timeline projections

• Considering industry trends, I'm thinking about potential partnerships or acquisitions. Are there any strategic opportunities on the horizon that could accelerate our capabilities in either area?

Why it matters: Could dramatically change the calculus of our decision Expected answer: Some potential partnerships in the cross-platform space, but nothing concrete Impact on approach: Might lead to a hybrid strategy or phased approach to keep options open