SKO Videodata Integration Model
Let’s learn
how to dance on this new dance floor!
Presentation for the asi Television Symposium
/Venice 2013
/Bas de Vos, MD SKO
•  TV Ratings in the Netherlands
•  Joint Industry Committee (JIC)
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Public Broadcaster (NPO)
Commercial broadcasters/ sales houses (SPOT)
Advertisers (BVA)
Media agencies (PMA)
Research agencies
–  Media Standard Survey (establishment survey)
–  TV-panel, viewing statements
Ratings
–  Registration and classification of programme’s
and commercials
WEB-TV
–  Streams of TV programme’s
SKO Strategy update; are we growing up?
The story starts October 2012
All video content; the same issue for everyone
Digital TV =81%
PVR = 38%
WEB TV = 41%
On Demand
= 35%
Connected-TV
= 16%
Mobile-TV use
Internet access
90% households
Tablet access
36% households
Smartphone ownership
51% individuals
= 8% smartphone
= 15% tablet
Source: Media Standard Survey 1st half 2013
We have some experience:
SKO WEB-TV Project, measurement online
viewing of TV programmes
Daily report sept 2008
Monthly report and
Online analysis tool 2009
R&F WEB-TV Internet panel 2009
WEB-TV Playing Time 2012
Daily aggregated data to market oct 2013
Census Data
Learnings (ASI 2012)
asi Conference Prague 2012
Technical Committee formulated an advice to the
board
Based on:
1.  The new reality
2.  The urgency to now really start working the online domain
3.  The lessons learned from WEB-TV project
4.  The generic ideas on panel quality, and knowledge from the TV
domain to be applied to the new environment
SKO Strategy 2013-2017
In February 2013 SKO board decided:
SKO should be measuring and reporting:
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Viewing behaviour (reach, frequency and time spend) for
All video content and
All commercial video messages (pre rolls, et cetera)
Across any platform
With a quality level comparable to the current TAM research
Video Matrix defined by technical committee
TV non connected Connected TV Computer /
laptop Tablet Smartphone Programme content Broadcast live TAM TAM A A A Broadcast TSV TAM TAM B B B VOD TAM C C C C Commercial content Type of content Devices Devices Commercials live TAM TAM A A A Commercials TSV TAM TAM -­‐ -­‐ -­‐ Stream spots TAM D D D D GOAL:
crossplatform net reach and frequency for
programmes and campaigns!
1.  All video commercials
(not one campaign or one advertiser ->Market
data!)
2.  All video content
(not only TV or Broadcaster owned)
I will try to explain how we are organizing this
ambitious research project
HOW?
By a comparison with one of the important things
in my life.
The other important things in life -2
Television research
They have similarities
Hip Hop dancing
Misha Gabriel
Works with Justin Timberlake, worked
with Michael Jackson, et cetera!!
Master class
@Influence zone Dance Complex
•  SKO-Project is like dancing!
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Create a choreo
Define steps
Learn to do the steps
Combine steps into a choreo
Dance!
•  Dance with others in a group
Defined in strategy document (in English):
http://www.kijkonderzoek.nl/images/stories/Persberichten/
SKO_Strategy_2013-2017_including_RfPs.pdf
The Choreo:
SKO Videodata Integration Model (VIM)
TAM panel data
output Video currency TV currency output Single source
parts
MODELLING
External hooks /
insights
Census data
-  Online TV&Video
-  Online
commercials
-  Linear streaming
Online panel
Respondent data
-  Profiles
-  Reach
Learning the steps one by one:
Flowchart SKO-VIM projects
Step 1
Census
data
Step 2
Online
Panel
Censusdata
Online TV
&Video
Online panel
Step 3
Online
currency
Online Panel
and census
data online
Censusdata
Online
commercials
TAM
Censusdata
Linear
streaming
Step 4
Cross
platform
and
Online
behavior
Coding
programmes /
spots / online
commercials
TV Currency
Data
integration
Video
currency
Where are we in the process of learning the
steps?
1.  Online TV & Video census data
§  Not just one measurement solution; do not force one
market approach for census data.
§  Either comScore, Adobe, Kantar Media, GfK Nurago
are able to deliver what we need.
§  We will apply certification to suppliers and make a
shortlist of possible solutions to choose from.
2.  Linear streaming census data
•  Not just one solution again…. We initially wanted to
force one market approach for census data. But again
international contracts lead to an open approach.
Let everyone join feeling free to choose a supplier
Learning the steps: Status
Practical approach for
online commercials census data
The online commercials data market is “not really” as we are
used to in the TV market.
-  Different reports from different publishers/ad servers/
tracking servers.
-  For advertisers…. Combine different reports on totals only
to some sort of a campaign analysis?
-  Not for all campaigns
There is an online market need for a independent,
transparent, market report on play-out of online
commercials.
Learning the steps: Status
Practical approach for
online commercials census data
Digital Video Ad Serving Template (VAST)
IAB standard used in most markets .
That is why to use it;
- fast implementation
- no extra investment at publishers
How does it work?
What info does it contain?
Tracking info explained.
Using VAST 1
Request AD
Video
player
AD server
Using VAST 2
Video
player
AD server
Returns
VAST XML file
Using VAST 3
Video
player
Get Video file
AD server
AD Video
server
VAST provides location video
Using VAST 4
Video
player
AD server
Return Video
Video server
for AD
Using VAST 5
Video
player
AD server
Tracking event e.g.
ad impression,
video start,
first quartile
Tracking
server
Media
agency
Video server
for AD
VAST provides
tracking link (URI)
Using VAST 6
Video
player
AD server
Tracking
events SKO
Tracking
server
Media
agency
Tracking
server SKO
Video server
for AD
VAST provides
tracking link (URI)
Learning the steps: Status
Practical approach for
online commercials census data
VAST -> what should be delivered?
• Sales house
• Publisher where commercial is played at
• Number of starts
• Number of adds 25/50/75/100% played out (completion rate)
• Full screen% Yes-No
• Audio% on/off
• Play/Pause
• FILM ID/Length
• Advertiser and product, Media agency
• Position in (pre-roll) order (1st of X, 2nd of x, et cetera)
• IP address/ user agent / deviceID or the like.
Online commercials census data:
First test data
Online commercials census data:
Learnings from test translated into new RfP
1.  We need to automate the measurement process.
Automatic ad tracking inserts are needed, to prevent
people copy-pasting measurement tags.
2.  It is big numbers: 1 billion impressions (multiplied by at
least 7 measurement events….) per year to start with.
It is out now. We hope to announce the research company
winning this contract in December.
Learning the steps:
Online panel measurement
Of course we can not do without measurement of real peoples’
behaviour.
- We can not trust cookies or the like.
- It is just not good enough!
We need real people behaviour to know at least:
- Profiles for the census data
- Reach build-up for campaigns and genres/publishers
Panel size?
We hope to conclude on this topic next year…..
2 more issues before we can dance
1.  Learning a choreo from the steps
2.  Learn to dance with new people
2 more issues before we can dance
Learning a choreo from the steps; The Key issue
Online Panel
and census
data online
Data
integration
TAM
And
Online
behavior
1. We need to decide in what way to
use online panel data with census
data in combination
2. We need to decide how we want to
combine online and offline data.
Daily, and providing a solid currency.
This is new to us.
2 more issues before we can dance
Learn to dance with new people.
§  Delivering a video currency without as much as possible
TV broadcasters and relevant online publishers included is
nonsense.
§  So we need new participants besides the Broadcasters.
§  A participation model is produced and put into the market.
So we now start dancing with others:
-  Sanoma, TMG, Videostrip
-  Disney, BEVIACOM, Discovery
And Google/Youtube participates in the live test with online
commercials… so who knows!?
To conclude
We need census data
We need panel measurement
These first steps are doable as long as you put enough time
and money in it…
We need to combine census and online panel data
We need to combine online and offline data
This is the really complex part
It is a paradigm shift -> from single source panel approach
towards a census and panel modelling approach.
Planning
We are in the middle of decision making…..
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5. 
December should be decision making month.
Contracts Q1 2014
Online panel July 1st 2014
Online video currency Q4 2014
Video Currency Q1 2015
We also need new dancing clothes….
Launch on December 1st
To conclude - 2
I think am still a better TV researcher than I am a hip-hop
dancer.
But I enjoy both very much.
Who joins us
on the dance floor tonight?