With the world still swirling around media measurement, could AI lend a hand?
Digitas North America is kicking the tyres of that opportunity – but it’s too soon to get out on the road.
In this video interview with Beet.TV, Jen Faraci, chief data officer, Digitas North America, explains the potential.
An imperfect world
“The state of measurement is very interesting right now, particularly in the world of streaming, because while it’s harder to measure in a lot of cases, we actually have access to a lot more data about how and where people are consuming content,” said Faraci.
That is because video is no longer confined to the television screen but is being watched across multiple devices, from the large to the small screen.
“No matter if we’re looking at one or 50 different platforms, all types of measurement has imperfections,” Faraci said.
Digitas focuses on the methodology or format which yields the most of what it needs. Then it fills in gaps either with specific platform data or bespoke tests, overlaying a test-and-learn approach across everything.
“That allows us to see the most comprehensive view of the entire ecosystem, but curate it for a specific client or for a specific campaign based on what we need.”
AI insights emerging
Asked whether she is satisfied with AI-driven measurement insights today, Faraci’s “short answer is no, but we’re getting there.”
“AI is really still in beta from my opinion,” she said. “We’re using it. We’re pushing it. We, at Digitas, have built our own digital AI platform, and we are making that available to our entire team to make their own agents to use it.”
That is designed to help Digitas’ staff become comfortable and more literate in the world of data, AI and prompt writing. But AI is still nascent in yielding actionable insights.
More screens, more measurement
Looking ahead, Faraci is excited about two key emerging technologies.
“I do think AI is one of them,” she said. “I think it will continue to improve. I think it will continue to permeate existing platforms that we use. And I think we’re going to find new ways to leverage it that make us even more efficient.”
The other is the ability of existing measurement providers to measure video across more screens, using more unified metrics for easier cross-platform comparison.
You’re watching “Measurement for a Streaming-First World,” a Beet.TV Leadership Series, presented by EDO. For more videos from this series, please visit this page.
