The Use of TV Viewing Data: Where We Are Today and What Lies Ahead
Efforts led by television broadcasters to leverage viewing data are beginning to take concrete shape. While the internet has seen growing use of extensive data on user behavior and content engagement, television broadcasting has traditionally relied on ratings as the primary measure of viewing behavior.
This session will introduce current initiatives by Japan’s key commercial television networks in leveraging broadcasters’ first-party data to demonstrate the value of television. It will also explore how such data can be applied to advertising businesses and discuss future prospects.
Panelist
Shinjiro Ninagawa
TV TOKYO CORPORATION
Hisaya Suga
dentsu japan
Toru Tanaka
President,Sales Division,
TBS TELEVISION,INC.
Moderator
Mikio Tsukamoto
Executive Officer and Media Strategist
Wise Media, Inc.