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David Phillips shares his tips on how broadcasters can bridge the "gaps" in order to transform and adapt to the evolving landscape.
Me and DIY don’t always see eye to eye. On the one hand, it’s obviously something I should do. I know that the wall would look better with a new lick of paint, the caulking around the tub needs to be redone and the basement… let’s just say it needs some work. I’ll be happy when it’s done.
On the other hand, my experiences of actually doing home improvements tend to end in either disappointment or frustration. There’s always a particular tool missing, a technique I can’t master, an unforeseen gap between what I want to do and what I actually can do. And, most annoyingly, I typically don’t become aware of those gaps until I’m half way through a particular “transformation” project. It’s always the gaps that are the problem.
DIY projects in media
When we look at today’s media industry, it’s great to see so many “home improvement” projects underway. Broadcasters around the world are addressing the evolving landscape through multiple fronts, from new distribution models, new ad and measurement approaches to new trading paradigms. Advertisers and media agencies are creating new attribution and measurement models and seeking faster and more meaningful ways of measuring and optimizing their marketing and media spend.
But in our experience, these projects inevitably contain “gaps”. The problem is they are usually discovered only once the project has started.
Gaps to look out for
Integrating currency data into new platforms
If you’re interested in broadcast in Canada, you want to incorporate the currency data that matters. Whether it’s TV or radio, Numeris is the data used to benchmark performance and underpin airtime trading. However, it’s not straightforward integrating that data, particularly in any kind of automated context.
The systems gap
Every company has large systems that they depend on to run their business. These can include billing and invoicing, inventory and traffic, customer relationship management, and analytics. They’re usually optimized around the current way of operating, which can make innovation a challenge. We take the approach of working to their strengths, bridging the gaps between them to enable innovation whilst minimizing disruption.
Navigate the unique complexities of the Canadian media landscape
Canada is weird, particularly when it comes to how TV works. It’s not the US, and it’s not the UK, so what may work in those markets won’t work out of the box in Canada (trust me, we’ve seen enough people trying and failing over the years). Sim-sub, out-of-market viewing (that can also be in-market viewing), stations that are networks (and networks that aren’t networks), buying programs and not programs… You get the point. Navigating Canadian data is not for the faint-hearted or inexperienced.
How to close the gaps
I’ve come to realize that if I want to get any home improvements actually finished, I need to bring in some expert help (my wife, of course). With the right tools and some added expertise, the jobs get done and the house improves.
Having the right expert help is the key to ensuring that business transformation projects actually succeed. These projects require collaboration, experience and specific subject matter expertise. The right help reduces frustration and enables real progress. If you want to know more about how NLogic Services can help close the gaps in your projects, click here.
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The future of TV advertising: outcomes, context and collaboration