Staying ahead of the curve and COVID-19
With so much going on and the future looking fuzzy, this is a time to measure more, not less. Broadcasters need to investigate alternative, virus-resistant methods to keep abreast of rapid global change and to ensure they are equipped to cope with future disruptions.
MediaCell transforms household devices into powerful meters. It is remotely and securely installed on the smartphones and other devices used by panellists It then detects exposure to television and radio content, as well as what is accessed on these devices via apps and URLs.
The whole process is carried out remotely. This includes recruiting and on-boarding the panel, collecting the data, and managing the panel day-to-day. So, while much of the world remains in lockdown, minute-by-minute data on TV viewing and radio listening and second-by-second tracking of online behaviour continues to be delivered.
What is it for?
MediaCell provides passive audience and media measurement at an affordable price. Our solutions challenge the established business models offering greater scale for better value, enabling clients to understand their consumers, whether in terms of their cross media consumption or exposure to advertising.
How it works?
At the core of MediaCell is the importance of building solutions around the people we want to measure. After all, audience measurement is people measurement.
Our solutions are designed to keep this in mind and provide the most passive and simple respondent and panellist experience, which in turn leads to the best measurement.
MediaCell software enables us to measure what consumers are exposed to, whether that is: the radio, TV viewing, cinema, or anything that contains audio. This enables us to measure the size of audiences for media, channels, programmes, or commercials. It also enables us to measure cross-media behaviour.
It is a passive technology application which fits inside everyday consumer devices, like smartphones or tablets, transforming them into powerful meters. This approach keeps the people, i.e. our panellists, at the core of our measurement solutions, recognising the importance of using measurement tools that are already part of consumers’ lives.
We use software solutions which makes electronic measurement affordable and scalable.
Why our solution is unique?
- Personal Meters: installed on a smartphone, either self-installed by the respondents or Ipsos provided, MediaCell enables the tracking of all audio content (TV, radio, cinema, etc.) to which the respondent is exposed. It can track media consumption across channels or can be used to track commercial campaigns across media (MediaCell for Advertisers). All respondents need to do is carry their phone and keep it charged.
- People Meters: the powerful TV People Meter provides an affordable alternative to traditional meters, using an everyday consumer device at home. The application is installed on a locked-down tablet and is integrated with a personalised handset to link back to the viewers. Once mailed to panel homes, they are able to self-install each meter in minutes, greatly impacting the ease and simplicity of the overall panel experience. A key advantage of people meters is the tablet’s touch screen which becomes a very user friendly interface. This greatly enhances the necessary interactions with the metering technology and improves the accuracy of TV viewing attribution.
- Set Meters: installed on a locked-down smartphone MediaCell is also a Set Meter. This provides information on what is being viewed, and uses advanced modelling techniques to impute who is viewing. This is an affordable route to scalable panels. All panellists need to do is self-install the pre-configured Set Meter by plugging it in and leaving it near the television, they can effectively forget about it. Data is then seamlessly received from the panel home without any need for panellists to be further involved.
At the heart of its design is the focus of remembering that it is people we are trying to measure and building our solution around them. Its affordability, passive nature, and scalability mean that it can fit into many research or other commercial designs.
For more information as to how MediaCell can help you understand the audience to your media or commercial content, we will be delighted to help.
Ipsos iris: An online publisher pack
From January 2021, Ipsos iris will be the official source for online audience measurement and ad campaign verification in the UK endorsed by UKOM. To help online publishers understand any compliance requirements associated with the tagging element of this important research study, Ipsos MORI has produced an Online Publisher framework Pack.