Picture Matching works with digital TV

I am prompted to write to you regarding the article you published on March 27, entitled 'ARF issues media measurement warning', with the subhead 'People meters won't measure up in digital TV environment.' The article is misleading in its tone and...

I am prompted to write to you regarding the article you published on March 27, entitled ‘ARF issues media measurement warning’, with the subhead ‘People meters won’t measure up in digital TV environment.’

The article is misleading in its tone and in much of its content.

Taylor Nelson Sofres is one of the world’s leading television audience measurement companies. We operate people meter systems in 18 different countries around the world and are the suppliers of the Picture Matching technology which BBM uses in Canada.

BBM’s system has been widely endorsed by users from all sides of the industry, ranging from television broadcasters to agencies and advertisers. In several countries, including Canada and the U.K., we are already successfully using Picture Matching to provide accurate measurement of digital television delivered by satellite, terrestrial broadcasting and cable. Indeed, one of the reasons for developing Picture Matching was specifically to deal with digital.

Where you are correct is in saying that older systems such as the tuner probe technology used by BBM’s competitor cannot deal with digital television.

Among the facilities which digital television will offer will be the ability for the viewer to customize the picture which he watches; similarly, the interactive services provided by digital television will afford a wide variety of potentially different forms of on-screen presentation. These facilities are just starting to arrive and no one can predict with any certainty what impact they will have.

Meanwhile, for now and the immediate future, the overwhelming majority of viewing is to conventional forms of television delivered as either analogue or digital signals. Our clients continue to demand the use of people meters to provide accurate measurement of viewing to those services.

As a supplier of television audience measurement, we are concerned to know and understand what information needs we will have to meet as customized digital and interactive television develops. I therefore welcome the NATAM initiative to establish some guidelines for those requirements. I would urge them to include representatives of agencies and advertisers in their group to ensure that it is fully representative of the needs of all users.

If they can do that, then I am entirely confident that we can develop the technology to meet those needs; no doubt we shall have to employ a range of techniques to do so. I am equally confident that within that environment, the tried and tested technologies of people meters and Picture Matching will continue to play an important role.

Michael A. Kirkham

Director

Taylor Nelson Sofres

London, England

In Brief: The Garden picks CDs to take on daily creative leadership

Plus, Naked names two new leaders of its own and Digital Ethos comes to Canada.
TheGarden_FL

The Garden promotes two creative directors

ACDs Lindsay Eady and Francheska Galloway-Davis have taken over responsibility for day-to-day creative leadership at The Garden after being promoted to creative director roles.

The pair will also help develop the agency’s creative talent, formalizing mentorship and leadership activities they have been doing since joining the agency four and three years ago, respectively. In addition to creating the agency’s internship program, the pair have worked on campaigns for Coinsquare, FitTrack and “The Coke Challenge” campaign for DanceSafe.

Eady and Galloway-Davis will continue to report to The Garden’s co-founder and chief creative officer Shane Ogilvie, who is stepping back from daily creative duties to a more high-level strategic role, allowing him to focus on client relationships and business growth.

Naked Creative Consultancy names new creative and strategy leadership

Toronto’s Naked Creative Consultancy has hired Yasmin Sahni as its new creative director. She is taking over creative leadership from David Kenyon, who has been in the role for 10 years and is moving into a new role as director of strategy, leading the discipline at the agency.

Sahni is coming off of three years as VP and ECD at GTB’s Toronto office, where she managed all the retail, social and service creative for Ford Canada. She previously managed both Vice Media and Vice’s in-house ad agency Virtue.

Peter Shier, president of Naked, says Sahni’s hiring adds to its creative bench and capabilities, as well as a track record of mentorship, a priority for the company. Meanwhile, Kenyon’s move to the strategy side, he says, makes sense because of his deep knowledge of its clients, which have included Ancestry and The Globe and Mail.

Digital Ethos opens a Toronto office

U.K. digital agency Digital Ethos is pursuing new growth opportunities in North America by opening a new office in Toronto.

Though it didn’t disclose them, the agency has begun serving a number of North American clients, and CEO/founder Luke Tobin says the “time was right to invest in a more formal and actual presence in the area.” whose services include design, SEO, pay-per-click, social media, influencer and PR,

This year, the agency’s growth has also allowed it to open an office in Hamburg, Germany, though it also has remote staff working in countries around the world.

Moray Hickes was the company’s first North American hire as VP of sales, tasked with business development in the region.