This paper is about the practical application of artificial intelligence in TV market and TV audience research.
Digital transformation has a colossal impact on the media industry, the World Wide Web is rapidly changing the media landscape and introducing new game rules. Traditional media are losing their audience, their weight in the eyes of customers and consequently, the advertising revenues. Media companies other than from the internet sector need to counteract and adapt, especially, as far as the audience measurement is concerned.
This project reviews the necessary changes in audience management that are supported by Artificial Intelligence technology. Specific solutions offered in the Russian media market have served as an example for possible development directions. It was concluded that new products such as multi-source evaluation, the transition from a limited sample to the whole universe measurement are required to be put into effect in order to deliver holistic and consumer-focused data by research companies.
This tremendous change in the mindset of the researchers will enable usage of a single metric like the Reach across all media by advertising managers. Moreover, the dynamic pricing at TV advertising will become possible too. Given the magnitude of the data to be processed only AI is capable of offering economically reasonable industrial solutions.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Practical application of Artificial Intelligence in TV Market and TV Audience Research
- The role of Big Data and its impact on audience measurement
- The Role of Artificial Intelligence in supporting Audience Research
- Practical Application of AI in the Russian Market
- Conclusions
- References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This project examines the application of Artificial Intelligence in the TV market and audience research. It analyzes the challenges posed by digital transformation and the need for new measurement approaches to adapt to the evolving media landscape. It explores the potential of Big Data and AI to revolutionize audience research and provide more comprehensive and consumer-focused data for advertisers.
- The impact of digital transformation on the TV industry
- The need for new audience measurement approaches
- The role of Big Data in audience research
- The potential of Artificial Intelligence for supporting audience research
- The implementation of AI in the Russian TV market
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the challenges faced by the traditional TV industry in the digital age, highlighting the decline in audience share and advertising revenue. It emphasizes the importance of audience measurement and its role in the value chain of media.
- Practical application of Artificial Intelligence in TV Market and TV Audience Research: This chapter delves into the impact of internet technologies on TV content production and distribution. It discusses the shift from mass audiences to personalized content and the need for TV stations to adapt to the new competitive landscape.
- The role of Big Data and its impact on audience measurement: This chapter explores the potential of Big Data to revolutionize audience measurement. It highlights the availability of vast amounts of data from various sources and the possibility of using this data to create detailed user profiles.
- The Role of Artificial Intelligence in supporting Audience Research: This chapter focuses on the potential of Artificial Intelligence to support audience research and enable programmatic sales of TV audiences. It examines the benefits of AI for analyzing large datasets and extracting insights.
- Practical Application of AI in the Russian Market: This chapter provides a specific case study of the implementation of AI in the Russian TV market, highlighting the challenges and opportunities in this context.
Schlüsselwörter (Keywords)
This project explores the practical application of Artificial Intelligence in the TV market and TV audience research. Key themes include digital transformation, audience measurement, Big Data, AI, programmatic advertising, and the Russian media market. The work examines the challenges and opportunities of adapting to the changing media landscape and leveraging the power of AI to improve audience insights and deliver more effective advertising solutions.
- Quote paper
- Igor Kolesnichenko (Author), 2020, Practical application of artificial intelligence in TV market and TV audience research. IT and digital marketing, Munich, GRIN Verlag, https://www.grin.com/document/1147042
