Talking ratings and measurement with Bryan Goski of VideoAmp
Mar 31, 2025
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Bryan Goski, Executive Vice President of Revenue at VideoAmp, dives into the evolving landscape of media measurement. He discusses the challenges and opportunities presented by big data, particularly in sports broadcasting. The conversation highlights the complexities of out-of-home viewership and the need for transparency in television ratings. Goski emphasizes the importance of innovative measurement technologies and clean room technology for secure data exchange, while also addressing the changing dynamics of live sports consumption in today's media environment.
The transition from traditional measurement systems to innovative solutions like VideoAmp significantly enhances the accuracy of media viewing data.
Integrating diverse data sources allows VideoAmp to provide a comprehensive understanding of viewer habits, improving advertising strategies and content relevance.
VideoAmp prioritizes user privacy through technologies that analyze data while maintaining individual-level confidentiality, addressing concerns about data security in the media industry.
Deep dives
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Innovations in Viewership Measurement
The shift from traditional measurement systems like Nielsen to innovative companies such as VideoAmp is transforming how media viewing is quantified. VideoAmp utilizes advanced technology to access large data sets that measure viewership across various platforms, including streaming and linear television. This approach improves accuracy and gives media owners greater insight into their audience demographics and viewing behaviors. By leveraging big data and patented technologies, VideoAmp addresses the limitations of older measurement practices and provides comprehensive analytics.
Understanding Big Data in Media
Big data refers to the vast amounts of information generated from various sources, which can provide more precise measurements compared to traditional sample sets. VideoAmp's methodology involves using large data repositories to deliver metrics that reflect actual viewer behavior, rather than relying on extrapolated estimates from small panels. This capability is particularly valuable in sports measurement, where different viewership channels, such as streaming services and traditional broadcasters, must be analyzed concurrently. Consequently, the ability to harness big data enhances the accuracy of viewership analytics and supports better marketing decisions.
Audience Insights Through Data Integration
In the pursuit of accurate audience insights, integrating various data sources allows companies like VideoAmp to paint a comprehensive picture of viewer habits. This integration includes understanding demographics, geographic location, and even specific viewer preferences across multiple platforms. Such insights help advertisers tailor their strategies more effectively and ensure that content creators and broadcasters collaborate on producing relevant offerings. The result is a nuanced understanding of the audience, which is critical for the success of advertising campaigns and content development.
The Future of Measurement and Privacy
As measurement technologies evolve, concerns regarding privacy and data security remain at the forefront of industry discussions. VideoAmp prioritizes user privacy by employing clean room technology that allows data access without compromising sensitive information. This approach ensures that while comprehensive viewership data is analyzed, individual-level privacy is maintained. The goal is to harness the power of big data while upholding ethical standards and fostering trust with users, thus paving the way for innovative practices in the future of media measurement.
On a special bonus edition of the Sports Media Watch Podcast, Jon Lewis is joined by VideoAmp Executive Vice President of Revenue Bryan Goski for an in-depth discussion about ratings and measurement in a changing era, including the benefits -- and limits -- of "Big Data," out-of-home viewing and much more.
