The way the world consumes media is unrecognisable from just five years ago. Advertisers' behaviour is changing too. They want greater control of data and more immediate and far-reaching results. This has led to a surge in demand for audience measurement services.
Kantar Media Audiences recently announced new Senior Management appointments to reflect this enhanced demand and ensure all our markets are fully supported. We caught up with the two men at the heart of the changes: Allister Nixon, the recently appointed Chief Operating Officer, and John Gill, the new Global Head of Products and Services.
John, Allister, why are these Senior Management changes necessary?
JG: We weren't a particularly global business back in 2004. Now we have a truly worldwide footprint.
AN: Yes, we've over doubled in size in the last seven years. The management structure needed to change to reflect the company Kantar Media has become.
How are clients going to benefit from these changes?
AN: We're providing new services all over the world. My new role helps us ensure everyone is working to the same high standards we're known for. We do this by sharing best practice. Of course, each territory has its own unique challenges. These could be differences in culture or simply down to how the business was set up. So there are plenty of opportunities for enhancing what we do.
So the new changes will help unify the new operations?'
AN: Exactly. They will make sure all our operations have optimum management and operational support from the centre. Together these roles will facilitate the roll-out and integration of new technologies across the business. This means clients can be sure they have our latest offering. Finally, I'll act as an extra pair of ears for clients.
John, what's your role in the new structure?
JG: My role is to understand the research processes and all of the products and services we provide. I need to be able to offer detailed advice and support on all of them. There's obviously experience I can draw on. I have the advantage of being able to share experiences from our markets across the world. Being detached from the day-to-day relationships lets me get to the nub of the issue quicker. It also allows us to bring our international expertise to local challenges and opportunities more efficiently than before.
Talking of experience, how did you both start in the industry?
JG: I've worked in television audience research almost my entire working life.
AN: I haven't been in the field anywhere near as John. I joined in 2004. But in that fairly short timeframe, I've seen a lot changes.
Well that was my next question. What are the biggest industry changes you've witnessed?
AN: The pace at which consumers are adopting new technologies and accessing content is so much faster than five, six years ago. This means that data management is becoming a bigger part of our business than ever.
JG: I agree. Consumers also have much, much greater choice than they used to. There are also new platforms to contend with. The challenges of being a measurement service have increased enormously.
How are clients responding to these changes?
JG: They now have two major needs: ongoing measurement of the main broadcasting in their country to be handled reliably irrespective of all the change. And, a research supplier who is capable of adapting to these new challenges.
Such as Kantar Media?
AN: Absolutely. We have a history of anticipating where the industry is going. This is backed up by the depth of experience in our people. It's a real asset. We've always been committed to investing in the future but delivering in the present. This won't change. Infact, it's now more important than ever.
JG: Yes, we allocate a substantial amount of time and effort on research and development - and always have.
So what future challenges are you anticipating?
JG: Converging mediums, particularly the internet. We're focused on making sure we handle this transition without any interruptions to our service. Virtual Meter illustrates this well.
AN: I'm anticipating challenges in less developed territories. There are still large areas of the world that exist without audience measurement services - this is a massive opportunity for growth.