LAS VEGAS — Advanced advertising techniques are coming on stream around the world – but variation in the pace of roll-out, coupled with discrepancies in how to measure consumption, is posing a challenge to global channel operators.<\/p>\n
That is the view of one consultant helping broadcasters navigate a path through international waters.<\/p>\n
“Each individual geography is moving at its own speed,” says\u00a0MTM London<\/a> co-founder Jon Watts<\/a> in this video interview with Beet.TV.<\/p>\n “In the UK, we\u2019re moving to a new measurement panel system, which will do a much better job at taking account multi-platform viewing. In the US, you have two big measurement providers both adapting to do multi-screen.<\/p>\n “In other markets, it\u2019s more uneven. In central and eastern Europe, the panels are much smaller, the broadcasters fund them much less well, the underlying infrastructure is pretty poor quality, it\u2019s much harder to do (these) kind of things.”<\/p>\n That, Watts says, poses a challenge to big global channel operators\u00a0that just want to template their operations from country to country.<\/p>\n “If you\u2019re, say, Viacom \u2026 it means you don\u2019t really have an option to do a one-size-fits-all solution,” he adds. “You\u2019re going to have to do it different in every market.”<\/p>\n