The above video interview is from the Advertising Research Foundation Audience Measurement conference.
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Obtaining actionable audience data is made more difficult in some parts of the world by lack of third-party resources. Luiz Duarte, Senior Manager, DIRECTV Marketing Latin America, describes his company as one of the pioneers of return path data in 1999. So, with no vendors who can build what he needs today, Duarte and his team are developing their own panel of about 5000 consumers, the first single source panel in the region.
The multi-platform, multi-screen disruption is occurring at a different pace in Latin America and Duarte says the panel and ratings data will help DIRECTV prepare new online offerings. While stating there are many ways the company could go, he suggests the next stage is likely to contribute to portability — allowing consumers to move downloaded, purchased content from DVRs to tablets and laptops for viewing.
Duarte advises brands to add “local flavor” to their global brands in order to succeed in his region. From this interview, one gets the impression the recommendation is right out of DIRECTV’s playbook.
