快速，数据和跟踪不同的受众
考虑到传统媒体衡量公司一直未能充分代表不同的受众, minority-owned content companies targeting multicultural audiences face unique challenges in tracking those audiences and leveraging the data to monetize their channels, as 阳狮集团媒体 EVP文化投资 & Stephen Paez在与媒体世界制图师的坦诚讨论中解释了创新 埃文·夏皮罗 在纽约流媒体.
FAST通道不依赖第三方数据的优点
夏皮罗说 that he believes the data currently available in 免费的 Ad-Supported TV (FAST) is not as good as it should be since there is not yet a universal tracking source, 同时使用月活跃度作为测量参考. 但是他对Paez说, “你觉得你可以瞄准你的受众, 在基于印象的广告活动的整个生命周期中跟踪他们, 然后在另一边得到真实的性能数据. 你介意从你的角度谈谈那次经历吗?”
“我们知道，传统的测量公司一直没有充分代表不同的受众,Paez说. “所以一开始，你就已经有赤字了. 如果你拥有多元文化, 你要么没有天平,我把它放在报价里，因为传统的媒体测量公司不倾向于这样做, 或者你有可能因为小组成员不能代表听众而表现不佳. 我认为机会在哪里, 从快速通道的角度来看, 是你吗?, 作为出版商, 你能诚实地告诉我你能提供什么吗. You're no longer dependent on a third party to be able to tell you your audience went from 1 million to a hundred thousand because there weren't two people watching TV. 所以如果你诚实地对自己说, “我可以提供X数量的印象, 你要以买家的身份把我全部交出来, 我会回到你身边，因为你有那种能力. 而, 传统上, 我们从少数族裔拥有或针对少数族裔的平台上看到了什么, 由于它依赖于第三方，因此承担了相当大的责任.”
为什么数据透明对FAST通道至关重要
Paez强调，对于拥有多样化受众的FAST频道来说，媒体买家的透明度至关重要. “我认为最好是你能送100个，再送100个, 而不是说你能送一千个，却只送一百个. 所以现在媒体公司的责任是，你知道吗? 我要向你想要的听众传达与他们相关的内容. 但这是我的存货量.”
媒体公司向不同受众提供相关内容的重要性
夏皮罗说, “在我听来, 至少从我所读到的和与人交谈的内容来看是这样的, is that we're moving much less towards an ‘impressions based on pure demographic buy’ to one that is based on outcomes, 可能的买家类型, 然后追踪他们，直到最后一次接触, 但更重要的是, 一直穿过漏斗. 你正坐在一个大组织里. 你觉得这种趋势正在朝那个方向发展吗? Is that reflected in your move towards things like FAST because it gives you a level of new sources of 信息?”
Paez说追踪数据, 尤其是对于不同的观众, 是否因为数据隐私法而变得更加困难. “KPIs are extremely critical when you're thinking about diverse audiences because they might not be in the same place as your general market consumer since you haven't been speaking to them or haven't been as relevant to them as long. 所以要理解你要克服的商业挑战, 那么将其与KPI结合起来就很关键了, 但无论如何, 总是, 如果你能以一种非常客观的方式接近KPI, 我认为从创新的角度来看，这就是我们一直倾向的地方.”
Paez further highlights the responsibility of media companies to deliver relevant content to the desired audience and the importance of understanding the unique challenges of individual audiences. 因为从一般市场的角度来看，你的KPI可以是转化率, 但从西班牙裔的角度来看, 他们甚至没有意识到, 在同一场比赛中，你将如何衡量它们? 你无法测量相同的东西. 所以如果你不能清楚地了解你的挑战对每个观众来说是什么, 这就是问题所在.”
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