Its mission is two-fold: To serve as an education source and act as an advocacy group advancing the understanding, best use and monetization of digital measurement and analytics within the media industry. This group delivers expertise within digital analytics helping media companies communicate needs and drive solutions within their organizations. We help media companies understand the human capital, product and services, and methodologies required to deliver superior analytics. We extend our voice to guide our vendors/suppliers to drive the delivery of products, services and the solutions most useful to our needs.
Issues and Challenges Facing Media Companies:
- Media companies must respond to the ever changing demands of the advertizing marketplace, including new cross-platform business models and currencies, and rapidly evolving technologies that allow for greater insights as part of the audience engagement relationship.
- Media companies also have a unique challenge compared to other vertical industries in the number of technologies used to create, distribute and measure content across a number of delivery channels. Count, for instance, the number of ways in which video is distributed, played and measured across linear, mobile and online channels.
- In addition to these challenges, media companies are also maturing in their use of data to drive the business and the internal capabilities required to support this, including organizational, political, financial and overall mindset, as companies move from "traditional” to "new media” modes of engagement.
The DAA Media Special Interest Group will be meeting at various times throughout the year including in person meetings.
The types of companies that participate in the SIG are communications networks that disseminate information to the public, cross-platform and cross-media with emphasis on TV, web and mobile.
Participation in the SIG is for Vice Presidents and Directors of companies and is by invitation only. If you are interested in learning more or participating in the SIG, please contact the membership office.