PIN data changes the world of TV scheduling
Starting in 2011, television programming is to be based entirely on PIN data. Information about the associated changes was provided at an event organized by the Electronic Media Interest Group (IGEM).
TV scheduling with PIN data has been standard in Europe for many years. In Switzerland, it is planned to also switch to PIN data with the opening of bookings in 2011. However, working with PIN data can only be done with an appropriate tool. It does not work with predefined plan values, but allows or requires the creation of own forecast values.
This new tool is called Evo Ad and is marketed by Publica Data. It replaces previous planning tools such as Mediaoptimizer or the Telecontrol Advertiser and thus enables TV planning from A-Z in a single tool. At an exclusive event for IGEM members attended by around 80 people, Publica Data demonstrated the capabilities of the tool, which will be available in two versions. Evo Ad Expert is designed to exploit all the possibilities offered by the use of PIN data. It offers much more than Mediaoptimizer and Telecontrol Advertiser in one. The license costs amount to 30,000 Swiss francs per year. Evo Ad Basic, on the other hand, allows simple forecasts based on past values and offers at least the functions of Mediaoptimizer and Telecontrol Advertiser in a single tool. With license costs of CHF 8,000, it is also significantly cheaper.
As a consequence, marketers will refrain from issuing their own forecast values in the future. For this reason, they will no longer be able to issue performance guarantees. However, they will increasingly adjust their prices during the year to the current performance developments of the TV stations. The main goal for the marketers is not to create a two-tier society and to make the TV genre even more attractive with a professional and up-to-date planning tool. All agencies - small, medium and large - should be able to continue planning TV with the new tool.
About the term PIN data
PIN data is person-specific usage data. This is raw data, which is collected by means of a telecontrol device and is made up of three characteristics: The socio-demographic characteristics of the panel participants (sample), their individual viewing behavior (program changes) and the time lapse to the second. PIN data already forms the basis for all TV tools such as TC2000, Mediaoptimzer and Publiplan and, depending on the tool, is supplemented with advertising block prices and performance forecasts. The forecasts form the basis for the performance guarantees of the individual marketers. In Switzerland, however, access to the PIN data has so far been subject to restrictions, which have not allowed individual target groups to be formed, for example.
This new tool is called Evo Ad and is marketed by Publica Data. It replaces previous planning tools such as Mediaoptimizer or the Telecontrol Advertiser and thus enables TV planning from A-Z in a single tool. At an exclusive event for IGEM members attended by around 80 people, Publica Data demonstrated the capabilities of the tool, which will be available in two versions. Evo Ad Expert is designed to exploit all the possibilities offered by the use of PIN data. It offers much more than Mediaoptimizer and Telecontrol Advertiser in one. The license costs amount to 30,000 Swiss francs per year. Evo Ad Basic, on the other hand, allows simple forecasts based on past values and offers at least the functions of Mediaoptimizer and Telecontrol Advertiser in a single tool. With license costs of CHF 8,000, it is also significantly cheaper.
As a consequence, marketers will refrain from issuing their own forecast values in the future. For this reason, they will no longer be able to issue performance guarantees. However, they will increasingly adjust their prices during the year to the current performance developments of the TV stations. The main goal for the marketers is not to create a two-tier society and to make the TV genre even more attractive with a professional and up-to-date planning tool. All agencies - small, medium and large - should be able to continue planning TV with the new tool.
About the term PIN data
PIN data is person-specific usage data. This is raw data, which is collected by means of a telecontrol device and is made up of three characteristics: The socio-demographic characteristics of the panel participants (sample), their individual viewing behavior (program changes) and the time lapse to the second. PIN data already forms the basis for all TV tools such as TC2000, Mediaoptimzer and Publiplan and, depending on the tool, is supplemented with advertising block prices and performance forecasts. The forecasts form the basis for the performance guarantees of the individual marketers. In Switzerland, however, access to the PIN data has so far been subject to restrictions, which have not allowed individual target groups to be formed, for example.
