Tuesday, January 14, 2014

DirecTV LatAm Audience Researcher Eyes Insights Partnerships

Microsoft, Google and WPP May Augment Syndicated Set-Top RPD

By Marc Dresner, IIR

DirecTV Latin America Audience Research Director Luiz Duarte—credited with introducing set-top RPD as a syndicated product in 2010—is eyeballing insights partnerships with some big names.

Duarte has made a name for himself as a savvy innovator in industry circles, notably by building commercially available ratings services at subscription viewing providers (ex. TiVo StopWatch).

Now he’s looking to take the DTH digital giant’s data to the next level by collaborating with other sources, including less traditional media.

“The Holy Grail of media data is the single-source panel,” Duarte told The Research Insighter.
Luiz Duarte

“So, what we are looking to do is to build on top of our ratings data, which is really unique in the sense that you have large samples across several different countries.

“That could be a good baseline to add social media demographics, psychographics, biographics and all varieties of other services,” he added.

The players Duarte has in mind include agencies and networks like WPP and HBO, as well as some maybe not-so-obvious choices like Microsoft and Google.

“We started thinking about merging [set-top RPD] with data from Microsoft, Google, WPP and other agencies to produce a different kind of insight”
-Luiz Duarte, DirecTV


“For an advertiser that’s really the ultimate in data analysis,” Duarte said, “because now you are not trying to infer return on investment based on a certain demographic…you are actually making sure that the people who buy your or your competitor’s products are watching that show at that minute and second.”

In this podcast interview with The Research Insighter, Duarte talks about building DirecTV's syndicated service and what's ahead for 2014.

“It really is a good situation to be in when you have so many interesting projects to choose from and you have to just focus on the one that will deliver the biggest bang for the buck,” he said. 
Editor’s note:  Luiz Duarte will be speaking at the Media Insights & Engagement Conference 2014 taking place January 29-31 in Miami, Florida.

For more information or to register, please visit www.mediainsightsconference.com


ABOUT THE INTERVIEWER 
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

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