Hetzel looks into her well-researched crystal ball to gauge where the industry is going as Rentrak measures movie and TV content on an ever-growing number of devices and platforms. That has led her to launch Rentrak’s video-on-demand business. She calls VOD “a tremendous new revenue stream available to the industry.” Hetzel has also expanded Rentrak’s set-top box-based television measuring business.
What’s your favorite part of your job?
The favorite part of my job is collaborating with our amazingly smart clients, as well as and my co-workers to help shape audience measurement for the future.
What’s been the biggest story in cable this year?
Video on Demand advertising! With 80% of the content not available on demand and 70% of the viewing happening after day four, there is a tremendous new revenue stream available to the industry. Consumers are going to continue to watch television on their own terms, making multi-platform measurement innovation a very exciting opportunity for Rentrak.
How do you define success in the workplace?
I define success as progress. As long as our company continues to make positive moves forward while exceeding clients expectations, I feel that we are successful.
Best trick for maintaining the personal-professional life balance?
I am very involved in a local charitable organizations including Dress for Success Oregon. It reminds me how lucky I am to work in such a vibrant industry. In life, I think we can have it all, just not all at once.
Who would you want to swap jobs with for a month and why?
Anna Wintour, editor-in-chief of Vogue, because she helps shape the future of fashion, which has always been a passion of mine. Not to mention going to all of the amazing runway shows and access to the “fashion closet” wouldn’t be so bad.