2021 ACCEPTED PAPERS
After rigorous review from the Board of Curators, the most pivotal work has been chosen for presentation at AUDIENCExSCIENCE.
ATTENTION MEASURES: WHAT COUNTS AND HOW MUCH DOES IT COST?
Advertising’s Sequence of Effects on Consumer Mindset and Sales
A comparison across brands and product categories.
A comparison across brands and product categories.
Attentive Reach: The Case for Human Attention in Brand Advertising
A model, which defers to humans and attention as a qualifier of advertising itself.
A model, which defers to humans and attention as a qualifier of advertising itself.
Does Every Second Count?
Some old “truths” about the effectiveness of video ad length performance are no longer accurate.
Some old “truths” about the effectiveness of video ad length performance are no longer accurate.
Measuring Mobile Vertical Video Via the Attention Economy
Redefining the way the marketing industry measures, plans and buys media.
Redefining the way the marketing industry measures, plans and buys media.
Prior Attentive Ad Exposures Increase Ad Attention
Countering the perception that multiple ad exposures lead to “burnout” as audiences tire of the ad.
Countering the perception that multiple ad exposures lead to “burnout” as audiences tire of the ad.
Understanding the True Cost of Attention Across Media
Combining attention data for TV advertising and digital with media cost data for a ‘cost of attention’ analysis.
Combining attention data for TV advertising and digital with media cost data for a ‘cost of attention’ analysis.
ATTRIBUTION AND APPROACHES
Fast(er) Causal Attribution
Solving for four major issues that had plagued past attribution reporting for a major restaurant chain.
Solving for four major issues that had plagued past attribution reporting for a major restaurant chain.
Leveraging A/B Testing to Understand Consumer Behavior
Applying learnings in e-commerce channels to predict overall sales.
Applying learnings in e-commerce channels to predict overall sales.
CROSS-PLATFORM: MEASUREMENT AND IDENTITY
Extending the Audience Scope: Brand in a Multisource Data Context
Enhancing analytics on print and digital audiences.
Enhancing analytics on print and digital audiences.
How Truthscores Can Significantly Improve the Accuracy of Addressable Marketing
A new solution for quantifying the accuracy of consumer data at the record level.
A new solution for quantifying the accuracy of consumer data at the record level.
MediaCell – A Safe Approach to Future-Ready Cross Media Measurement
Passive measurement of users’ consumption across media devices.
Passive measurement of users’ consumption across media devices.
Synthetic Solution: Leveraging Data Dependencies in Cross-Platform Measurement Models
Improvements to the synthetic control model and potentially to business applications.
Improvements to the synthetic control model and potentially to business applications.
The Digital Divide: Inclusion of a Mobile Population (To Have & Have not: Part 2)
Advances to improve coverage for targeting and measurement for open web and social platforms.
Advances to improve coverage for targeting and measurement for open web and social platforms.
|
|
Australia’s Largest Cross-Platform Study: The Power of News
Benchmarks for what advertisers can expect from typical ads on different platforms in specific environments.
Benchmarks for what advertisers can expect from typical ads on different platforms in specific environments.
 Steven BellmanMediaScience Research Professor Enrenberg-Bass Institute, University of South Australia |
The Virtual Society: Enhancing the WFA VID Model
Improvements to a privacy-compliant methodology for creating cross-platform unduplicated reach.
Improvements to a privacy-compliant methodology for creating cross-platform unduplicated reach.
Have We Been Mis-Measuring Basic Demographic and Media Consumption?
Involving nearly 50 cross market experiments, a look at how to address some of the fundamental flaws.
Involving nearly 50 cross market experiments, a look at how to address some of the fundamental flaws.
Wearables: The Future of Media Measurement
Modernizing metering technology to ensure measurement of every minute of media consumption regardless of platform.
Modernizing metering technology to ensure measurement of every minute of media consumption regardless of platform.
DATA DEPRECATION AND RISING PRIVACY CONCERNS
Building a Cross-Device, Multi-Source, & Verified Behavioral Data Exchange Tool
Increasing transparency in cross-platform SVOD/AVOD/Ad measurement for the benefit of content creation and industry-wide tracking.
Increasing transparency in cross-platform SVOD/AVOD/Ad measurement for the benefit of content creation and industry-wide tracking.
Building Trust Through Transparency
A multi-stage study of attitudes toward sharing of personal data online by consumers in 10 markets worldwide.
A multi-stage study of attitudes toward sharing of personal data online by consumers in 10 markets worldwide.
Cookieless Audience Targeting and Attribution: A Pharma Case Study
A two-step closed-loop approach of first-party audiences mapped to Google Affinity audiences and attribution using audience segment level impression data.
A two-step closed-loop approach of first-party audiences mapped to Google Affinity audiences and attribution using audience segment level impression data.
IAB State of Data Initiative 2020
Leveraging audience data in support of targeting, engagement and identification of customers and prospects across marketing channels.
Leveraging audience data in support of targeting, engagement and identification of customers and prospects across marketing channels.
|
|
The Congruence Effect: How Context is Critical & Transforming Digital Advertising
Evolving marketer strategies from a focus on audience data to an emphasis on running campaigns in contextually relevant environments.
Evolving marketer strategies from a focus on audience data to an emphasis on running campaigns in contextually relevant environments.
|
|
Understanding and Using Ethical Data Attitudes to Improve Consumer Relationships
Survey results from the UK and US about attitudes about data privacy, security and ethics.
Survey results from the UK and US about attitudes about data privacy, security and ethics.
|
|
POST-PANDEMIC TRENDS: AGILITY AND ADAPTABILITY
The Future Goes Viral: Brand Challenges and Opportunities Triggered by the Pandemic
Analyses of change trends in consumer behaviors, needs and attitudes.
Analyses of change trends in consumer behaviors, needs and attitudes.
The Performance (Media) Must Go On
Re-evaluating our assumptions about Americans’ lifestyles and media diets.
Re-evaluating our assumptions about Americans’ lifestyles and media diets.
Tracking the Return to Normal
Insight into American’s current state of readiness to return to pre-pandemic habits and activities.
Insight into American’s current state of readiness to return to pre-pandemic habits and activities.
TELEVISION DISRUPTED
Assessing the Potential of Addressable Linear TV Advertising
An empirical modeling framework for quantifying the potential lift in ad effectiveness.
An empirical modeling framework for quantifying the potential lift in ad effectiveness.
Assuring Research Integrity in Data-Driven TV
Bigger is not always better: for TV data to be actionable it must be representative and projectable.
Bigger is not always better: for TV data to be actionable it must be representative and projectable.
Capitalizing on the CTV Opportunity
Understanding the Growth and Potential of AVOD for Advertisers.
Understanding the Growth and Potential of AVOD for Advertisers.
Diversity (or lack thereof) in TV
A look at how representation drives viewership.
A look at how representation drives viewership.
Neuroscience Got to the Heart of Esports Audiences
Measuring the emotional impact of esports advertising through neuroscience techniques and a quantitative ad effectiveness survey.
Measuring the emotional impact of esports advertising through neuroscience techniques and a quantitative ad effectiveness survey.
 Jonathan StringfieldVP and Global Head of Business Marketing, Measurement and Insights Activision Blizzard |
The Evolving TV Streamer
Drivers of satisfaction with advertising on streaming platforms.
Drivers of satisfaction with advertising on streaming platforms.
