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Audience Measurement 2016

Does Your Digital Attribution Model Work? by Dirk Beyer and Robert Stratton of Neustar

Online Interactions leave a trail that allow to form time-stamped sequences of events join able to the same entity (device, individual, household). These include cookies, tags, account logins, email/physical addresses, geo-location, IP addresses, credit card #, phone numbers, etc.

Marketers want to use that data to understand how their advertising works at the granular individual level.

Using the simulated big data, we wanted to answer the following questions:

  • Does having enough data mean that we can recover unbiased estimates from the event log data – given that we know the real answers?
  • If not, given what we know about the real data generating process:
    • What are the biases?
    • What do we need to do to remove the bias?
    • What is the best overall methodology to handle them?

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Editor’s Note – first presented at AM in June. Family Co-Viewing & Ad Impact in a Multiscreen World

 

The deck’s sub-heading is, “Using Neuroscience to Evaluate Advertising Engagement While Co-Viewing.”

The research was comprised of five methodologies: Core Biometrics, Eye Tracking, Facial Coding, Behavioral Coding and Self-Reported information.

Four key findings:

  • Children focus on TV screen despite second screen 75% of the time
  • The 2nd screen generates higher engagement with ads, but lower attention
  • Shorter ad pods will retain children’s attention, but there’s a substantial drop in attention to ads while watching longer ad pods
  • Key conversations on advertising and content – children have strong purchase influence when exposed to products in ads.

There are four business applications as well in the complete deck.

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Editor’s Note – A definition of content marketing: creating and distributing valuable and relevant content to attract and retain a clearly-defined audience. The Science of Engagement – Content Matters – presented by Andrew Tenzer, Head of Global Research BBC Global News Ltd.

This original research focused on content marketing was presented by BBC Global News at the Audience Measurement (AM) conference held in June.

The approach: digital consumers of English language international news age 16+; six markets (Australia, Hong Kong, Singapore, US, Canada and Germany); quantitative survey + facial coding + implicit response testing.

Among the key takeaways:

  • There is heightened engagement where brand involvement is fully transparent
  • Properly executed, content marketing is trusted and persuasive
  • It can have a powerful emotional impact on brands
  • Referencing the brand within the narrative works harder for the advertiser

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Editor’s Note: From the AM Conference in June. Combat (Digital) Fraud to Drive ROI – Presented by Aaron Fetters, comScore, Inc.; Amaya Garbayo, Kellogg; and Jon Suarez-Davis, Krux

IVT (Invalid Traffic Detection) includes hijacked devices, malware, bots, and misappropriated content – all forms of non-human traffic. Kellogg C-level suite executives asked what the company was doing to combat IVT fraud. In response, the firm worked with Krux and comScore to attack and reduce IVT (see deck). The process saved the company an estimated $2 million.

Among the key takeaways:

  • More granular data can help advertisers minimize IVT
  • Impression-level IVT suppression frees advertisers to buy cost-effective programmatic inventory
  • Technology and data collaboration is critical to minimizing IVT

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Editor’s Note: From the AM Conference in June. Ad Receptivity: A New Metric for Improving Efficiency – presented by Asaf Davidov of Hulu and Barbara Leiflen of Leiflen Associates Market Research

We are continuing to share notable presentations of original research from June’s Audience Measurement Conference (AM). This week’s white paper focuses on “ad receptivity” with Asaf Davidov and Barbara Leiflen.

Their research measures the pervasiveness of ad avoidance, what drives it, as well as identifies opportunities to maximize engagement for advertisers and viewers. It spans two waves of quantitative and qualitative research that both define viewers’ ad receptivity and bring it to life.

Also provided is a four-part segmentation, an analysis of what viewers are doing when they skip commercials and the value of “purposeful viewing.”

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Editor’s Note: From the AM Conference in June. Bridging Data Science & Research Insights – presented by Dr. Duane Varan, CEO, MediaScience®

We wanted to share with you some of the most important original research that was presented at Audience Measurement (AM) that was held in June. We will be showcasing top presentations during the next several weeks of 5 cups.  We are beginning with Dr. Duane Varan’s powerful take on how our research insights community and data scientists can cooperate effectively and thrive.

Dr. Varan focuses on the rise of the Data Scientist and their impact on those in the research insights field. Here are some of his thoughts on the condition of those of us in the research insights field:

  • The past 18 months has been the most challenging EVER for the media research insights community
  • Shrinking budgets, lost head count, new reporting relationships, less influence in the C-suite, loss of key research icons…
  • …all while the demands continue to increase
  • Challenging work morale

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Q&A with Jasper Snyder on Ad Blocking/Fraud – AM 2016

We interviewed Jasper Snyder, EVP, Research & Innovation: Cross-Platform, from The ARF who provided his perspective on Ad Blocking/Fraud and the key takeaways from 8 of those AM sessions with industry leaders.

What were some of the highlights for you of all of the discussions and presentations on these areas?

There were lots! Ted McConnell (Rocket Fuel) was fascinating in how he talked about recognition of the problems here. He’d figured out that ad fraud, in terms of size, is basically the equivalent of there being 5,000 bank robberies per day. Ted also spoke about our mindset regarding fraud, making the point that we have to focus less on combating fraud per se than about combating its effects, namely by developing an immune system. “I don’t care how many fraudsters are out there, because if I can see them, discount them, and not pay them, they don’t matter,” Ted said. This is particularly important given how quickly the “bad guys” can react – if there were a solution outlined on the stage at AM, by the very next day the fraudsters would have figured out how to defeat it.

Download Q&A of all 8 AM presentations

Original Research – “Neural Pathways: Sequencing” (more on How Advertising Works) – The ARF’s Stipp & Garcia-Garcia

The ARF’s researchers Garcia-Garcia and Stipp will unveil more insights on how to make advertising more effective from the ARF’s “How Advertising Works” project.

Does the sequence of platforms in a multi-media campaign matter? Should TV always be first?

Should the platform determine the campaign strategy, or should the strategy determine the platform?

“How Advertising Works” insights presented at ReThink showed the importance of Creative. The new data confirm that. The researchers will show how to optimize Creative on different platforms to increase impact.

For more information visit Audience Measurement.

Original Research – “Evolution of TV: Measuring TV and Video Across All Screens” – Google

This presentation will discuss the difference between metrics that describe how many people see a commercial and how many times they saw it, compared with measures of actual ad impact.

Google predicts that this evolution will include census data and programmatic ad buying, which will deliver new capabilities that will be very welcome by marketers.

This evolution will also require trust and transparency as well as cooperation among a broad spectrum of players in the advertising ecosystem.

For more information visit Audience Measurement

Original Research – “Chasing Content: Satisfying a Fickle TV Audience” – GfK MRI

This research will provide insights that will enable advertisers to differentiate where they place their ad dollars, and inform decisions beyond reach.

One focus of this session is viewers’ connection to media, their emotional drivers and benefits of a piece of content, regardless of platform.

Motivation is another key element to be addressed.

For more information visit Audience Measurement.

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