Audience Measurement 2016

Original Research – “Insights Based on a New Model of Media Measurement” – comScore

• Posted: June 10, 2016

Among the issues discussed will be new cross-platform opportunities that provide salient insights that impact monetization of TV properties.

Two examples:

• …when including a specific cable network’s digital properties, nearly a third of its total audience is uncovered.
• …another cable network’s presence on TV, desktop and mobile reaches an unduplicated audience of 174 million – more than half the U.S. population.

Motivation is another key element to be addressed.

For more information visit Audience Measurement.

Original Research — -“Yes, Advertising Works” – CBS, Meredith, Nielsen Catalina, Yahoo, Sequent Partners

• Posted: June 3, 2016

Advertisers want to invest their media dollars where they will drive the highest returns. Over the past ten years, Nielsen Catalina Solutions has delivered over 2,200 consumer package goods Sales Effect studies. The goal of this research is to determine the incremental in-store sales lifts driven by advertising, as well as to understand the key drivers of the campaign so that the advertising can be improved over time.

Among the issues that will be discussed are:

• Can you create a true “average” for the ROAS (return on advertising spend) or should we only provide guidance?
• How do we make choices as to “what’s in or out” in order to have a fair comparison?

For more information visit Audience Measurement.

Original Research –“The Insincerity of Isolation: Messages in the Moment” – MESH Experience and Delta

• Posted: June 3, 2016

Studying messages in isolation is risky because it can expose fragmented and misleading evidence. With the help of real-time experience tracking, Delta has been able to evaluate messages in a real-world context to uncover how they are received and what impact they are having, both in terms of driving preference and building brands.

This research will demonstrate that to build an effective media strategy, it is vital to understand messages in the context of:

• how they are delivered (touchpoints)
• who they are delivered to (audience)
• in what way they are delivered (sentiment).

For more information visit Audience Measurement.

Original Research — “Family Co-Viewing & Ad Impact in a Multiscreen World” – Turner, OmnicomMediaGroup, Nielsen Neuroscience

• Posted: June 3, 2016

How has the introduction of multiple screens impacted co-viewing between parents and their children?

The three companies partnered to identify opportunities for engagement in co-viewing households, as well as best practices to engage with advertising when second screen devices are available.

Among the elements the research addressed were:

• How is engagement affected by interaction with the second screen vs. first screen only?
• How does the second screen impact commercial viewing?
• Are there differences in engagement levels when using different multiple screens?
• What conversations occur between a child and an adult concerning the programming and advertising content they are co-viewing?

For more information visit Audience Measurement.

5 Cups

• Posted: May 26, 2016

5 CUPS THIS WEEK: 

Previews of four original research papers to be presented at the Audience Measurement Conference and an article of interest.

“Reach versus Frequency” – Facebook and Frito-Lay

We conducted a meta-analysis of Datalogix ROI studies to better understand the impact of reach-based planning and optimal frequencies on in-store sales.

Various media buying principles were evaluated, including   the impact of reach-based planning, optimal frequency and campaign length in relation to sales lift.

We will present results which provided clear guidance and best-practices for media buying across the Frito-Lay portfolio including reach sufficiency levels, optimal frequency and creative guidelines for a mobile environment.

For more information visit Audience Measurement

“Watchouts with Programmatic Buying” – Dstillery

• Posted: May 26, 2016

 

Optimization and measurement remain challenging primarily because the actions worth measuring (e.g., product purchase) often are exceedingly rare, not measurable at all, or only partially traceable to the digital identity of the consumer who was exposed to the ad.

As a result, we look for suitable alternative/proxy target variables when data on the true objective is in short supply or even completely nonexistent. In previous research we asked ourselves “is click the right proxy for evaluation and optimization of display advertising campaigns where the ultimate goal is purchase?”

In this research, we asked – “why is the click not a good proxy?”

For more information visit Audience Measurement

“The Beginning of the End for Gender & Age Targets” – Clypd

• Posted: May 26, 2016

Many TV deals are moving away from gender and age targets towards advanced targets using fused research databases, transactional databases and 1^st party customer data. This paper covers the opportunities and challenges in activating these negotiations including:

What data can be used to make linear TV ads more targeted?

How do buyer and seller get to a consensus when going beyond gender and age targets?

How can advanced target data be activated optimally and seamlessly in the activation process?

How much gain in targeting efficiency is achieved?

How can linear TV deals like this be integrated with digital cross-platform deals?

For more information visit Audience Measurement

“Bridging Data Science and Research Insights” – MediaScience

• Posted: May 26, 2016

The session is designed to help empower researchers by better acquainting them with data science opportunities.  At the same time, data scientists lacking media experience are being thrown into the deep end with demands for answers to questions the context of which they don’t fully understand. 

 The session helps educate them on the benefits of collaboration.  Bridging the gap between these communities will be critical to both groups going forward.

For more information visit Audience Measurement

 

 

“The Neuroscience Behind Creating Better Creative”- CBS/CBS Vision, Nielsen Catalina Solutions, Nielsen Consumer Neuroscience

• Posted: May 18, 2016

The evolution of market research technology over the last decade mirrors our scientific understanding of the brain and decision making that clearly concludes a large portion of brain processing occurs below our conscious awareness. The business results and impact will be of major importance in advancing the field of creative evaluation.

Among the questions this study was designed to answer:

– To what degree do neuroscience-based measures of advertising creative predict in-store sales response as gauged by single source data?

– Which neuro measures most strongly predict higher in-market sales response? 



–  What is the importance of creative evaluation in understanding in-market results?

Review the Audience Measurement program and register.

 

“CrossMedia ROAS – The Optimal Mix” – RMT

• Posted: May 18, 2016

Our research uses A/B testing of diverse (social, native, mobile, video, addressable TV, zone TV, etc.) digital options on top of the national layer of brand TV as it exists.

It is anticipated that some of the A/B tests will include bold options such as social-dominant digital allocation, native-dominant, mobile-dominant, etc.

Questions to be addressed include:

-What is the optimal form of digital/advanced platform advertising/native to use synergistically with traditional TV?

-How does this differ by product vertical (CPG, Auto, Rx, Tune-in, Other)?

-How does this differ by brands in the same vertical?

-Are there so many variables that each brand has to continually test for optimal digital/advanced mix because new creative or other factors could change the optimal digital mix?

Review the Audience Measurement program and register.