Audience Measurement 2016

“The Influence of Interactivity “ – Ipsos Connect

  • Posted: May 18, 2016

We explored how dynamic digital creative formats can drive engagement and brand metrics beyond clicks and views.

This research strives to provide insights that substantiate how approaching multi-screen campaigns with dynamic creative design can potentially elevate campaign performance on an impression level and help advertisers make every impression count.

Our session will address:

  • Impact of the creative: What is the impact of different ad experiences in driving campaign effectiveness?
  • Interaction vs. passive engagement: Does the ability to interact with the ad increase effectiveness?
  • Context: How well does the ad fit the context of the content experience and what is the effect on resonance?
  • Effect of different platforms: What is the effect of experiencing the ads/content on different platforms?
  • Best practices: What executional learnings can we glean to help improve the creative suite for advertisers?

Review the Audience Measurement program and register.

“How Leading Brands Are Now Measuring and Optimizing TV Media “ – ispot.tv

  • Posted: May 18, 2016

With TV changing rapidly and audiences becoming fragmented and consuming content on-demand, how are leading brands today stepping up to the challenge?

During the session we will take a deep dive into how LG optimized their highly successful “World of Play” campaign in real-time for the ways consumers were actually watching and engaging with their spots.

Discover how factors like network, program genre, daypart, pod placement and even geographic location impacted live and time-shifted impressions, audience engagement, view rates and more.

Review the Audience Measurement program and register.

 

WHAT’S NEW THIS WEEK-MAY 10, 2016

  • Posted: May 10, 2016

ORIGINAL RESEARCH AND MORE This week we are previewing five original research presentations. More in-depth information, including key findings, will be showcased at the Audience Measurement Conference. Also included are a trio of visuals.

“Which Digital Attribution Model Works Best?“ – Neustar Marketshare
Mis-attributing can lead to enormous amounts of wasted ad investment. But the key issue is – which digital attribution methods are the most accurate?

To answer this, we created a computerized simulation of a full year’s worth of advertising for over 300 million simulated individuals generating 2 terabytes of data. The study evaluated 4 digital attribution methodologies: first click, last click, matched pairs, and discrete choice models.

Our aim was to create a population in which it was clear how advertising influenced purchase decisions — and then to run various attribution approaches to see how well these actually measured the real influence of ads.

“The Daily Show with Trevor Noah: Meet Your Target” – Comedy Central and a Trio of Visuals

  • Posted: May 10, 2016

When it was announced that Jon Stewart was departing The Daily Show, to be replaced by a relatively unknown bi-racial South African comedian, Comedy Central was faced with the challenge of keeping the core base of viewers while broadening the show’s appeal to bring in a new, younger, and more multicultural generation of fans.  

Additionally, Comedy Central sought to extend the show’s relationship with fans beyond the television to everywhere else people are consuming video content and interacting with the objects of their fandom.

We joined forces with the network’s marketing team, and ultimately developed a target audience of potential viewers, dubbed “Progressive-Minded News Consumers.” The methodology, results and implications will be presented at the conference.

A TRIO OF VISUALS

 

Social Media

Courtesy of HocusFocus (source: e-Marketer)

sm-chart

 

Local Broadcast

Courtesy of HocusFocus (source: Broadcasting & Cable)

Largest US TV station groups – including US coverage, markets and overall number of stations.

tv-table

 

Multi-Platform

Courtesy of Bloomberg (source: comScore interview)

This visual illustrates the challenging issue of double-counting cross-platform viewership. Examining only four devices requires isolating 13 different viewership segments (see below).

Of course this gets more complicated when additional devices become available.

duplicating-chart

 

“Avoid Excessive Frequency” – comScore

  • Posted: May 10, 2016

One of the promises of online advertising is the ability to put a maximum cap on the frequency of impressions per user to avoid excessive repetition. Digital campaign delivery is often extremely skewed, with some users receiving far too many impressions associated with the same campaign.

This research aimed to answer the following questions:

1) Do ad impressions deliver any impact beyond a certain level? When does frequency become ineffective or counterproductive?

2) What is a safe frequency threshold that we can use, beyond which we can consider an impression practically worthless?

3) Given such a guideline, how much wasteful spending can advertisers avoid?

“A Tale of Two Addressable Ad Campaigns” – Publicis & Nielsen Catalina Solutions

  • Posted: May 10, 2016

With the increase in TV advertising spend on more targeted household-addressable and, in development, programmatic platforms, advertisers are looking for guidance on how best to define their targets.

As part of our ongoing partnership in addressable TV targeting and measurement, we undertook a comparative analysis of two addressable advertising campaigns in the same product category – one based on brand usage while the other was at the category level.

Among the key business questions for this research were:

1) What is the comparative impact on sales when running addressable TV campaigns based on a brand target versus a category target?

2) Do the results vary over time?

3) Should the same targets be used for digital and TV?

“The Science of Engagement” and The VAB Recommendation on Video Measurement

  • Posted: May 3, 2016

“The Science of Engagement” – BBC Global News Ltd & BBC Worldwide

Content-led marketing is big business, but there are issues about how to best measure it. This paper combines traditional methods with neuro-science techniques (facial coding and Implicit Response Testing) to understand how consumers really engage with content-led marketing and what this means for brands – something that just can’t be measured by click-through rates.

Whilst facial coding has mainly been used to test video content, this is the first study of its kind measuring engagement with text based content marketing.

 

NOTEWORTHY ARTICLES

From various sources –

The VAB Recommendation on Video Measurement

Given the literally billions of dollars involved, it is hardly surprising that metrics and measurement in the digital age is among the most contentious subjects in media research. Last week trade association VAB (the Video Advertising Bureau) announced a recommendation for making comparisons between “traditional” and digital platforms. 

The VAB, whose members include broadcast and cable TV networks, proposed that the industry use average audience as the basis for comparing video platforms (e.g. broadcast TV, Facebook, YouTube).

The method for calculating average audience is simple – multiple the unique audience (reach) by average minutes viewed, then divide that total by the minutes in the time period being considered. However, determining which approach the industry will ultimately adopt will likely be a more complicated task.

 

“Measure More Consumers, More Choices, More Screens” and “Children and Teens: Cross Platform Media Consumption”

  • Posted: May 3, 2016

“Measure More Consumers, More Choices, More Screens” – ABC Television

ABC’s research findings will include:

Creating new ways of measuring all viewing across all platforms.

Better understanding reach, frequency, and time spent across the platforms.

How viewers reached on digital change the overall profile of the audience.

The impact SVOD services have had on traditional TV viewership.

Best ways for tracking and reporting multiplatform viewing.

 

“Children and Teens: Cross Platform Media Consumption” – RealityMine

Measuring media consumption of children and teens has traditionally presented challenges.  

In conjunction with Center for Innovative Media Measurement (CIMM), RealityMine partnered with TiVo Research, key family content media owners (e.g. Google, Viacom, Disney and Turner), and children’s manufacturers (e.g. Crayola and Lego) to measure, and deliver a thorough view of the total media consumption of these two key audience segments. 

 

“Ad-Receptivity: A New Metric for Improving Engagement” and “How Annoyance Impacts Ad Performance”

  • Posted: May 3, 2016

“Ad-Receptivity: A New Metric for Improving Engagement” – Leflein Associates / Hulu

Technology is reshaping how audiences watch entertainment. Hulu commissioned research to measure the pervasiveness of ad-avoidance, what drives it, as well as to identify opportunities to maximize engagement for advertisers. Among the issues addressed:

How many viewers are avoiding ads at all costs?

What methods are being used to avoid ads?

Which viewers are more receptive to ads and why.

What drives ad-receptivity?

What types of ad experiences resonate with viewers across the ad-receptivity spectrum?

 

“How Annoyance Impacts Ad Performance” – Icosystem / Light Reaction

The authors put forward a hypothesis that, in order to elicit a reaction, an ad, even when it’s viewable, must cross several stages of Perceptual Pathway: first, we must notice it; then we must pay attention to it; next, we have a “gut” emotional reaction. Any ad that fails to cross any of these stages results in a lost opportunity.

Among the questions that will be explored are:

Are there observable differences in the subject’s behavior?

Do the subjects report being annoyed by the ads?

Do the subjects recall the ads shown?

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