ARF CEO Scott McDonald on New Initiatives on Data Quality
The ARF has announced two new efforts to tackle data quality questions:
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Redefining the Marketing Funnel
“Intent is Redefining the Marketing Funnel: A New Formula for Growth”
Allan Thygesen President, Americas, Google / Kristin Lemkau CMO, JPMorgan Chase
Kraft Heinz – “Leave Room for Risk”
“Leave Room for Risk”
Michelle St. Jacques, Head of US Brand & R&D, at Kraft Heinz; Magen Hanrahan, VP Media, and Marketing Services, Kraft Heinz; Moderator: Catherine Roe, Senior Direct Client Relationships, Oracle Data Cloud
In Brief: Number Original Series in Each SVOD Service
The continuing growth in programming.
Oxford Research Documents the Alarming Rise of Disinformation in Social Media
The spread of disinformation across social media has emerged as a critical threat to the role public information plays in a properly functioning democracy. This trend undermines consumer trust in media and many governments feel threatened by fake news and foreign intervention, especially during election times. A new report analyzes the trend of organized media manipulation and the growing capacities, strategies, and resources that support this phenomenon.
How Best to Measure Attention – Do Advertisers Need to Move Away from Duration?
Advertisers need to move away from duration-based measures of attention and adopt a practical, three-step framework that can measure it more effectively, according to a Facebook executive.
‘Magazines Are Dead’, Debunked
MPA president and CEO Linda Thomas-Brooks spoke out against the latest round of “magazines are dead” trope – as she referred to it – pointing out that relying on small sets of data leads to misleading conclusions.
Nielsen to Begin Measuring Audio Diaries Monthly
Nielsen announced plans to begin measuring all audio diary markets on a monthly basis, making radio audience ratings more frequent and continuous. Nielsen previously measured the audience in diary markets either quarterly or twice annually.
Measuring Viewability
Viewability is a measure of whether or not an ad had a chance to be seen by a user. It helps marketers by providing metrics on the number of times their ads actually appear in front of users.
Marketers Need New TV Metrics
Editor’s Note: Two articles, from different sources, mirrored this opinion: marketers no longer have the tools to accurately determine what messages connect with consumers. (Article one of two.)
Gian Fulgoni is the founder and former chairman/CEO of comScore. This article appears in the Journal of Advertising Research (JAR) entitled, “Why Marketers Need New Measures of Consumer Engagement: How Expanding Platforms, the 6-Second Ad, and Fewer Ads Alter Engagement and Outcomes”.
