News You Can Use

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

• Posted: June 10, 2016

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

• Posted: June 10, 2016

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.

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.

An ARTICLE OF INTEREST From MediaPost – On Facebook, Men Are Meaner; Women Nicer

• Posted: June 10, 2016

Stony Brook University in New York asked 65,000 Facebook users to participate in a survey. They then analyzed 10 million messages. The results suggest that men and women speak different languages as soon as they start scrolling through their newsfeeds. The differences are predictable enough that an algorithm could determine a user’s sex accurately 90% of the time.

The experts found that women are more apt to use warmer and more agreeable language, while men are angrier and more argumentative.

However, women tend to be every bit as assertive as men.

http://www.mediapost.com/publications/article/277133/on-facebook-men-are-meaner-women-nicer.html?edition=93445

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.

From McKinsey Quarterly – -An Incumbent’s Guide to Digital Disruption

• Posted: June 3, 2016

A decade ago, Norwegian media group Schibsted made a decision to offer classifieds—the main revenue source of its newspaper businesses—online for free. Today, more than 80 percent of their earnings come from online classifieds.

As Reed Hastings, Netflix CEO, pointed out (right as his company was making the leap from DVDs to streaming), most successful organizations fail to look for new things their customers want because they’re afraid to hurt their core businesses. He added, “Companies rarely die from moving too fast, and they frequently die from moving too slowly.”

Incumbents needn’t be victims of disruption if they recognize the crucial thresholds in their life cycle, and act in time.

http://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/an-incumbents-guide-to-digital-disruption

From SearchMarketing Daily – Google Redesigns AdWords For Mobile

• Posted: June 3, 2016

The company announced significant changes that will give advertisers more insights from data and control of device-level bidding in AdWords for desktop, tablets and smartphones.

The SVP of advertising and commerce at Google said that across the millions of websites using Google Analytics, more than half of the traffic comes from smartphones and tablets. The VP of product management stated that nearly one-third of mobile searches are related to location.

http://www.mediapost.com/publications/article/276603/google-redesigns-adwords-for-mobile-first-campaign.html

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