News You Can Use

“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

 

 

From MediaPost – Misconceptions About Boomers May Impact Your Bottom Line

• Posted: May 26, 2016

Those born between 1946 and 1964 accounted for 70% of the disposable income in the United States. Boomers’ possess immense consumer power; they drive almost 50% of all retail sales whereas Millennials represent a mere 10%. Still, the AARP estimates less than 10% of marketing dollars are spent targeting them. 

Boomers are, in fact, modern and tech savvy, and they’ve got more money to spend than any other demographic.

See more >> http://www.mediapost.com/publications/article/275891/misconceptions-about-boomers-may-impact-your-botto.html

 

5 CUPS THIS WEEK

• Posted: May 18, 2016

Here’s what’s inside 5 Cups this week:

YOUR CUPS IN MORE DETAIL:

ORIGINAL RESEARCH

 

“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.

 

“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.

 

From AdAge: Virtual Reality Nearly Overshadows Video at the NewFronts – Now Is the Time to Experiment

• Posted: May 18, 2016

ARTICLES OF INTEREST: 

All the plans may seem like overkill for an emerging medium that only a small slice of Americans have even sampled. But these VR and 360-video opportunities do have promise for marketers.

Whitney Fishman, managing partner-innovation & consumer technology at media agency MEC, said “the next 12 to 18 months will likely ‘make or break’ consumers’ adoption of virtual reality. For marketers, if you are interested in investing in VR, now is the time to do it.”

See more >> http://adage.com/article/special-report-newfronts/newfronts-replace-celebrities-virtual-reality/303998/