News You Can Use

A weekly round-up of the industry’s top stories and research curated by the ARF.

From AdAge: Cruz Loss Shows Data Can’t Win ‘Em All

  • Posted: May 18, 2016

After Ted Cruz won the Iowa Caucus, reports suggested his campaign’s sophisticated use of data and analytics to target voters with messages customized to their psychological proclivities had a lot to do with it. A few months later the Texas Senator left the race. 

Donald Trump captivated primary voters with simple mass-marketed brand messaging through earned media rather than spending on precisely-targeted digital and TV media. This will have many pundits wondering what it all means for the use of data in politics.

Chris Wilson, director of research & analytics for the Cruz campaign said that the Senator survived amid a flood of 17 candidates. “So, no, it’s not magic. But a sophisticated data operation sure can make things easier along the way.”

See more >> http://adage.com/article/campaign-trail/cruz-loss-shows-data-win-em/303879/

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?

“Five Steps to Measuring Your Social Media ROI” and “Shoppers Take to In-store Video Ads”

  • Posted: May 3, 2016

From Ad Age – “Five Steps to Measuring Your Social Media ROI”

Numerous surveys among marketers have revealed that demonstrating social media ROI has been a challenge.

Metrics can vary, e.g. fans, followers, retweets, shares, traffic, referrals.

The author offers five steps to better measure the effectiveness of social media efforts:

See more »

http://adage.com/article/digitalnext/steps-measuring-social-media-roi/303730/

 

From VentureBeat – “Shoppers Take to In-store Video Ads”

Research into Digital OOH has been expanding. Eye-tracking software and scanning technology now make it possible for marketers to see what kinds of ads people are watching and which parts of the screen they view.

Millward Brown conducted a study last month, among the notable findings:

Checkout lines are the most hated part of shopping.

Most customers are interested in watching screens.

Nearly half of customers are more likely to shop at stores with screens.

See more » http://venturebeat.com/2016/04/17/study-shoppers-take-to-in-store-video-ads/

 

 

“90% of Car Commuters Are Listening to The Radio” and “Native Advertising Definitions Continue to Confuse”

  • Posted: May 3, 2016

From Center for Media Research – “90% of Car Commuters Are Listening to The Radio”

According to Edison Research’s newly-released Share of Ear study, commuters spend an average of 87 minutes each day listening to audio in their cars.

About 9 in 10 commuters listen to traditional AM/FM radio while in their car on the way to work There are a variety of other options used — CDs (62%), commuters own digital music files (54%) and streaming internet radio (42%). 

Another statistic – ninety percent of all households have at least once car, and 85% of all workers commute by car.

See more » http://www.mediapost.com/publications/article/274139/90-of-car-commuters-are-listening-to-the-radio.html

 

From Media Post – “Native Advertising Definitions Continue to Confuse”

The author turns to an industry leader to offer a series of definitions to a subject that seems to mean different things to different publishers, e.g. native advertising, branded content, brand journalism and sponsored content.

See more »  http://www.mediapost.com/publications/article/274286/native-advertising-definitions-continue-to-confuse.html

 

 

 

“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.

 

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