attribution
Concurrent Track Panel Discussion: New Methods to Validate Audience Estimates
Joan Fitzgerald - CEO, Data ImpacX
Stephanie Gall – Senior Product Manager, Measurement, Lucid
Caroline Horner - Chief Product Officer, 605
Michael J. McGuire - VP, Management Science Associates
Mark Mitchell - Xandr
Lisa Mulyk - Principal, SVP Strategy Solutions, IRI
Liz Ryan - Client Lead, Media Center of Excellence, IRI
Megan Margraff – VP, Data Strategy, Oracle MODERATOR
Key Takeaways
- The entire population needs to be represented in the search for alternate currencies, along with their viewing behaviors for accurate measurement, noted Mark Mitchell (Xandr). Fully on-boarding datasets requires that providers give the industry options that allows this in a “light-weight fashion” with the ability for testing, evaluation and adjustments. The goal is to ultimately get to a point where the marketplace can make a decision around options that inspire confidence in the industry.
- The increase in complexity has different impacts on the buy side and the sell side. As brands look to TV to deliver more than upper funnel measurement, agencies will look to make the best data choices for their clients, Joan Fitzgerald (Data ImpacX) stated. They are going to be as flexible as they are in other areas of data decision making in picking the right currency to use for the right brand for the right question.
- Incorporate data from both ad-supported and non-supported platforms in undertaking data normalization. Michael McGuire (MSA) works with his clients to understand the key metrics based on available data, making sure that the underlying platform allows flexibility so that over time as the industry and data continue to evolve, the underlying metrics also evolve.
- Tying together TV and ad viewership data with surveys meant ensuring enough scale with the right data partner, according to Stephanie Gall (Lucid). Melding the use of deterministic device-level with survey-based individual profiles helped determine the likelihood that the same viewer was exposed to an ad.
- More sophisticated targeting meant going beyond basic logic with machine learning and data at scale to identify nuances for one-on-one models that “take it all the way to outcomes” for Caroline Horner (605).
- Purchase-based targeting in measurement for Liz Mulyk and Lisa Ryan at IRI meant optimizing towards results that worked across a portfolio of brands. Purchase data guided decision making strategically across planning cycle, from end to end, and scaling data with partners enabled modeling precision audiences that drove volume growth and incremental ROI.
Bridging the Gap Between Linear and Digital Measurement
Stephanie Gall – Senior Product Manager, Measurement, Lucid
Karen Biedermann – Director, Media Insights, Samba TV
Key Takeaways
- Understand the “what” and “why” of measurement.
- Identify proper creatives and whether testing should focus on brand ads or product-specific creatives.
- Important to discuss potential impact ahead of time.
- It is critical to understand change in rotations, flighting and dark periods along with which aspects should be evaluated based on main objectives.
- Just under half (45%) of linear TV viewers are underexposed to linear ad campaigns.
- Heavy TV viewers (20%) tend to be oversaturated with ads and might need stronger brand messaging in order to move the needle.
- The majority (97%) of linear TV budgets spent in Q4 2021 reached only half of linear TV viewers.
Understand the Impact of Your TV Viewing Data Source
John-Michael Del Valle – Head of TV Specialist Team, LiveRamp
Key Takeaways
- When measuring linear television using solely ACR data, up to 50% of attributed conversions may be missed.
- In smaller campaigns based only on ACR data, both reach, impressions and frequency are underrepresented in linear television, pointing to the data based on STB as having higher accuracy rates.
- Combining ACR data and STB data, particularly in multi-screen households, provides more accurate reach and frequency reporting, closer alignment to Nielsen results, a more definitive view of CTV/OTT reach extensions, more reliable insights and attribution reporting.
Concurrent Track Panel Discussion: Approaches for Reconciling Privacy with Targeting
Souptik Datta – Sr. Director, Managing Partner, Data Science & Advanced Analytics, GroupM Business Sciences
David Kaufman – Executive Director, Partnerships & Business Development, Polk Automotive Solutions, S&P Global
Jessica Trainor – VP, Ad Platform Partnerships, Comscore
Kao Choua Vue – Media Director, H&L Partners
Kevin Whitcher – VP of Product, Enterprise Applications, DISQO
Paul Donato – CRO, ARF MODERATOR
Key Takeaways
- The actions of companies to become GDPR compliant may make state and federal laws unnecessary.
- IP addresses are not effective and don’t have a strong future.
- Post-cookies, cross-platform measurement is a serious concern.
- MTA will look a lot different when cookies go away.
Concurrent Track Panel Discussion: Attention Measures
Jon Watts – Managing Director, CIMM MODERATOR
Key Takeaways
- Attention is “ready for prime time,” as Marc Guldimann (Adelaide) put it. It has risen to prominence in the industry’s agenda and expects it to spread into media mix modeling and programmatic. Attention, he believes, should free the industry from “invasive” attribution practices by giving advertisers confidence in the quality of the media they are buying.
- Jon Waite (Havas) was encouraged to see attention move from theory to practice for optimizing campaigns. He believes that the focus on attention would encourage publishers to improve experiences on the web, which, in turn, would lead to better results for brands.
- Mike Follett (Lumen) cautioned that there was still much to learn about attention in different contexts, flighting, frequency, differences between B-to-B and B-to-C, the role of creative and long-term effects. What he found interesting in Joanne Leong’s presentation (to which he contributed) is the possibility of developing models that can predict attention for any campaign.
- Publishers have come up with innovative formats to optimize for attention on television, according to Kelsey Hanlon (TVision).
There was some disagreement among the panelists about the prospects for an attention currency. Marc saw it as an “obvious next step.” Mike regarded attention as more of a buy-side “trading tool.” Jon said that it will become a key planning metric for Havas.
- Past Event Highlights
- Article
The Measurement Dilemma — Navigating Privacy-Driven Disruption
Changes in privacy legislation, the deprecation of the third-party cookie, and new rules on Google and Apple platforms have set the stage for the impending data disruption in the advertising industry, as outlined in IAB’s State of Data 2022 report and OptiMine’s overview on Google Topics. Both presentations and the subsequent panel discussion in this Insights Studio session emphasized the unavoidable impact the loss of individual tracking will have on measurement and attribution and urged marketers to act quickly to prepare for the effects on revenues.
Member Only AccessNYCU: The ARF's Attribution & Analytics Accelerator, Presented in Partnership with Sequent Partners
This four-day event addressed: Attribution Across The Full Media Ecosystem, Measuring The Full Value of Advertising, Solutions For In-Market Performance Measurement In A Privacy Compliant World and Fulfilling The Vision Of Measurement Driven Activation. Event content—including videos, presentations and key summaries—is now available on the ARF Website. Please note that access is available now for those who registered for the event, with all members gaining access starting 12/18.
NYCU: Attribution Remains a Top Issue
Although not a new concern, attribution is more urgent than ever as platforms multiply and privacy rules are changing. For the last five years, one of the most important ARF events has been the Attribution & Analytics Accelerator, which focuses exclusively on attribution, marketing mix models and the science of marketing performance. This year’s event (November 15-18, from 12:00-2:15) features modelers, marketers, researchers and data scientists to address such issues as:
- Which data provide privacy compliant solutions?
- How to measure long-term effects in MMM, as well as measuring the full funnel and capture the value of advertising accurately.
- Exposure measurement quality and unified measurement needs.
NYCU: More Media Channels = Misleading Metrics? -- SPONSORED CONTENT from Analytic Partners
As Number of Media Channels Grows, Some Metrics Can be Misleading Marketing has always been complicated, but the level of complexity reached over the last several years have brought us into an unprecedented ecosystem. The long-standing debates about the role of marketing in driving business performance has compounded with an ever-evolving landscape that includes traditional, new and constantly emerging forms of media. On top of the age-old performance questions, business leaders are also facing increased fragmentation and new challenges brought on by data deprecation. Simultaneously, a multitude of new marketing channels is being leveraged and measured by marketers, offering both opportunities and challenges in understanding which channels are truly making an impact. A recent ROI Genome Intelligence Report from Analytic Partners takes a deeper dive into the complex marketing ecosystem of today to clarify what marketers need to know about the impact of media, to push past misleading performance metrics and find real value. For example, the question of “when” media makes an impact has become increasingly tricky to measure without a holistic framework in place, leading to misplaced budget and unclear ROIs. The truth is any piece of advertising will have both an immediate and delayed impact. This is true on many levels and can be measured with a high degree of confidence when the appropriate data and methods are utilized. Advertising can have an immediate, in-the-moment impact, a gradual delayed impact such as later in the day or week, or a further delayed impact. These combined are what are commonly referred to as short-term impacts, which tend to be the impact that an advertisement has on the next purchase cycle for the category, product or service. In addition, there are long-term impacts when customers repeat purchases and longer-term behaviors change. In fact, two-thirds of the impact of advertising happens after the first week of exposure. The impact that advertising has over time also behaves differently than other forms of marketing like promotions, coupons and emails, which have more immediate and lesser delayed and sustained impacts. Additionally, ROI Genome shows that video advertising has twice the half-life of non-video advertising, and its cumulative impact after the week on air is 160% higher than non-video advertising. These impacts happen usually within a few weeks - not months - and this is true of both in-store and ecommerce impacts. Use this link to read more.
Member Only Access