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Audience Measurement 2016

Does Your Digital Attribution Model Work? by Dirk Beyer and Robert Stratton of Neustar

Online Interactions leave a trail that allow to form time-stamped sequences of events join able to the same entity (device, individual, household). These include cookies, tags, account logins, email/physical addresses, geo-location, IP addresses, credit card #, phone numbers, etc.

Marketers want to use that data to understand how their advertising works at the granular individual level.

Using the simulated big data, we wanted to answer the following questions:

  • Does having enough data mean that we can recover unbiased estimates from the event log data – given that we know the real answers?
  • If not, given what we know about the real data generating process:
    • What are the biases?
    • What do we need to do to remove the bias?
    • What is the best overall methodology to handle them?

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Editor’s Note – first presented at AM in June. Family Co-Viewing & Ad Impact in a Multiscreen World

 

The deck’s sub-heading is, “Using Neuroscience to Evaluate Advertising Engagement While Co-Viewing.”

The research was comprised of five methodologies: Core Biometrics, Eye Tracking, Facial Coding, Behavioral Coding and Self-Reported information.

Four key findings:

  • Children focus on TV screen despite second screen 75% of the time
  • The 2nd screen generates higher engagement with ads, but lower attention
  • Shorter ad pods will retain children’s attention, but there’s a substantial drop in attention to ads while watching longer ad pods
  • Key conversations on advertising and content – children have strong purchase influence when exposed to products in ads.

There are four business applications as well in the complete deck.

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Editor’s Note: From the AM Conference in June. Bridging Data Science & Research Insights – presented by Dr. Duane Varan, CEO, MediaScience®

We wanted to share with you some of the most important original research that was presented at Audience Measurement (AM) that was held in June. We will be showcasing top presentations during the next several weeks of 5 cups.  We are beginning with Dr. Duane Varan’s powerful take on how our research insights community and data scientists can cooperate effectively and thrive.

Dr. Varan focuses on the rise of the Data Scientist and their impact on those in the research insights field. Here are some of his thoughts on the condition of those of us in the research insights field:

  • The past 18 months has been the most challenging EVER for the media research insights community
  • Shrinking budgets, lost head count, new reporting relationships, less influence in the C-suite, loss of key research icons…
  • …all while the demands continue to increase
  • Challenging work morale

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Q&A with Jasper Snyder on Ad Blocking/Fraud – AM 2016

We interviewed Jasper Snyder, EVP, Research & Innovation: Cross-Platform, from The ARF who provided his perspective on Ad Blocking/Fraud and the key takeaways from 8 of those AM sessions with industry leaders.

What were some of the highlights for you of all of the discussions and presentations on these areas?

There were lots! Ted McConnell (Rocket Fuel) was fascinating in how he talked about recognition of the problems here. He’d figured out that ad fraud, in terms of size, is basically the equivalent of there being 5,000 bank robberies per day. Ted also spoke about our mindset regarding fraud, making the point that we have to focus less on combating fraud per se than about combating its effects, namely by developing an immune system. “I don’t care how many fraudsters are out there, because if I can see them, discount them, and not pay them, they don’t matter,” Ted said. This is particularly important given how quickly the “bad guys” can react – if there were a solution outlined on the stage at AM, by the very next day the fraudsters would have figured out how to defeat it.

Download Q&A of all 8 AM presentations

Original Research – “Neural Pathways: Sequencing” (more on How Advertising Works) – The ARF’s Stipp & Garcia-Garcia

The ARF’s researchers Garcia-Garcia and Stipp will unveil more insights on how to make advertising more effective from the ARF’s “How Advertising Works” project.

Does the sequence of platforms in a multi-media campaign matter? Should TV always be first?

Should the platform determine the campaign strategy, or should the strategy determine the platform?

“How Advertising Works” insights presented at ReThink showed the importance of Creative. The new data confirm that. The researchers will show how to optimize Creative on different platforms to increase impact.

For more information visit Audience Measurement.

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

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

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

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.

Original Research — -“Yes, Advertising Works” – CBS, Meredith, Nielsen Catalina, Yahoo, Sequent Partners

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

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.