Audience Measurement 2016

Original Research — “Family Co-Viewing & Ad Impact in a Multiscreen World” – Turner, OmnicomMediaGroup, Nielsen Neuroscience

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.

5 Cups


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

“Watchouts with Programmatic Buying” – Dstillery


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?”

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“The Beginning of the End for Gender & Age Targets” – Clypd

Many TV deals are moving away from gender and age targets towards advanced targets using fused research databases, transactional databases and 1st 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

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.

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“The Neuroscience Behind Creating Better Creative”- CBS/CBS Vision, Nielsen Catalina Solutions, Nielsen Consumer Neuroscience

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?

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“CrossMedia ROAS – The Optimal Mix” – RMT

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

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

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.

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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.