Content Measurement
During a panel on measurement issues at the recent ARF OTT 2023 conference, the importance of content measurement and how it differs from ad measurement was highlighted.
audience measurement
- Research & Data Quality
- Article
2023 Attribution & Analytics Accelerator
The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.
Member Only Access
- Research & Data Quality
- Article
Navigating the Evolving Media Landscape
The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.
Member Only AccessResearch Preview
In addition to the insights in the recently released Attention Measurement Validation Initiative Phase 1 Report, there will be several new findings from other ARF, CIMM, and MSI projects. Here is a sample:
Multiple Attention Measures
A new report shows that “Attention measurement” can mean very different things – in terms of what is being measured and how it is measured. Read more »
CIMM Summit Measurement Initiatives
At this year’s CIMM Summit, insights from several CIMM initiatives to improve measurement will be unveiled.
How to Define and Measure Attention
As part of its Attention Measurement Validation Initiative, the ARF has issued a comprehensive literature review. Read more »
- Research & Data Quality
- Article
The Attention Measurement Validation Initiative: Literature Review
Attention metrics are at a pivotal point in our industry. They are moving from the lab into the marketplace. Being at the forefront of such research, the ARF is studying 23 attention measurement providers. The goals of the study are to better understand the different tools being used, their validity, reproducibility and rightful application—whether in evaluating ad creative or the media environment. In the first phase of the project, ARF researchers produced a literature review, which itself is illuminating and adds much needed context. We now offer this review to our members. In addition, the first phase will also include a comparative analysis and profiling of all the participating measurement companies. Stay tuned for this upcoming report.
Perspectives on Measurement and Why it Matters
Reimagining the measurement ecosystem has never been more important as consumers continue to diversify how and where they access content. In a wide-ranging discussion on the state of measurement, Advertising Age’s Jack Neff discussed the impact and opportunities of investing in a multi-currency future for media and marketers with leaders at Paramount, John Halley and Colleen Fahey Rush. Below are edited highlights of their discussion.
Measurement & Currency Priorities
In a presentation on today’s measurement challenges, Jon Watts, CIMM’s Managing Director, called for industry collaboration to improve OTA and Local measurement. Read more »