audience measurement

Ad-Spend Cues, Deepfakes/A.I., Badass Endorsers and Influencer KPIs

• Posted: July 11, 2023

At this Insights Studio, authors from three different continents showcase their recently published work—including the JAR Best Paper 2022 on how advertising expenditures drive consumers’ perceptions of ad and brand quality. Also featured are studies on deepfakes and AI reshaping the advertising industry, the success of using product endorsers who are actors known for roles portraying despicable characters, and KPI patterns of social media influencers across several platforms. Talking points in the concluding Q&A span the future of AI in advertising and influencer marketing, machine-driven decisions for choosing endorsers, and factors (product- and economic-related) affecting consumer perceptions of quality in TV ads and engagement in user-generated content.

What does the Converged TV Ecosystem Need From a “Calibration” Panel?

• Posted: July 10, 2023

Howard Shimmel of Janus Strategy & Insights, LLC. guided this expert panel through the critical questions surrounding the importance of calibration panels to the measurement industry. Howard asked why calibration panels are needed, what they bring to measurement, and what is sacrificed if the industry does not support them moving forward.

MODERATED TRACK DISCUSSIONS: Understanding Audiences

• Posted: July 10, 2023

In a follow-up discussion for the “Understanding Audiences” track, Havas Media’s Peter Sedlarcik delves deeper into the ways the panelists are measuring for their clients, from the challenges of creating custom platforms and how technology’s rapid advances are affecting how they reconcile data, to balancing rigorous methodology with dynamic measurement approaches.

Building a Cross-Device, Multi-Source, & Verified Behavioral Data Exchange Tool

• Posted: July 10, 2023

The presentation shared YouGov’s research behind building a cross-device, multi-source, and verified behavioral data exchange tool. The research tackled the following problems:

• How can they increase transparency around data and content insights across SVOD, AVOD, and entertainment sources while preserving user privacy? Then, how can they make it global?
• How can they enrich YouGov’s Signal’s existing trove of data that they collect across the entertainment world with deeper and more accurate viewership while simultaneously helping their clients stay ahead of changing regulation?
• How can they empower their 14 million-plus panelists to take control of their digital assets?

IAB State of Data Initiative 2020

• Posted: July 10, 2023

The IAB Programmatic & Data Center examined the impact of the loss of third-party cookies and identifiers on the digital advertising ecosystem, particularly on brands and publishers. This report measures the industry’s sense of preparedness, expectations for revenue and data-driven tasks, and progress into leveraging first-party data. Two studies were executed, conducted by Ipsos and McKinsey, surveying and interviewing key data leaders across categories.

MODERATED TRACK DISCUSSIONS

• Posted: July 10, 2023

In this moderated discussion for the track, Cross-Platform: Measurement & Identity, the speakers answered questions from the attendees about their respective presentations and discussed cross-platform challenges.

Have We Been Mis-Measuring Basic Demographic and Media Consumption?

• Posted: July 6, 2023

Inaccurate responses to basic demographic and media consumption questions asked in surveys are very problematic, since these responses form the bedrock data points for all demographic research and media consumption measurement.

Jon Puleston analyzed some of the reasons why respondents are not truthful in surveys and the challenges raised. As a result of inaccurate respondent responses, the industry has been mis-measuring basic demographics and media consumption for decades.

Extending the Audience Scope: Brand in a Multisource Data Context

• Posted: July 6, 2023

This presentation describes a project to enhance analytics on print and digital audiences in France. The main sources of data for print and digital audiences in France are:

• ACPM/One Next: References audience measures for magazines and newspapers.
• Mediametrie: Reference for broadcast and web media audiences.
• Kantar Media Division/TGI: Established to analyze consumer behaviors, brand preference, and market trends for advanced segmentation, planning, and activation.

The Evolution of Measurement and Looking Towards a Privacy-Centric Ecosystem

• Posted: July 6, 2023

The ARF’s Paul Donato interviewed Snap’s Gaz Alushi about the impact of privacy-centric ecosystems on measurement and the consumer. From his perspective of working within a walled garden, Gaz speaks to how Snap puts the consumer first without conflating tracking with measurement in capturing the impact of an ad campaign. Paul and Gaz also discussed the industry’s response to privacy regulations, working with first- and third-party data, the MRC’s cross-platform standards, and how Snap works with partners across the spectrum to measure its audiences.

THE LAST WORD: Tuesday

• Posted: July 6, 2023

Stephen DiMarco (Tubular Labs) moderated this discussion on the second day of the conference with the anchor commentators who shared their perspectives on what they heard and what it means.