A Researcher’s Measurement Concerns
A different perspective on critical measurement issues was offered by Rachel Kennedy during her AUDIENCExSCIENCE presentation: Are we using the measures that actually matter? Read more »
content measurement
- Past Event Highlights
- Article
Intent and Impact: A New Measurement for DEI
James Ambalathukal – Director, Strategy & Insights, Magid
Mike Bloxham – EVP, Global Media & Entertainment, Magid
Mike Bloxham and James Ambalathukal of Magid partnered with twelve networks and streaming services in a study to identify factors of cultural authenticity in drama, comedy and unscripted programs. With research into the creative elements that resonate with diverse populations from qualitative studies and online surveys, Mike and James described the importance of authenticity in how audiences relate to emotional content, how they see themselves in the content and ultimately, how they perceive the content itself. The various levels of signals that diverse audiences assess as good or bad representation include storytelling components and physical production elements, which help separate out what drives positive and negative perceptions of these shows for actionable results. Key takeaways:- There are different levels of expectations with different genres. Sitcoms and reality content without representation can connect to audiences if relatable character journeys and storylines are present. Projecting family and community values goes far. In dramas, applying specificity and non-verbal cultural details on the set or in a character, like authentic hair and wardrobe, even if not part of the narrative, is a driver of authentic representation. Other kinds of content like adult animated shows, news programming and sports are not viewed through a DEI lens.
- Marginalized communities value representation but don’t want to be reduced to just the racial and ethnic parts of their identity.
- Effective representation is strongly connected to perceptions of authenticity.
- Authenticity isn’t just a preference; it has real impact on content engagement.
- Story elements influencing perceptions of authenticity share similarities and differences across various cohorts.
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.
- 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 AccessTHE LAST WORD: Tuesday
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.
Diversity (or lack thereof) in TV
Samba’s research study on the lack of diversity in TV sought to understand the state of representation in popular TV by asking who was watching content with diverse casts, whether the show actors were representative of the U.S. population, and if people were more likely to watch TV shows where they see themselves represented.
Although the results proving TV shows’ lack of diversity were not surprising, the value of diverse audiences is growing in tandem with these populations, putting advertisers on notice to improve the status quo.
Perspectives on the Most Important Consumer and Video Marketplace Changes
The major challenge to measurement is the vast amount of content to measure and the ability to deduplicate across the many screens. Inclusiveness is the second major challenge – showing the face of America. But this is an opportunity also. The third is chasing identity and privacy at the same time.
The Future of Audience in Streaming
James Lamberti, CMO of Conviva, a company that specializes in streaming and social media measurement and analytics, focused his presentation on marketers’ growing need for measurement of streaming video content, especially of viewing advertising on ad supported streaming services.
The 80/20 Challenge: Building a Better Measurement Blueprint
NBCU’s Kelly Abcarian marshalled the call for revolutionizing opportunities in the measurement space and challenged attendees to drive change by questioning how they consume content, how they connect with that content, and ultimately, why, with current technology’s available options, is measurement still the same.