content measurement

Navigating the Evolving Media Landscape

  • OTT 2023

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. This content is currently available for event attendees only until 11/30/23.

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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.

The Exploding Complexity of Programming Research, and How to Measure It, When Content is King

Programming researchers are not getting the data they need to make informed decisions and Joan FitzGerald (Data ImpacX) uses streaming’s complex ecosystem to explain the conundrum facing programmers. Key insights into monetization and performance are not supported despite the inundation of new forms of data, leaving programmers without a comprehensive picture of their audience. Together with Michael McGuire at MSA, Joan outlined a methodology funnel that combined 1st, 2nd and 3rd party data to create equivalized metrics that, once leveraged, could meet critical programming research demands.

A Layman’s Guide to Cross Media Reach & Frequency Measurement Using Virtual IDs

On May 17, the ARF Analytics Council explored the groundbreaking concept of Virtual IDs (VIDs) and their potential to revolutionize cross-media measurement. The essential mechanics of VIDs were explained in a non-technical manner to help professionals across media and advertising understand it better. Panelists shared how VIDs could overcome barriers in calculating cross-media and device reach and frequency.

Analytics, Attribution, and Experiments – Building a Solid Measurement Framework in a Privacy-centra Era

Sudeshna Sen (Dentsu International) and Aarti Bhaskaran (Snapchat) examined the unique role experiments play in marketing performance and decision-making. The increased importance of experiments was discussed, particularly in light of App Tracking Transparency (ATT), which created a challenging shift in the way Dentsu and other marketing firms collect user data. The discussion around the growing importance of experimentation in marketing included ways to incorporate experimentation into a client’s marketing goals and best practices for testing and experimentation. Performance collaborations with platforms were examined as a method to produce solid testing results based on client needs and business goals. In addition, the importance of aligning relevant business goals and KPIs were acknowledged as a key component in identifying the appropriate testing and measurements, to create more meaningful outcomes. Next steps include progressing from “anecdotal incidents of performance to a proof of concept.”

Unlocking Reach in Premium Content

NBCU’s Mike Levin and Emily Kwok tested brand safety in premium video content from a viewer perspective in their research using NBCU’s proprietary AI tech for automating brand safety and suitability decision making. The study’s three objectives asked whether increasingly violent episodes influence viewers’ experiences, if they then assign blame to marketers for knowingly advertising in explicit or violent content, and if there are specific instances where adjacency affects viewer sentiment towards an ad.