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content measurement

Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

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Scoring for Representation

  • ADVERTISING WEEK 2022

On October 20, Radha Subramanyam, a pioneer in the media and technology industry, provided an update on the representation and measurement of diverse audiences at Advertising Week 2022, presented by the ARF. She shared how CBS is putting programming inclusiveness at the forefront and gave insight into how CBS formed a BIPOC metric to assess the value of racial representation in people’s content choices.

Brands Improve Ad Experiences

Today’s consumers have practically unlimited choices when it comes to the content they watch and the brands they choose. Therefore, brands are continuously grappling with the best ways to provide audiences with favorable and effective ad experiences. This is also important because viewers now have higher expectations for relevant and enjoyable ad experiences.

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  • Article

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.

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NYCU: CTAM’s 2022 Priorities

The Cable Television Administration and Marketing Society (CTAM) has issued a list of their priorities for this year. The list includes — not surprisingly — customer retention and acquisition, but also “content theft.” 
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ARF Original Research: How Advertising Works

Creating Effective Mobile Advertising
Manuel Garcia-Garcia, Ph.D., SVP, The ARF

Mobile ad spend is at $43 billion and growing rapidly, but an estimated 62% of campaigns today are not using mobile in an optimal way. For example, creative executions customized or developed for mobile are far more effective than those repurposed from TV. We surveyed and interviewed creative experts from top agencies and the provided the following guidelines:
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“The Science of Engagement” and The VAB Recommendation on Video Measurement

The Science of Engagement” – BBC Global News Ltd & BBC Worldwide

Content-led marketing is big business, but there are issues about how to best measure it. This paper combines traditional methods with neuro-science techniques (facial coding and Implicit Response Testing) to understand how consumers really engage with content-led marketing and what this means for brands – something that just can’t be measured by click-through rates.

Whilst facial coding has mainly been used to test video content, this is the first study of its kind measuring engagement with text based content marketing.

 

NOTEWORTHY ARTICLES

From various sources

The VAB Recommendation on Video Measurement

Given the literally billions of dollars involved, it is hardly surprising that metrics and measurement in the digital age is among the most contentious subjects in media research. Last week trade association VAB (the Video Advertising Bureau) announced a recommendation for making comparisons between “traditional” and digital platforms. 

The VAB, whose members include broadcast and cable TV networks, proposed that the industry use average audience as the basis for comparing video platforms (e.g. broadcast TV, Facebook, YouTube).

The method for calculating average audience is simple – multiple the unique audience (reach) by average minutes viewed, then divide that total by the minutes in the time period being considered. However, determining which approach the industry will ultimately adopt will likely be a more complicated task.

 

The Next Frontier: Content Analytics

 

Bill Harvey, Co-Founder & Chairman of ScreenSavants opened this session stating that about 65% of ROI comes from the creative and 35% from the media. Research to date has focused on optimizing media planning and helping decision-makers make go/no go decisions, but rarely has the research been designed specifically for diagnosing how to improve the content for greater chances of success. Bill presented a new method of pretesting content and helping to maintain series on the air based on a combination of online panel, set top box data, second by second voluntary nuanced response, and an empirically validated set of 270 keywords called DriverTagsTM. These Tags were tested with previous successful and cancelled programs and validated with Nielsen ratings using correlation analysis.

Key benefits of this method are:

  • Explains the “why” of a program’s rating.
  • Answers the question “how can we make it better.”
  • Speaks better the “language of creative.”
  • Helps optimizing ad placement based on the ad “fit” with the DriverTagsTM correlated with the programs.

 

See all 5 Cups articles.