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.
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.
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.
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.”
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.
In this session, Tina Daniels and Nicole Gileadi examined Google’s principles for charting the course for third-party cross-media audience measurement. Tina acknowledged more third-party measurement companies were expressing interest in working more closely with Google, given their stature as the world’s largest video provider. In her discussion, she acknowledged that this interest generated the need for Google to create a set of principles to offer to both measurement companies and key clients to guide the process. After reviewing these principles Tina and Nicole held an open discussion regarding these principles. Topics of the discussion included premium and high-quality content, long-form versus short-form video and the measurement of this content. In addition, Nicole touched on the importance of content and the context surrounding an ad. Other areas included the idea of exposure metrics (e.g., Where is my audience? Did I reach them?) in addition to providing signals to conduct an impact analysis.
Heather Coghill (WBD) and Daniel Bulgrin (MediaScience) shared methodologies and results from two in-lab studies that sought to understand how impactful category priming can be without brand mention and if viewers associate brands with adjacent unsuitable content.
Their presentation focused on two types of contextual effects within program context—“excitation transfer” and “brand priming”.
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.
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Mike Levin – Product Management, NBCU
Emily Kwok – Senior Director, Ad Experience Measurement, NBCU
Key Takeaways
A survey among members of the LA Media Research Council and Community reveals their business and research priority issues for 2023. Read more »