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.
Emily Kwok – Senior Director, Ad Experience Measurement, NBCU
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.
Measuring unconscious response to nine episodes across two seasons tagged with three levels of risk, facial coding and eye gaze technology, complemented by traditional surveys, captured the impact on a nationally representative sample of 1,800 respondents.
Finding that violent episodes maintained stable levels of attention, the study also determined that traces of negative emotion were scarcer in the more violent episodes.
Key Takeaways
From the mildest episodes to the most violent, viewer attention remained stable. Attention to high risk episodes measured in at 51.5%, with attention to low-risk episodes at 51.4%.
Viewers don’t attribute blame to advertisers. “There’s more reward than risk,” according to Emily. Viewers tend to enjoy brands that are sponsoring the content they love, controversial or not—8 in 10 agree that they don’t distrust brands that advertise in graphic TV shows.
Several rare cases where gratuitous violence immediately preceding an ad break did carry negative sentiment into the first seconds of the ad.
Heather Coghill – VP, Audience, Warner Bros. Discovery
Daniel Bulgrin – Director, Research Operations & Insights, MediaScience
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”.
To see if these effects carried over to ad content through excitement or brand recognition in the content, the research team utilized distraction-free viewing stations that enabled neurometrics and facial coding followed by post-exposure surveys. Impact on brand perception was measured with lifts in brand attitude, attention and memory.
Results showed brand priming did change how viewers experienced the ad by lifting brand recognition, with stronger effects in heavier ad loads. The research also concluded that although brands are not harmed by adjacency to perceived unsuitable content, context effects still need to be considered.
Key Takeaways
Even moderate category primes can push through effects, despite modest impact, in both linear and CTV. Category priming in streaming with limited ads impacted middle and lower funnel metrics, with 31% of viewers noticing a connection between the ad and the program.
Although viewers agreed that low intensity “unsuitable” content was most acceptable for advertisers, there were no adverse effects as intensity levels increased—all levels were deemed suitable for advertisers, with no significant differences in brand recall or purchase intent.
More research is required to understand what is unsuitable for brands. The current guidelines are based on what is thought to be unsuitable—not social science.
