What is the Value of Time in Advertising? (Part I: How Value is Created)


Fairly measuring the quality of an ad impression is challenging, and it differs across platforms. In this first part of a two-part discussion, about ad time duration, a panel of researchers explored whether or not ad time duration provides a signal to advertisers of the value of an ad impression. Different platforms have different strengths, and understanding the logistics of a platform is one key aspect in understanding how viewers will interact with an ad. Aside from the length of time an ad is viewed, and what platform it is viewed on, creative implications can also play a role in garnering up viewer enthusiasm and interest, during key moments of an ad. This ARF Town hall examined three studies regarding different aspects of ad time duration. Studies were presented by the ARF’s Chief Research Officer Paul Donato, Meta's Ads Research Lead of Marketing Science Sophie Macintyre, and TVision's SVP of Product, Data & Analytics Tristan Webster. These studies were presented in efforts to understand the similarities and differences regarding measurement across a variety of platforms on the value of time. In closing, challenges and opportunities for each platform were discussed by the panel, led by Cesar Brea of Bain & Company.

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NYCU: The State of MTA

A new report by Neustar and MMA examines the state of Multi-Touch Attribution. While most marketers in North America are using MTA, challenges remain. At the same time, the report points to developments that are likely to improve MTA performance and increase adoption. MTA was first developed about 15 years ago with the goal of having always-on access to insights about how a marketing campaign was performing. Marketers had visions of real-time optimizations, with little to no human involvement, that would transform the way they bought their media. According to this new report, early MTA was often simple in its approach, naively allocating sales credit across only digital device touchpoints. Companies like Neustar developed multi-touch solutions designed to capture the true impact of marketing touchpoints across the customer journey and incorporated non-marketing factors, such as seasonality or competitive activity, to provide a true view of the incremental revenue marketing was driving. Fast forward to today, where threats of data deprecation, media fragmentation in traditional channels like TV, and the growth of walled gardens are threatening the advances we made in those early days. At Neustar, we have invested heavily in building a sustainable partnership ecosystem that puts privacy at the center of everything we do.” We believe in the future of MTA. It’s why we teamed up with the MMA on the report you have access to below. We were struck by some of their findings on MTA adoption earlier this year, and thought they’d be an ideal partner to expand on that research and provide us—and everyone else in the industry—with an objective picture of MTA’s current prospects. The chart from the report, based on a survey of marketers, provides an example of the challenges facing MTA adoption. However, the report also makes a strong case for its future as a key part of the marketing analytics toolkit, pointing to:

  • TV addressability – which provides better and richer measures
  • Privatized Measurement – adding privacy-compliant data from more partners, including walled gardens
  • Unified Identity - means better identity resolution, less bias, improved collaboration
     Source: MMA, Neustar. (2021). The State of MTA: Unbiased Research from the MMA. MMA, Neustar.  

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NYCU: Digital Fatigue Overwhelms Many Consumers

Companies that can simplify device and subscription management may be well positioned to earn favor with tech-weary consumers.   Digital technologies have enabled many consumers to stay connected to their jobs, loved ones and favorite content during the pandemic, but that reliance on devices has taken a toll. Almost one-third of consumers report feeling overwhelmed by the number of devices and subscriptions they need to manage, according to Deloitte’s “2021 Connectivity and Mobile Trends Survey.” This figure is higher among parents who have small children at home (43%) and adults who are working from home (40%). The number of devices (including smartphones, laptops and tablets) and subscriptions (such as home internet, streaming video, gaming and software), also appears to affect how overwhelmed consumers feel. As that number goes up, so does the likelihood that a consumer will feel overburdened by managing it all. With many children heading back to the classroom and some workers back to the office, will these frustrations persist, prompting consumers to clean up the device and subscription clutter they’ve accumulated? Or has the worst of tech-related frustration passed? Either way, companies have an opportunity to leverage technology to provide solutions. Business leaders in technology, media and telecommunications (TMT) seeking to engage consumers can consider the following strategies:

  • Reduce the friction. Consider how your company can apply technology to help consumers simplify device and subscription management, streamlining the system.
  • Diversify offerings. Consider ways to expand digital offerings to engage those who are not interested in acquiring new “stuff.”
  • Engage existing customers. Consumers might be more willing to adopt technology that is linked to brands and services they already have. TMT leaders can explore ways to treat existing customers like new leads.
Source: Silverglate, P. (2021, October 21). Digital Fatigue Overwhelms Consumers. CMO Today: Deloitte Services, The Wall Street Journal.  

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NYCU: Three Ways to Maximizing Your CTV Investments - Content Featured by LiveRamp

As the TV ecosystem undergoes a massive transformation, advertisers are looking for holistic video investment strategies to reach their target audience and maximize investments. During ARF OTTxSCIENCE, LiveRamp and PepsiCo discussed three key areas advertisers should focus on to get the most out of their campaign dollars:

Better Partnerships: PepsiCo's Head of Media Innovation & Partnership Development Kate Brady discussed the need to make investments work faster, better and stronger. One winning strategy is to establish innovative partnerships and leverage new technologies to lean in, connect, and engage. Brands are seeking next-level partnerships to go beyond traditional audience segments, to build future audience strategies for a competitive advantage. Data collaboration is the next iteration of these partnerships. LiveRamp TV's enhanced platform enables brands and media sellers to safely and easily connect cross-screen data, such as advertising impressions for advanced business applications. These capabilities will revolutionize the way the TV industry approaches Upfronts. Establishing a Value Exchange: Technology has given consumers more choices of how and where to view content, and consumers also expect more from brands and media companies. PepsiCo's Senior Director, North America Consumer Data & Retailer Media Risa Andersen discussed the importance of building out a first-party data audience development strategy through a value exchange, and how LiveRamp has been essential to unlocking personalization to consumers using their 1st party data. The media landscape has changed rapidly and dramatically, and the power now shifts to who has first-party data. Providing consumers with the experiences they expect and welcome can deepen first-party relationships—it requires commitment from the brand to ensure they are continually delivering value to the customer. Done right, these first-party relationships will lead to better personalization, activation, and measurement—leading to greater ROI. Cross-Screen Measurement: Seeing sales lift is all about measuring performance, and linear measurement won't cut it in a CTV ecosystem. PepsiCo's Senior Director, Global Marketing Science/Tech and Store Analytics Atin Kulkarni discussed how the company is shifting away from traditional measurement in siloes to next-generation, cross-screen measurement initiatives that truly measure what matters, to inform and enable their holistic media buying and planning strategy. A cross-screen measurement strategy encourages interoperability between data sets and systems, providing a comprehensive view of your campaign. Leverage identity-informed data sets for better planning and management of your business at the macro, strategic level. Make sure you're regularly measuring across all screens and streams to better streamline and attribute performance across media types. Check out the session recording from ARF OTTxSCIENCE, to see how PepsiCo transformed its TV strategy for today's changing ecosystem. See how you can make every ad impression addressable and accountable, and measure cross-screen data with LiveRamp TV.

LiveRamp TV

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NYCU: Making OTT and CTV Ad Investments Count

How does PepsiCo manage identity, activation and measurement in a changing TV landscape? The TV industry is undergoing a massive transformation, into a complex, multi-platform, video market, composed of linear, digital, streaming and on-demand content across platforms and devices. Advertisers know that maximizing OTT/CTV investments goes beyond the strategies and measurements of linear TV. Identity, activation and measurement are the keys to maximizing your investments in the changing TV landscape. PepsiCo and LiveRamp will discuss how identity, activation and measurement are the keys to maximizing your investments in the changing TV landscape at the ARF’s upcoming OTT event. Presenters are Christine Grammier – Head of Solutions, Head of TV Measurement, LiveRamp; and from PepsiCo Kate Brady – Senior Director, Global Media & Consumer Data and Head of Media Innovation & Partnership Development; Risa Andersen – Senior Director, North America Media & Consumer Data; Atin Kulkarni – Senior Director, Global Marketing Science/Tech & Store Analytics To register: OTTxSCIENCE 2021: Streaming in the New Media Landscape: What’s Next? – The ARF OCTOBER 26 - OCTOBER 27 @ 12:00 PM - 2:00 PM EDT

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NYCU: Improving Identity Resolution

In order to target, activate and measure the reach and effectiveness of advertising campaigns, marketers often must obtain information about individuals and households from different datasets. The Identity Resolution Working Group within the ARF’s Cross-Platform Measurement Council has issued a report that sheds light on “identity resolution, an important part of the advertising ecosystem.” This report provides guidance to marketers and suggests improvements and the development of standards for this new field. The paper describes various approaches to identity resolution (such as deterministic vs. probabilistic), as well as discussing “identity” compared to “look-alikes” and addresses validity and privacy concerns. We recommend reading the full report, here is the link: Navigating the Identity Resolution Landscape – The ARF Source: The ARF Cross-Platform Measurement Council. (2021, August). Navigating the Identity Resolution Landscape. The ARF.

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Navigating the Identity Resolution Landscape


Identity resolution providers use disparate datasets to link information about individuals and households. This is done to target, activate and measure the reach and effectiveness of advertising campaigns. Several different providers perform this function, currently. Yet, the details of it have received little attention. Now, the ARF’s Identity Resolution Working Group, within the Cross-Platform Measurement Council, has issued a report which includes interviews with executives from 20 identity resolution providers. The report sheds light on this crucial part of the advertising ecosystem.

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