Preparing for Campaign Reach Decline
Will increased viewing of ad-free content impact marketers’ ability to reach consumers?
Will increased viewing of ad-free content impact marketers’ ability to reach consumers?
Justin Evans – Global Head of Analytics & Insights, Samsung Ads
Key Takeaways
We have seen the rise of binging TV shows. Is this trend reversing? Read more »
Mike Levin – Product Management, NBCU
Emily Kwok – Senior Director, Ad Experience Measurement, NBCU
Key Takeaways
Lindsey Woodland, Ph.D. – Group VP of Data Science, 605
Jes Santoro – EVP, Advanced TV & Video, Cadent
Key Takeaways
Brian Pugh – Chief Information Officer, Comscore
Tania Yuki – CMO & EVP, Digital, Comscore
In this session, Tania Yuki and Brian Pugh of Comscore explored the impact of frequency and latency in cross-platform advertising effectiveness. In her opening, Tania demonstrated consumer trends and touchpoints to better understand cross-media, in terms of reach and optimizing platforms for specific outcomes. In her discussion, Tania acknowledged the challenges of measurement due to the constant introduction of new innovations and the adoption of new behaviors to track. She also recognized the considerable increase in connected devices per household since the pandemic. Tania pointed out complexities in the current media ecosystem from the increase in which media has merged despite being separate platforms (e.g., linear TV, social media, online video, etc.). In addition to all the changing behavior in media consumption, the speaker noted the emergence of Generation Z is beginning to change the rules for establishing brand love and loyalty. In his discussion, Brian examined findings from the measurement of 400 cross-platform campaigns to understand trends in terms of platform mixes. Brian noted the continued growth of social media and CTV along with the decline in linear TV, though he acknowledged linear still remained "king." Furthermore, he found that multi-screen campaigns performed better than single-platform campaigns.
Key Takeaways
Tina Daniels – Managing Director, Agency & Brand Measurement Analytics, Google
Nicole Gileadi – Global Product Lead, Google
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.
The following are the five principles Google shared with the industry, to act as guidance for third-party measurement companies interested in working with Google:
Key Takeaways
Tom Weiss – Chief Data Scientist, MarketCast
Megan Daniels – SVP of Product, MarketCast
Tom Weiss and Megan Daniels of MarketCast introduced a new metric in their break-out session: brand effect resonance. This product evolved from one called Brand Effect which uses a combination of survey (15,000 consumers per day) and behavioral data across linear, social, digital (popular websites) and streaming. First developed by IAG, then owned by Nielsen and then Phoenix, Brand Effect stands as the main engine of the brand-effect resonance rating system, which was created to overcome gaps in reach measurement. They believe it can now isolate and show exactly how content and platform quality impacts advertising performance. Resonance here is defined as how well people remember the ad, how well they understood the creative and the message and how well they can link it back to the brand. Ad resonance measurement is said to be able to isolate the impact of content and platform on ad recall.Key Takeaways
Greg Dale – Chief Operating Officer, Comscore
Fifty years ago, defining TV was pretty simple but the video landscape has changed dramatically in the last 10 years. Video is growing today, and this is driven by CTV. TV formats have their own personalities and content to define them. TV should not be approached in isolation because that is not how consumers approach it.Key Takeaways
Mike Fisher – Executive Director, Investment Innovation, GroupM
Mike Fisher of GroupM shared findings from an eye-opening study conducted with iSpot.tv, investigating continuous play scenarios. It revealed a viewability issue with external, third-party, streaming devices such as Roku, Amazon Fire TV and gaming consoles Xbox and PlayStation. Such devices make the verification of ad delivery via TV apps more difficult. While such a device may signal that an ad was delivered, the TV screen itself may be off. Since external devices and the TVs they are attached to do not talk to each other, and so the message is lost. Fisher urged this as an industry-wide issue that multiple parties: manufacturers, publishers, agencies and advertisers, need to come together to fix. iSpot curated data from three sources from the first half of 2021 (Jan. 1 – June 30). GroupM supplied trade desk impression logs from programmatic buying, including each IP address an impression was delivered to, the device ID and the unique ad identifier, the time stamp and the app that was used. The second source was iSpot pixel impression logs which included the timestamped feed of OTT impressions and the delivery device UA to validate impressions (TV mapping). These were compared and matched against iSpot’s ACR data (licensed from VIZIO/Inscape) which showed whether the TV was on or off at the time an impression was delivered.Key Takeaways