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Data Quality

New Research Insights on Viewers’ Behaviors and Attitudes 

  • L.A. MEDIA RESEARCH COUNCIL

A (virtual) event presented by the ARF’s LA Media Research Council took place on June 15. Titled ”New Research Insights on Viewer’s Behaviors and Attitudes” it featured four presentations focused on issues that the Council had identified as priorities: better data on viewers’ use of media and platforms, the growth of streaming and content discovery and promotion.

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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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  • Article

Measurement, Metrics, and Currencies

Digiday provides a quick primer on key terms—just in time for the Upfronts. The term measurement can be broken down into two parts: the tool of measurement and the metric of measurement. A ruler is a tool used to measure length in metrics such as inches or centimeters. A measurement company is a tool used to measure audience size or business results in metrics, such as unique viewers or website visits. Currency is the value assigned to a metric and that is agreed upon by multiple parties. For example, a gallon of gas does not inherently have value, but it is ascribed value by people and companies thanks to its use as fuel, which is why gallons of gas are exchanged for money at gas stations. So, currency can’t exist without some form of measurement to enumerate its value. One of the reasons for the confusion is that while some in the industry see currency as a subset of measurement, others argue it is rather an application of measurement — a state of something that only exists in the context of a transaction, which can include a potential transaction. All of this is coming to a head in this year’s upfront marketplace, where billions of ad dollars are earmarked in advance by advertisers and their media agencies across these media options. The measuring of the services — and the currencies that can be generated from them — make for what’s expected to be a complex market for at least this year, if not longer. In other words, whether a measurement is valued as a currency is in the eye of the beholder.  As one head of investment at a major holding company-buying agency explained, “We may want to measure high-value audiences, we may want to measure outcomes, attribution, all these other things. Currency is the price we trade on, and it should include value.”  Source: Burgi, M. (2022, March 22). WTF is the difference between measurement and currency? Digiday.

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Contending with Algorithmic Bias

  • Cultural Effectiveness Council

On March 16, 2022, the ARF Cultural Effectiveness Council hosted a discussion on bias in the algorithms and models used by organizations, particularly those in advertising and marketing, to make selection or recommendation decisions.  Speakers from Publicis Media, Twitter, Wunderman Thompson, Cassandra, and the University of Southern California shed light on why this issue arises, what its effects can be and how to contend with it.  The session was moderated by Council Co-Chair Janelle James of Ipsos.

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  • Article

NYCU: Better TV Measurement and New Currencies

CIMM (The Coalition for Innovative Media Measurement) held its 11th Converged TV Measurement and Data Summit on February 16 and 17, 2022. The Summit brought together marketers, media agencies, media companies and vendors to discuss solutions for converged TV measurement, including the emergence of multiple currencies. CIMM's new Managing Director, Jon Watts, kicked off the first day by providing an industry progress report. He highlighted 2022 as a year of change with no accredited converged TV measurement provider, Nielsen zero-basing its measurement starting next year, new solutions being tested by buyers and sellers—such as NBCU's measurement innovation—and industry initiatives by WFA, ANA, VAB, IAB and others. He also pointed out CIMM's unique role as a non-partisan, cross-industry alliance and outlined ambitious plans to support members with new forums, research projects and initiatives. Jon and many speakers thanked retiring Managing Director, Jane Clarke, for her outstanding leadership of CIMM. Next week we will provide more information and a link to the presentations and videos of the two-day event's discussions.

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Are Marketers Using the Right Metrics?

  • MSI

Which is more efficient when it comes to advantageous decision outcomes, marketing-mix metrics or financial metrics? Researchers in this award-winning MSI working paper investigated this question, basing their research on a behavioral framework and statistical model. On average, according to their sample, marketing-mix metrics are more effective than financial. Even so, managers seem more eager to use financial metrics, possibly, because they are easier to understand across the organization.

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  • Article

NYCU: Univision Wants Representative Measurement

The Spanish-language TV network is focused on the shortfalls of different measurement companies when it comes to capturing its audience. “One of the challenges – or opportunities – for many of the new measurement companies is representation. That comes into light at Univision because we represent such a strong presence of the Hispanic community,” said Brian Lin, Univision’s SVP of product management and advanced advertising sales.  Lin spoke with AdExchanger about Univision’s goals to make its TV advertising more measurable to marketers:

  • Do you expect any challenges implementing these new insights? We want to make sure that any new measurement companies we partner with have very solid representation (in addition to) solid methodology. This goes into a lot of the work we’re doing aggregating our first-party data and partnering with different data providers to compose our household graph … (and) solidify that representation of the Hispanic community.
  • What else has Univision been building over the past year? A lot has been happening for Univision this past year, from Google’s investments in Univision (via a deal that spanned Google Cloud and YouTube) to our new leadership coming onboard (to build out our) household graph.
  • What’s on the horizon for 2022? Driving better ad effectiveness through interactivity might come in the form of new ad formats and (even) new partnerships. We’re also focused on precision. (We want to) utilize our programmatic insights to ensure the right message shows up at the right place in front of the right consumers that are interested in those advertisers. Maximizing ROI for our clients might come in the form of addressable TV, dynamic ad insertion, CTV targeting (or) first-party data onboarding.
Univision is looking into measurement alternatives, from aggregating its own first-party data to partnering with new companies that can add color and nuance to its data. For example, via a partnership with data and analytics providers EDO and datafuelX and global media agency Mediahub, Univision is tracking the correlation between search engagement data and commercials that run on Univision. Source: Boyle, A. (2022, January 13). Univision’s Quest for Outcome-Focused Data and Representative Measurement. AdExchanger.  

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Aggregating Location Data for Privacy and Profit

  • MSI

Using mobile location data to improve targeting marketing is a good strategy, but the downside is that it can increase consumer concern over privacy. What’s a better way to do it? Instead of aggregating data by home location, doing so by the centroid of brand sites visited can result in good predictions, while still maintaining individual anonymity.

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