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Navigating the Evolving Media Landscape

  • OTT 2023

The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.

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Inclusion by Design in Pharma Research and Marketing

This ARF Pharma Council event followed up on the Council’s podcast episode on “Inclusive Futures of Humancare,” focusing on the importance of inclusiveness in pharma research and marketing with respect to both demographic characteristics and health conditions.  Four speakers delivered brief presentations, followed by a discussion moderated by Pharma Council Co-Chair Marjorie Reedy of Merck.

Have We Been Mis-Measuring Basic Demographic and Media Consumption?

Inaccurate responses to basic demographic and media consumption questions asked in surveys are very problematic, since these responses form the bedrock data points for all demographic research and media consumption measurement.

Jon Puleston analyzed some of the reasons why respondents are not truthful in surveys and the challenges raised. As a result of inaccurate respondent responses, the industry has been mis-measuring basic demographics and media consumption for decades.

Inclusion by Design in Pharma Research and Marketing

This ARF Pharma Council event followed up on the Council’s podcast episode on “Inclusive Futures of Humancare,” focusing on the importance of inclusiveness in pharma research and marketing with respect to both demographic characteristics and health conditions.  Four speakers delivered brief presentations, followed by a discussion moderated by Pharma Council Co-Chair Marjorie Reedy of Merck.

The Quality Media Framework

Michael Siewert (Colgate-Palmolive) and Souptik Datta (GroupM) presented how their companies worked together to combine measurement data for building custom solutions around bidding in the programmatic space. Colgate wanted to create their own quality definition for their inventory and be able to benchmark at a scalable cost benefit. Building a framework around their definition of quality and creating their own “qCPM” metric allowed them to understand the details of performance at a baseline and optimize with machine learning across 80+ markets and varying formats.

Inclusion by Design in Pharma Research and Marketing

  • Pharma Council

This ARF Pharma Council event followed up on the Council’s podcast episode on “Inclusive Futures of Humancare,” focusing on the importance of inclusiveness in pharma research and marketing with respect to both demographic characteristics and health conditions.  Four speakers delivered brief presentations, followed by a discussion moderated by Pharma Council Co-Chair Marjorie Reedy of Merck.

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The Quality Media Framework

Souptik Datta, Ph.D.Sr. Director, Data & Analytics Services, GroupM

Michael SiewertProgrammatic Director, Colgate-Palmolive Co.

Michael Siewert (Colgate-Palmolive) and Souptik Datta (GroupM) presented how their companies worked together to combine measurement data for building custom solutions around bidding in the programmatic space. Colgate wanted to create their own quality definition for their inventory and be able to benchmark at a scalable cost benefit. Building a framework around their definition of quality and creating their own “qCPM” metric allowed them to understand the details of performance at a baseline and optimize with machine learning across 80+ markets and varying formats.

Key Takeaways: Mapping their quality journey involved

  • Defining the quality metric for Colgate led Souptik (GroupM) to create a menu of foundational elements (verification, clarity) and Colgate’s CPMs, KPIs, goals and values that constituted quality for them, which then informed a custom formula. Their qCPM metric is formulated from cost, quality and business effectiveness KPIs.
  • Reporting and benchmarking: Using multiple DSPs, clean rooms and viewability partners to build a global reporting scalable cloud-based system, Colgate’s interactive dashboard was able to measure benchmarks and put dollar values to opportunity sizes (underperforming and extra mile) for the first time.
  • Automating custom bidding to optimize for quality: Because it’s not possible to optimize manually, Colgate used its own AI algorithm to spot inefficiencies, seeing a nearly 20% lift in small-scale tests. They also implemented their own custom bidding tests to monitor and analyze to see how much improvement they could make.

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Corporate Social Responsibility - What’s It Worth?

Aligning your brand to a good cause seems like a smart business decision, especially considering the expectations Millennials have when engaging with brands. However, designing and implementing CSR programs is more complicated than is often perceived. Cause-related marketing efforts may have a low ROI – or have mixed marketplace reaction. So, how do companies increase the odds of CSR marketing success? And how should they value the outcome, especially if increased sales isn’t the goal?

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