A Researcher’s Measurement Concerns
A different perspective on critical measurement issues was offered by Rachel Kennedy during her AUDIENCExSCIENCE presentation: Are we using the measures that actually matter? Read more »
A different perspective on critical measurement issues was offered by Rachel Kennedy during her AUDIENCExSCIENCE presentation: Are we using the measures that actually matter? Read more »
Christina Radigan – SVP, Research & Insights, Outfront
Christina Radigan of Outfront explored the advantages of out-of-home advertising (OOH) and discussed advancements in its measurement techniques. Christina noted that with the loss of cookies and third-party data, contextual ad placement will see a renewed sense of importance, and in OOH, location is a proxy for context, driving content. She further indicated the benefits of OOH citing a recent study by Omnicom, using marketing mix modeling (MMM), which found that increased OOH spend drives revenue return on ad spend (RROAS). This research also highlighted that OOH is underfunded, representing only 4% to 5% of the total media marketplace. Following up on this, Christina pointed to attribution metrics, measuring the impact of OOH ad exposure on brand metrics and consumer behaviors, to demonstrate OOH's effectiveness at the campaign level. Expanding on their work in attribution, she noted changes stemming from the pandemic: Format proliferation and greater digitization, privacy-compliant mobile measurement ramping up (opt-in survey panel and SDK) and performance marketing and measurement becoming table stakes for budget allocations. New measurement opportunities from OOH intercepts included brand lift studies, footfall, website visitation, app download and app activity and tune in. Finally, she examined brand studies conducted for Nissan and Professional Bull Riders (PBR), showcasing the effectiveness of OOH advertising in driving recall, ticket sales and revenue. Key takeaways:Tori Kang – YouTube Specialist, Google
Danielle Perrella – Head of Measurement, Google
Tori Kang and Danielle Perrella from Google talked about AI from a media and video perspective with a summary of the overall landscape and an examination of how AI delivers on its promise in the ways it is working within Google’s YouTube. Tracing video’s effectiveness through the consumer funnel, Tori noted how the accelerating consumer complexity in viewing habits requires marketers to be more agile in navigating audience fragmentation, and AI’s capabilities are able to do the heavy lifting by saving time, optimizing efficiency and improving performance. Danielle illustrated how Google’s AI mechanism, Video Reach Campaigns, measured up against manually optimized campaigns and traditional YouTube formats in comparing ROAS and incremental sales. Key takeaways:Joe Zucker – Senior Manager, Marketing Analytics, Indeed
Clean room experiments are challenging in an online marketplace, such as Indeed’s job site for employers and employees, due to potential online experimentation biases, including activity bias, ad server bias and base rate bias, according to Joe Zucker (Indeed). Control groups can be created in multiple ways with different degrees of technical setup or in some cases, external modeling. The five variations of control groups are ghost ads, publisher house ads, PSA ads, propensity score matching and intent to treat. A comparison indicated that each option has both pros and cons, including cost, the need for additional data or publisher support. Joe reminded the audience that there is “no free lunch.” Ghost ads would be preferred by Indeed to create the control group; however, this option has high technical set-up requirements, few publisher partners have this capability and there is low control over the analysis. There are also challenges related to interpreting experimental results, which include low match/conversion rates and the need to analyze experiments with different control group construction. Indeed was able to measure aggregate incrementality for their campaign metrics and prove the value of their advertising as a result of these clean room experiments. Key takeaways:Rex Briggs – Chief AI Officer, Claritas; Co-Author, The AI Conundrum
Caleb Briggs – Co-Author, The AI Conundrum
Member Only AccessRetail media networks, generative AI across creative, market research and trust, ad effectiveness and attention: These are among the topics highlighted on the Journal of Advertising Research’s list of 2024 research priorities. The list is a result of one-on-one interviews with advertising professionals by Editor-in-Chief Colin Campbell, who asked: "What are your biggest needs and challenges?"
Member Only AccessA JAR 2022 call for papers on prosocial advertising generated a deluge of submissions aimed at helping advertisers use more effective means of communicating in ways that benefit society. The result is the newly published March issue focused on messaging strategies that help consumers make informed decisions on health, the environment and charity.
Member Only AccessOne expert argues that attention alone does not bring ad success and that we should not forget the other important levels of the “ARF Model.”
Audience measurement is changing at an unprecedented rate. Concurrently, identifiers such as cookies are fading, and traditional models and incumbent suppliers are being questioned. In reaction to all these happenings, new measurement initiatives and a new Joint Industry Committee (JIC) have risen to establish a path toward a new video measurement framework. In 2023, the Online-Offline Metrics Working Group, within the ARF Cross-Platform Measurement Council, conducted anonymous, in-depth-interviews (IDIs) with eight key decision-makers from major agency holding companies. The IDIs focused on three major issues involving the metric situation confronting the advertising industry. This report summarizes the learnings from those interviews.
Member Only AccessThe Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.
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