Heather O’Shea – Global Head of Ad Research & Insights, Snap
Devora Rogers – Chief Strategy Officer, Alter Agents
Key Takeaways
Ashley Chauvin – Global Associate Director, Human Intelligence, Mars
Amy Crooks – Sr. Manager, Research & Development, NCSolutions
Leslie Wood – Chief Research Officer, NCSolutions
Key Takeaways
Malte Hildebrandt – Managing Director, Screenforce
Stefan Schoenherr – Unit Lead Brand & Media, Eye Square
Key Takeaways
Evan Shapiro, CEO-Producer-Pundit-Strategist, ESHAP; Adjunct Professor, Fordham and NYU, shared his latest “Media Universe Map”, discussed the rapidly changing media landscape and predicted more corporate consolidation.
In conversation with Scott McDonald, PhD., President & CEO, ARF, and Radha Subramanyam, PhD., President & Chief Research & Analytics Officer, CBS Corporation. Subramanyam gave today’s TV an A+.
Nielsen’s position in a multi-currency marketplace was discussed by Scott McDonald, PhD. (President & CEO, ARF); Mainak Mazumdar (Chief Data & Research Officer, Nielsen). McDonald – “The question on my mind, and other people’s mind: how do you see the transaction with Nielsen going private as effecting the pace of innovation and product launches at this very critical time?” Mazumdar – “What I can say about the deal is that it does not change our focus from delivering Nielsen One to the industry this year. In fact, we are accelerating that, and we will deliver next generation cross-platform measurement. Also, we are, as you know, relentlessly focused on getting our panel and products certified by the MRC.” McDonald – “How do you think that we can have multiple currencies for video and still do business? There are like five different companies producing audience estimates for the same target – five different currencies. And they all have somewhat different numbers. Then how does the marketer deal with that, how does that marketplace work?” Mazumdar – “’Five different currencies!’ That’s a land of confusion. We believe that Nielsen will continue to be the foundation currency for this year’s Upfront and beyond.” How to manage the transition to multi-currency was discussed by Jon Watts (Managing Director, CIMM); Brian Hughes (EVP, Managing Director, Audience Intelligence & Strategy, MAGNA) Watts – “As an agency, obviously, you have to make decisions as to how you build out your own systems. I’m guessing you have clients who have wildly different objectives. Tell me a bit about how you are navigating this change from a planning/buying POV.” Hughes – “It doesn’t really make sense to plan on one data set and buy on another. So, you either have to the have the flexibility of ingesting multiple data sets and switching them on and off as needed or to continue to just use one, which I don’t think anyone wants.”
Member Only AccessNew perspectives on measurement and why it matters were discussed by Colleen Fahey Rush (EVP, CRO, Paramount), John Halley (COO Advertising, Paramount), Jack Neff (Editor-at-Large, Ad Age), Scott McDonald, Ph.D. (President & CEO, ARF). McDonald – “Yesterday (Tuesday) began with a big bang! The physics of the exploding and evolving ecosystem was the center of the debate throughout the day. We talked about the increasing numbers of players who are competing for the attention of consumers -- not just the traditional media sources but many other players as well…” Halley – “We want to create alignment between the planning side of the business which often is focused on custom audience segments and how we guarantee the business. We want to make sure that our incentives are aligned in terms of how we guarantee campaigns against advertiser segments. Both sides are very interested in making this work.” Fahey – “... what’s different about this year and going forward is that there is a lot of enthusiasm from every pillar of the ecosystem to build a multi-currency system.” Neff – “Is there a limit – just technically feasible to how many (measures) you can move with before it becomes too complicated?” Fahey – “I don’t think we are at the limit right now. We had to re-evaluate resources to make space to create bandwidth on our teams to undertake this. Those were easy decisions to make.”
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The Coalition for Innovative Media Measurement (CIMM), a subsidiary of the ARF, held its 11th Converged TV Measurement and Data Summit on February 16 and 17, 2022. The event brought together marketers, media agencies, media companies and vendors. Attendees and presenters discussed solutions for converged TV measurement, including the emergence of multiple currencies.
Member Only AccessLast week we provided an initial report on the February 16 & 17 Summit of the Coalition for Innovative Media Measurement (CIMM). Here are more highlights from this important event.
The summit brought together marketers, media buying agencies, media companies and vendors to discuss new solutions for converged TV measurement, including the emergence of multiple currencies. These are some of the major conclusions that emerged from the presentations and discussions:
Sources:
CIMM Summit Videos.
CIMM Summit Presentations/Documents.
NBCU's "Look Book."
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The ARF’s Town Hall, Part 2, on the value of time in advertising highlighted the thinking of buy-side leaders, Denise Campbell, Chief Marketing Officer, AbbVie, Joanne Leong, VP, Director, Global Media Partnerships, Dentsu Aegis Network, and Christina (Chrissie) Hanson, Global Chief Strategy Officer, OMD Worldwide on the ideas presented at last week's Town Hall. Additionally, Scott McDonald, Ph.D., President & CEO, ARF, shared findings from an ARF Attention Survey, as well as providing his feedback on the issues and challenges relating to attention metrics. The ensuing discussion focused on the use of attention as a major currency metric and the business implications of the latest time-duration research. Cesar Brea, Partner, Bain & Company, served as the moderator and introduced the Town Hall by discussing the reasons why the industry is very interested in an attention-based currency as a basis for investment.
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