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Media buying & selling

  • Article

Augmented Reality, Neuroscience & Measuring Audience Engagement

Heather O’SheaGlobal Head of Ad Research & Insights, Snap

Devora RogersChief Strategy Officer, Alter Agents

Key Takeaways

  • AR was more immersive than other media, and this was true for both content and ads.
  • Ads in an AR content maintained a higher level of engagement throughout the ad. The presenters think that the nature of ARF advertisements (e.g., product demonstrations) contributed to the superior engagement levels.

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  • Article

Not All Frequency is Created Equal

Ashley Chauvin Global Associate Director, Human Intelligence, Mars

Amy CrooksSr. Manager, Research & Development, NCSolutions

Leslie WoodChief Research Officer, NCSolutions

Key Takeaways

  • Recency in advertising brings superior results, but many advertisers do not employ optimal recency strategies.
  • The researchers distinguish between Recency Frequency—which delivers reach within shorter time frames, and Iterative Frequency—which delivers the same message repeatedly to a consumer.
  • Their research shows that Recency Frequency brings significantly superior results (sales lift data)—without costing more.
  • The researchers recommend taking advantage of NCS’s ability to distinguish between Recency Frequency and Iterative Frequency to optimize their strategies.

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  • Article

Track the Success: TV vs. Other Video Advertising Platforms

Malte HildebrandtManaging Director, Screenforce

Stefan Schoenherr Unit Lead Brand & Media, Eye Square

Key Takeaways

  • The research found that TV ads, ads on BVOD and on YouTube were watched more attentively and were more likely to engage emotionally than those on Facebook.
  • The impact measure, unaided recall, showed TV leading, followed by BVOD, (non-skip) YouTube and Facebook.
  • While more research is planned, the researchers’ analyses thus far indicate that the differences in emotional engagement and ad impact are largely due to how platforms are used and that very brief exposures are usually not sufficient to show results.

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  • Article

Death Stars in the Media Universe

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.

  • Shapiro stressed the gravitational pull of the largest trillion-dollar companies — “The Death Stars” — resulting from their assets, audience sizes and the dollars they hold.
  • Main drivers of the media ecosystem include reactions created, directly or indirectly, by The Death Stars and the shift in generational dominance in the media ecosystem—both in company management and audiences.
  • To be successful in this environment, media companies need utility (having attributes that consumers use daily), loyal audiences, the ability to appeal to younger generations and a diverse model, a corporate "flywheel" to bring in revenue that can be put into new business ventures.
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  • Article

Today’s TV is “Amazing”

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+.

  • “From where we sit things are kind of amazing. Things are great if you love creative, if you make television. And if you love getting your product out there to more and more people you are beyond a Golden or Platinum or Diamond Age. There’s so much content, there’s so much opportunity for creativity, there are so many screens.
  • “I think about who wins and loses based on who makes something that’s awesome for the consumer.”

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  • Article

A New Multi-Currency Marketplace

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.”

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  • Article

The Importance of Measurement

New 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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  • Article

NYCU: Insights from the CIMM Summit

Last 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:
  • The complexity and fragmentation of today's TV audiences demands new measurement solutions. No single measure can capture all viewing on all platforms.
  • The industry has been moving towards the goal of developing multiple currencies. NBCU, for example, has issued an assessment of eight "currency contenders" (see chart below).
  • Speakers agreed that all measures and currencies must be transparent, of high quality and based on standardized and comparable definitions and concepts, ranging from universe estimates to "impressions". Some speakers stressed this considering what they deemed instances of metric "misrepresentations".
  • To achieve these goals, two requirements were discussed. First, the need for industry cooperation and coordination between the efforts of buyers, sellers, agencies and industry bodies. Second, the need for involvement of independent, neutral parties dedicated to promoting transparency and quality standards. The MRC's George Ivie and CIMM's new Managing Director, Jon Watts, both outlined their organizations' plans to ensure the quality of all methods and currencies.

Sources:

CIMM Summit Videos.

CIMM Summit Presentations/Documents.

NBCU's "Look Book."

(nbcuni.com)

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What is the Value of Time in Advertising? (Part II: Implications of Value Research for Industry)

  • TOWN HALL

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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