Concurrent Track Panel Discussions: FRONTIERS OF MEASURING MEDIA BEHAVIORS
This discussion showed how research and innovation in measurement can increase the impact of advertising and help marketers develop better strategies.
media buying & selling
Using Advanced Audiences to Drive Automotive Wins
ComScore and their client Pursuit Media described a case study: a media company had a smaller reach than their competitor and looked for new ways to convince an agency to add their channel to an automotive buy.
Augmented Reality, Neuroscience & Measuring Audience Engagement
This study used neuroscience-based methods to explore if AR experiences—content as well as ads —provide more immersive engagement than other media.
Not All Frequency is Created Equal
The presenters shared new insights from their research on effective frequency which they find to be so valuable to the industry that NCS decided to offer a free license to their patent.
Track the Success: TV vs. Other Video Advertising Platforms
This presentation described the findings of a major ethnographic study (conducted in Germany, Austria and Switzerland) that compared the impact of video advertising on various platforms: TV, BVOD (VOD provided by commercial broadcasters), YouTube and Facebook. The study used eye-tracking devices to assess attention to ads and unaided recall as impact measure.
Go Big or Go Home
Go Big or Go Home. Bold media predictions and bold measurement predictions—a media company perspective with Radha Subramanyam of CBS & CBS Vision. The following are edited highlights from Radha’s fireside chat with the ARF’s Scott McDonald.
Media Consumption Today and the Multi-Currency Marketplace
Viewing habits are changing – whether it’s a proliferation of content choices, or devices on which to watch them. With multiple players in the marketplace offering forms of measurement currency, how does Nielsen plan to remain the currency of choice? How could a multi-currency market work in practice? The following are edited highlights from this fireside chat between the ARF’s Scott McDonald and Nielsen’s Mainak Mazumdar on these issues and more.
The Future of Attention Measurement
Horst Stipp, ARF’s EVP, moderated a panel discussion with the speakers from the second half of the event. He asked panelists if they found new insights or surprises in the presentations and discussions, if there is room for improvement in attention measures and “what’s next”, specifically if attention measures should become currency. Here are edited highlights from their conversation.
Media Experiences That Are Meaningful to the Consumer
Parvati Vaish of Havas Media presented a yearly study they perform showing that 75% of brands would be forgotten if it were not for advertising. Brands that resonate outperform from a business standpoint. It is important to know your audience, be in the right context and give the right content. They need to be optimized and working together. More is not always more. Attention may help deliver outcomes more efficiently.
A Brand’s Perspective: Building a Measurement Strategy Around Attention Metrics
Marc Guldimann of Adelaide interviewed Laurel Van Tassel on Anheuser-Busch InBev’s use of attention metrics. Laurel said she sympathized with those who spoke during panel discussion about viewability. When she was with GoupM she said they were buying on viewability and the CPMs were very expensive. When she arrived at ABI they split their strategy into finding new users and retention. Their focus on attention began with the need for retention. “We knew if we wanted to start attention testing, we wanted to leave our creative and data strategies the same and only have media be the variable that we’re optimizing against.”