media inflation

Advancing Cross-Channel Measurement

Advancing Cross-Channel Measurement

Souptik Datta – Sr. Director, Data & Analytics Services, GroupM

Souptik Datta, on behalf of GroupM and Colgate-Palmolive, outlined the development and evolution of a custom metric for measuring media quality and effectiveness in digital & programmatic advertising. Their original qCPM (Quality CPM) metric had reached its limits in late 2023 due to inflation, differing country conditions and a plateau in optimization based on efficiency. As a result, the team created a new metric—the Quality Index—focused entirely on effectiveness without relying on CPM. This evolved approach incorporates several impression-level data points such as ad size, position, duration, clutter and frequency, all sourced from existing data streams like DoubleVerify. The index is designed to be intuitive, scalable and actionable across global teams, allowing traders to make direct decisions based on domain-level performance. The goal moving forward includes validating the correlation between quality media and offline commerce results and potentially enabling automated, algorithmic optimization in the future. The Quality Index incorporates these six key signals to evaluate the overall effectiveness of media impressions:
  • How visible is the ad?
  • How big is it relative to the size of the screen?
  • How cluttered is the screen?
  • Is the ad served within the target?
  • How long is the ad in view?
  • How likely a user saw this with optimal frequency?

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Consumer Behavioral Shifts: Why Your Marketing Measurement Must Adapt in 2022 and Beyond

Consumer behaviors have changed dramatically creating new challenges for brands and their marketing measurement. During this Insights Studio, we explored the measurement challenges brands have faced in the wake of significant consumer changes. We also discussed best practices brands should be using to ensure their marketing measurement is set up for future success as consumers continue to react to major societal change. Executives from OptiMine, an agile marketing analytics provider, Kepler, a global digital agency, and Beachbody, an innovative health and fitness company, shared their observations on how changes in consumer shopping and media consumption behaviors have been reflected in marketing measurement.

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JIC: Coalescing Around Standards for Cross-Platform Currencies

Brittany Slattery (OpenAP), who opened this discussion, explained that the new JIC was created by national programmers and media agencies for three main purposes: (1) To bring buyers and sellers to the table with equal voices; (2) To create baseline requirements for cross-platform measurement solutions and (3) To create a harmonized census-level streaming service data set across all of the programmers in the JIC. Fox, NBCU, Paramount and Warner Brothers Discovery are all JIC members, as are Dentsu, Group M, IPG Mediabrands, OMG and Publicis. The members hope to foster competition among multiple ad video measurement currencies. After her introduction, Danielle DeLauro (VAB) moderated a discussion with the representatives of three networks and Group M.

AUDIENCExSCIENCE 2023

AUDIENCExSCIENCE 2023

The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.

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Consumer Behavioral Shifts: Why Your Marketing Measurement Must Adapt in 2022 and Beyond (Event Summary)

Consumer Behavioral Shifts: Why Your Marketing Measurement Must Adapt in 2022 and Beyond (Event Summary)

  • Insights Studio

Consumer behaviors have changed dramatically creating new challenges for brands and their marketing measurement. During this Insights Studio, we explored the measurement challenges brands have faced in the wake of significant consumer changes. We also discussed best practices brands should be using to ensure their marketing measurement is set up for future success as consumers continue to react to major societal change. Executives from OptiMine, an agile marketing analytics provider, Kepler, a global digital agency, and Beachbody, an innovative health and fitness company, shared their observations on how changes in consumer shopping and media consumption behaviors have been reflected in marketing measurement.

Member Only Access