reach & frequency

ACR Data Uncovers the Inefficiencies of Linear TV Ad Delivery

  • Posted: June 20, 2023

In this presentation, Justin Fromm of LG Ads discussed how ACR data can help uncover the inefficiencies of ads delivered via linear television. In this session, the speaker examined linear TV as still playing a vital role for advertisers. Additionally, he pointed to changes in consumer viewing habits, shifting towards streaming. He noted much of the advertising industry’s focus is on incremental reach when placing an ad on television. Leveraging ACR data, the speaker demonstrated how this more robust data source can help improve optimal reach and frequency, when advertising on television.

Privacy Safe Approach to Ecommerce Audience Quality Measurement

  • Posted: June 20, 2023

A multi-billion dollar pet food manufacturer analyzed its audience targeting strategy with the goal of ensuring efficient online ad spending, according to Souptik Datta and Zulema Doiny-Cabre of GroupM. The analysis with GroupM evaluated the performance of existing audience segments, pinpointed profiles of high-performing audience segments for additional opportunities and determined the optimal ad impression frequency.

One Size [Does Not] Fit All Optimizing Audio Strategies for Success

  • Posted: June 20, 2023

What spot length works best? Audacy partnered with Veritonic to compare frequent radio listener responses to 15, 30 and 60-second ads across multiple categories such as auto, financial, retail and professional services to address this frequently asked question. Jenny Nelson (Audacy) and Korri Kolesa (Veritonic) presented the results of this study, which were measured by Veritonic’s audio score components such as attribute score, intent score and engagement score. This survey-based study of a panel of 2,400 radio listeners pointed to a variety of recommendations, such as initiating multiple 30-second ads instead of fewer 60-second ads, testing creative before launch and deploying a total audio strategy to reach omnichannel listeners.

ATTENTION 2023

ATTENTION 2023

On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.

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A Layman’s Guide to Cross Media Reach & Frequency Measurement Using Virtual IDs

  • Posted: June 6, 2023

On May 17, the ARF Analytics Council explored the groundbreaking concept of Virtual IDs (VIDs) and their potential to revolutionize cross-media measurement. The essential mechanics of VIDs were explained in a non-technical manner to help professionals across media and advertising understand it better. Panelists shared how VIDs could overcome barriers in calculating cross-media and device reach and frequency.

Tackling the Challenges of Local OTT Attribution

  • Posted: June 5, 2023

Stu Schwartzapfel of iSpot.tv and Traci Will of Gamut talked about dealing with the challenges of local OTT attribution. While national brands have been a fixture on streaming platforms for a while now, smaller and local brands are just beginning to dip their toes into this space. Industry challenges include a lack of standardization of measurement, a national versus a local focus and careless measurement which can have confusing results.

Beyond Measurement: How Coca-Cola Uses Attention Metrics to Increase Efficiency & ROAS

  • Posted: June 2, 2023

This presentation discussed cooperation between Coca-Cola and Adelaide. Adelaide created a metric AU—a single metric for brands to ensure their media gets the most attention. They conducted a campaign with Diet Coke to understand how attention metrics could be incorporated into a campaign measurement system to improve efficiency and to understand what could drive success. Coca-Cola has an end-to-end framework for measuring their campaigns. The E2E metrics has key components that measure human impact: head metric—all different measures if an experience was noticed and recalled; heart—resonance and relevance; hand—purchase/shopping; mouth—consumption. AU is part of the “head” component. An earlier trial in Europe took two campaigns—one with Aquarius and one with Coke. Half of media was optimized based on attention and the other on exposure. Clear convincing results showed that there is higher ad recall, recognition and impact based on attention as opposed to viewability.

Contribution of Media vs. Creative vs. Brand

  • Posted: June 1, 2023

Across all platforms, creative continues to have the dominant effect ranging from 46% to 49% of the effect of the campaign. The proportional effect of media and brand vary by platform depending on the targetability of the medium, the ability to build reach and the appeal to younger audiences such as is the case for social media.

Charting the Course for Third Party, Cross-Media Audience Measurement

  • Posted: June 1, 2023

In this session, Tina Daniels and Nicole Gileadi examined Google’s principles for charting the course for third-party cross-media audience measurement. Tina acknowledged more third-party measurement companies were expressing interest in working more closely with Google, given their stature as the world’s largest video provider. In her discussion, she acknowledged that this interest generated the need for Google to create a set of principles to offer to both measurement companies and key clients to guide the process. After reviewing these principles Tina and Nicole held an open discussion regarding these principles. Topics of the discussion included premium and high-quality content, long-form versus short-form video and the measurement of this content. In addition, Nicole touched on the importance of content and the context surrounding an ad. Other areas included the idea of exposure metrics (e.g., Where is my audience? Did I reach them?) in addition to providing signals to conduct an impact analysis.

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