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.
A new survey explored how marketers think about the advantages and obstacles of combining addressable linear campaigns with digital campaigns.
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.
Tom Weiss and Megan Daniels of MarketCast introduced a new metric in their break-out session: brand effect resonance. This product evolved from one called Brand Effect which uses a combination of survey (15,000 consumers per day) and behavioral data across linear, social, digital (popular websites) and streaming. First developed by IAG, then owned by Nielsen and then Phoenix, Brand Effect stands as the main engine of the brand-effect resonance rating system, which was created to overcome gaps in reach measurement. They believe it can now isolate and show exactly how content and platform quality impacts advertising performance. Resonance here is defined as how well people remember the ad, how well they understood the creative and the message and how well they can link it back to the brand. Ad resonance measurement is said to be able to isolate the impact of content and platform on ad recall.
The winner of the 2023 Erwin Ephron Demystification Award is Artie Bulgrin, veteran ESPN researcher, and a friend and mentee of Erwin Ephron himself. This lifetime achievement award is part of the overall ARF Great Mind Awards program, which celebrates those in media or advertising research who demonstrate outstanding business acumen. Duane Varan, the 2022 award winner, CEO, MediaScience, introduced Artie. Duane hailed his colleague’s unparalleled approach to collaboration, saying Artie was instrumental in the creation of Project Blueprint, the Disney Media & Advertising Lab, research on new ad formats and even mobile when it was new. Over the years, he has also mentored several research professionals, many who are operating in the industry today.
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.
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.
Member Only AccessArtie is the winner of this year’s Erwin Ephron Demystification Award. Read more »
Will increased viewing of ad-free content impact marketers’ ability to reach consumers?
Marc Guldimann – Founder & CEO, Adelaide
Greg Pharo – Sr. Global Director, Holistic Communications & Marketing Effectiveness, The Coca-Cola Company
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. The Diet Coke campaign focused on the following questions: Can attention metrics offer insights into media? What level of attention is needed to increase brand lift? How can we gain real time insights? Can we leverage attention metrics to reduce ad waste? Methodology—3 stages: 1. A/B test: The campaign was split into two groups, AU-optimized and BAU optimized to VCR and CTR. Findings show consistent results when optimizing attention. Half to viewability and half to attention. 2. Max AU analysis: This considers the single highest AU impression for a respondent to control for frequency. It uses actual response data to gauge lift. This suggests the level of attention at which single impressions are impactful. Findings show exposure to media above 35 AU resulted in higher ad recall, purchase intent and favorability among consumers. 3. AU flight control: This considers the relationship between the frequency of exposures and Lucid survey results at different levels of media quality. Suggests the AU above which media is cumulatively impactful. They conducted regression analysis to find the minimum AU to use to drive consistent outcomes. The correlation at given frequency between ad exposures and purchase intent increases above 20 AU. For the Diet Coke campaign, optimal AU increased above 20 AU and is strongest above 29 AU, peaking at 38 AU. There is an opportunity to drive incremental lift: 1. Exposure to high AU media drives brand lift indicating AU is a proxy for Coca-Cola’s KPIs. 2. Identifying the minimum level of AU required for a KPI uncovers significant efficiencies. 3. Attention metrics provide a real-time window into brand performance. Next steps: How to measure AU everywhere; To explore leveraging high AU PMPs to provide targeting opportunities.Key Takeaways