research methods

Collaborating on Research and Solutions for Private Measurement

  • Posted: July 6, 2023

Dennis Buchheim has a unique perspective from “two sides” of the ad industry. He leads Facebook’s Ads Ecosystem team after serving as CEO of IAB Tech Lab. Dennis shared a view on how the industry is grappling with the shifting regulatory, platform, and technology landscape. Only together can the industry understand these changes and create paths forward. As opportunities are evaluated to evolve how data is used, research will be critical in refining the industry’s foundational knowledge and providing tactical guidance.

An Economic Analysis of TV Advertising Profitability

  • Posted: July 6, 2023

Professor Anna Tuchman of Northwestern’s Kellogg School of Management presented an economic analysis of the effectiveness of a major portion of the U.S. linear television advertising spend, worth $66B in 2019. The study, conducted with Bradley Shapiro and Günter Hitsch of the University of Chicago’s Booth School of Business, investigated the elasticity of actual sales for 288 distinct CPG brands on the basis of brand-specific ad spend as captured by Nielsen store and household panels along with Nielsen Ad Intel data. They used log-log regression and flexible machine learning algorithms. Their goal is to help firms evaluate ad campaign effectiveness with the hope their measurement will help make better ad spend decisions.

MODERATED TRACK DISCUSSIONS: Attention Measures

  • Posted: July 6, 2023

An impressive body of work is building in attention measurement. The three winning-papers sessions preceding this panel revealed a work in progress with shared goals as well as differences in approaches. Moderator Earl Taylor of the ARF’s MSI division asked the speakers about their views on barriers to the process, and opportunities for further improving attention measures.

The Context Effect: How Context is Critical & Transforming Digital Advertising

  • Posted: July 6, 2023

As consumer concerns about privacy are growing and legislators are responding by introducing legal restrictions, marketers are focusing on contextual targeting (instead of cookies) to make their advertising more effective. Research by Integral Ad Science (IAS) has shown that the growth of contextual targeting is not only being embraced by marketers, but also welcomed by consumers: they prefer ads that match the content they are viewing – which makes them more relevant to them.

How Truthscores Can Significantly Improve the Accuracy of Addressable Marketing

  • Posted: July 6, 2023

Truthset was founded 18 months ago to address the concern that attributes in Big Datasets used to define target audiences were not always accurate. Aaron reported that a female audience segment from a data provider that Truthset had examined turned out to be only 58% female. Truthset receives data on 2.6 billion IDs from 19 data providers each quarter and provides them with “truth scores” for the demographic attributes of each ID. The truth scores, which range from 0 to 1, represent Truthset’s estimate of the probability that an assigned attribute is correct.

MODERATED TRACK DISCUSSIONS: Television Disrupted

  • Posted: July 6, 2023

Andrea Zapata (WarnerMedia) moderated this track discussion for day two’s Television Disrupted. Andrea noted that there are a lot of disruptions, a lot of white spaces out there, and that we need alternative solutions to lean into. She asked each speaker about the background of their respective studies and research approaches.

Neuroscience Got to the Heart of Esports Audiences

  • Posted: July 6, 2023

This presentation, based on research conducted jointly by Activision Blizzard and Alter,  looks at the power of gaming with emphasis on ROI. Jonathan provided the background of esports, which he defined as professional gaming organized across teams or leagues with a range of game types. Professional e-gaming has grown rapidly to 436 million global viewers as of 2020 and is a highly fragmented marketplace.

Assuring Research Integrity in Data-Driven TV

  • Posted: July 6, 2023

Xandr’s Peter Doe reinforced the omnipresence of bias in TV measurement as he outlined four key areas of bias in assessing DirecTV’s (DTV) set-top box (STB) data for its national data-driven linear TV advertising. Noting DTV’s relatively low sampling size (7M STB homes) has a high level of bias when measuring for national TV viewing, Peter provided a top-line overview of Xandr’s viewership data methodology relevant to advertisers and marketers working with big datasets.

Advertising’s Sequence of Effects on Consumer Mindset and Sales

  • Posted: July 5, 2023

The academic study at the heart of this presentation compared 13 hierarchy-of-effects (HoE) advertising models to determine which model matters the most, what moderators are most prominent, and what factors and sequence are most important in driving sales. Understanding the sequence of effects is most important for advertisers and marketers as they build their campaigns.

MODERATED TRACK DISCUSSIONS: Attribution & Approaches

  • Posted: July 5, 2023

In this discussion for the track, Attribution & Approaches, session chair, Paul Donato (ARF) asked the speakers for their key insights on the drivers of short-term and long-term sales, the role of match control, and whether testing control should be part of attribution and ROI.

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