Few would argue that a solution for identity resolution is needed to effect cross-platform video measurement. However, connecting different digital devices to unique users and households is fraught with legal, technical, and organizational barriers. How likely are we to see some kind of interoperable ID system that all industry participants can and will adopt?
Big data’s power can only go so far, as cautioned in this presentation from Nielsen. Envisioning a future where big data’s integration in measurement is calibrated with panel assets, Nielsen’s Kimberly Gilberti addressed big data’s gaps in TV sources and usage, like CTV, video games, and smart TV’s native apps. This brief overview of how Nielsen uses big data detailed the enrichment needs for MVPDs and ACR in addition to the power of people-based panels that fill in the missing pieces.
This discussion addressed three presentations that described insights from surveys on how the pandemic affected consumer behavior during the pandemic and to what extent observed changes will persist. The presentations addressed trends in behaviors and attitudes regarding media (such as linear TV vs. streaming), travel, and also shopping, cooking, and education.
Broadbeam Media found past assumptions of consumer behavior being upended by the pandemic. To better understand the transformation happening in the American home, they conducted proprietary research to focus on the respondent’s perceptions of the last year, through sight, taste, hearing, smell, touch, and feel, to influence respondents to think about their last year in a fresh way. The following includes what they learned through the research.
The presenters summarized insights from HUB’s on-going series of surveys on viewers’ ownership, behaviors, and opinions about all aspects of TV and video. Since they have data going back to 2018, they are able to analyze long-term trends, including the impact of the pandemic.
Stephen DiMarco (Tubular Labs) moderated this discussion on the second day of the conference with the anchor commentators who shared their perspectives on what they heard and what it means.
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.
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.
Tristan Webster and Kenneth Wilbur showcased their most recent collaborative work examining attention and frequency in advertising: the impact of multiple exposures on people’s attention to TV ads. They applied CTV data which TVision has collected natively in the field to provide insight into the long-examined question, “Is there an optimal frequency for TV ads?”, but more granularly: “What is happening in the media environment while viewers see ads, and how does that affect their attention?”
Realeyes uses software solutions for measuring human attentional and emotional response to advertising. Max Kalehoff explained the importance of attention measurement as a gauge of brand performance. He urged companies, particularly those with latent sales, to incorporate it into their business models.