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.
MediaCell is an app that transforms a smartphone, tablet, or laptop into a passive portable audiometer. It also captures on-device consumption of audio and video. It is currently deployed in panels in the U.K. and Australia and will soon by deployed in South Africa. Ipsos is working with Kantar to use MediaCell in the Netherlands to produce the radio currency there. Its audio measurement capabilities are based on ACR technology. It is easy to on-board panelists; Jim noted that there were no breaks in the data in their U.K. panel due to the pandemic.
Nielsen uses the Portable People Meter (PPM) to passively measure audiences for radio and to enhance its national and local TV ratings. It is now testing a new wearable device to replace the PPM to measure audio and to replace button-pushing to measure person-level television audiences. The new wearable is intended to enable cross-platform measurement of audio and video. Two other pieces of equipment accompany the device – a beacon to allow Nielsen to distinguish between in-home and out-of-home exposure and a data hub to transmit the data back to Nielsen. Another component of the wearable system is a mobile app which will enable engagement and communication with Nielsen and can also be used to transmit data back to Nielsen.
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.
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.
Samba’s research study on the lack of diversity in TV sought to understand the state of representation in popular TV by asking who was watching content with diverse casts, whether the show actors were representative of the U.S. population, and if people were more likely to watch TV shows where they see themselves represented.
Although the results proving TV shows’ lack of diversity were not surprising, the value of diverse audiences is growing in tandem with these populations, putting advertisers on notice to improve the status quo.
Amobee’s Alexander Knudsen covered the benefits of cross-screen measurement in a fragmented media landscape and the insights it provides for planning and buying teams with a client case study from Toyota and H&L Partners. Addressing marketers’ key issues with a converged planning approach, Alexander detailed how cross-screen analysis worked with Amobee’s 4Screen Experience measurement product as well as how Toyota used the resulting insights to optimize in real-time.
The presenters analyzed the past attribution challenges for Chipotle and proposed new measurement solutions. Chipotle wanted proof that its TV commercials drove sales. Chipotle and WarnerMedia developed an outcome-guaranteed deal based on sales lift, rather than impressions. For Chipotle, incremental transactions are most important. These transactions were also measured for the competitors. The goal was to provide purposeful, visible, and accountable results.
Helen Katz (Publicis Media) moderated this track discussion for Television Disrupted. She asked the speakers about practical, actionable takeaways for TV advertisers as well as emerging trends and opportunities.
One of the new insights revealed at the ARF’s Attention 2023 conference: Providers of “attention” metrics use a variety of measures.