TV

United TV and Digital Measurement: Growing your Brand’s ROI With Today’s Integrated Reporting

  • Posted: July 6, 2023

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.

Fast(er) Causal Attribution

  • Posted: July 5, 2023

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.

MODERATED TRACK DISCUSSIONS: Television Disrupted

  • Posted: July 5, 2023

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.

Improving Viewership Projections: Forecasting for Data-Driven Audience Segments

  • Posted: June 26, 2023

Diana Saafi, Data Science Lead at Discovery, built on Cliff Young’s comments about the importance of multiple indicators for forecasting. Saafi forecasts linear television audiences in segments of interest to advertisers (beyond age-sex segments), rather than political outcomes. She and her team have found that their models have benefited from using multiple sources of data.  She recommended identifying signals that are most predictive, experimenting with different types of models (such as ARIMA models and AI models), continually refreshing the data in the models, and continually updating the models. While this process is now automated at Discovery, there are people who monitor changes in the predictions, which she referred to as “human-in-the-loop automation.”

Inside the Journal of Advertising Research: Advertising Creativity and Strategy

  • Posted: June 21, 2023

Journal of Advertising Research authors presented their work published in the March issue of the JAR. Creativity experts delved into the creative-idea generation process and the conveying of brand passion in advertising. Strategy experts explored effectiveness of six-second TV commercials and how advertising and promotional effects drive QSR sales.

Big Data and Converging TV — What Role Can Deterministic Panels Play in Unlocking Opportunity?

  • Posted: June 21, 2023

Return Path Data. Set Top Box Data. Millions of Consumer Devices. Server Logs. In an era where big data is being tapped for decision making, and each source has a limited and often unrepresentative view, what is the role of a representative panel? What will and should panels look like in the future? After all, TV is converging with digital, the rise of CTV has ushered in content and marketing opportunities for businesses, and consumers have decision-making power unlike ever before. At this ARF Insights Studio, industry leaders Jane Clarke (CIMM), Pete Doe (Xandr), Mainak Mazumdar (Nielsen) and Paul Donato (ARF), discussed where single source panels may fit in the media measurement landscape of the future and how they can work alongside big data to benefit both.

Ad-Spend Cues, Deepfakes/A.I., Badass Endorsers and Influencer KPIs

Ad-Spend Cues, Deepfakes/A.I., Badass Endorsers and Influencer KPIs

  • JAR Insights Studio

At this Insights Studio, authors from three different continents showcase their recently published work—including the JAR Best Paper 2022 on how advertising expenditures drive consumers’ perceptions of ad and brand quality. Also featured are studies on deepfakes and AI reshaping the advertising industry, the success of using product endorsers who are actors known for roles portraying despicable characters, and KPI patterns of social media influencers across several platforms. Talking points in the concluding Q&A span the future of AI in advertising and influencer marketing, machine-driven decisions for choosing endorsers, and factors (product- and economic-related) affecting consumer perceptions of quality in TV ads and engagement in user-generated content.

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Concurrent Track Panel Discussions: NEW METHODS TO VALIDATE AUDIENCE ESTIMATES

  • Posted: June 21, 2023

This live panel featured the presenters from the New Methods to Validate Audience Estimates track, with moderator Megan Margraff of Oracle following up on key points involving alternate data currencies, data harmonization and normalization, fragmentation challenges and advanced targeting in TV and CPG.

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