Integrating linear TV in cross-platform measurement was a challenge undertaken in a partnership between Lucid and Samba TV utilizing ACR (automatic content recognition) and STB (set-top box) data matched to survey responses. Stephanie Gall (Lucid) and Karen Biedermann (Samba) shared details on the inherent problems, potential solutions and biggest learnings from this integration.
Programming researchers are not getting the data they need to make informed decisions and Joan FitzGerald (Data ImpacX) uses streaming’s complex ecosystem to explain the conundrum facing programmers. Key insights into monetization and performance are not supported despite the inundation of new forms of data, leaving programmers without a comprehensive picture of their audience. Together with Michael McGuire at MSA, Joan outlined a methodology funnel that combined 1st, 2nd and 3rd party data to create equivalized metrics that, once leveraged, could meet critical programming research demands.
Pete Doe (Xandr) and Caroline Horner (605) provided a case study of their partnership that derived results from alternative currency measurement with buy and sell side perspectives. Xandr’s nimble workflow method enabled 605’s shift from advanced targeting to a very specific, custom-built, “persuadable” target audience with a range between 2 to 10x increase in outcomes.
John Watts of CIMM moderated a panel examining presentations on innovations and changes in video measurement on day three of AUDIENCExSCIENCE 2022. The topics in this discussion included the decline in linear television, measuring new viewing habits, challenges created by the new viewing ecosystem and getting access to more personalized one-on-one data.
Bob Ivins of TVSquared by Innovid, presented a discussion on the shift to cross-platform measurement in television viewing. In this presentation, the speaker examined the changes in consumer behavior in television viewership, challenges presented in metrics stemming from audience fragmentation, new platforms and new currencies in metrics. Additionally, the speaker gave key metric areas to consider in the era of converged TV.
In this presentation, Justin Fromm of LG Ads discussed how ACR data can help uncover the inefficiencies of ads delivered via linear television. In this session, the speaker examined linear TV as still playing a vital role for advertisers. Additionally, he pointed to changes in consumer viewing habits, shifting towards streaming. He noted much of the advertising industry’s focus is on incremental reach when placing an ad on television. Leveraging ACR data, the speaker demonstrated how this more robust data source can help improve optimal reach and frequency, when advertising on television.
The researchers reported on new insights from their on-going series of surveys on trends in consumer’s viewing behaviors with regard to ad-supported versus ad-free content.
Investing in inclusive content and advertising is essential to connect with customers in demonstrating brand commitment to the causes they care about, according to Nielsen’s Charlene Polite Corley. With Nielsen research supporting how critical representation is to the future of media and brands, Charlene focused on women’s lack of representation to exemplify the missed opportunity in excluding more than half the U.S. population from advertising and content. Nielsen’s findings indicated slow progress in advancements and advertisers were urged to drive inclusion at every step of the production chain, both on screen and behind the camera, and use their media influence to demand more representative programming.
This panel built on research and discussions at two ARF Town Halls about the quality of ad impressions on different platforms. Two issues were highlighted: measurement challenges and assessing the value of time spent with and of attention to advertising.
The presenters were given an opportunity to break legacy rules and reimagine the ad experience from the ground up. Making the ad experience should be as enjoyable as the content itself and as effective as possible for marketing partners.