Audience & Media Measurement

The ARF Attention Measurement Validation Initiative: The How & Why

Today, there is much discussion and debate on the definition of attention, how to measure it properly and whether we should be measuring it at all, or if inattention instead should be what we assess. Plus, is the highest form of attention always desired, or do we want low levels of attention for certain kinds of ads, such as emotional ones for TV? As a result of all these questions, the ARF has announced the Attention Validation Project. Its goals are to help define attention, evaluate the methods available to us and what their rightful application is, whether it be analyzing advertising creative or the media environment.

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Digital/Virtual MVPD Viewers: Drivers and Characteristics

  • Dan Robbins and Priscilla Aydin

The number of DigitalMVPDs that use the Internet to provide video content and other services continues to grow. Ad agency OMG and digital MVPD company Roku surveyed over 5,900 DMVPD users and learned insights about their attitudes on a wide range of topics, such as advertising, how they feel about their service, and what key factors affect their choosing a specific DMVPD.

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Increasing Platforms Expands ROI

  • Artie Bulgrin, Chris Barton, Barbara Singer

ESPN, the leader in Sports viewership, has been expanding its use of platforms. ESPN’s own original research corresponds with that of the ARF's How Advertising Works – Today initiative, also demonstrating that adding platforms to a campaign increases effectiveness, delivering higher ROI. In addition, mobile is surging and becoming a major source for sports information.

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Cross-Media ROI Optimization & Creative

  • Bill Harvey
  • RMT

Concerned that many marketing models fail to account for the contribution of creative in the cross-media ROI equation? This study outlines new metrics that can help link the program environment, the brand personality, and the creative execution to better estimate creative’s contribution to ROI.

The Story Behind the Development of Viewabililty Standards

  • David Gunzerath, Media Rating Council, Inc.

How long is long enough for a digital ad to be considered “viewable” by consumers? David Gunzerath of the Media Rating Council’s overview of digital ad viewability, given at the ARF’s Leadership Lab in the fall of 2015, explains how the MRC developed its minimum standard of 50% of pixels on screen for at least one second for display ads and two seconds on screen for video ads.

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Native Ads: Best Practices for Creative

  • David Ludica, Senior Director, Strategic Insights & Research, Yahoo!

Forecasts show that native is expected to be 74% of total digital ad spending by 2021. A joint Nielsen-Yahoo! study yielded a list of ten best practices for native ads’ creative, such as the importance of images and logos, the need for transparency via labeling, and using shorter video lengths.

How YouTube Compares to Other Social Platforms

  • Vanessa Singh and Howard Blumenstein

To better understand how viewers consume digital video and the implications for brand impact, a Nielsen study, commission by YouTube, evaluated three social platforms and You Tube, using three different methods. Among the findings: attention to ads on YouTube contributed to 45% higher ad recall compared to other social media platforms.

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What Lift & ROI Measurement Products Exist Today?

  • ARF Cross-Platform Measurement Council

Relevant key performance indicators (KPIs) have become increasingly important over the last decade for evaluating the impact of marketing and media spending. Today, numerous companies offer products that measure “ROI” and “lift,” But, for many, it is difficult to differentiate them. This prompted the Online-Offline Metrics Working Group of the ARF’s Cross-Platform Measurement Council to create: The Guide to Lift and ROI Measurement Products. This comprehensive report highlights the product offerings of 27 companies in the space.

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