In the digital age, it is difficult to measure media usage on the individual level. Users may share multiple devices, have several profiles across and even within service categories. People share usernames and passwords with others to allow them access to their ecommerce or streaming media accounts. As a result, providers of digital services and research lack a consistent, reliable and efficient way to parse out the digital world at the user level. Now, a new study by the ARF aims to provide a solution.
The ARF Social Council produced a Social Media Measurement Field Guide, an advance copy of which was released at this event. The guide covers the metrics that can be obtained for social media, the sources of those metrics, the key performance indicators of interest to practitioners, guidance on the KPIs for particular objectives, and descriptions of the types of studies that can be done to obtain information on social media campaigns beyond those offered by the platforms. The guide also includes appendices with a list of available resources and definitions of key metrics. It covers Paid, Owned, and Earned Social; Influencers; and challenges in social media measurement.
The top 10 takeaways from the guide were presented at this event by individual members of the Social Council. These are shown below. A final copy of the Field Guide will be released to the entire ARF membership later this summer.
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Earlier this year, Google announced they plan to stop individual ad tracking. Apple is also altering the landscape of the advertising ecosystem with its iOS 14 IDFA (Identifier for Advertisers) update. Ad targeting, personalization, measurement and fraud detection are predicted to be negatively impacted and the implications — and potential revenue loss — for brands, ad networks, publishers are huge.
At this Insights Studio: Member Broadcast, OptiMine, Havas Media and CIMM discussed exactly how Google and Apple’s changes will impact you and why they matter, how brands should think about future-proofing their advertising measurement in an environment of increased data privacy and strategies for future success.
Speakers:
Matt Voda — CEO, OptiMine
Sargi Mann — EVP, Digital Strategy, Havas Media
Moderator: Jane Clarke — CEO, Managing Director, CIMM
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This event was suggested by the ARF’s LA Media Research Council in the aftermath of the poor performance of last November’s election polls. Council members felt that the discussions about polling could impact trust in consumer and media research and that we should explore what research suppliers are doing to implement Best Practices.
Research Quality has always been a key issue for the ARF. Most recently, an ARF event about the November polls found that while some issues are unique to political polling, many impact all survey research, for example, obtaining representative samples while response rates are declining, validity of responses, and predicting behavior and attitude trends.
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