Home | Study Summary | Use Cases | Reports | Technical Papers | Press
ARF DASH Study Use Cases
| USE CASE | CHALLENGES | VALUE OF DASH |
|---|---|---|
| Establish foundational TV universe estimates | The industry has lacked an independent, broadly accepted source of MRUEs to serve as a basis for TV measurement | Accredited by the MRC for TV universe estimation, the ARF’s DASH fills that gap, providing reliable universe estimates across services, devices and platforms |
| Estimate audiences | TV consumers often share accounts and devices and watch with others, making enumeration difficult | DASH measures device- and account-level usage and co-viewing to help media companies size their audiences accurately |
| Develop new offers and assess strategic alternatives | Many data sets delve into specific aspects of TV, but may lack context and be difficult for strategists to integrate | Comprehensive and single-source, DASH paints the “big picture” of consumer TV, including digital media usage, ecommerce and exposure to retail media networks |
| Strengthen ad sales proposals | Media companies may have rich data on their own properties but struggle to put them in context for effective ad sales | Granular TV usage and demographic data in DASH helps media sales strategists put their offers in competitive and consumer context for buyers |
| Calibrate viewership data | Even dynamic viewership datasets with millions of records are not representative of total US viewing, reflecting instead the consumer footprints of the source services | DASH enables advanced measurement providers to calibrate passive viewership data on hundreds of dimensions to fit the needs of their own systems and clients |
| Personify and household impressions | Some media measurement methodologies produce household-level measures, and others, persons-level | Viewership data and signals in DASH allow media companies and ratings services to produce and reconcile audience counts |
| Refine and model demographics | Missing and misattributed demographics are concerns in many datasets essential to the industry | DASH respondent demographics are sourced from NORC panel registrations tied to physical addresses – and from best-practice batteries (on race and ethnicity, for example) – and can be modeled using TV-usage signals |
| Benchmark media measurement providers | Media measurement methodologies commonly in use can produce very different audience estimates | The granularity and breadth of DASH data enable media companies to understand the implications of different measurement methods |
| Refine device and identity graphs | Privacy regulations and signal deprecation have made maintaining accurate graphs even more difficult | Twice a year, DASH produces detailed graphs of devices and anonymized identity for 10,000+ households, which can be used as seeds to validate and enhance subscribers’ graphs |
| Create targetable audience segments | Growth in principal-based buying puts a premium on fresh signals of valuable consumer behavior | Premium DASH licensees can map high-value media behavior (such as ad avoidance or subscription to traditional Pay TV) to their ID graphs to create custom target segments for advertisers |
| Train AI for advanced measurement and activation | AI promises to accelerate and streamline the automation of TV measurement, planning and activation | Licensees may use DASH data to enhance their own models, capabilities and offers, both analog and automated |
| Design research panels | Panels play important roles in an increasingly automated media world, but every panel must be designed to be fit for purpose | DASH provides panel builders with the comprehensive and detailed demographic and usage data needed to model representativeness and set quotas |
To learn more, contact Jim Meyer, General Manager, or Paul Donato, ARF Chief Research Officer, at DASH@thearf.org or by clicking the link below.