Consumer behaviors have changed dramatically creating new challenges for brands and their marketing measurement. During this Insights Studio, we explored the measurement challenges brands have faced in the wake of significant consumer changes. We also discussed best practices brands should be using to ensure their marketing measurement is set up for future success as consumers continue to react to major societal change. OptiMine, an agile marketing analytics provider, Kepler, a global digital agency, and Beachbody, an innovative health and fitness…

At this Insights Studio, a global line-up of speakers from the U.S., Europe and Australia presented their research on the impact of halting advertising; methods to improve data analysis into TV ad effectiveness; gender-role signaling in ads; and the process for creating emotional advertising. The event offered hands-on, actionable insights into a broad range of topics, with new methodologies that advance knowledge in existing research. Topics discussed: Going dark: What happens to sales when brands stop advertising for 12 months…

Marketers currently face a daunting paradox: 91% of US consumers say they are more likely to shop with brands that provide personalized offers and recommendations; meanwhile, 81% of respondents say the potential risks of data collection by companies outweigh the benefits. This leaves Marketers to thread a delicate balance – provide customers with a personalized experience and ensure that their data is secure and being used responsibly. During this Insights Studio event, HawkPartners shared a blueprint for brands to follow…

Matt Voda, CEO of OptiMine, returned to the Insights Studio, on Oct. 5 to revisit the topic of Apple’s ATT changes and the impact they’re having on the measurement ecosystem. Matt provided an overview of Apple’s ATT changes from May 2021, with a focus on what changed, why and when. Given Apple’s impact—tracking going dark, rising CPMs and measurement holes—what are brands seeing? With tracking and privacy changing expected to move forward, how likely are they to impact brands even…

Imagine a world in which advertisers and publishers will be able to transact using a single metric across linear and digital that is trusted, independent, and standardized across the industry. With this single, deduplicated number, marketers will have visibility into total video consumption regardless of platform or device. They will also be able to benefit from a better understanding of unique audiences, the ability to better understand the frequency, and reduce double counting, inflated metrics, and advertising waste. To help…

At ARF’s March 24 Insights Studio, OptiMine’s Matt Voda presented an overview about how Google and Apple’s tracking changes are impacting brands and why it matters, how brands should think about future-proofing their advertising measurement in an environment of increased data privacy, and strategies for future success. On June 3, Matt Voda returned to give an update about the implications for the entire advertising ecosystem — brands, ad networks, publishers and Walled Gardens. Leaders from Novus Media and Spotify joined…

In the wake of the Great Recession over a decade ago, millennials — the first generation of digital natives — started coming of age. At the same time, social media activity and access to information flourished. The result? A significant realignment in the consumer/brand relationship. Younger consumers were paying closer attention and sharing their opinions about whether brands were delivering on their values. Beyond dollars, consumers (soon enough older cohorts as well) began to vote with their social media attention,…

Despite the complexity and uncertainty encircling digital advertising now, there is reason to be bullish. Brands and publishers have a unique opportunity to influence the development of identity and consumer relationships as well as create a better environment. Yet companies face a media targeting challenge: how can they leverage first-party authenticated data and enriching with third party data while fostering a privacy-friendly partnership that benefits both consumers and marketers? Will CTV prove a greater strategic component for brands as a…

In early 2021, 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…

This event, the first hosted by the Pharma Council, explored the evolution of the patient journey to vaccination, the public conversation about COVID vaccination, and research on how vaccination hesitancy can be addressed across distinct segments of the U.S. population. Speakers also discussed what behavioral science has taught us about this vaccine rollout and overcoming vaccine hesitancy. Topics covered: Setting the Context: The Patient Journey to Vaccination The Current Environment: Public Acceptance of the COVID-19 Vaccines and How it Differs…