Market Research Council Newsletter

 

Hall of Fame Winners (see June 2017 meeting, this issue)

Meeting Dates coming up
(now is a good time to put them on your calendar):

December 15th (wine with lunch)
2018
January 26th
February 16th
March 23rd
April 20th
May 18th
June 15th

MRC Website

You can visit www.mrcouncil.org to find…
• Calendar of upcoming events
• Executive Committee members
• Archives and prior newsletters
• Resources
• … and more

Monthly Presentations

Significantly, there have been many discussions centering on the problems of (and solutions to) media measurement across a growing variety of devices and platforms.
Whether you attended or not, following is a recap of our meetings since the 2016 holiday season, starting with the most recent one.

October 20, 2017

Jane CLARKE
Affluence and Wealth Markets CEO, Managing Director, Coalition for Innovative Media Measurement (CIMM)
“What the Industry Needs Now From Cross-Platform Measurement”




CIMM is an R&D coalition of leading video-based content providers (i.e. all the broadcast and cable network groups), media buying agencies and large advertisers that was formed almost 8 years ago to spur innovation in both TV and cross-platform measurement.

As a result of all the platforms across which consumers can view video, there is more data than ever to measure and evaluate.

• In many cases, passive data sets require ‘adjustment’ via the use of active panels. Here there is often a problem of knowing about a household’s versus an individual’s behavior. In addition are concerns about the transparency of third party providers regarding how their samples are produced, updated, etc. When panel and out of home usage are combined with other data, they can better help media buyers make more informed decisions.
Once collected, data measurements and related KPIs are not uniform nor comparable across platforms and thus impact the evaluation of advertising campaigns.

• CIMM is addressing this problem by encouraging the use of open standards and common nomenclatures, e.g. Ad-ID and EIDR (Ad-ID is the advertising industry standard unique identifier for all commercial assets airing in America; Entertainment Identifier Registry is a global unique identifier system for a broad array of audio visual objects, including motion pictures, television, and radio programs.

Among other goals, Jane mentioned the challenges of…
• Capturing, measuring and evaluating data and behaviors of kids and teens
• Combining data from smart TVs (that allow viewers to access the internet) and traditional STBs (e.g. set-top or “cable” boxes)
• Attribution -- where was the last click or interaction that provided product information or led to a sale?
• Having all this data available faster, and closer to real time.


September 15, 2017

“The Next Gen of Ad Measurement is Now”
Speaker: Tom SWENSON, VP Product Management, Advertising Solutions, Research Now




Tom covered the digital advertising evolution spanning the past decade.

• From ad exchanges and programmatic (2007) to using data to drive outcomes (2014) to first party data (the present).Today, the promise of digital advertising is superior measurability and accountability – and to some extent, it has delivered.
• Advertisers know where their ads appear and what interactions take place. They can identify whether their advertising reached the intended audience and if it drove the desired outcomes.
• But there are considerable challenges still facing digital advertising, e.g. true, reliable measurement and the ability to link back to the individual. There is a new role for panel data to supplement what is being collected elsewhere.

• It provides single source data.
• Is deeply profiled.
• Contains 1000+ attributes
• Has global reach.

Joint research on ad effectiveness

• More than half (60%+) of marketers agree that surveys to test advertising effectiveness indicate the success of a campaign.
• Less than half use such techniques.
• The future will see a blending of digital techniques with traditional survey-based market research.

First-party data

• Optimize media mix via cross-channel media measurement.
• Validate audiences (i.e. are they the right consumers/targets?)
• Combine first-party data with survey-based segmentation.
• Market research and Big Data (see ESOMAR efforts)

June 16, 2017

Hall of Fame Awards
Jack WAKSHLAG and Leslie WOOD



Our Hall of Fame was established in 1977. It recognizes outstanding members of the market research professions who have made a unique contribution to understanding consumers. Members vote on a list of very qualified candidates.

Jack was honored in this 40th year anniversary of the HOF as a research professional in the “no longer active” category. Leslie was chosen in the “active” (currently practicing) category.

May 12, 2017

"Digital Trends: Opportunities and Challenges"
Speaker: Kristina SRUOGINIS, Research Director, IAB (Interactive Advertising Bureau)




At times, Kristina made it seem like “everything” is now done online.

The prevalence of so many apps with geolocation data allows for advertisers to deliver extremely targeted ads. Of course, this also creates both measurement problems and (hopefully) solutions. Since most people view apps and content in a vertical orientation, displaying video in a horizontal orientation is also challenge.

Today, where multiple devices are used to access the internet, fewer and fewer use a single device (10% use only desktops; 12% just mobile). When consumers are multitasking and multi-viewing, the problem of measuring the impact of messages and mode of delivery becomes even more complicated.

New ad formats, such as in VR or AR offer another challenge/opportunity for measuring advertising.

And as IoT (Internet of Things) and related connected devices grow in use, it will be challenging to measure the impact of devices as Amazon Echo and Siri (and their “suggestions”) on purchase decisions.

(Go to Archive Presentation tab at http://mrcouncil.org/previousarchives.asp)

April 21, 2017

"Audience-Based TV: Where We Are Now (a picture book)”
Speaker: Jonathan STEUER, Chief Research Officer, Omnicom Media Group




Jonathan discussed the change from “content first” (where TV attracted people who were then exposed to advertising) to “audience first” (where advertising is dynamically inserted into content in near-real time).

Where audiences used to gather around content, now it is common to create custom audiences built on data.

There are an increasing number of players beyond just the networks, Nielsens and Comscores of the world, including the phone companies, integrators and digital companies who together make it easier to “buy” a desired audience.

The introduction of DVRs (e.g. Tivo), Hulu, Roku, Apple TV, YouTube and other emerging internet delivery services all impact the content that is consumed not only by providing more and more alternatives, but importantly, the time when one chooses to view.

Context, or the situation under which one sees an ad for a product also deserves attention.

Jonathan spoke about the evolution of measurement going back as far as the 1950s and suggested that today it is necessary to mix Big Data with small sample data to better get the full picture. Cooperation and collaboration among media companies will enable marketing people to make more informed decisions.

March 21, 2017

"Quantifying Consumer Behavior in the Multi-device, Multi-platform World”
Speaker: Rolfe SWINTON, Co-Founder & Chief Research Officer, Reality Mine




Rolfe talked about the challenges of measuring passive consumer behavior involving different media (e.g. TV, smartphones) and their various platforms (e.g. social media), both in and out of home.

• One such challenge involves app and web behavior, where there are about 150 metrics that need to be normalized and categorized (the ARF may work on such taxonomies and standards).
• The ubiquitous use of social media and multitasking among millennials adds another challenge
• Then there is also the issue of data privacy.

To study behavior, one can use a variety of meters – for phones, computers, and home TVs, as well as such newer tools as watermarking, facial analytics and biometrics.

• Different panels need to be recruited and retained.
• All devices need to be measured.
• Data needs to be integrated (along with third party data), and processed.
• Results need to be explained.

One not surprising finding was that there is an incremental impact from adding a second or third platform. Another result was that groups tend to pay more attention than do individuals viewing alone.

Rolfe contended that big tech players such as Apple, Facebook, Google and Netflix are not making it easy to measure consumer behavior on and across their platforms.
(Go to Archive Presentation tab at http://mrcouncil.org/previousarchives.asp)



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