TV Leads All Other Media in Delivering a Brand Message

TV continues to reign supreme, according to an updated Neustar research study commissioned by Turner and Horizon Media. This extensive research study – originally conducted in 2015 and updated this year, examines the effect of TV advertising compared to other forms of advertising in the marketplace. Given the rapid expansion of the media landscape and increased pervasiveness of programmatic and digital video in just two years, it is important to compare and contrast more frequently than ever.

According to the research, despite those advancements in technology, new digital platforms, and changes in consumer behavior, TV remains the best vehicle for delivering a brand’s message to a mass audience. The report states that “the new findings from a fresh set of verticals (Movies, QSRs and Consumer Electronics) closely mimic the findings from our original research, meaning that the effectiveness of TV advertising is essentially unchanged despite the explosion of online media over that time.” 

The study confirmed four important takeaways:

1.       TV is Efficient. TV has the highest relative efficiency in achieving KPIs, compared to other media whether offline or online. This means that at a given level of spend, TV generates more business outcomes.
2.       Advanced Analytics Optimizes TV Spend. Marketers should leverage high-frequency data to quickly reallocate resources by TV type, network, creative, and day part to significantly impact results.
3.       Premium Streaming Content is More Effective than User-Generated. And, behavioral targeting required the fewest impressions to generate an interaction.
4.       TV Offers Significant Cross-Product Halo Effect For Advertisers.  And, removing TV and implementing standalone digital strategy had an average negative halo effect of -18% on ROI. For example, TV advertising drives the highest increase of box office sales and online engagement activities surrounding Movies with a 40% bump in overall movie ticket sales when compared to organic search and social media. 

“TV advertising is undergoing an incredible data-driven renaissance, fusing the best of digital’s targeting and measurement with the best of TV’s premium content and reach,” explained Steven Wolfe Pereira, Chief Marketing and Communications Officer, Neustar.  “Nothing beats the sight, sound and motion experience of TV and its ability to truly capture attention and drive engagement.  In a world where both brand safety and business outcomes matter, I am extremely bullish about the future of TV.  We’re just scratching the surface of what addressable TV targeting and measurement can do,” he concluded.

“This research reaffirms that television continues to be the biggest driver of marketing success today, yet there remains a lot of room to grow even further as the industry and consumer habits shift,” noted Beth Rockwood, Vice President, Portfolio Research and Chief of Staff, Turner. “Recognizing that growth opportunity, Turner has been one of the industry’s biggest proponents for reimagining the experience of television – developing new audience targeting methods, as well as forging innovative content partnerships, to deliver highly engaging, unexpected experiences to fans,” she added.  
The underlying methodology was based on econometric regression techniques that establish the mathematical relationships between marketing investments and sales outcomes by examining week-to-week sales volume shifts.

Review the full report here.   

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Open-Standard Content Recognition for a More Organized Industry

Let’s talk about silos. In addition to data silos impeding accurate cross-platform measurement, there are also content recognition coding silos. Companies like Nielsen, comScore, and Google all have their own content ID protocols—or “walled gardens” of proprietary coding—and none of those protocols are compatible with the others.

This makes it almost impossible to effectively and accurately track a piece of content through its various platform exposures. So advertisers may know where their ads are running, but they still need to manually stitch together all the sources.

Why Do We Need Them?
Open standards—whether for data, content IDs, and even fee structures—”establish rules of engagement between marketplaces so demand and inventory are represented fairly,” notes Brad Smith, senior vice president of revenue and operations at Videa, in a piece for AdExchanger.

Read the full article on the Videa blog.


Panel Based Cross Platform Measurement. Interview with Dr. Hannu Verkasalo of Verto Analytics

Dr. Hannu Verkasalo, CEO of Verto Analytics, started out as an entrepreneur straight out of school. “I built a few consulting companies using my skills in data analytics, and helped big telcos in Europe to better measure and understand their consumers,” he explained, before moving into building technology products. He added, “Throughout my career, I’ve always focused on constant learning, and I’ve had the pleasure of working with top talent and forward-looking customers.”

Charlene Weisler: Tell me about your company.

Hannu Verkasalo: Verto Analytics is the world's first consumer-centric media measurement company. We independently collect data in the market, using a unique panel-based single-source audience measurement approach. We track consumer media behavior across all platforms and channels, 24/7. Based on our methodology, we’ve built a set of media measurement products and services. Using an information-as-a-service model, we help big brands and technology companies understand their competitive landscape, monetize their audience, and better target advertising dollars in a cross-platform omni-channel world. We are based in Helsinki, Finland, with offices in New York City, San Francisco and London and are venture-capital backed.

Charlene Weisler: What are the viewing behaviors of the cross-device consumer?

Hannu Verkasalo: The cross-device consumer is becoming the norm. Close to 75% of American adults use at least two devices per month and almost 40% use at least three. Smartphones are used throughout the day, PC use peaks in the daytime, and tablets have gained market share during prime time versus TV use. The next generation of consumers is going to be even more mobile-centric versus being tethered to a PC or a TV.

Charlene Weisler: What is the most important cross-device metric for advertisers?

Hannu Verkasalo: Net reach, which is defined as the total number of unique, unduplicated viewers of an ad or unique count of consumers for specific content. It’s critical for advertisers to gauge the net audience that a given campaign or selected properties can potentially reach - regardless of the channel or device.

Charlene Weisler: How can you measure attention and engagement?

Hannu Verkasalo: Attention by tracking what people see on the foreground of their devices and whether people take actions based on the content they see. Do they make a purchase or leave the app only to return five minutes later? We measure every user interaction with the device second-by-second. One of the most popular metrics to measure attention is the cross-device clickstreams people go through based on a trigger, like search, advertising or social. We have built some metrics to quantify this.

Engagement by counting the seconds people use a specific service, app, or site, on the screen. We track this second-by-second, validating exactly what people do and for how long. One of the popular new metrics for engagement we have invented is stickiness: Services that have a high stickiness rating also have high loyalty and attention among users.

Charlene Weisler: Is the lack of an industry standard content ID protocol a challenge in measuring cross device comparably across advertisers? Media companies? Marketers?

Hannu Verkasalo: Visibility into what consumers are doing cross-platform is an enormous challenge for the industry. You hear that from media companies, marketers and advertisers. We address this challenge with our single-source passive measurement panel. Rather than measuring device use by tying together data from a mobile panel or PC panel, we measure engagement of a single consumer across all devices and content. We connect all that cross-device activity back to that unique consumer.

Charlene Weisler: If so, how can we get to an industry standard?

Hannu Verkasalo: Consumer behavior has changed more in the last five years than the past 50. Consumers switch between multiple devices and services throughout the day, but many companies still struggle with measuring this behavior due to lack of visibility and measurement methods that don’t do a good job of quantifying consumer behavior. The industry needs a modern measurement standard to meet the demands of brands, advertisers and publishers. Media companies, like Turner, Viacom and many others are stepping up to the plate to lead that charge.

Charlene Weisler: What makes your company different from others in the space?

Hannu Verkasalo: We are the only audience measurement company that measures all media usage, 24/7, across all platforms and devices. We work with leading brands to assess and define modern use cases for this type of media measurement data from product development and road mapping to media planning and consumer insights.

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The Dawn of True Advertising Attribution Measurement?

Advertising attribution modeling is one of the biggest challenges in cross-platform advertising. Although there are several companies and organizations offering insight on the most effective form of attribution, the jury is still out on its overall use.

The Coalition for Innovative Media Measurement (CIMM) recently released the findings of a study on attribution conducted by Sequent Partners, a brand and media metrics consultancy. Their main conclusion? As an industry, advertising has made some progress toward the development of an attribution model across media. But there’s still more work to do and—at least in the near term—there are few viable systems able to holistically capture cross-platform consumer behaviors.

Companies like 605 and comScore, however, are developing new approaches to attribution that could prove to be breakout solutions. Could this be the dawn of true advertising attribution measurement?

Facing the Challenges

Please read the full article at the Videa blog.

The (Un)Surprise of Radio

With the proliferation of devices and platforms, one might wonder which one has the greatest impact on viewership. A recent Comparable Metrics Report by Nielsen noted that TV through the glass captures 92% of all of the viewing in the total US. But the real surprise – to some - was the power of radio, at 93% reach. 

AM/FM Radio, with 228 million listeners across the U.S., still has the greatest reach of all individual mediums. That is more than number two ranked Live+DVR/Time Shifted TV (218 million) and number three ranked Smartphone APP+Web (203 million). And Radio has the highest reach among Adults 18-34 at 92% compared to TV’s 79% and Smartphone’s 91%.

One factor driving this growth is the surge in news radio listening across all age groups, especially Adults 18-34. Nielsen reports that Americans listened to more than 11.5 billion hours of news across portable people meter (PPM) markets last year, up from 10.5 billion in 2015.

iHeart Media’s President of Insights, Research and Data Analytics, Radha Subramanyam, is one of those who are un-surprised by Radio’s strength. “Radio remains the #1 mass reach medium in America,” she noted, “Sound is on a growth trajectory while other media are under pressure from fragmentation. So we ask our brand and marketing partners to always ask - What is your Sound Strategy?"

How Nielsen Compares All Categories of Media
When comparing the diverse range of media platforms and offerings, Nielsen must align the methodologies and metrics so as to display an “apples to apples” view of consumption across TV, Radio, TV-connected devices, PCs, Smartphones, and Tablets. But it all boils down to three basic concepts that are the same across all categories of media measurement: how many (which is essentially average weekly reach), how often (number of days per week), and how long (both gross minutes and average minute audience).

Radio’s Surprising Advantage
·         In Audience Distribution: Radio as a whole – from AM/FM to Smartphone, Tablet and PC Audio – is perfectly distributed by age. Sixteen percent of Adults 18-34 and Adults 18-49 and 50+ used Radio, whereas TV in all of its forms skews older. Twenty-nine percent of Adults 18-34 viewed TV compared to 54% of Adults 50+.
·         In Weekly Reach:  More Americans listen to Radio in an average week than any other media (93%) – more than TV (89%), Smartphones (83%), PCs (50%, TV-Connected Devices (44%) and Tablets (37%). And Radio is young with a reach among Adults 18-34 (92%) outpacing all other media including Smartphones (91%).
·         In Diversity: Hispanics are the most avid Radio listeners with over 14 hours per week of AM/FM Radio.

Radio’s Future According to Nielsen
Radio is projected to be resilient, young and a platform that embraces digitization and this may be surprising to some people. Tony Hereau, Vice President of Audience Insights, Nielsen stated, “Despite all the growth in digital media, AM/FM radio is actually growing too.” And the medium remains youthful. “Looking at the 18-34 year olds, we see Radio leading all media at 92% weekly reach.  It was 92% last year as well.  The trend is very consistent,” he noted.  In the digital world, “AM/FM Radio is holding up remarkably well.  Streaming audio is growing but it is more of a replacement for your CD collection rather than your favorite Radio station.” 

Hereau concluded, “For decades, TV has always been thought of as a reach medium while Radio was considered more of a frequency medium.  Over the last few years people have been realizing that Radio is actually a reach medium too.  It is not a new story.  It just became a lot more important when it can be compared against TV and Smartphones.”

Radio is as fresh, youthful and relevant as ever. To many, that is no surprise.

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Simulmedia’s Dave Morgan Talks Media

Dave Morgan, CEO and Founder of Simulmedia, is a media legend and a serial entrepreneur, who sees the value of media in prescient ways. 

His company’s latest initiative, to be announced this week, is the roll-out of the licensing of its software product called Vamos that will enable marketers to drive their own campaigns to make their TV ads to be more targeted, similar to the web. Morgan sees great disruption in the media industry over the next few years and has strong opinions about the introduction of blockchain technology to media as well as how to best approach attribution. 

I sat down with him and asked him the following questions:

Charlene Weisler: Where do you see the media challenges in the next couple of years?
Dave Morgan: I think that the challenges we will have over the next couple of years are probably the ones that we have anticipated, maybe over-anticipated, in the last decade or two. We are getting to a moment in time where the advertising and marketing industry is going to confront several really significant realities: 

One: Are marketers prepared to really make their advertising or marketing operations a profit center and not a cost center? I see the entry of really significant and smart private equity firms into the consumer brand space and the retail space. Whether that is 3G and Burger King or whether that is looking at the folks that took over PetSmart and are now buying Chewy. You will have really smart, numbers driven people who are not just about cutting costs – they are actually very smart people – but smart investment people. They are going to start at structurally changing industries, many times through smarter marketing.  And that is going to have an impact on people who just view advertising and marketing as a cost center without connecting the dots to how you actually drive profits and value and create customers. So that is one bucket. 

The other bucket is what we have always talked about and that is that silos will inevitably come apart - The idea that different media or different marketing are valued differently and measured differently. If we become more results focused, cost focused, then it is really easy to figure out what is the common currency. This is something you and I have talked about for many years – how do you build out a multi-channel currency. It is hard to build out a multi-channel currency if you are trying to equate a cost of an audit bureau circulation number for a newspaper with a BPA number for a magazine, with an ad server impression number for a banner with a YouTube number with a Facebook number with a Nielsen Arbitron number for radio and a Nielsen C3 or C7 or C30 for TV and a comScore / Rentrak number for a secondary currency. That is hard to pull them together and equate them at the commodity level, which everybody does. But if you focus only on the output, sales or exactly how many people did I reach (which is also sales), that is really all that matters. We are on the cusp of bringing all research together – experimental design and scientific method – all of that is going to come together and that will probably be the most disruptive thing in our industry.

Weisler: How will blockchain technology impact media?

Morgan: It’s a big question. It’s like saying ‘How will electricity impact media?’ Blockchain is the core building block technology. Most people know it today because it powers bitcoin which creates a lot of preconceptions and maybe controversy. But fundamentally it is a transparent, de-centralized ledger system that lets you take what would have otherwise been a spreadsheet or a ledger and be able to share it with thousands, tens of thousands of different processors to be able to solve some computing tasks. And the ones that tend to work best are very hard to compute. But very easy to verify. In the bitcoin world it verifies what you have in the bank, in your wallet, and in the advertising world it will be one of the ways to verify ad delivery. It is a very interesting way to attack things like viewability and fraud because if you could never afford to look at all of the internet protocol addresses of all impression deliveries at the browser level across every supplier.  It is highly de-centralized, really efficient and verified against every other point.

Weisler: As well as being privacy compliant and secure as in bitcoin.

Morgan: Right, privacy compliant so you can put out the data anonymized. Now, it is transparent as to its result but it can be anonymized as to its consumer source.

Weisler: I consider attribution to be a very big challenge. Where do you see the perfection of attribution?

Morgan: I say that attribution is in the eye of the beholder. It is going to be determined by the marketer, not by the people who are selling the service. Sure, they will apply their own data as they think it will help in attribution but it is going to be determined by those that sell things. It will always be an imperfect science but it is becoming a better and better science. And science doesn’t just mean focus groups. Science really means being able to understand the multivariate impact. Of different commercial communication and determining what actually impacts sales. And it not just about classic last click, last exposure but it is really understanding what are those critical heavy swing purchasers and understanding category buyers and understanding the impact on them. And this will be done in a very proprietary way.

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