Friday

Focusing on TV Measurement. Interview with iQMedia's John Derham



John Derham found the pathway to data via his work the financial services industry. Now, as Founder,  Head of Innovation, iQ Media, Derham is focused on TV measurement. “When I saw marketers struggling with a lack of data around linear TV, I started iQ Media to improve the data and timeliness for organizations who needed to leverage TV signals to better understand their marketing,” he explained. “It is our everyday mission to make TV data more accurate, transparent and attainable for any brand,” he added. 

Charlene Weisler: From your perspective, has TV measurement changed and if so how?

John Derham: Television measurement is continually changing based on the availability and access to new and different types of data. Historically ad measurement was the main measurement point, but new technology, such as iQ Media capabilities, enables the measurement to reach into the contextualization of content. Product placements, mentions, in event views are a sampling of the new measurement objectives. 

Charlene Weisler: Tell me about iQ Media and where it sits in the TV measurement world. What does it offer that is not being offered by TV measurement services today?

John Derham: We bring context to viewing on television, helping our customers accurately identify when their brand is seen and heard on TV, and pinpointing earned vs paid mentions, allowing them to  evaluate and measure their major investments in real-time. And, we partner with other companies to quantify the impacts at both audience and key ROI hurdles. 

Charlene Weisler: Is your company developing new metrics for TV measurement? If so what are they?

John Derham: We are continually developing new tools and metrics for measurement. One of our newest and most exciting innovations is around the viewability of brand exposure on screen.
Charlene Weisler: How do you calculate the viewability of brand exposure on screen?
John Derham: Viewability deals with a number of factors such as size, location, and persistency (to name a few). The ultimate goal of measuring brand exposure on screen is ensuring that the brand is actually being seen and registered by the "human eye”. Put another way—it’s identifiable by a passive viewer who’s not specifically looking for it. Many times brands are visible, but not identifiable. When you have someone manually tracking brand appearances, they know exactly what they’re looking for, so they’ll always see it and count it—even if it wouldn’t be noticed or registered by someone who wasn’t looking for it. Reporting those instances just isn’t helpful to brands because they don’t bring them any value.

Charlene Weisler: How would you move the TV measurement market to the type of data metrics that your company supplies? Why is it better than what we have now?

John Derham:  I believe the market is mature and is comprehensively aware of audience behaviors. There is still a mix between earned and paid content exposures and the two should continue to converge and be measured together. Another area of improvement should come in the form of quicker turnaround times of data and resources.
Charlene Weisler: What are earned and paid content exposures for TV? Sounds like digital.
John Derham: Earned content is simply anything that is not paid. Mentions of brands or logos that show up in TV content aren’t always paid. Brands often get earned mentions or views on news and other dynamic content programs, for example. 

Charlene Weisler: Do you think TV measurement and digital measurement are comparable qualitatively? If not which is better and why?

John Derham: One of the challenges of digital media is measurement and tracking. Individual consumers are exposed wide ranging variants of exposures coming from multiple platforms. Advertisers are paying much more than they are getting value for and are returning to more traditional forms like television because of the tracking and certainty of the exposure. 

Charlene Weisler: There’s a lot of energy around local TV spending recently—is TV measurement as good as it can be here? If not, how can it improve?

John Derham: Local TV spend is a $25 billion dollar business. Technology now exists to help track local DNA spending and the inventory associated with it is becoming more flexible and adaptable. iQ Media's platform helps broadcasters and marketers understand local market data and viewing trends for brands. Most television ad tracking and media tracking is being done only on a national or cable basis. We have the tools to access local market content in the same manner as national content. 

This article first appeared in www.Mediapost.com
 

Thursday

Ads Are Getting Better … Sort Of… According to Recent Kantar Media Research Study



Is advertising getting better for consumers? Are consumers’ receptivity to advertising improving as ads become more addressable? Kantar Media’s recent global DIMENSION study has revealed that while consumers say that the advertising environment has improved, there are still some challenges, particularly with online. The survey included responses from more than 5,000 “connected” adult consumers. 

Manish Bhatia, North America CEO, Kantar Media shared his views about the survey in this exclusive interview.

Charlene Weisler: What for you was the biggest takeaway from the Dimension survey?

Manish Bhatia: One of the biggest takeaways we found is that data is changing everything and not always for the better. While data helps advertising become more effective and efficient than ever, marketers who rely on the wrong data or use the right data in the wrong way risk turning consumers off and damaging perception of their brands.  

Charlene:  Your results indicate that 47% of those using ad blockers say they have issues with aspects of online advertising as opposed to ads themselves. What type of issues?

Manish: We believe excessive retargeting is contributing to these concerns: 71% of those we surveyed agree that they see the same ads over and over again and we saw many complaints about being bombarded by advertising. Respondents expressed annoyance at being shown ads for items that had recently been purchased. The industry leaders we interviewed also agreed that saturation has become a significant concern. 

Charlene: At what point does addressable advertising tip into invasion of privacy?

Manish: We found it’s really a balancing act for both advertisers and consumers. When targeted ads are relatively benign and beneficial to consumers they often don’t mind the fact that their data was shared – for example, if they are offered a coupon for a product they often buy. But ads can also start to seem too intrusive.

Charlene: Does it vary by platform?

Manish: Mobile definitely can raise greater concerns about privacy because those devices are so personal. Some consumers may also be concerned about geo-targeting ads that leverage their physical location. 

Charlene: How can feelings of invasions of privacy be avoided?

Manish: Paying attention to frequency and context can help. Seeing ads too often and seeing ads at inconvenient times or linked with the wrong kind of content can definitely be viewed as intrusive. 

Charlene:  When you talk about matching creative with context, can you give some good examples of what works and what might not work?

Manish: Don’t just match ads to content, but rather to consumer mindset and behavior. Someone who is reading a serious article about food safety is in a different place from someone who’s looking at recipes. And someone who’s browsing for quick info from a phone may be too busy to take in an ad, or might even view it as an annoyance.  

Charlene: How can this best be implemented?

Manish: You need a full understanding of all the media consumers are using – often, in this hybrid world, all at the same time. True cross-media measurement is key, otherwise you risk becoming siloed and serving too many of the same ads through different channels. 

Charlene: What are some of the lessons that programmers can take from your study?

Manish: Invest in quality data and tools that will give you a complete picture of the media landscape – and then make sure you use them wisely. Make sure to provide consumers with a compelling experience - you’ll find that they reward you for it. 

 Charlene: Is this a trend study -- do you have year to year comparisons?

Manish: DIMENSION will be a trend study but this is our first year. Check back with us next year and we’ll be happy to update you. We’re going to be tracking perceptions of advertising on an ongoing basis via our Ad Positive score so we’ll have a better answer for you next year. But overall, targeted advertising can be effective – if it’s done well. 64% of consumers we surveyed said they prefer to see advertising that is relevant to their interests.

This article first appeared in www.MediaVillage.com
 

Monday

Hurdles in Attribution.


Recently, CIMM, The Coalition for Innovative Media Measurement, released the findings of a study on attribution conducted by Sequent Partners. The main conclusion was that, as an industry, we have made some progress towards the development of an attribution model across media. However, there is more work to do and, at least in the near term, there are few viable systems currently available that holistically capture cross-platform consumer behaviors.

This is an industry imperative but the challenges are steep. To get a lay of the land, I sat down with Julian Zilberbrand, EVP, Audience Science, Viacom Media Networks, Ben Clarke, President, The Shipyard and Jane Clarke,  CEO, Managing Director, CIMM.

Charlene Weisler:  What, for you, were the most important takeaways from the CIMM Sequent Whitepaper on attribution?

Julian Zilberbrand: There is still much work to be done to truly do cross platform attribution, especially when taking into account non-digital touch points.  The methodology used, I believe, still leads back to a Marketing Mix Modeling (MMM) versus Multi-Touch Attribution (MTA).   MMM has its value but is a different capability that has been in existence for a long time and is seen to have flaws as well. The need for attribution is real and necessary in our space but individual advertiser KPIs make a one-size-fits-all model impossible.

Jane Clarke: The most significant insight emerging from our whitepaper is that clearly while progress is being made, there is still much development work needed for a truly integrated marketing mix modeling and attribution approach to ROI analysis. We have outlined some important elements of the direction that development needs to take for a more holistic solution, but important work lies ahead.  The future of cross-channel attribution is being formed now, so it is in the best interest of media buyers and sellers alike to get involved in the process to ensure that the industry has options moving forward that truly serve our needs.

Charlene Weisler:  What do you see as the greatest challenges in attribution? 

Julian Zilberbrand: The biggest hurdles from the digital end are the proper attribution of search and social; you need actual log files that search and social partners will not provide. As for non-digital touch points, there is a lack of universal id to properly attribute exposure in more traditional areas of marketing and the proper data structure with functional nomenclature across all channels.

Ben Clarke: There is so much noise in the data as to what's really influencing a sale - something as simple as how close a person lives to a retail location is a main driver of sales - but not accounted for in attribution - further most attribution models.  In addition - the term attribution itself probably needs to be dimensionalized - attribution models are usually deployed against sales targets - but some channels may be great for building awareness and preference (which are important) but don't lead directly to sales.  In other words - attribution deals in Purchase Funnels where not every meaningful relationship is a sale.

Jane Clarke: The biggest challenge to full cross channel attribution is accurate measurement of consumer and/or household identity to link all the media exposure datasets to purchasing datasets and/ or other KPIs for marketing campaigns.

Charlene Weisler:  How long do you think it will take for formulate a viable attribution model? Is it even possible? 

Julian Zilberbrand: We still have work to do to get to MTA to be a truly viable solution for determining effective marketing touchpoints across all channels.  Not all consumer touch points are given proper credit or provide the level of time-stamped data which can effectively feed the MTA properly. Additionally, various advertiser KPIs present a real challenge to solve for in a single modeled approach. The model might not yield relevant results in every instance.  Creating models or game theory takes a significant time to ramp up and requires a level of patience that most marketers don’t have.  Of course it’s possible, but only if cross platform measurement solutions, both globally and for the U.S., reach their full potential.

Ben Clarke: I don't think there will be "a model."  This is the issue with one size fits all fractional attribution platforms you can buy out of the box - the neatly assign values to each channel - but when you go to activate against those insights they largely fail to be predictive.  Usually great attribution involves setting up controlled experiments on a continuous basis - so I don't think the goal should be to come up with "a model" at all - maybe better to come up with a methodology that can deliver versions of models over time.

Jane Clarke: Viable models are beginning to emerge for full cross channel marketing ROI attribution, and will improve along with the ability to link and/or model consumer and household identity across more and more devices, marketing channels, and purchasing datasets.




This article first appeared in www.MediaBizBloggers.com

Wednesday

What Is the Future of Pay TV?


What do we really mean when we say “pay TV”? To some, it means programming or networks that are commercial-free, available on any platform, and require the viewer to pay a fee. To others, it includes ad-supported TV channels offered through a multi-channel video program distributor (MVPD). It might also include newer innovations like video-on-demand (VOD) and streaming video-on-demand (SVOD) programming as part of a subscription service.

In sum, pay TV is evolving into an amalgam of networks and services that are typically supported by ads or subscriptions, and its definition keeps changing as technology and access to content expands. The generally accepted definition, however, comes from the Television Bureau of Advertising: “Home television programming for which the viewer pays by the program or by the month. Pay television includes both over-the-air transmission (with scrambled signals) and cable transmission (pay cable).”

A Downward Trend

Read the full article on the Videa blog.

Tuesday

Tracy Swedlow and the Future of Television - The San Francisco Conference This Week



Tracy Swedlow is not only a Futurist, she is also the founder of and energy behind the TV of Tomorrow. This year’s conference in San Francisco is this week – June 28 and 29 - and is expected to offer a wealth of ideas, initiatives and ground-breaking efforts to manage and expand the media ecosystem. 

Charlene Weisler: What do you see as the three biggest trends in media in the next year? 

Tracy Swedlow: There are many things on the upswing, as this industry reinvents itself yearly, but three of the bigger ones we are seeing are: 

- Autonomous vehicles developing as a "new living room." The auto industry is not an area one would think of as being a focus for this show, but with today's drivers turning into tomorrow's riders, there is a large window opening for new forms of in-vehicle video experiences. We have a panel at the event discussing the possibilities for this new audience. 

- OTT. While not a new trend, given that 2017 saw an unprecedented rise in cord cutting, it continues to be important for many reasons across content, advertisers, distribution and others within the ecosystem. We have numerous panels at the event touching on OTT and its continually evolving in increasingly important role--including the ways in which Pay TV is now embracing OTT. 

- ATSC 3.0 has the potential to transform local broadcast TV and make local broadcasters key players in the TV of tomorrow. It will allow them to offer richer content, gather more granular data, and (thanks, for example, to its conditional-access features) adopt new business models. Given the excitement around this topic, we put together a session of experts to educate the market on the technology and its potential. We also have ATSC 3.0-focused keynotes from Chris Ripley, CEO of Sinclair Broadcast, and Sam Matheny, CTO of the NAB.

Weisler: Is linear TV dead? 

Swedlow: Linear is certainly not dead. I'm looking forward to seeing how local broadcasters reinvigorate the experience of linear TV by exploring new ATSC 3.0 opportunities. Also, many of the emerging OTT services are rolling out linear-TV services alongside on-demand as a core part of their offering. I think that, when prognosticating about the future, we always tend to think that a current technology or medium will be completely replaced by an emerging one; in fact, they often persist and thrive. I'm sure that everyone was predicting that radio and movie theaters were going to disappear when TV came along, and that clearly hasn't been the case. Linear-TV will still be a significant part of the TV experience, even if on-demand becomes the dominant form of TV consumption. 

Weisler: What is the main theme of the conference this year?

Swedlow: I'm not sure that there's one over-arching theme, in terms of a specific industry trend, as we cover multiple aspects of the advanced-TV/video/advertising industry. However, one theme we're focusing on is that this event is a "gathering of superheroes" of the industry. We've done this because many of the speakers and attendees have been working for many years now on the innovations that we're showcasing now, never giving up their dreams of revolutionizing advertising, measurement, programming, content delivery, etc., even when those things were viewed by others with a lot of skepticism and it looked like the obstacles to realizing their visions were almost insurmountable. We've been covering this industry for nearly 20 years now, so we're very well aware of the (super)heroic efforts people have made to bring about the various TV and video innovations that we're seeing today. 

Weisler: What are some of the companies represented at this year's conference?

Swedlow: It is a wide range that spans the entire ecosystem . . . broadcasters, showrunners, ad agencies and brands, hardware manufacturers, media conglomerates, VR/AR companies and many more. Examples include: Coca-Cola, Best Buy, comScore, Walmart, Viacom, NBC Universal, Turner, TCM, Fox, the Showrunner of "Man in the High Castle," Elineapix, The Young Turks, HTC Vive, MediaVest, Sinclair Broadcast Group, NIO, Avis Budget, USA Today, Omnicom, Publicis, TiVo, Inscape, Warner Bros., Cut.com, Donut Media, Omaze, TV Academy, NAB (the CTO is speaking).

Weisler: What is your opinion about the state of standardized cross platform measurement?

Swedlow: I'm not a true subject matter expert on this topic, but we will be featuring it in depth at TVOT as always. We are getting closer and closer to being able to do this, but there are certain key currencies, standards and technologies that need to be more transparent and in place to do this.