An Eye Towards the Future of Multi-Measurement. The NBCOne Developer Conference

While some in the press called the recent NBCOne Developer Conference “nerdy” it was, in fact, fascinating. The purpose of this 2^nd annual meeting was twofold.  First was to announce the many new innovations that NBC has added to their One-Platform. Second was a call to action on the part of the industry to foster more collaboration between vendors, programmers, marketers and overall competitors to accelerate the advancement of measurement and implement and adopt alternative currencies. 

One panel which highlighted the recent announcement of a long awaited JIC (Joint Industry Committee), summed up the importance of working together as an industry, crossing self-interested lines for the greater good. The goal is to establish a mutually acceptable audience measurement for both the buy and sell side of the industry.

Also presented at the conference were panelists who spoke about the value and efficacy of NBCU’s One Platform, how is it best used across departments and disciplines. NBCU’s Linda Yaccarino, Chairman Global Advertising and Partnerships, noted that when it comes to Big Media and Big Tech, it is important to have both because of the need for data unification and content in one platform. Therefore a JIC is vital to facilitate the breakdown of data silos for a mutually acceptable range of measurements to that position companies to maximize their value.  This requires us to move away from single solutions, move away from simply counting impressions and a move to a multi-currency future (which, incidentally, is available now).

Other highlights included an interview with Apple co-founder, Steve Wozniak by CNBC’s journalist, Carl Quintanilla, on the future of AI where, according to Wozniak, computers are not meant to replace humans but to help them and that the path to success will be filled with errors and missteps.

According to Ryan McConville, EVP Advertising Platforms & Operations, NBCU, new and improved features of One Platform include the ability to activate on multi-currencies through iSpot and VideoAmp that optimize within the life of a campaign.  He also announced a partnership with Mediaocean that enables end-to-end capabilities for transactions which facilitates scaling.

John Lee, NBCU’s Chief Data officer announced that NBC Unified is now ready for targeting and measuring.  Notably, the use of data from trusted first party sources (their advertisers) can now be matched with NBC IDs that include data from content, their fans passions and even theme parks. There are new advertiser segments for measurement that match to real outcomes.

Deborah Wahl CMO GM presented a use case for NBC showcasing how the Platform was used to identify consumers for their electric cars last year and how it will be used this year for launching EVs in all classes from luxury (Cadillac) to mainstream (Chevy).   

Andy Cohen, Host and Executive Producer for Bravo, talked about the success of Fandom and used Bravo as an example with BravoCon while NBCU’s Global CMO, Josh Feldman spoke about eCommerce and Retail Media. Feldman announced the debut of One Platform Commerce partnerships with retail media Citris Ad and NBC Checkout which enables seamless purchase capabilities in partnership with Kerv Interactive. There is also Tech licensing for commerce technology which is a new business opportunity for NBCU.

NBCU’s EVP Measurement & Impact, Advertising & Partnerships, Kelly Abcarian, championed “let there be change” facilitated with iSpot and VideoAmp.  She also predicted that currencies in use today such as C3 and C7 will be out of date by 2024. Notably, NBCU has now “certified” 29 new partners and 5 different measurement categories. 

For those of us who have seen the advancement of technology and data with a sense of excitement, these developments and predictions and the expansion of systems such as NBCU’s One Platform, bode well for an industry that needs to keep up with change. As David Levy, Co-CEO and equity partner in Horizon Sports noted, maybe we are approaching a measurement renaissance.

 

 First published in www.MediaVillage.com Thought Leaders   

Artwork by Charlene Weisler

 

 

 

 

 

 

Advancements in Cross Platform Measurement

CIMM, the Coalition for Innovative Media Measurement recently held its annual Cross-Platform Media Measurement and Data Summit. This year’s conference focused almost exclusively on cross platform which is the hot issue among both media buyers and sellers.

CEO and Managing Director, Jane Clarke, announced CIMM’s 7 criteria for cross platform measurement at the conference. She explained, "CIMM developed our 7 Criteria for measuring cross platform exposure of both content and ads in order to let research vendors know the solutions that the end users are seeking for measuring unduplicated reach."

During this time of media transformation, these seven criteria help to form a foundational consensus for the industry. 

CIMM’s Seven Criteria For Cross Platform Measurement

      1.       We need to go beyond panels. Panels alone are too small to be the only measurement solution for the cross platform world. Panels are also unable to account for out of home viewing - an issue for some networks, notably CNBC. Linda Yaccarino, Chairman, Advertising Sales & Client Partnership is addressing this issue, as she explained, “CNBC Daytime is no longer relying on Nielsen for C3 ratings.”

      2.       We need passive measurement and solutions. The least amount of intrusion is optimal as a myriad of devices vie for viewers’ attention. Manish Bhatia, comScore’s Chief Revenue Officer, noted, “No matter what the media is, passive electronic measurement has been viewed by the industry as the most accurate approach to capturing and reporting media behavior accurately. That is what comScore is doing.”

      3.       Census data are needed across all platforms. As with the importance of going beyond panels, CIMM acknowledges that census level data is needed for all platforms. Clarke explained, "It's important that we point out the need for hybrid combinations of panel data with census-like data across all platforms, including TV Return Path Data." “The data is there to count every consumer“, noted Time Warner Cab le EVP & COO, Media Services, Joan Gillman, “We are only starting to scratch the surface.”

      4.       Measuring individuals is optimal but measuring households is also useful. Targeting households and their behavioral dynamics can also provide actionable insights for marketers. According to Eric Schmitt, EVP Communications and Media at Allant, “Standard household-level segments and ad impression counts across inventory pools, platforms and MVPDs are essential to keeping national TV advertising competitive with the scale and efficiency of online alternatives."

      5.       Measure ads and programming separately. The sooner we move to separate measurements of ads and programs, the better according to Jed Meyer, Global Research Director at Annalect who said, “We are moving from a world of content-based buying to audience-based buying and future measurement systems need to reflect this shift.” The reason, according to Schmitt is that, "Measuring ad audiences is different than programming measurement.  Advertisers have specific segments they want to reach, while programmers are usually looking for as many eyeballs as possible.

      6.       We need common units of analytics and metrics for reporting.  Tom Xenos, MediaVest’s Vice President, Audience & Measurement Solutions believes that, “If we’re ever to make sense of the new cross-media world, we need to adopt a common set of metrics for measuring and evaluating audiences.  Otherwise, we’ll just continue to have a media tower of Babel.” But the quest for common metrics is challenging. When asked which metrics are most important, there was a range of responses. Fernando Arriola, VP and Media Integration, ConAgra Foods, said, “Brand health and sales, how many unduplicated people see the message”, Yaccarino said, “Total audience delivery,’ and Erin Matts, Chief Marketing Officer, Annalect, averred, “The best proxy for sales varies by client. The more metrics are better. The access to a variety of metrics allows us to customize and makes our job easier.”

      7.       Implement an asset identification open standard. CIMM is in the process of crafting an open standard for media asset identification using EIDR and AD-ID, utilizing consultant Chris Lennon, President and CEO, MediAnswers, to help in SMPTE standardization. He explains, “We sent out an RFP and are now gathering test content and refining our test plan to best assess respondent technologies. (We are) also developing a SMPTE Recommended Practice that we will publish along with the eventual Standards document(s) that come out of this effort.”

With these criteria in place, the pace of cross platform measurement solutions should accelerate. An industry-based solution could be close at hand. Let’s hope soon.

This article first appeared in www.MediaBizBloggers.com

Who Are The AlphaBoomers? NBCU's Alan Wurtzel Explains.

I have written articles on the value of targeting Baby Boomers and now NBCU’s Alan Wurtzel goes one step further. He says that it is not specifically Baby Boomers that advertisers should target, it is the AlphaBoomers, a valuable sub-set of Adults 55-64.

Who exactly are the AlphaBoomers and why are they so important? I sat down with Alan and he explained it all in this series of videos:



In this 10:33 minute video, Alan Wurtzel talks to Charlene Weisler about the NBCU Alphaboomer study - the reason behind the study, the methodology and some conclusions:



Charlene Weisler talks to Alan Wurtzel about Brands and Agency Issues regarding the NBCU AlphaBoomer Study in this 7:20 minute video:




In this concluding 7:52 minute video, NBCU's Alan Wurtzel taks to Charlene Weisler about his AlphaBoomer Study - all of the myths associated with an older audience and next steps for the study conclusions:

According to Alan, Alphaboomers are 55-64 and the reason why he considers them a sub-set of the Baby Boomer population is that they are freshly minted Boomers. He explains, “every 7 seconds someone in the U.S. turn s 55 which immediately puts them outside the monetize-able Nielsen demo – basically forgotten but not gone. “ And yet they behave exactly as they did a year before – same purchasing decisions, same media choices – but they are no longer considered a part of the monetize-able advertising and television viewership ecosystem.

This is an issue not just for ad sales but also for measurement. Alan cited the example of CNBC whose 25-54 ratings inexplicably plummeted from one month to the next. Nothing in the schedule changed. But what happened was that three Nielsen panelists, all heavy viewers of CNBC, celebrated their 55th birthdays that month. They were no longer in the 25-54 demo but they were still in the sample. Happy Birthday panelists! Now you are no longer valuable consumers.

Alan describes it as like “a canary in the coalmine” where he began to understand that the demography of the country is shifting. This demographic shift would not only impact news networks like CBNC, this shift would impact any network that falls in the latter end of the 25-54 target demographic. The march of time will have a monetary cost for many content providers and advertisers.

So what Alan decided to do was conduct a research study to measure Baby Boomers age 45-64, dividing the group into adults 45-54 and 55-64. In this way it is easier to see how the segments compare and contrast. The study consisted of 1500 online questionnaire interviews as well as some in-person ethnographies. The results confirmed a distinct difference in the two age groups. Adults 55-64 were more likely to be empty nesters. And because their family structure was changing, they had more discretionary income, were experiencing a life transition that likely resulted in much more purchasing decisions and they also tended to be starting new homes or refurbishing their current home – more to their personal liking rather than a compromise to children and their needs.   

These Alphaboomers, those who are 55-64, confound all the myths we hear about older adults. Alan calls them Urban Myths and they are as follows:

Myth: Boomers are Winding Down. That is simply not true. There are a substantial number of Boomers that keep on working. Some do it for economic reasons but most define themselves through their work and enjoy what they do. They are not prepared to go quietly into that good night.

Myth: Boomers Have Less Income So They Spend Less. Just plain wrong, says Alan. Yes, Boomers may   be out of their peak earning years but income alone doesn’t predict purchasing power. Discretionary income does and Boomers have more of it than any other age group... and they need instant gratification. That is a powerful consumer combination.

Myth: Boomers Are Set in Their Ways. Alan says that this myth goes way, way back. The idea that established brand loyalties last through one’s life is no longer true. AlphaBoomers are, by nature, more cynical about brand advertising. They say “Show me your value or I will go to someone else.” Yes there are iconic brands but the notion that all brand loyalty is unchangeable is simply not true.

Myth: Boomers are Techno phobic. No. In fact, they are more likely to spend on electronic because they have the money to spend.

Myth: Boomers are Easy to Reach. Alan’s study found that this is no longer true. The respondents were given a choice of 35 of the top channels – broadcast and cable networks - and were asked to rank their top three favorites. The result: 40% said some combination of one broadcast and two cable networks and another 40% chose three cable networks. Just as other age groups are fragmenting under the large amount of viewing choices, so are Boomers.

Will the NBCU’s AlphaBoomer  study change perceptions? Let’s see what happens in this next upfront season.