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ESOMAR Conference papers
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How to target TV ads: A buyer's guide to set top box targeting algorithms
Brendan Kitts, ARF Experiential Learning, Re:Think conference, 2013
With television advertising targeting undergoing a revolution in capabilities and accuracy, this paper reviews a variety of different targeting algorithms.
With television advertising targeting undergoing a revolution in capabilities and accuracy, this paper reviews a variety of different targeting algorithms. These range from the traditional age-gender targeting methods employed based on Nielsen ratings, to new approaches that attempt to target high probability buyers using Set Top Box data.
Optimising advertising ROI: Applying general principles of advertising response to media buying
Keith Spencer, ESOMAR, Asia Pacific, Shanghai, April 2012
This paper reports on a global analysis of Ipsos ASI's advertising tracking databases. It found consistent consumer responses to advertising around the world, but disparate media buying practices: advertisers in emerging markets routinely invest in higher TRPs than those in mature markets.
This paper reports on a global analysis of Ipsos ASI's advertising tracking databases. It found consistent consumer responses to advertising around the world, but disparate media buying practices: advertisers in emerging markets routinely invest in higher TRPs than those in mature markets. This difference leads the paper to suggest that there is considerable potential for improving advertising ROI across the Asia Pacific region.
Average commercial rating does not measure your ad's performance: An alternative approach - exact commercial ratings in buying TV
John Spadaro and Bruce Goerlich, ARF Experiential Learning, Re:think conference, 2012
The authors (from Zenith Media and Rentrak) argue that the current system of US national TV audience measurement for advertisements is flawed.
The authors (from Zenith Media and Rentrak) argue that the current system of US national TV audience measurement for advertisements is flawed. This is because these ratings are based on an average of all commercial minutes by program. In a typical hour of broadcast, this represents 14 minutes of commercials, and therefore about 96% of the rating does not encompass the advertiser's specific commercial. The report evaluates the collaboration between Rentrak and Zenith to produce exact commercial ratings for 23,372 TV spots using Rentrak's database of over 8m households. Based on the study, the report argues that exact commercial ratings are a precise and stable measurement tool to examine an advertiser's investment in TV (and can therefore provide more accountability).
Merging Audience Ratings and Advertising Expenditure Data. How to Better Evaluate Advertising Investment Within and Among Countries
Jesus Arroyo Santos, Jose Ruben Jara Elias and Luisa Fernanda Hinojosa Streber, ESOMAR, Audience Research, Miami, May 2000
This paper analyzes the difficulties faced by media professionals when handling data derived from merging advertising monitoring and ratings, with a focus on television.
This paper analyzes the difficulties faced by media professionals when handling data derived from merging advertising monitoring and ratings, with a focus on television. The authors explore specific technical and methodological aspects and provide suggestions for better treatment of the data for post-buying analysis on a local or regional basis.
Relating Products to TV Program Clusters
Henry Assael and David F Poltrack, Journal of Advertising Research, Vol. 39, No. 2, March/April 1999
A key issue in media selection is selecting combinations of programs most likely to be viewed by the targeted product user or owner group.
A key issue in media selection is selecting combinations of programs most likely to be viewed by the targeted product user or owner group. Media models might provide weights by criteria of cost, reach and frequency for targeted groups relative to program ratings in selecting such a combination of programs. But the question remains whether more direct selection is possible by linking combinations of programs to product usage or ownership. Two joint-space models, based on single-source data from NTI, are used to examine this question. The analysis suggests that program clusters can be selected based on product ownership for most U.S. car categories (the example used in the study).
Learning to live in Lilliput, the media land where small is beautiful: optimizing reach with low ratings and other thoughts on TV fragmentation
Erwin Ephron, ESOMAR, The Global Future, Lisbon, July 1997
Severe TV audience fragmentation in the United States is prelude to a worldwide ratings slide. This paper argues that from the experience in the United States, audience fragmentation does not signal the end of mass market television.
Severe TV audience fragmentation in the United States is prelude to a worldwide ratings slide. This paper argues that from the experience in the United States, audience fragmentation does not signal the end of mass market television. American viewers continue to watch more than twenty-eight hours a week. This audience is simply being divided up into smaller pieces and is being sold by more suppliers. The author suggests fragmentation is opportunity, not misfortune. It can improve targeting, lower CPMs and even lower the cost of buying reach. The challenge is to adjust our thinking - and our planning and buying techniques - to the new reality.
TV Stations' Use of Barter to Finance Programs and Advertisements
Prof W Wossen Kassaye and Joseph P Vaccaro, Journal of Advertising Research, Vol. 33, No. 3, May/June 1993
A discussion of TV buying and selling by barter. History and legislative background summarised, and why this makes barter attractive.
A discussion of TV buying and selling by barter. History and legislative background summarised, and why this makes barter attractive. Describes a research study among U.S. TV stations to examine: whether barter is increasing, and how this is affected by the economic climate; whether it is used for promotional purposes; its use by competitors. Results: barter has been increasing; it is not much influenced by the general economic climate, but it is affected by the prosperity of the region; only about half the stations use it for promotional purposes; decision to barter is not necessarily influenced by whether the competition is doing it. Reasons for bartering are explored. Bartering tends to be used more by stations in weak economic areas where unemployment is high, and when future economic prospects in the region tend to be poor.
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