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Addressable TV: Traditional Television Just Became Untraditional
Aaron Fetters and Helen Katz, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper discusses the development and results of a project from Starcom MediaVest (SMG), a media agency, that looks into addressable TV in the US.
This paper discusses the development and results of a project from Starcom MediaVest (SMG), a media agency, that looks into addressable TV in the US. The project was undertaken with the food manufacturer, Kellogg's (an early mover in adopting the technology in its ad targeting) and with the media partner, DirectTV. Results from the project include: addressable campaigns are more precisely targeted and increase the frequency of ads seen, and commercials targeted in this way are also seen for slightly longer than the norm. The paper concludes by discussing several learnings and questions arising from the project, including: the impact of addressability on KPIs, connecting exposure to sales, the optimal frequency threshold, addressability across platforms and the speed with which addressability will scale.
Survey-Based Targeting Fine-Tunes Television Media Planning: A Case for Accuracy and Cost Efficiency
J. Alexander Smith, Brett Boyle and Hugh M. Cannon, Journal of Advertising Research, Vol. 50, No. 4, 2010
This paper examines the use of single-source, survey-based targeting data to complement ratings data for television media planning.
This paper examines the use of single-source, survey-based targeting data to complement ratings data for television media planning. We argue that the essence of targeting rests in determining the relative concentration of product users in various media audiences. This product-media concentration reflects the motivation and lifestyles of product and media users and is unlikely to vary significantly over time or across markets. Using data from SMRB, we argue that the product-media selectivity captured in the selectivity-index can be combined with conventionally measured ratings data to accurately estimate target market ratings. These, in turn, can be used for more accurate, cost-efficient television media planning.
Re-defining retail promotional allocation: Combining customer typologies, media preferences and consumption and shopping behaviors to build more effective retail promotional allocation models
Don Schultz and Martin Block, ARF Experiential Learning, Re:Think conference, 2010
Media planning and measurement appear to still follow planning and purchasing rules developed 50 years ago, with resources allocated on the basis of past media usage, so the authors describe how a new media planning and allocation model might work for retail organisations.
Media planning and measurement appear to still follow planning and purchasing rules developed 50 years ago, with resources allocated on the basis of past media usage, so the authors describe how a new media planning and allocation model might work for retail organisations. They utilise the recorded media habits of the customers of three leading US fastfood chains to illustrate mis-allocation of resources before constructing a CHAID (Chi-Square Automatic Interaction Detection) model of predictive media usage and suggesting how these predictive models might be used to improve media planning.
People-centric media planning: Leveraging involvement, mind and mood to improve media effectiveness
Howard Parry-Husbands, John Cucka and Sharyn Smith, ARF Experiential Learning, Re:Think conference, 2010
This paper seeks to demonstrate how 'new' media targeting can work from a people-centric perspective.
This paper seeks to demonstrate how 'new' media targeting can work from a people-centric perspective. Researchers spoke to hundreds of people about a wide range of categories and deconstructed their experiences in their own words. From this they established 16 keywords that can be used to quantify the mind and mood of any person in any media context. The authors state that the resulting Engage model is not a replacement for strategy, but is best used as a query tool to help inform decision-making in marketing communications. A number of case studies are cited to support the authors' argument.
Identifying Global Targets: An innovative approach to getting it right
Katherine Binns, ESOMAR, Global Healthcare, New York, March 2010
This presentation outlines a unique, interlocking process to identify and define global targets through forward-looking marketing research.
This presentation outlines a unique, interlocking process to identify and define global targets through forward-looking marketing research. All too often, pharmaceutical marketers have a haphazard process for identifying targets. The result can be sub-optimal positioning strategies for new products and/or weak messages and other brand identity elements for in-line products. In an era of tighter regulatory approvals, shorter brand life cycles and fewer launch opportunities, it is critical for marketing, marketing research and other commercial functions to get it right the first time. This session will provide attendees with a systematic method for identifying global targets in an evolving marketplace.
It’s Personal: Extracting Lifestyle Indicators in Digital Television Advertising
George Lekakos, Journal of Advertising Research, Vol. 49, No. 4, December 2009, pp. 404-418
Digital television technology developments provide the unprecedented opportunity to personalize television advertisements enhanced with interactive features on the basis of viewers’ preferences or interests.
Digital television technology developments provide the unprecedented opportunity to personalize television advertisements enhanced with interactive features on the basis of viewers’ preferences or interests. Existing personalization techniques applied over interactive platforms such as the Web provide the framework for the development of novel personalization approaches that take into account the particular television domain characteristics. In this article, we examine the exploitation of lifestyle as a predictor of consumers’ behavior in combination with dynamic behavioral user-driven data for the development of an efficient personalization approach. The focus is on the extraction of a limited set of variables that model membership in lifestyle segments easily collectible in this environment. The lifestyle indicators are then utilized as a key element in a personalization algorithm for digital television advertisements.
Measuring Advertising Quality on Television: Deriving Meaningful Metrics from Audience Retention Data
Dan Zigmond, Sundar Dorai-Raj, Yannet Interian and Igor Naverniouk, Journal of Advertising Research, Vol. 49, No. 4, December 2009, pp. 419-428
In recent years, there has been an explosion of interest in collecting and analyzing television set-top box (STB) data (also called "return-path" data).
In recent years, there has been an explosion of interest in collecting and analyzing television set-top box (STB) data (also called "return-path" data). As U.S. television moves from analog to digital signals, digital STBs increasingly are common in American homes. Where these are attached to some sort of return path (as is the case in many homes subscribing to cable or satellite TV services), these data can be aggregated and licensed to companies wishing to measure television viewership. Whereas previous television measurement relied on panels consisting of thousands of households, data can now be collected and analyzed for millions of households. This holds the promise of providing accurate measurement for much of the niche TV content that eludes current panel-based methods in many countries. Past attempts to provide quality scores for TV ads have typically relied on smaller constructed panels and focused on programming with very large audiences. This article defines a rigorous measure of audience retention for TV ads that can be used to predict future audience response for a much larger range of ads. The primary challenge in designing such a measure is that many factors appear to impact STB tuning during ads, making it difficult to isolate the effect of the specific ad itself on the probability that a STB will tune away. Several ways of modeling such a probability are proposed.
A Classic Formula: End-to-End Insight with Added Productivity
Clodagh Forde, Stan Sthanunathan, Dave Patten, and Geoff Wicken , Journal of Advertising Research, Vol. 49, No. 3, September 2009, pp. 266-270
In an era of belt tightening, retrenching, and doing more with less, The Coca-Cola Company introduced an innovative way to maximize insights and minimize costs.
In an era of belt tightening, retrenching, and doing more with less, The Coca-Cola Company introduced an innovative way to maximize insights and minimize costs. The successful formula was SPAN or Segmentation of People, Attitudes, and Needs. SPAN links proprietary consumer research with syndicated lifestyle and media research on a global scale and provides enhanced and integrated insights. The benefits of SPAN seen by The Coca-Cola Company are better portfolio planning and targeting, better connections and media planning, and more effective and efficient media investment.
Measuring responsiveness from a 360 degree angle - are you reaching consumers who respond to advertising for your brands?
Joan FitzGerald, ESOMAR, Worldwide Multi Media Measurement (WM3), Budapest, June 2008
This paper explores consumer responsiveness to advertising, in order to establish the relationship between product sales and individuals' exposure to advertising.
This paper explores consumer responsiveness to advertising, in order to establish the relationship between product sales and individuals' exposure to advertising. It aims to move beyond a 'retail-centric' approach by using a single source product purchase and media use panel, which allows for the assessment of the impact of various media types on different target groups. The paper focuses on the U.S. market, and assesses the influence of broadcast and cable TV, magazines, radio, online video and cinema. It argues that single source data allows marketers to identify which consumers use particular media, and especially those that are influenced by what they see. It also looks at when and why advertising may reach a 'saturation point' with consumers, assesses how planners can integrate multimedia campaigns into their work, and shows how to move beyond demographics and consumer targeting to aiming communications at the most responsive consumers.
Engagement of the future - brand bonding as predictor of future purchases
Robert Passikoff, Pamela J. Batalis and Charlene Weisler, ESOMAR, Latin American Conference, Rio de Janeiro, October 2006
This presentation describes an innovative approach to brand and media planning called Brand-to-Media Engagement (B2ME) and which allows marketers and planners to measure the real levels of engagement that will result from advertising and communication efforts - in this case, based on a particular channel and program on which they are advertised.
This presentation describes an innovative approach to brand and media planning called Brand-to-Media Engagement (B2ME) and which allows marketers and planners to measure the real levels of engagement that will result from advertising and communication efforts - in this case, based on a particular channel and program on which they are advertised. This approach permits more strategic and effective planning and execution that can turn traditional 'targets' into actual paying 'customers.' Most importantly, these assessments can be conducted before marketers spend their money!
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