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Planning television as a WOM driver: Insights from CBS and Keller Fay
Geoffrey Precourt, Event Reports, Advertising Week, October 2012
This report from New York Advertising Week covers a presentation by the broadcaster CBS and agency Keller Fay about how media generates word of mouth (WOM).
This report from New York Advertising Week covers a presentation by the broadcaster CBS and agency Keller Fay about how media generates word of mouth (WOM). It specifically describes research indicating that TV drives conversations about brands better than any other media. The study brought a number of data sources together (segmentation, Nielsen viewing and WOM data) to build a profile of what sparked conversations among influential viewers (“media trendsetters”). It found that TV was referred to in almost 20% of all offline "brand conversations" (over half of which driven by commercials) – and 27% of conversations initiated by the group of influential viewers. It is argued that the new data and its findings enable advertisers to target programs popular with these influential viewers, thus optimising their media planning with WOM generation as a strategic objective.
From Prime Time to My Time - Integrating media audience measurment
Andrew Green, Warc Exclusive, From Prime Time to My Time, 2010, pp. 164-171
In the final chapter of From Prime Time to My Time, Andrew Green discusses how the methods of audience measurement covered in the preceding chapters can be integrated.
In the final chapter of From Prime Time to My Time, Andrew Green discusses how the methods of audience measurement covered in the preceding chapters can be integrated. An overview of research into multi-media techniques is presented, including syndicated single-source research and custom single-source surveys.
Is There Life After Apollo?
Stephan Loerke, ANA Magazine, December 2008, pp. 58-59
Stephan Loerke, WFA managing director, argues in this 2008 article that accountability remains a top priority for marketers.
Stephan Loerke, WFA managing director, argues in this 2008 article that accountability remains a top priority for marketers. He adds that the adoption of industry-wide metrics for media audience measurement - incorporating holistic, consumer-centric approaches - remains crucial. The WFA is pushing for this outcome through its global WFA Blueprint scheme. It found recently that 50% of the world's largest ad markets have initiatives running that fulfil some or all of Blueprint's criteria. Loerke also argues that good measurement helps to solve the problems posed to advertisers by the media fragmentation brought about by the online revolution.
The future of fusion
Tony Jarvis, Admap, October 2004, Issue 454, pp. 123-124
Tony Jarvis, chairman of the ARF blue ribbon committee who produced the ‘Guidelines for Data Integration’, looks at the value and future of single source data, fusion and data integration.
Tony Jarvis, chairman of the ARF blue ribbon committee who produced the ‘Guidelines for Data Integration’, looks at the value and future of single source data, fusion and data integration. He quotes the views and opinions of committee members.
Multimedia audience measurement
Peter Masson and Sue Elms, Admap, October 2004, Issue 454, pp. 154-154
Peter Masson, a partner at Bucknull & Masson International Media & Research, and Sue Elms, managing director of Carat Insight UK, each provide a personal view on the current state, and future, of multimedia audience research.
Peter Masson, a partner at Bucknull & Masson International Media & Research, and Sue Elms, managing director of Carat Insight UK, each provide a personal view on the current state, and future, of multimedia audience research. Masson describes the limited and flawed data that is available in a number of countries, and how with repeat interviewing, modelling and data integration he works towards a multimedia reach and frequency map. Elms reviews the UK situation where a variety of solutions have been developed.
What is fusion?
Colin McDonald, Admap, June 2004, Issue 451, pp. 12-13
In this chapter of the ‘Best Practice’ series, Colin McDonald looks at data fusion – the combining of data from two different surveys or databases so that they can be analysed as if they came from one.
In this chapter of the ‘Best Practice’ series, Colin McDonald looks at data fusion – the combining of data from two different surveys or databases so that they can be analysed as if they came from one. He discusses the history, validation studies and problems. As usual, an exemplary reading list is provided.
The promise of fusion
Erwin Ephron, Admap, December 2002, Issue 434, pp. 42-44
In this article Erwin Ephron suggests that data fusion could be an effective alternative to single source.
In this article Erwin Ephron suggests that data fusion could be an effective alternative to single source. He explains the concept of fusion and introduces a newly released example of the use of fusion - a special purpose MARS/NTI database designed to over-represent consumers suffering from specific ailments. In the fusion individual records from MARS are joined to the individual respondents records of the Nielsen Peoplemeter panel. The author demonstrates that the fused database reports national estimates of magazine reading and TV viewing among sufferers of specific ailments. He explains that while, until recently, fusion had focused on estimating cross-media duplication for mix-media planning and optimisation an equally important use is in targeting television. He illustrates two examples of cost savings of 13% and 24%. He asks 'why does this happen and should we be convinced by the results?' The conclusion is that fusion is sound enough to use for planning in these particular cases. He suggests that rather than asking 'how good is fusion' the question should be 'is using fusion better than what is currently being done?'
Brand A.D.D: There is a cure
Audrey Siegel, ANA Magazine, Nov 2002, pp. 68-70
The author argues that brands are increasingly suffering from 'attention deficit disorder' by their consumers.
The author argues that brands are increasingly suffering from 'attention deficit disorder' by their consumers. Advertisers recognise this as far as creative content is concerned - but not when it comes to media choice. He argues that media involvement, as measured by an Involvement Index (for magazines) and fusion research (for TV), is the answer.
Canadian Advertising Research Foundation data integration committee report
Terry Rushbrook, Canadian Advertising Research Foundation, June 2002, pp. 1-4
Report on a feasibility study by the CARF Data Integration Committee into possibilities for providing a unified product-linked media database for the whole advertising industry.
Report on a feasibility study by the CARF Data Integration Committee into possibilities for providing a unified product-linked media database for the whole advertising industry. Objectives and criteria are listed. Concerns discussed include: impact on market data, sample sizes, choice of supplier, software systems, data availability, sample methodology.
Mixed-Media Planning for the 21st Century
Michelle Crellin and Matthew Dodd, Admap, April 2002, Issue 427
This paper introduces a new media planning tool entitled Mercury which uses data fusion and enables the user to analyse schedules across media.
This paper introduces a new media planning tool entitled Mercury which uses data fusion and enables the user to analyse schedules across media. At present the system is limited to TV and press but radio, and internet will be added with cinema and outdoor being examined. The authors claim that Mercury users can examine which combinations of media work best together and planners need no longer judge media individually but in a holistic way. The authors explain that their approach was to meld TGI respondents on BARB and explain that Mercury, unlike other mixed media systems, uses real data, not alternative data from diaries or average programme ratings. Examples are shown how schedules consisting of TV and press gave superior audience delivery at a more cost-effective rate than TV only schedule. There is plea for more advertisers, especially in the food sector, to try mixed media schedules.
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Media data fusion
Cross-media and multimedia effects
Media research trends
Passive and portable peoplemeters
Proprietary media surveys and panels
Quality of exposure, media engagement
Single-source media data
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