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NBC Universal on the crisis of media measurement
Geoffrey Precourt, Event Reports, 4A's Transformation, March 2011
This report covers the contribution of Alan Wurtzel, NBC Universal President/Research & Media Development, to the 4A's Annual Leadership conference, in which he calls for a renewed industry effort to achieve cross-platform media metrics.
This report covers the contribution of Alan Wurtzel, NBC Universal President/Research & Media Development, to the 4A's Annual Leadership conference, in which he calls for a renewed industry effort to achieve cross-platform media metrics. He criticises its indifference to date, believing that the prospect of cross-media data is no nearer that it was five years ago, which will cause real problems for the media industry. "If you can't measure something, you can't sell it," he says.
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.
P&G To Consolidate Data Base for 360-Degree Consumer Insights
Geoffrey Precourt, Event Reports, ad:tech Chicago, September 2009
Reporting from ad:Tech Chicago 2009, Geoffrey Precourt, WARC's U.S. editor, covers a session on 360-degree marketing by Elva Lewis, Procter & Gamble's associate director of corporate marketing.
Reporting from ad:Tech Chicago 2009, Geoffrey Precourt, WARC's U.S. editor, covers a session on 360-degree marketing by Elva Lewis, Procter & Gamble's associate director of corporate marketing. Lewis argues that P&G is "one of the biggest and most siloed companies in the world", presenting unique challenges when it comes to understanding its customers. Currently, the FMCG giant's communications target around half of the potential U.S. audience base of 200 million people. The company's former marketing director, Jim Stengel, emphasised the importance of understanding the "who", the "what" and the "how" of the purchase process, but, until now, only the first of these criteria had been truly met, she added. However, by aggregating this information, and taking advantage of the scale of its operations, in a single-source database, P&G will now "be able to understand, for the first time, the individual. We'll know who she is. We'll know what she cares about at P&G."
The ARF Asks: Is a Global Holistic Metric Possible?
Geoffrey Precourt, Event Reports, ARF Audience Measurement, August 2009
Holistic measurement is the subject of intense interest for all constituencies in the communications industry globally.
Holistic measurement is the subject of intense interest for all constituencies in the communications industry globally. At its 2009 Audience Measurement 4.0 Conference, the ARF, assembled a panel anchored by Giovanni Fabris, to discuss an evaluation by the World Federation of Advertisers (WFA) of the potential of a holistic program. This article provides new insight from a WFA review of global holistic measurement initiatives in progress in several countries outside the U.S..
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 WFA Blueprint: Everyone gains from evolving media measurement
Robert Dreblow, Warc Exclusive, November 2008
This paper argues the case for the industry-wide development of a consumer-centric approach to media audience measurement, as advocated by the WFA's Blueprint initiative.
This paper argues the case for the industry-wide development of a consumer-centric approach to media audience measurement, as advocated by the WFA's Blueprint initiative. Despite the termination of Project Apollo in the US, results of a WFA survey still found development of, or interest in, such audience measurement in 17 countries, spanning three broad approaches: Hub (e.g. in France); Single-source (e.g. Project Apollo and Media Monitor in Italy); and Hybrid (e.g. the UK's IPA TouchPoints). The benefits of such new approaches to media audience measurement for advertisers, media owners and agencies are discussed.
Model-building for better media deployment
Robert Stratton, Admap, November 2008, Issue 499, pp. 51-53
Agent-based modelling is essential to measure advertising effects in today's environment of fragmented media channels, interactive and social media.
Agent-based modelling is essential to measure advertising effects in today's environment of fragmented media channels, interactive and social media. Traditional causal models will not work with interactive media and social networks, as the effects they provide is simply too complex to grasp from aggregated data. The process of interaction is a multiple probability chain, perhaps combining TV and online influences which are interdependent; this can only be dealt with by using individual-level data. Agent-based modelling works at the individual level, with individuals given "lifestyles" and characteristics based on survey data. The data set is analogous to single-source data, and has been found to correspond exactly to reach and frequency builds in the real world. A simulated social network has also been created to represent word-of-mouth and other interactive behaviours, since the process is so different from that which creates an advertising effect.
Pure single-source data and take-off time for Project Apollo
Rachel Kennedy, Colin McDonald and Byron Sharp, Admap, February 2008, Issue 491, pp. 32-35
This article discusses the value to marketers of pure single-source data (such as Project Apollo), and that the need for accountability, at a time of increasing media fragmentation, is driving interest in such devices.
This article discusses the value to marketers of pure single-source data (such as Project Apollo), and that the need for accountability, at a time of increasing media fragmentation, is driving interest in such devices. Crucially, single source is the only way in which it is possible to observe the ability of specific ads to increase or maintain sales against competition, or increase the probability of the brand being purchased, even when (as in most established markets most of the time) there is no aggregate-level sales change. Project Apollo, a joint venture between Arbitron and Nielsen with investment by seven leading advertisers, is described. Single-source has the capacity to provide hard data, not available otherwise, to answer a wide range of marketing planning questions, including: whether ads are working, and for how long; buyer behaviour and loyalty, and how it is influenced by advertising; media effectiveness and synergy; targeting and scheduling (based on purchase behaviour rather than demographics); and other influences such as price, promotions, outlets, personal characteristics of shoppers etc.
The Rocky Road to Single Source
Rick Watrall, Marketing NPV, Volume 4, Issue 3, 2007
The ability to funnel all media behavior into a single data source is considered the Holy Grail among media buyers and planners.
The ability to funnel all media behavior into a single data source is considered the Holy Grail among media buyers and planners. The increased efficiencies gained from measuring every message your customers are exposed to - across all media - and what they did as a result of that exposure holds great promise for media buyers and planners. However, despite several initiatives, such as Project Apollo, that are seeking to move forward in this area, a number of obstacles remain, including an inability to link data in a standardised way; media fragmentation; a myopic view of the currency; and sampling limitations. Until these issues are resolved, the Grail must remain elusive.
Targeting ad responders
Andrew Roberts and Lucy Bristowe, Admap, September 2007, Issue 486, pp. 17-20
In this article, Andrew Roberts, of TNS, and Lucy Bristow, market insight controller for Sky Media, describe how, using single-source data (made up of the Skyview panel and TNS Worldpanel overlap), they identified households of 'ad responders'.
In this article, Andrew Roberts, of TNS, and Lucy Bristow, market insight controller for Sky Media, describe how, using single-source data (made up of the Skyview panel and TNS Worldpanel overlap), they identified households of 'ad responders'. This segment develops purchasing patterns that correlate with ad viewing patterns, and the data they provide can then be used to develop TV buying strategies that target ad responders in a particular market.
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Single-source media data
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