Audience measurement

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NBCUniversal unveils new cross-platform ad metric

News • 09 April 2018

NEW YORK: NBCUniversal (NBCU), the media and entertainment group, has launched a new, unified advertising metric that it says will measure all ad impressions from clients across all its viewing platforms.

CIMM study: Standardized cross-platform TV/video ad impressions

Research Paper • Artie Bulgrin, Research on WARC, March 2018

Presents an investigation into how, when and whether or not the TV industry will consider moving to buying and selling ads based on ratings for individual ads or spots.

New TV consortium formed to harness data

News • 07 February 2018

LONDON/BRUSSELS: Sky and TVbeat are among a number of leading players in the European TV market who have formed a new thought leadership consortium to explore opportunities arising from audience data and other developments.

Defining, evaluating and validating target audiences

News • 07 December 2017

LONDON: Machine learning is becoming increasingly important to sift through huge volumes of data, but humans will still be required to answer the nuanced questions that arise from the inevitable gaps in the data, according to a leading planner.

3 critical steps in defining and reaching an audience through advertising

Article • Ruth Zohrer, Admap, December 2017, pp. 20-22

Audience segmentation is often split between the large, average audience often associated with 'traditional' planning vs a hyper-granular 'audience of one' created from a plethora of digital data sources.

TV advertisers gain a new data source

News • 21 November 2017

GLOBAL: The United Nations has recognised November 21 as World Television Day since 1996 and the date coincides with the release of a new report, which claims to demonstrate the medium’s resilience and effectiveness for advertisers.

Measurement optimization and ratings enhancement: Building a modern and future-proof audience insights resource for the out-of-home industry

Research Paper • Kym Frank, Dylan Mabin, Matthew Martimo and Ryan Kinskey, ARF Experiential Learning, Audience Measurement, June 2017

This paper looks at the use of technology to enhance measurement and insights for the out-of-home industry in the United States.

Why marketing data should come with a health warning

Article • Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2017

This event report addresses some of the main concerns around the quality of data which marketers are using in their daily activities.

How brands can pursue 'identity-based marketing'

News • 16 June 2017

NEW YORK: Brands interested in pursuing "identity-based marketing" should consider emerging best practices in areas like data scrutiny and consumer privacy, a paper in the Journal of Advertising Research (JAR) has argued.

TV's last-click problem

News • 15 June 2017

NEW YORK: The lack of precise minute ratings for each ad occurrence in US TV audience data can lead to a 20% under-estimate of television sales lift, research has shown.

IPA and ISBA demand accountability of media data

News • 02 June 2017

LONDON: Two of the UK's major marketing associations have together called for the media industry to demand and provide independently audited data to bring accountability to media markets both online and offline.

Publicis Media: The X that changes the media world

Article • IAB Europe Research Awards, Winner, Advertising Solutions, and Research and Data Innovation, 2017

This paper outlines the benefits of X-Cross, a cross-media execution system that combines TV and online to maximise reach and increase media efficiency for multiscreen campaigns.

Integrating Survey Data and User Data: Bridging the gap between "Who I think I am" and "Who I actually am"

Research Paper • Yang Yang and Bonnâe Ogunlade, ESOMAR, Asia Pacific, May 2017

This paper examines the integration of survey data and user data over three case studies, to achieve better insights, media planning and activation in the APAC region.

Cross-Device and Cross-Channel Identity Measurement Issues and Guidelines: How Advertisers Can Maximize the Impact of an Identity-Based Brand Campaign

Research Paper • Evan Neufeld, Journal of Advertising Research, Vol. 57, No. 1, 2017, pp. 109-117

This article provides an excerpt from a best practice study, commissioned by CIMM to identify the best and worst practices and provide frameworks and guidelines that brands could apply when conducting cross-device and cross-platform exercises in consumer matching.

Pressures on Facebook mount

News • 20 December 2016

MENLO PARK, CA: Facebook has admitted a fourth user measurement-related problem in as many months, at the same time as politicians in Europe step up the pressure on the social media giant to address the issue of fake news and to release details of ...

Audience Measurement in the Data Age

Article • Andrew Green, Research on WARC, Ipsos Connect, July 2016

As the ways in which people access content continue to change fast, this report offers ten predictions for the future of audience measurement.

Enriching Media Data: A Special Report from the U.S. Coalition of Innovative Media Measurement - Quality Is Key Requisite for Maximizing Return on Advertising Investment

Research Paper • Gerard Broussard, Journal of Advertising Research, Vol. 56, No. 1, 2016, pp. 25-38

The growing number of consumer data sources – with the complexity of integrations across multiple consumer touch points – poses a challenge for end users to assess data quality.

Improving Media Planning and Performance: A data-driven platform for TV advertisers

Research Paper • Journal of Advertising Research, Vol. 56, No. 1, 2016

This article details a winning case study of the Excellence in Pioneering Analytics Innovation award category from the 2015 Genius Awards.

When should we ask, when should we measure?: Comparing information from passive and active data collection

Research Paper • Melanie Revilla, Carlos Ochoa, Roos Voorend and Germán Loewe, ESOMAR, Congress, Dublin, September 2015

This paper compares passive online data collection with using questionnaires to conduct consumer research and provides recommendations for how these methods can complement each other.

Measuring the Long-Term Effects of Television Advertising: Nielsen-CBS Study Uses Single-Source Data to Reassess the "Two-Times" Multiplier

Research Paper • Leslie Wood and David Poltrack, Journal of Advertising Research, Vol. 55, No. 2, 2015, pp. 123-131

Advertising influences brand purchase through short-term effects determined by direct increases in penetration, basket size, and buy rate.

Numbers, Please: Uses and Misuses of Online-Survey Panels in Digital Research: Digging Past the Surface

Research Paper • Gian Fulgoni, Journal of Advertising Research, Vol. 54, No. 2, 2014, pp. 133-137

Gian Fulgoni, co-founder and chairman emeritus of comScore, explores the risks of using online-survey panels for marketing managers who rely on online-survey results to make spending decisions on digital marketing.

Research Quality: The Interaction of Sampling and Weighting in Producing a Representative Sample Online: An Excerpt from the ARF's "Foundations of Quality 2" Initiative

Research Paper • John Bremer, Journal of Advertising Research, Vol. 53, No. 4, 2013, pp. 363-371

This paper discusses the effects of sampling and weighting, and whether tight sampling control removes the need for weighting.

Guardian: Audiences not platforms

Case Study • Ian Gibbs, MRS Awards, Finalist, December 2013

This article describes how the Guardian, the UK newspaper group, developed a cross-media planning tool to encourage advertisers to use a broader range of its platforms.

Best of Both Worlds?: Can we make convenience samples representative?

Research Paper • Pete Doe and Robert Smith, ESOMAR, Congress, Istanbul, September 2013

This paper discusses the reliability of online panel data, considering the issue of sample bias by examining different methods of selecting and weighting samples from panels.

The Marketer's Dilemma: Focusing on a Target or a Demographic? The Utility of Data-Integration Techniques

Research Paper • Mike Hess and Pete Doe, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 231-236

Data-integration techniques can be useful tools as marketers continue to improve overall efficiency and return on investment.

Global Ad Trends, February 2018: OOH in focus

Article • James McDonald, WARC Data, February 2018
This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry. Key findings include:
- Successful brands allocate 13% of their media budgets to OOH.
- Out of home CPM is routinely lower than the all media average.
- Out of home accounts for 8% of global display adspend.
- Digital's share of global out of home adspend is expected to rise to 45% by 2021.
- A blended schedule can achieve the benefits of digital impacts with affordable reach.
- Consumers are sceptical about the use of in store facial recognition for marketing.
Other key media intelligence includes Twitter turning a profit despite US stagnation, Super Bowl spots outperforming the wider US TV market, digital classified spend overtaking print for the first time, and practitioners' intentions to invest more in audience data this year.
Media strategies for multiscreen viewing

Article • Colin Grimshaw, Admap Magazine, February 2018, pp. 3-3

Although the TV in the corner of the living room is still the main source of entertainment for many households, other screens, such as mobiles and laptops, simultaneously distract and compete for attention.
The future of TV and video

Article • Jeremy Pounder, Admap Magazine, October 2017, pp. 10-13

This article explores the future of TV and video content over the next five years, based on industry expert interviews, primary GroupM research and secondary research within the UK.
Media 2020: Refresh - Helping brands prepare for the future

Article • Research on WARC, MediaSense, June 2017

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.
What we know about combining TV with digital media

Article • WARC Best Practice, June 2017

This article provides marketers with information and guidance about combining TV and digital media strategies.
Getting close to youth: Understanding millennials' themes of life to create Gen-Y-proof brands

Article • Joeri Van den Bergh, Patrick Alders, Anneleen Boullart and Martijn Van Bijnen, ESOMAR, Qualitative, November 2014

This paper sets out research undertaken by Viacom International Media Networks (VIMN) in Northern Europe to better understand the lives and needs of millennials, how these build into trends and how VIMN can best serve this group.