Audience measurement

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Royal Mail: Proving the performance of mail in the digital age

Research Paper • MRS Awards, Winner, MRS Award for Media Research, 2018

Kantar TNS, a market research and market information group, launched a pilot study with Royal Mail, a postal service and courier company, to provide metrics for advertising mail.

GroupM: The State of Video 2018

Article • Adam Smith, Rob Norman, Research on WARC, November 2018

This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.

UK TV viewing now measured on 4 devices

News • 26 September 2018

The TV viewing habits of UK consumers are now being measured across TV sets, tablets, PCs and smartphones, under a new monitoring system launched by the Broadcasters’ Audience Research Board (BARB).

OOH is a poster boy for data and digital

News • 13 July 2018

LONDON: Out-of-home advertising is enjoying a renaissance in many markets, as its newfound versatility, driven by data and digital, demands planners reconsider its role on their media plan, an industry figure says.

Cross-media measurement will grow digital brand advertising

News • 07 June 2018

BRUSSELS: Cross-media measurement and comparable metrics with traditional media will be crucial to increasing investment in digital brand advertising, according to a new study.

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

Explores gaining predictive insights and targeting strategies that will change how planners think of audiences altogether, using a who, what, when and where framework.

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.

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.

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.

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.

What we know about multiscreen media planning

Article • WARC Best Practice, February 2019

Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.
What we know about TV audiences

Article • WARC Best Practice, January 2019

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.
Media in focus: Marketing effectiveness in the digital era

Article • Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

Provides marketers with information and guidance about combining TV and digital media strategies.
The role of premium multi-screen video in an ad campaign

Article • Marianne Vita, WARC Best Practice, September 2018

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.
Global Ad Trends: 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.