Video & Electronic Media Council

Council Chairs »

Upcoming Meetings

JULY 23, 2009 • 2:30–4:30PM Eastern

Details to be posted.

OCTOBER 22, 2009 • 2:30–4:30PM Eastern

Details to be posted.

DECEMBER 15, 2009 • 2:30–4:30PM Eastern

Details to be posted.

Previous Meetings

MAY 19, 2009

Assuring Ad Effectiveness in our Media Ecosystem

Advertisers are looking for accurate measures of the link between media exposure and consumer action. Learn from four industry thought leaders who are going beyond traditional measurement approaches to look at the effects of clutter, viewing style, structure of ad pods and product placement and viewer context. Each one will share how they are showing advertisers and the media how to adapt ads and environments so that an ad campaign resonates with a target market.

Jim Spaeth and Mike Bloxham from the Media Behavior Institute (MBI) will discuss how the continued evolution of the media ecosystem necessitates a move away from media planning and measurement based solely on size and demographics; towards a more systematic and detailed approach.

Gain insights into how to boost ad campaign effectiveness in a multi-platform world, depending on the ethnographic group, from Dr Amanda Welsh from Integrated Media Measurement Inc. (IMMI).

Barbara Zack from Nielsen IAG will share how IAG is helping advertiser clients adapt to the changing ad ecosystem, by collecting metrics about every ad, product placement and program sponsorship, allowing media, message and creative improvements to be made in real time.

PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF

Combined Presentations:
Consumer Centric Media: Insights from Observational Media Studies
Measuring 21st Century Media & Consumer Behavior with 21st Century Tools
Advertising Measurement

OCTOBER 30, 2008

Beyond Siloed Data: Fusion, Convergence and Recall

How do we most effectively use data from a variety of sources to have a more comprehensive understanding of the impact of multiple media? Perspectives on moving beyond data silos from research and media giants, Nielsen and ESPN.

PRESENTATIONS

Beyond Siloed Measurement (PDF, 592kb)

JULY 10, 2008

Conventional and Unconventional Video Metrics in this Upfront

The strengths and weaknesses of the conventional metrics advertisers, agencies and sellers used in the recent ’08 and ’09 Upfront were reviewed. Also discussed was pushing non-traditional metrics into negotiations, instead of just leaving the findings in Planning Departments. Examples included using out-of-home data sources from IMMI for guarantees, Nielsen data for online video makegoods, TNS’s set-top-box data (STB) for targeting and IAG in the engagement space for additional guarantees.

The metric for the conventional video exposure

• Why did buyer and seller select a metric?
• How much did they trust the accuracy?
• What is going to be used for negotiation next year?

Non-conventional video metrics

• When did buyer and seller decide to be unconventional?
• What’s the right metric and what’s accurate enough?
• How open were all parties to going the unconventional metric way

Download agenda »

PRESENTATIONS

The 2008–09 Upfront (PDF, 32kb)
Upfront Metrics Update (A Cable Company's Perspective) (PDF, 188kb)
The Evolution of the ARF Model (PDF, 96kb)

MAY 14, 2008

Video Metrics for Today and Tomorrow:  What Do We Want and What Do We Need?

In Chicago

Consumers are transitioning from a linear to a non-linear video world, which has impacted their media usage and receptivity to ads. Media researchers’ ability to provide meaningful measures has also been challenged.

• Nielsen’s A2/M2 Initiative has been a big move in the right direction (follows the viewer/user across 3 screens, television, broadband and mobile).
• What are Nielsen’s strengths and how can we use the results?
• What other measurement tools do we need to meet the advertising business’s short and long term needs, for both planning approaches and currency metrics?

Download Agenda »

PRESENTATIONS

Media Research Impact on Media Buying and Selling (PDF, 300kb)
Navigating the Consumer Media Experience (PDF, 4.2mb)

APRIL 24, 2008 • 2:30–4:30PM EDT

Getting Granular: Does the “Uncertainty Principle” Come into Play in Media Research?

Sometimes “the closer you look the less you know.” This is the essence of the modern physics principle introduced in the middle of the last century.

Television
As we explore new metrics for currency within the national TV business, what are their strengths and limitations of tighter metrics?

• Is C3 too clumsy?
• Is an exact minute ad rating in broadcast or cable too refined?
• Will set top box data give us more accountability at the second-by-second level?
• Are our technology (meters) and methods (sampling, algorithms) rigorous enough to guarantee more accuracy?
• Can there be a standardized qualitative metric?

Television and Internet
And what about measuring across electronic media?

• Are TV viewing minutes + internet streams additive?
• What about qualitative metrics?

Download Agenda »

PRESENTATIONS

The Digital Path to Advanced Consumer Metrics (PDF, 316kb)
Studying Tuning Behavior with Set-Top Box Data (PDF, 218kb)

FEBRUARY 28, 2008

Do we Have the Research that Builds a Cross-Platform Media Plan for Traditional TV and Digital Media?

Advertisers, agencies and sellers discussed how research has contributed to the state of cross-platform media planning. Are researchers helping answer some of the tough questions?

How many viewers/users are there?

• Do television impressions have the same impact that online and mobile digital impressions have? 
• What is the right proportion of traditional and digital impressions? 
• What’s the best way to handle the net exposure piece of the equation? Do we use fusion, and what type, to understand the reach and frequency?

What is the quality of the exposure? 

• What’s the appropriate manner for dealing with the engagement piece of the equation?  What are the criteria to be used to adjust for the impact of different types of impressions (ad position within a pod, length of tune, platform, time, day, etc.)
• Is there a synergistic effect from multi-media?

Download Agenda »
Download Meeting Notes »

OCTOBER 11, 2007

Commercial Ratings

Commercial ratings have been argued to be "the answer" as media planners raised the question, "How relevant are program ratings, when people are tuning away during the breaks, or zapping the ads on replay?" Now that planners, analysts and third-party processors have gained some experience with the actual commercial ratings data provided by Nielsen Media Research, some are saying that commercial ratings are raising more questions than they are answering.

PRESENTATIONS

Commercial Minutes Ratings Update (PDF, 40kb)

Experiences with Commercial Ratings (PDF, 1.0mb)

JULY 12, 2007

Television on the Web: The Latest Research

The television industry is in the midst of a viewing revolution. Programming is no longer watched solely on TV. Viewers are now able to watch traditional television shows online whenever they wish. This new convenience for the viewer poses both numerous challenges and significant opportunities for programmers and advertisers alike.

Please join us on July 12 from 2:00–4:30PM EDT at the next Video Electronic Media Council meeting as we explore this developing field at great length.  Leaders in the field will address fundamental issues and pressing questions in this emerging consumer outlet, including:

1. What length and type of programs will viewers watch this way?
2. What are the demographics of those watching online?
3. What kind of advertising will they accept?
4. How big is this phenomenon, and how fast is it growing?
5. What impact does online have on linear viewing? Does it cannibalize ratings?

These questions will be addressed by a panel of innovative and creative leaders pioneering this field, including:

• Mike Mellon – SVP Television Research,  ABC-TV
• Horst Stipp – VP Primary & Strategic Research, NBC Universal
• Linda LaVigne – Senior Director of Research, CTAM, reporting on a recently concluded major study of the field.
• Bruce Goerlich – EVP Director of Strategic Resources, Zenith Media
• Janelle Dixon – Manager, Primary Research & Insights, OMD
• Howard Shimmel – SVP Client Insights, Nielsen Media Research
  

They will share measurement data they have collected, conclusions to be drawn from it and ways to move forward with the information. The panel discussion will be followed by a Q&A session, so bring your questions and comments! 

PRESENTATIONS

Television on the Web (ABC) (PDF, 32kb)

Full Episode Streaming (NBC) (PDF, 1.4mb)

Television on the Web: The Latest Research (OMD) (PDF, 72kb)

"In the Middle" – What Technologies Will Succeed Soon, What Technologies Won't (Zenith) (PDF, 1.1mb)

Measurement Initiatives for TV/Internet Measurement (Nielsen) (PDF, 132kb)

FEBRUARY 5, 2007

Understanding Commercial Ratings

The 2007 Upfront is just around the corner and the potentially game-changing subject of Commercial Ratings is still unresolved. With Nielsen's recent announcement that it will release SIX streams of time-shifted ratings data beginning on May 31st - after the Upfront has unofficially begun - it is essential for the industry to understand this new metric.

On February 5th the Video Electronic Media Council (VEMC) will hold its second session on this vital topic, with an emphasis on understanding how Commercial Ratings actually work in practice, the timetable for their roll-out and what that means for the Upfront, and where we stand on accrediting the data.

An all star panel will give their perspectives, followed by time for
your questions. The panel will consist of:

• Sara Erichson, General Manager, National Service, Nielsen Media Research
• Jon Swallen, Sr. VP Research, TNS Media Intelligence
• Alan Wurtzel, President of Research and Media Development, NBC
• Judy Vogel, Director of Research, PHD
• Glenn Enoch, VP Audience Research, ESPN
• George Ivie, Executive Director, Media Rating Council

The last VEMC meeting on Commercial Ratings was one of the most heavily attended in VEMC history. Don't miss this important session! And bring your questions.

PRESENTATIONS

Time-Shifted Viewing and Commercial Ratings (ESPN Research) (PDF, 220kb)

Understanding Commercial Ratings – A buyer’s perspective (PHD USA) (PDF, 72kb)

Commercial Ratings – A TNS Update (TNS) (PDF, 668kb)

Commercial Minute Ratings Update (Media Rating Council) (PDF, 44kb)

Commercial Minute Ratings: Plan for 2007 (Nielsen) (PDF, 60kb)

OCTOBER 25, 2006

Industry Discussion on Commercial Ratings

This VEMC meeting will focus on the "hot topic" of commercial ratings. Following up on an invitation-only meeting held at NBC in late September, this will be a chance for all interested parties to hear about and weigh in on such crucial topics as how a commercial minute is to be defined, the reliability of the Monitor+ system, issues with identifying and calculating commercial minute ratings in cable, syndication and even some network shows, and whether commercial ratings are likely to be ready for the 2007/08 Upfront.

Sara Erichson will provide an update on the progress made by Nielsen during the past month, and we’ll hear from a panel of industry experts.

SPEAKERS

Sara Erichson, Nielsen

PANELISTS

Jon Swallen, TNS Media Intelligence
Jody Vogel, OMD
Ira Sussman, CAB
Sari DeCesare, NBC
David Poltrack, CBS
Glenn Enoch, ESPN

JUNE 7, 2006

Engagement: Planning the Research Agenda

CHAIRED BY

Tim Brooks, Lifetime TV

FACILITATOR

Richard Zackon, PCN Coaching

Council Chairs

Ned Greenberg –VP of Research, The Weather Channel

Ned Greenberg is the VP of Ad Research for The Weather Channel (TWC), is charged with keeping TWC a thought – leader in research and with providing general research services for TWC ad sales, ad agency clients and advertiser clients. In addition to his duties at TWC, Ned has chaired major industry research committees including the CAB Research Committee, CAB – Nielsen Technical Committee and Advertising Research Foundation VEMC Committee and represented TWC at the industry Media Ratings Council (MRC).

A known leader in pioneering research, Ned works on many of the industry’s cutting edge topics including new television and integrated currency metrics and audience effectiveness measurements. Having joined the organization 11 years ago in 1997, Ned has been responsible for TWC’s becoming the first national network to transfer Nielsen metrics from program content to ad minute deliveries. This was accomplished through purchasing the rights to Nielsen respondent level data. He has also set the strategic direction for measuring ad effectiveness; TWC was the first to begin cable network ad recall research 10 years ago. He has also worked on weather.com research starting in 1998 and more recently managed the ad research function.

A 25-year cable network veteran, Ned has worked on leading cable brands including the MTV Networks, E! , CNBC and MSNBC. Major projects included custom demographic research for MTV teens and M18-34 and Nickelodeon kids (1982–87), entertainment research for E! (87–93) and upscale and out-of-home viewer research for CNBC and CNBC International (93–97).

Before working in cable, Ned did 8 years of broadcast research for owned and operated stations at ABC and Field Communications (indies that pre-dated Fox). He did a lot of ground-breaking research on major markets conversions from diaries to meters.

He holds a BA degree in Social Sciences from the University of the Pacific, has taken continuing education courses in NY, and taught media and research classes over the years.

Todd Cunningham – Senior VP Strategic Insights and Research, MTV Networks

As one of Brandweek Magazine’s ‘Marketers of the Year’, Mr. Cunningham is responsible for being one of the leaders of the MTVN Strategic Insights and Research Group – focused on the avid pursuit of unique approaches to uncovering and translating emotional connections into real business-building opportunities across the brands of MTV Networks and its content experiences online, on the mobile phone, on-demand, on portable devices and still growing. In his role, Mr. Cunningham has oversight for consumer-led facets of MTVN’s advertiser and external marketing partnerships and many of the company’s emerging businesses.  His most recent accomplishments include leading the company’s efforts in defining engagement as a metric and breaking new ground with market-leading accountability measurement tools.

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