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The term itself is ambiguous, so what does “addressable” mean in today's media/marketing environment? We will begin with comments on why, after all these years addressability is looming much larger today. Our conversation among five experts from five different perspectives promises to deliver a wide perspective.
Other topics for the panel include:
We promise you an enlightening and lively ARF Council event, so come on by either in person or via webinar. And bring a colleague!
David Poltrack – Chief Research Officer, CBS
Bud Breheney – Chief Commercial Officer, Kantar Media
Tom Cunniff – VP Director of Interactive Communications, Combe Incorporated
Bob Ivins – VP Data Products, Comcast
Lyle Schwartz – Managing Partner, Research and Marketplace Analysis, GroupM
Given expanding viewer consumption, and marketer investment, in online video, what insights into the medium's ROI have the research community uncovered? Our panel of explorers/experts will share key findings with us in what promises to be an enlightening conversation about this burgeoning medium.
Andrew Budkofsky – Senior Vice President, Break Media
Lynn Bolger – EVP Advertising and Sales Insights, comScore
Helen Katz – SVP Director or Research, Starcom MediaVest Group
Brian Shin – Founder & CEO, Visible Measures
Never rest on your laurels as your competitors will likely catch up to you sooner than later. That’s the mantra being echoed these days by cable and broadcast networks as they now strategize using a variety of innovative research techniques more often used in ethnographic and market testing.
Among the most widely accepted new media/marketing research techniques are biometrics and neuroscience. The world's leader in this burgeoning industry is NeuroFocus. The company has already established partnerships with major Advertisers (PayPal, Frito-Lay), Agencies (GroupM, Zenith) and Media companies (CBS, A&E Networks). NeuroFocus discussed how their methodology provides critical insights into TV programming and embedded advertising.
Kate Niederhoffer, Senior Partner at Dachis Group, discussed the measurement framework that has been created at Dachis Group to measure how “social” a media business is. This covered (a) social network analysis, (b) innovative measures of cultural perceptions, (c) the flow of communication, and (d) methods of parsing signal from noise.
Simulmedia is a New York City-based media marketing company that delivers television viewership through data-driven program promotion. The company is pioneering the development of predictive technology to help television companies deliver the right on-air promotions to the right viewers at the right time. Dave Morgan, CEO, Simulmedia, provided us with an overview of their service and how they have assisted media owners in improving their overall ratings performance.
We sit on the promise of transformative change in the TV ratings arena. Long in research and development, set-top box (or return path) data stand poised to make significant inroads as the basis for both program and commercial audience measurement. In order to begin to understand the changes we will be dealing with, we first have to understand who will be providing what. On August 25th the ARF Video Council will brought together experts from TNS/DirecTV, TRA, Nielsen/Charter and TiVo to address the differences in their offerings and to provide answers to the following:
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.
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.
Beyond Siloed Measurement (PDF, 592kb)
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
Non-conventional video metrics
The 2008–09 Upfront (PDF, 32kb)
Upfront Metrics Update (A Cable Company's Perspective) (PDF, 188kb)
The Evolution of the ARF Model (PDF, 96kb)
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.
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.
As we explore new metrics for currency within the national TV business, what are their strengths and limitations of tighter metrics?
Television and Internet
And what about measuring across electronic 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?
What is the quality of the exposure?
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.
Commercial Minutes Ratings Update (PDF, 40kb)
Experiences with Commercial Ratings (PDF, 1.0mb)
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:
These questions will be addressed by a panel of innovative and creative leaders pioneering this field, including:
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!
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)
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:
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.
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)
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.
Sara Erichson, Nielsen
Jon Swallen, TNS Media Intelligence
Jody Vogel, OMD
Ira Sussman, CAB
Sari DeCesare, NBC
David Poltrack, CBS
Glenn Enoch, ESPN
Tim Brooks, Lifetime TV
Richard Zackon, PCN Coaching
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.
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.
Ipsos OTX MediaCT
SVP Strategic Insights and Research, MTV Networks
EVP, Media, The ARF
ARF FORUMS SPONSOR
NOTE: ARF Forum sessions are closed, member only sessions and cannot be covered by the press without prior approval from the ARF President & CEO.
To investigate the complexities of the new electronic media environment, and to steer related research efforts in a new direction that would be of maximum value to the industry.
Forum meetings are open to ARF members only. Learn more about the benefits of ARF membership.
Meetings are listed in Eastern Time and held in our New York City office unless otherwise noted.
432 Park Avenue South
New York, NY 10016-8013