Ad Measurement Grows Up

January 8, 2014

Ad Measurement Grows Up

Ad measurement grows up with holistic focus on Reach, Resonance & Reaction:

http://ow.ly/rT2gn

Einstein once said: “make everything as simple as possible, but no simpler.”

Answering 3 simple questions will improve your advertising performance:
1) Am I reaching my intended audience ?
2) Is my advertising changing attitudes ?
3) Is it driving sales ?

Great to see that many people in the industry are adopting this simple framework.

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Premium Content and Ad Effectiveness

January 7, 2014

Premium Content and Ad Effectiveness

Clear-eyed and insightful view of what defines “premium” video content:

http://ow.ly/rQf89

To me, premium content means one of several things:

1) Premium audience — e.g. auto intenders, etc.

2) Premium attentiveness — e.g. viewers pay more attention to both the content and the ads

3) Premium context — e.g. the content provides contextual reinforcement to the ad

All of these forms of “premium” content improve advertising effectiveness. Advertisers and their agencies need to ask what premium means–and be sure that it is truly about premium advertising impact.


Will Online Video Really Become Like TV?

January 6, 2014

Will Online Video Really Become Like TV?

More from BeetTV on the convergence of linear TV and Online Video:

http://ow.ly/rNWBY


Using TV Data to Optimize Digital

January 5, 2014

As the TV and digital worlds begin to merge, one of the more interesting new capabilities that advertisers and their agencies should be exploring is using TV audience viewing data to plan and buy digital audiences to increase total campaign effectiveness.

Videology's Mark McKee on Bringing TV data into Digital

Videology’s Mark McKee on Bringing TV data into Digital

In this BeetTV video, Videology’s Mark McKee explains some of the thinking behind this.

Using TV data to Optimize Digital

This  is important because historically, TV and Online planning and buying were done separately in most cases, missing a great opportunity to extend reach beyond random duplication of audiences. I wrote about this opportunity in a separate blog post earlier this year.

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Motley Fool: Advertising Reach is Bigger Than You Think

January 4, 2014

Motley Fool View on Measuring Time Shifted Viewing

Motley Fool View on Measuring Time Shifted Viewing

As advertising moves increasingly across screens, measurement needs to move fast to keep up.

This Motley Fool article takes a look at the time-shifted viewership of TV programs that occur outside the official C3 ratings, and the implications for media companies and advertisers.

Article: Advertising Reach is Bigger Than You Think

Moving forward, there will be two fundamental advertising models–linear and dynamic. In the linear, or traditional, model, one ad is served to many people. This can happen live or thru time shifted viewing. In the dynamic advertising model, one ad is served to a single individual–e.g. each ad is addressable.

Audience measurement of the future will need to take account of both linear and dynamic advertising insertion models and measure both live and on-demand viewership.

If this isn’t tricky enough, think about the implications for ad effectiveness: is an ad that is viewed 2 days later as effective as one delivered live ? Is an addressable ad sufficiently more effective than a less targeted linear ad to justify its price premium ?

The linear vs. dynamic and live vs. on-demand viewing patterns will almost certainly impact not just reach–but advertising performance as well. Measuring and understanding relative ad effectiveness across these dimensions will become even more important in the future.

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How Brands Grow – Blowing Up Marketing Shibboleths

January 3, 2014

How Brands Grow by Dr. Byron Sharp

If you’ve never read it, you should. Dr. Sharp, from the Ehrenberg Institute of Marketing Science, takes aim at many well established marketing beliefs and systematically demonstrates with data that they are often much overblown hype. If you’re a real Marketer, you owe it to yourself to read this book.

I particularly like his concepts of “mental and physical availability” as the most important drivers of brand growth. Advertising’s role is to create greater mental availability, and this is why real world “breakthrough” and memorability are such crucial gatekeeper metrics to advertising success.

I wrote a blog post book review on How Brands Grow some months back, but I recommend you read the book.

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Social Media Explorer Article: 2014 Marketing Measurement Predictions

January 2, 2014

Ad Measurement Trends: Reach, Resonance, Reaction across Platforms

I’m usually sceptical of many of the over-blown predictions coming from the social media space, but this article by Social Media Explorer’s Nichole Kelly gets it just right when it comes to 2014 marketing measurement trends.

  • Creation of company wide measurement standards
  • Cross-channel measurement will be the new standard
  • Multi-touch attribution will improve beyond first touch/last touch models
  • Revenue creation will be the new story

In essence, what she is saying is that the 3R’s of reaching your intended audience, maximizing ad resonance and attitudinal change, and driving sales–across all platforms–are the inexorable measurement trends in 2014.

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