Tony Jarvis

Articles by Tony All articles by Tony

• In Dissent in MediaDailyNews on 04/29/2024
  

  This MRC standard essentially takes out-of-home back to the days of using distribution/circulation for planning and buying the medium, using definitions and derivations that are ill-defined, confused, contradictory and inconsistent.

• Be Scared, But Don't Be Fooled in MediaDailyNews on 03/28/2024
  

  The JIC's clarifying statement focuses on "transparency around transactional readiness," but has nothing to do with the quality, validity or relevance of a proposed advertising currency metric.

• ARF Day 2: Regulation, Privacy, Toxicity And 'Impressions' in MediaDailyNews on 03/22/2024
  

  Due to privacy regulations, compliance and loss of data signals, the cost of marketing has risen significantly. Consumer welfare has also been "harmed" via reduced search yield and higher un-targeted prices.

• ARF Day One: Research And Measurement Becoming Ever More Complex in MediaDailyNews on 03/21/2024
  

  The opening day of the Audience X Science Conference Wednesday offered intriguing insights on leading-edge topics including AI and attention metrics for media and brands.

• JICs & MOCs: Ten Cornerstones in MediaDailyNews on 11/06/2023
  

  The motivation for this White Paper came from a recent claim, by a U.S. TV/video audience measurement alt-currency major TV network "consortium," which includes some global media agencies, that it is operating as a "JIC" rather than what it is - a Multi-Currency Certification Committee, M-CCC.

• Can The Pan Am Games Survive? in MediaDailyNews on 07/20/2023
  

  With hosting costs of multi-sport global events escalating beyond the financial capacities of countries and local governments, can the Pan Am Games survive?

• 'Attention Can Become A Currency' in MediaDailyNews on 06/08/2023
  

  So proclaimed iSpot.TV's George Castrissiades during the ARF's"Attention 2023" Summit Wednesday at Fordham University. The event was a good start on the topic heading into the currency wars.

• The Virtual Elephant In The Room in MediaDailyNews on 05/18/2023
  

  Virtual IDs may be an important piece of the ad measurement puzzle, but pay close attention to what they're actually measuring.

• ARF Audience X Science Day Two: Media Currency Battle Lines Drawn in MediaDailyNews on 04/28/2023
  

  The focus on media currencies continued on Day Two of the ARF Audience X Science conference in New York City Wednesday with the divide between Google's YouTube and the major broadcasters becoming evident.

• ARF Audience X Science Day One: 'Frequency Is Crabgrass' in MediaDailyNews on 04/26/2023
  

  This year's ARF Erwin Ephron Demystification Awards recipient Artie Bulgrin recalled "our" mentor's fundamental reminders "frequency is crabgrass" and "reach trumps frequency."

Comments by Tony All comments by Tony

• In Dissent by Tony Jarvis (MediaDailyNews on 04/29/2024)
  

  George: Ignoring the "higher value builds", i.e., "Eyes-On" audience measurement that OOH embraced over 20 years ago, plus the WOO "Global Audience Measurement Guidelines" 2022,  as well as the counsel of recognised expert members of the secret Working Group may destroy any equity that MRC has left with the global OOH research community. I respectfully suggest those factors alone indicate both the "anti-audience" nature of this Guideline (or is it some general misunderstanding of audience and gross impression measurement for media?) as well as the extensive anti-GeoPath implications of its framework.  As stated, it is simply out-of-step and out-of-date, especially for OOH.  For full transparancy, the MRC needs to include the names and companies of the Working Group involved with this project in the document as requested at the meeting notably to officialy recognize any, "In Dissent".  MRC should also publish the names and companies of: the MRC Member OOH Committee; the MRC Member Standards Committee; and the MRC Executive Committee.  The latter two Committees should have officially approved this release if I understand MRC proceedures corectly? These Guidelines, they are no more, actually include audience references and measures.  As already mentioned with reference to this atrociously written, confusing and flawed document, the definition of Gross Impressions used, as an example: "The number of individuals over a period of time with Presence in the defined Display Exposure Zone while the Display is functional" reflects a measure of people and consequently their OTS whether for a classic display or a digital panel (OOH displays are not all digital!!).  Gross Impressions, which have been equivalent to OTS forever in media, whether for classic or digital displays and however crude, are a measure of audience.  It is fully understood that the content rendered on classic or digital display panels or on any device or surface should fulfill viewability requirements and be indpendently verified that it is the correct/required purchased ad content/creative.  That is the Proof-of-Posting, Proof-of-Play, Proof-of-Printing, etc. arena which could be executed at the same time as the OTS is measured but is independent of it and often is checked later during the billing and paying process of viewable, verified content delivered with an OTS (at a minimum). 

• MRC Issues Finalized OOH Media Standard, This Phase Excludes Audiences by Joe Mandese (MediaDailyNews on 04/26/2024)
  

  Ed & Joe: One of the fundmental underlying flaws in this document is the "convenient" confusion driven by whether the media measurement is device/surface measure and therefore based on content rendered, or a measure of people and their potential exposure (at some level) to the medium.  The social media data pirates have managed to persuade the industry that for smart phones, desktops, and erroneously TV, a content rendered count is "good enuff" as a measure of OTS.  However as Ed and Route UK point out, not a real OTS and certainly not an attention or Eyes-On/Ears-On measure.     Of course this hypothetically assumed OTS condition based solely on contnent rendered does not work for TV, print, or radio and especially not for OOH - a one panel/board to very very many people which requires an empirical measure of persons and their "presence" at a minimum for an OTS, i.e., a measure of audience for the medium!  These differences between media are part of what makes cross-media measurement so tricky.    As the OOH research cognoscente are fully aware, the list and order of the elements on the chart are not only confusing but as pointed out by several members of the Working Group woefully incorrect also noting that "Audience" should not even be on the chart. 

• MRC Issues Finalized OOH Media Standard, This Phase Excludes Audiences by Joe Mandese (MediaDailyNews on 04/26/2024)
  

  Anyone who supports this chart would fail "Media Research Terms, Definitions & Derivations 101".  Several members of this purposely unidentifed MRC Working Group explicitly pointed out the flaws which were ignored by MRC staff.     

• Share Of Measurement Voice by Joe Mandese (Planning & Buying Insider on 04/04/2024)
  

  Amen Ed.  Kudos to you, Joe for pointing out the increasing vendor bias of CIMM since the retirement of Jane Clarke and its take over by ARF.  BTW:  It's Ted McConnell, brilliant former P&G exec., who sagely commented a year ago on a Media Post Op Ed, "When is  JIC not a JIC?" -  "It's beyond me why big advertisers are not fighting for a real JIC"

• U.S. JIC Fully Certifies Comscore, VideoAmp As 'Transactional' Currencies by Joe Mandese (MediaDailyNews on 04/03/2024)
  

  "Enjoy your CPM's?" But, as we know, CPM, stands for Completely Positively Mad especially when they are based on content-rendered-counts (aka so called 'viewable impressions' that reflect NO REALOTS) rather than an attentiveness metric. As you know John Grono & I developed and published (ESOMAR), "The 10 Cornerstones to JICs & MOCs" based on extensive research, intimate experience and a full international peer review.  This M-CCC, Multi-Currency Certification Committee, fails to meet any of the 10 long established and refined operational critera of JICs.  This is why it is so shameful that this group, with its massive conflict of interest, continue the abuse and blatant misrepresentation and, in addition, that the global media agencies have not fully addressed this sham.  The 4As wrote an excellent critique of the choas situation unfortunately with a non-sequitur conclusion.  

• U.S. JIC Fully Certifies Comscore, VideoAmp As 'Transactional' Currencies by Joe Mandese (MediaDailyNews on 04/03/2024)
  

  Ed: Perhaps we simply have the blind leading the "don't want to see"???  May this shameful US "JIC" masquarade continue the TV/Video "currency" (it's singular, per the great Jack Wakshlag, and all real JICs around the world!) chaos!

• Video Audience Measurement Is More Broken Than You Think by Maarten Albarda (Media Insider on 03/29/2024)
  

  Or, as Euan MacKay of Route Research UK has astutely suggested reflecting your conclusion, the US likes to use phony OTS "impressions" rather than REAL OTS.  A really shameful aspect of the current measurement currency farrago is that according to MRC Guidelines (which are NOT "Standards"),  their so called "viewable impressions", aka content-rendered-counts, solely reflect device/surface measurement with NO persons exposure measure whatsoever.  And yet MRC in the fine print identify such "viewable impressions" as OTS.  BS!Time for everyone to review the ARF Media Model?  And, to remember with no persons Eyes/Ears-On, contact, or attention measurement, which has been used as OOH currency for 20+ years, there can be no outcomes. Is the ANA Cross-Media Measurement initiative listening???

• ARF Day 2: Regulation, Privacy, Toxicity And 'Impressions' by Tony Jarvis (MediaDailyNews on 03/22/2024)
  

  In the media metrics hierarchy, remember that typically of 100 content impressions delivered (distribution/circulation), only ~70% - 50% are “viewable impressions”, aka content-rendered-counts (No REAL OTS!).  For some media environments  perhaps only ~15% - 25% of the “viewable impressions” are actually "viewed" (Eyes/Ears-On or attention) and generate a "contact" often with short view times depending on the medium, the media vehicle and the environment.  Per Mike Follett, it is only the Eye/Ears-On or attention measure that will drive any outcomes.   As suggested by Dentsu & Lumens, attention CPMs - aCPM's - are a crucial dimension for planning, buying and selling.  

• Celebrating Comscore's MRC Accreditation For Household TV Ratings by Dave Morgan (Media Insider on 03/21/2024)
  

  Dave, your rationales for overcoming the current choas along with the technical and business players complexities contains some of the key foundations of what JICs (or MOCs) address everyday! In addition, per the blue ribbon speakers from around the world, including US anti-trust lawyers, at the January 2005 ARF Seminar, "Accountability of Audience Measurment - A Global Examination", JICs (MOCs) are not antitrust when managed appropriately as GeoPath (which delivers the Eyes-On OOH currency) has demonstrated for years in the US. To Ed's points and insights, the current chaos has been driven by the sellers - what ratings would you like?  How much money have you got?  It will be surely be exacerbated by potential MRC accrediations that could potetially accredit one service for measurement of proof-of-play, i.e., verification of content rendered counts, aka "viewable impressions (NOT OTS!); one service for "REAL OTS" (per ROUTE UK); one for Likelihood-to-See, LTS; one for Eyes/Ears-On or 'contacts'; and one for high level attention.  Each measurement & resulting metric would have very different defintions and derivations based on different MRC Guidelines. Surely we are long overdue to embrace JICs that operate in much of the rest of the media measurement world and learn from their invaluable experience.  ANA & 4As - buyers have the ultimate control??? 

• Celebrating Comscore's MRC Accreditation For Household TV Ratings by Dave Morgan (Media Insider on 03/21/2024)
  

  Dave:  So, to eliiminate the chaos and save the industry $millions, let them all compete to be the selected vendor, or part of a vendor consortium, under a REAL JIC?  BTW:  JICs set their own rigorous specifications.  The currency - singular - is constantly audited by the JIC  Technical staff under the guidance of its member Technical Commitee which is generally chaired by the buyer side.  Next?

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