Speakers from a range of measurement companies and content providers offered new insights into what was working to prove media's efficiency at delivering the right audiences at the right time with the right amount of message.
The outlook on true cross-platform measurement is rosy, but there are still some challenges. Viewability and authentication of human viewing of ads are still issues, albeit ones that are receiving greater attention.
Gayle Fuguitt, CEO of the ARF, was optimistic, noting that “We at the ARF have quantified opportunities” with a “$1million investment on three studies over 5,000 campaigns, twelve years of data, $375B in advertising spend in 41 countries across over 100 categories in the areas of coss-platform ROI, improve creative and mobile mastery.”
The ability to truly measure across platforms has been a goal for the industry for several years. After several painstaking efforts, solutions are now being released.
Megan Clarken, president of product leadership, Nielsen, outlined four main areas of achievement for the company’s new total audience cross platform measurement product: the ability to measure audience usage and exposure across platforms; to offer comparable measurement across the usage grid between linear and digital; to measure ads separately from content; and to include video and audio as well as text as part of the measurement.
Neuroscience is playing a greater role in ascertaining the successful impact of advertising. Viewers need to retain both the creative message and the brand itself in long term-memory for a successful ad, Richard Silberman, chairman of Neuro-Insight, explained. "We have found that long-term memory is one of the most powerful indicators of consumer behaviors, especially at the point of branding and the key message. This includes implicit and unconscious memory," he said.
"Mobile has sped up the rate of change in research," said Christopher Bacon, EVP, research quality and
innovation at the ARF. Still, “we need to insure that the data quality is strong because the drop-off factor is much higher on mobile than on other platforms and it takes more time
to complete a survey on a mobile device.” His suggested rules for mobile measurement include:
— Keep survey 10 minutes or less.Usually a 20-minute length is acceptable but on mobile, people are always multitasking.
— Offer “thumb-friendly” surveys that can easily be completed on a small device.
— Make sure the questionnaire loads quickly and is clear, legible and engaging.
— Evolve to a handheld consumer dialogue that uses typing, talking and video for on-the-go responses.