Tony Jarvis

Articles by Tony All articles by Tony

• In The Industry's 'Currency Fiesta,' Is Attention The Ultimate Common Currency? in MediaDailyNews on 04/08/2025
  

  "Fiesta" or "farrago," could attention metrics be the multicurrency solution that normalizes value across all media channels and media vehicles?

• ARF Day Two: 'Who Do You Trust?' in MediaDailyNews on 03/27/2025
  

  The second day of the Audience x Science conference echoed Day One's trust issues, underscored by discussions about the evolution of AI, the ANA's Project Aquila, and the continuing dominance of walled garden data.

• ARF Day One: Nielsen Still The Currency Force, Attention Finds Its Center in MediaDailyNews on 03/26/2025
  

  The first day of its Audience x Science Conference delivered fascinating learnings on media and ad measurement, but "attention" metrics surely dominated.

• Media & Marketing Analytics: Back To The Future? in Planning & Buying Insider on 11/14/2024
  

  Sequent's partners, Jim Spaeth and Alice Sylvester, have assiduously helped marketers understand the enormous complexities and see through the smoke and mirrors of marketing mix modeling, multi-touch attribution, and last-touch attribution, as revealed by their many cautions, caveats, and questions.

• CIMM Report Reveals An Elephant In The Panel Measurement Room in Planning & Buying Insider on 10/24/2024
  

  Thanks to CIMM, the industry now has an incredibly comprehensive and detailed report on the value and projectable costs of panel-based audience measurement.

• A Hundred Reasons To Ask, Does The Trade Desk Have 'Premium' Right? in Planning & Buying Insider on 09/19/2024
  

  That's what an ARF town hall discussed Wednesday following its release of a "top 100" premium suppliers list, which ranks Hulu No. 1 and France's Le Figaro No. 100.

• The Marketplace Implications Of MRC's OOH Standards in MediaDailyNews on 07/01/2024
  

  Buyers and sellers who chase cheap CPMs generated by inflated opportunity-to-see metrics rather than significantly more valuable likelihood-to-see ones will undervalue out-of-home media.

• Are Attention Metrics On A Path To Becoming Advertising Currency? in Planning & Buying Insider on 05/16/2024
  

  Based on this week's release of phase 2 of the ARF's validation initiative, it's complicated.

• 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.

Comments by Tony All comments by Tony

• Strategies For Surviving The News by Gord Hotchkiss (Media Insider on 04/15/2025)
  

  Insightful a d helpful.  Cheers

• In The Industry's 'Currency Fiesta,' Is Attention The Ultimate Common Currency? by Tony Jarvis (MediaDailyNews on 04/08/2025)
  

  Josh: As long as you both do not denigrate the value and cost effectiveness of real JICs/MOCs that provide a media its currency (singular!) and also reflect the confusions and chaos of the US TV/Video market, per Nicholas Grand, your report may pass muster!

• CIMM To Assess Economic Impact Of New Ad Currencies by Joe Mandese (MediaDailyNews on 04/01/2025)
  

  Joe, as THE most knowledeable trade reporter on the Ad/Media business in the US, I must respectfully suggest that your assessment of this US multi-currency farrago is misguided and fundamentally flawed. I sadly suggest it preserves the misinformation, slight of hand and masquerades that are being increasingly embraced by our industry. Why? First, it ignores the wisdom and experience of Ed Papazian who we must surely listen to more. As I experienced first hand at MediaCom, "duopolistic market currencies" are a "bloody nightmare" for all involved. Based on mulit-media global experience it is JICs/MOCs, REAL ones, that are "most cost effective".  Period!  (Aquila may eventually be a media planning resource but not a currency.)Second, it is based on your apparent misunderstanding and/or rejection of the hard earned, long established, role, value, structure and operational procedures of REAL media JICs (and MOCs). Once again, there is no REAL TV/Video JIC in the US. There is a highly conflicted Multi-Currency Certification Committee. The M-CCC unequivocally fails to meet,"The Ten Cornerstones of JICs/MOCs" as researched by John Grono and myself and published gratefully by both Media Post and ESOMAR.  https://researchworld.com/brand-stories/insights-into-media-currency-research.  This was my comment on LinkedIn when this CIMM initiative was announced:"As we are awaiting the assessment of JICs in the US by Jonathan Steuer and Julian Zilberbrand commissioned by Coalition for Innovative Media Measurement (CIMM) last April, I am nervous for your intriguing project. This is especially as the TV Networks that own OpenAP, which masquerades as a JIC (at best a Multi-Currency Certification Committee), exert a powerful influence at CIMM along with Meta et al. As Richard Marks [UK media measurement guru] opined regarding TV/Video "multiple currencies" in the US, "I just don't get it". As Edward Papazian has consistently and correctly encouraged, establish an agreed industry persons-based, content-exposed, audience trading currency ("currency" for any entity is singular) with ancillary databases for enhancements. In my opinion, ideally via a REAL JIC (per my JIC White Paper with John Grono). That "we" have not established a universal Eyes/Ears-On based currency (singular!) across ALL media is ...!!! The use of IAB's/Media Rating Council's "viewable impressions", no REAL OTS, aka "content rendered counts", i.e., circulation/distribution, takes media measurement and metrics back 50 years. Per The Attention Council, "No attention (Eyes/Ears-On a prerequisite), no outcomes.". Keep me posted. 

• Faux Attribution by Dave Morgan (Media Insider on 03/20/2025)
  

  Dave: Per Dr. JIim Spaeth here in the US and  other honest media and marketing scientists gloabally, attribution, is simply smoke and mirrors.  As you suggest, the wilful ignorance - and deceit - must stop. The ANA should immediately investigate this fraud and the $Billions it is costing brands via misdirected inefficient marketing.

• Report From Ukraine by Dave Morgan (Media Insider on 02/20/2025)
  

  Dave: I trust you can hear the cheers for you and your company and the unequivocal roar of support for Ukraine from many of us in the Ad world!!!As I reminded on LinkedIn, of the ~245 million eligible US Presidential voters only ~77 million or 31% voted for the incumbent, with ~75 million voting for democracy and rule of law. ~89.6 million did not vote - the vast majority of which simply did not register. to vote. How much hope this gives the US and the people of Ukraine I am really not sure.  Safest travels.

• Trump's TV Marketing 'Dictator' Promise: Day Two? by Wayne Friedman (TV Watch on 01/22/2025)
  

  Typical blatant misinformation and disinformation from MAGA supporters.  For the record from official sources: ~89.6 million eligible voters of a total of ~245 million did not vote (vast majority were non-registered); ~77 million for DJT; and ~75 million for Harris.  So the President reflects about 31% of the country.  Next?

• TikTok To Seek SCOTUS Review Of Ruling That Curbed Section 230 by Wendy Davis (MediaDailyNews on 01/14/2025)
  

  Based on the social media's content sewers and as I have urged for several years, Section 230 of the Communications Decency Act needs to be rescinded to protect the public just like other major media.  Until that time, that advertisers and their media agencies still pour their millions into these media vehilces that generate exceedingly poor, people-based (NOT device based!) attention levels when-based measured attention (Eyes/Ears-On) there can be no brand campaign outcomes.  Project HALO (WFA), Project ORIGIN (ISBA , UK), Project Aquila (ANA), are you paying attention??? 

• A Secret Meeting In Las Vegas* by Steven Rosenbaum (Media Insider on 01/13/2025)
  

  Steve: You have writtten a brilliant, ethical, moral and sound business script for this cast of "the usual highest profile suspects" in our business. Sadly, I expect we will deafened by their lack of embrace of the key principles and elements of these conversations and the actions needed to protect the e brand.

• New Year, New Zuck? by Barbara Lippert (Mad Blog on 01/08/2025)
  

  Ron: I would resfectfully suggest that Z's "costume" is a deliberate part of the con and hypocracy and data piracy he represents, notably for the great gullible unwashed (and therefore noteworthy). This group, I suggest, are not actually "half of the population of the US" responsible for the final Presidential result. Of the approximately 245 million eligible voters, only ~162 million were registeted to vote, ~75 million voted for Harris, ~77 million voted for DJT, and ~89 million or about 36% of those eligible did not vote. Pause for thought? 

• New Year, New Zuck? by Barbara Lippert (Mad Blog on 01/08/2025)
  

  Barbara:  A brilliant piece including the references to Z's looks and dress - all part of the Meta subterfuge and "transparent hyprocracy", of course.  (Dan please note!). As Professor Scott Galloway inferred, its all about the money, not decency, ethics, morals or responsible media content and reporting.  This Meta decsion should fuel calls for rescinding Section 230 of the Communication Decency Act, 1996 that protects social media from the consequences of their content sewers but that will clearly not happen under the new regime in the US that unequivocally and consistently feeds on "alternative-facts" and "falsehoods"!

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