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Tony Jarvis

Member since April 2006Contact Tony

As proprietor and Research Architect for the Olympic Media Consultancy we serve global clients in 3 key areas: Provide expert leadership, analysis, planning and strategic thinking to optimize the value and usage of available media/marketing and data/systems information. Generate increased marketing ROI (revenue, profitability and brand equity) by providing relevant insights through designing, executing and interpreting superior advertising research. Evaluate and improve advertising and media effectiveness for agencies and their clients by understanding, developing and managing meticulous consumer research and applying "leading edge" models and concepts. Tony was Chairman of CARF, Canada and is a former Board member of The ARF and MRC . An Olympian he was formerly the British Olympic Swim Team Captain. He writes Op Eds exclusively for Media Post and also offers regular pithy comments on Media Post articles. He refuses to use "Fakebook"!

Articles by Tony All articles by Tony

  • U.S. Election Pollsters: Keep An Eye On Florida in Marketing Politics Weekly on 10/13/2020

    An ESOMAR webinar Monday illustrates how divided America is weeks before the 2020 Presidential election. Based on an Economist/YouGov poll of 1,363 likely voters conducted Oct. 4-6, 59% of Joe Biden voters will vote by mail, while 59% of Donald Trump voters will vote in-person on Election Day.

  • Can The ANA Drive Equitable Cross-Media Measurement? in MediaDailyNews on 09/24/2020

    The third day of the ARF's virtual AudienceXScience Conference Wednesday highlighted the Association of National Advertisers' (ANA) launch of a cross-media measurement initiative that will based on a common currency across all platforms, an assessment of attribution approaches that demonstrate extensive inconsistencies (and, consequently, produce different outcomes measures), solid research on the value of attention as an ad metric, the value of ad position in commercial pods, and the damaging effects of ad clutter and long commercial breaks. All this plus insights from a two industry CEOs.

  • The Future Of The Entertainment Sector Revealed At ARF Conference in MediaDailyNews on 09/23/2020

    Day Two of the ARF's virtual AudienceXScience Conference highlighted an investment banker's view of the future of the media and entertainment worlds post-COVID, stressed the value of high "gender equality measure" (GEM) in ads for incremental sales lift, provided insights on mobile advertising effectiveness, and, offered "attention" (noticed) as a possible common cross-media currency metric for consideration by the WFA in tits proposed technical measurement design draft just released.

  • Census, Radio Take Center Stage At ARF Audience Science Conference in MediaDailyNews on 09/22/2020

    Day 1 of the ARF's virtual AudienceXScience Conference underscored and polished several fundamentals of the research, media, and ad businesses, especially the progress of the 2020 Census -- arguably the most complex, complete and privacy-compliant survey executed in the U.S. Results are solid, Census COO, Ron Jarmin, said despite the pandemic and various catastrophes.

  • The Answer? The Undecideds! in MediaDailyNews on 08/24/2020

    An ESOMAR webinar featured some of the best pollsters currently examining the U.S. in the weird and wacky world of Trump and his regime, where we can always expect the unexpected.

  • Winning Approaches From Two Great Minds in MediaDailyNews on 08/26/2020

    Contributions in research, science, data, analytics, and empathy embraced by Greg Lyons and his Pepsi team are cornerstones to establish great brands. Josh Chasin, chief measurability officer, VideoAmp, was recognized with the Erwin Ephron Demystification Award by Leslie Wood, CRO, NCSolutions, who also interviewed him as part of the same ARF Great Minds Event.

  • Monopolies Suck, Even In The Digital Marketplace in MediaDailyNews on 08/04/2020

    Will antitrust litigation move forward in the digital marketplace? "Aggressively," suggested Sally Hubbard, who I have collaborated with on monopolistic media measurement practices and who served as an Assistant Attorney General in the Antitrust Bureau of New York State. And will ad pricing be a part of any antitrust arguments?

  • Randomized Control Testing: It's Complicated! in MediaDailyNews on 07/31/2020

    In an intriguing ARF webinar last week, experts reviewed a promising research technique known as randomized controlled testing, or RCT, that could significantly eliminate bias. Their initial conclusion: "RCT gets very complicated, very quickly."

  • A Demystifying Conversation With 'Ephron Award' Winner Josh Chasin in MediaDailyNews on 07/16/2020

    Josh Chasin has joined an elite group in earning one of the industry's highest honors -- the ARF's 2020 "Erwin Ephron Demystification Award," whose previous recipients include Leslie Wood, Jim Spaeth, Dave Poltrack, Irwin Gotlieb, Bill Harvey, and Chasin's former Comscore boss, Gian Fulgoni.

  • Connecting Markets And Business During Pandemic: 'A Haircut For Personal Data?' in MediaDailyNews on 05/04/2020

    ESOMAR, the global voice of the data, research and insights community, moderated its first TV "at home" seminar April 30, covering the status of marketing and media research in a post-COVID-19 world from a wide range of perspectives.

Comments by Tony All comments by Tony

  • Is Digital Audience Accountability Going On Hiatus? by Joe Mandese (RTBlog on 10/19/2020)

    It's extraordinarily simple for planners, buyers, sellers as well as program directors and brand managers: No audience viewing (or hearing) -  no outcomes!  In other words, audience measurement at the exposure or "contact" level is fundamental to understanding media's role within all the elements of an ad campaign.  The most powerful elements going-in being brand equity and the creative.  If media is part of the campaign marketing mix, without measurement of target audience at the contact level advertisers will waste significant portions of their budgets as they will be investing in "impressions" (either gross or worse so called viewable impressions) that were never viewed or heard.  In other words could not possibly drive any outcome.  Why do digital media not want such accountability?  MRC provides some real clues albeit the industry is still waiting for them to "require" media measurement at the audience contact level as a minimum standard. This should be demanded by advertisers and their media agencies for consideration of any media vehicle in a plan.  Proof of an ad or content being rendered (viewable impressions) while important cannot generate an outcome unless that content is viewed by an Audience.   If you are not familiar with it, a review of the ARF Media Model will confirm these statements and the real hierarchy of events to reach an outcome (brand sales)   

  • Can The ANA Drive Equitable Cross-Media Measurement? by Tony Jarvis (MediaDailyNews on 09/24/2020)

    Whether the marvellous Commentators on this matter are right or wrong (doubtful as they are highly experienced media and ad researchers rather than data engineers!), I trust that the ANA Committee working on developing a US version of the WFA XMM Techncal Design will read every POV expressed here.  I am sure any of us would make ourselves available to provide further counsel.  This ANA initiative will inevitably require the cooperation and collaboration from a wide array of companies to "pull off" what will be a highly complex integrated solution to producing a common, privacy compliant, cross-media currency that ultimately must be designed to go beyond TV/video.  (Yes, Josh something similar in principle to what GeoPath/TAB does for "Eyes-On" ratings for OOH but ~100 times more complex).  I respectfully suggest it can ONLY fully succeed if managed, owned and run as Joint Industry Committee or JIC.  As stated earlier and as P&G and later ARF established many years ago, JIC's are not antitrust in the US or anywhere else for that matter.  So, Andy Brown, will we come full circle here in the US to achive the goal? 

  • Can The ANA Drive Equitable Cross-Media Measurement? by Tony Jarvis (MediaDailyNews on 09/24/2020)

    I am delighted and humbled that my review of the ARF AxS Conference and particulalry the ANA XMM initiative has driven such a valuable discussion for Artie and the ANA Project Committee as well as hopefully for ISBA in the UK.  Jim:  I think we all know the companies and platforms that are deliberately driving the conflation of devices with people and also exposure.  As the Attribution experts Sequent Partners have a mission! I would endorse Ed's reminder that media's responsibility and accountabilty only extends to maximizing eyes-on or ears-on for a defined target group.  A measure of attention and/or listening introduces the creative impact which, with many other non-media dimensions, ultimately interact hopefully in a synergistic manner and together drive the advertiser's desired outcomes. There is perhaps a good reason we use the term"vehicle" for media.  In a car race the "vehicles" need many other elements to complete and win the race the most important being the "driver" - the creative, n'est pas?Andy:  Please note that based on an intense ARF Symposium many years ago JIC's are NOT anti-trust in the US and we essentially have one - GeoPath, formerly TAB.  "We" saved the industry ~50% of the cost for a solution that advanced OOH measurement beyond anything being proposed by the independent research companies at the time and took ownership!  Thanks everyone. I feel an Op Ed developing!  Stay tuned. 

  • What 'SUMID,' 'VID' And Rest Of Cross-Media Framework Means For Mobile by Joe Mandese (Mobile Insider on 09/17/2020)

    Agreed!  A very bumpy ride indeed! Beyond all the highly complex technical issues, this document is referred to under the guise of cross-media measurement.  However, the WFA unabashedly and understandably noted that this an "advertiser-centric framework".  This raises a fundmantal question: "Does this proposed approach, which actually addresses Ad Effectiveness Measurement (the advertiser’s fully understood Holy Grail of which Media is merely an important driving component of many), burden the media with far more than they are responsible for or should be accountable for?  That accountability is no more than, nor no less than delivering actual exposure to the content and/or the ads to the specified target group in a "suitable" and non-toxic  environment. i.e. delivering "contacts" and not, underlined not, "gross impressions" however "impressions" might be misguidedly defined. And, beyond that, the most important media metric deliverable to advertisers, unduplicated reach of those exposed in the target group within defined time periods. Media's deliverable is reflected by Level 3, Advertising Exposure in The ARF Media Model. Ultimate brand effects and/or sales are reflected by Level 8, Sales Response!  Achieving Levels 4, 5, 6, 7 and 8 are driven by numerous powerful elements in addition to the media vehicles used in the brand's marketing campaign.  Are you ready for the ride?  Stay tuned. 

  • VideoAmp Hires Omnicom's Steuer To Lead TV Strategy, Currency by Wayne Friedman (Television News Daily on 09/08/2020)

    Huge congrats Jonathan!  You and Josh Chasin in the same video/TV measurement company???  What an incredible coup!  I see real hope for an equitable, meaningful, true value cross-media video/TV currency based on actual contacts or exposure to campaign ads for any target group.   A huge complex undertaking but finally .... goodbye to "impressions"?  Because they are always "gross", of dubious relative value across platforms, misrepresented and therefore misused. 

  • Facebook Outlines Steps To Combat Turmoil Pre/Post-Election, Will Accept No Political Ads Week Prior by Joe Mandese (Marketing Politics Weekly on 09/03/2020)

    Classic Zuckerberg - closing the door after the horse has bolted and he has made his $billions with this toxic site!  Per the current dialogue on LinkedIn with David Sorrano, Manager Client Solutions, Viacom CBS Digital, democracy will be well served when Fakebook is closed down. Until then boycott the site and advertisers that use it!

  • 'I Could Stand In The Middle Of The South Lawn And Shoot Holes In The People's House' by Joe Mandese (Red, White & Blog on 08/28/2020)

    It is said we are judged by the company we keep.  So while you and me are in trouble for our close friendship, albeit I beleive in "good trouble" as the late John Lewis woud have said, Peter Norman is a giant of Australian history beyond his incredible sporting prowess.  His sacrifice for what was right will inspire generations to come.Readers should be reminded that Jon Carlos and Tommie Smith were pallbearers at Peter's funeral ..... the company you keep!

  • 'I Could Stand In The Middle Of The South Lawn And Shoot Holes In The People's House' by Joe Mandese (Red, White & Blog on 08/28/2020)

    As a competitor in the Mexico Olympics in 1968 I was fortunate to watch and applaud two giants of American history who took a "stand" on the medal podium with raised clenched gloved fists - Jon Carlos and Tommie Smith.  BLM!  The price they paid for those actions was shameful and remains a blight on the IOC and the US Olympic Commitee.  They were finally exonerated by President Obama in 2016.  Their courage should inpsire us all to take the strongest stand against the current corrupt regime along with their obsequious enablers and start the "race" to restore democracy, decency and decorum.  I believe Jon and Tommie will heartily cheer you on!

  • Virtual Dems, Night 4: The Night Belonged To Joe Biden by Adam Buckman (TVBlog on 08/21/2020)

    I am certain Julia Louis-Dreyfus will treat your remarks with the utter contempt they deserve. She was terrific!  Another subtly sniping report your other employer, Rupert Murdoch, would be proud of. 

  • Virtual Dems, Night 3: Kamala Makes Her Case by Adam Buckman (TVBlog on 08/20/2020)

    No surprise that this clearly biased and misguided report is once again a disservice to Media Post and notably to its women and any teenage readers.  Per Jack Nicholson in the movie, "A Few Good Men", "You can't handle the truth!"  Cannot imagine how you would have reported on Emma Gonzalez's speeches regarding the shooting at Stoneham Douglas High School.  

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