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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"!

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  • Nielsen Refreshes Brand Image, Focuses On Audience, Media Future by Wayne Friedman (Television News Daily on 10/18/2021)

    Wayne & Joe: Part of the issue eloquently adressed by Ed, also reflects a fundamantal problem with the media press which perhaps Bob Garfield should assess in his Bully Pit?  Too often the 'media on the media use the terms "audiences" and worse "viewers" when the measurement is device based and as such is only reflecting, if independently verified, devices or screens that have content rendered.  No audience, viewing or attention measurement.  Kudos to Nielsen for sticking with audience measurement despite its enormous complexities in a digital world albeit persons presence or Opportunity-to-see content (Nielsen) versus eyes-on and/or attention (TVision/Lumen) measures offer advertisers more valuable media measures that relate brand outcomes. So, is it time for Media Post review its truth in reporting policies in view of the hierarchy of media measurement and appropriate use of terms?  

  • 70% Of Buyers Say All TV Should Be Bought On Impressions by Karlene Lukovitz (Digital News Daily on 10/13/2021)

    Without the definition of "Impressions" this piece is puzzling.  If the "impressions" referenced are defined as 'content rendered counts' aka MRC's so called, "Viewable impressions", then surely we have the blind leading the blind at least based on the proponents of attention metrics (which are based on the target group and the context).  Their position is that without attention (persons based versus device based) there can be no outcomes.  In addition they have found that ratio of attention to these nebulous impressions varies wildly by media platform, content, duration, screen size, etc., etc. etc. Conseqeuntly, 'impressions' are a very poor surrogate for delivering campaign effectiveness.  As Ed will no doubt confirm, weekly reach of the brand's target grouip based on Eyes-On or attention is still an optimal media planning/buying approach. 

  • P&G's Measurement Cornerstones by Tony Jarvis (MediaDailyNews on 09/22/2021)

    No.  I beleive it was right before Gale's initiative but maybe right after it was closed down.  Someone in the industry will remember.  It was lead by a really agressive P&G Marketing Director as I recall but never really got off the ground. 

  • Do I Have Your 'Attention?' by Tony Jarvis (MediaDailyNews on 09/21/2021)

    My understanding is that the MRC did indeed adapt the IAB's 2 second standard albeit for  "viewable impressions" NOT Eyes-On or Attention measures. Perhaps George Ivie will confirm?Regarding the TVision Attention Calculator: Joanne Leong, Dentsu, in her presentation "What are the Drivers of Attention", at ARF AUDIENCExSCIENCE Conference yesterday threw more light on attention, dwell time and its effects.  Her research showed that Eyes-On dwell time drives recall and choice uplift but that it follows dimishing returns after about 15 seconds on the platforms measured; noting that attention gets to "effective exposure".  She also recognised that say, 3-5 seconds of attention on one platform can have different levels of effect versus another - "context" or "environment"?  Lumen worked with Dentus on this research who will have further insights on this arena, different platforms and different creative executions. 

  • P&G's Measurement Cornerstones by Tony Jarvis (MediaDailyNews on 09/22/2021)

    No $ amount.  According to my notes he did suggest that marketers should lead the way in collaboration with all major industry segments including the large industry Associations.  The juxtaposition of the industry media measurement JIC's (outside the US and around the world)  with the WFA initiative is intriguing.As you would recall, it was P&G that attempted to start an industry TV measurement service  here in the US many years ago. 

  • NBCU Seeks Nielsen 'Independence,' Sends RFPs To 50+ Potential Suppliers by Wayne Friedman (Television News Daily on 08/23/2021)

    Time for a TV/video Joint Industry Committee, JIC?  As Ms. Abcarian knows only too well, without a single common currency for the target group at the "Eyes-On" (Looking), or media Contact Level, or possibly at the "Attention" (Seeing) or Impact Level (albeit primarily a creative measure), meaningful comparisons across media platforms are very difficult as well as net reach or de-duplicated target audience estimates.   Ms. Abcarian refers to social and streaming platforms choosing "indepence (in measurement) over a single metric".  Perhaps it is long over-due for the broadcasters to remind agencies and their clients that so called "viewable impressions" or more accurately, CRC, content rendered counts, frequently promoted by those media are device measures.  Fundamentally important for Proof Of Play, POP, no question, but not measures of contact or impact that the networks deliver cost effectively.

  • Olympic Light Will Shine Brightly On Inequities In Sports by Cory Treffiletti (Media Insider on 06/30/2021)

    On point although as an Olympian so many more concerns. While watching and applauding the extraordinary efforts of all Olympic competitors in Tokyo, we should  honour those who would have (almost certainly) qualified in 2020 but sadly, for for any number of legitimate reasons, did not make selection this year.  The media has a unique opportunity to identify these "missing" stars in every country in ever sport and in my opinion recognize them as honorary Olympians.   Surely this is also an opportunity for a major brand to support this initiative. 

  • The Challenge Of 'Attention' Measurement by Tony Jarvis (MediaDailyNews on 06/07/2021)

    Exactly.  However, will Mike Follett and Yan Liu agree with your/our perspective?  The ARF Media Model offers a helix to understand the stage by stage effects of an ad campaign and Communications is identified as Level 5.  Certainly not a media currency.  Nor, I believe, is "Attention", Level 4, ("seeing") due to the heavy inlfuence of the creative.  Which bring us back to Level 3, Ad Exposure to the target group or Eyes-On ("looking"), surely the most valid and valuable media metric to the sellers and the advertisers as stressed by the ARF Model. A while ago, Josh Chasin and I essentially asked, "When is an impression not an impression?  There are many considerations but one answer is crystal clear, "When it's a "viewable impression"!  Until that misguided term is replaced by "Content Rendered Counts", CRC, the fundamental confusion on the relevance and value of various media metrics will continue to proliferate.  Consequently advertisers will pay considerable sums for ads often perfectly rendered by a media vehicle that will never be exposed to their target audience . 

  • Frank Resigns As Geopath President, 'Coup By Anna' Cited by Joe Mandese (MediaDailyNews on 05/26/2021)

    Per my Op Ed on the OAAA "Impressions" document, it is a great leap backwards indeed -    especially versus competitive media.  Putting other media's Ad impressions delivery aside, based on OAAA audience impressions a 10x23 Poster, well away from on the other side of Interstate 95 and unlit and parallel to the road will have the same impression count as a 14x48 Bulletin very close to the right side of the same part of Interstate 95 positioned at right angles to the traffic flow and lit.  How do the sellers propose to reconcile that disconnect? 

  • Frank Resigns As Geopath President, 'Coup By Anna' Cited by Joe Mandese (MediaDailyNews on 05/26/2021)

    One correction and a little history.  GeoPath, under Kym Frank, significantly updated and refined the various data collection techniques in an evolving mobile digital world that underpin the reporting of the 'Eyes-On' OOH currency audience data which was established under TAB, its predecessor.  Prior to Anna Bager, the OAAA had already required TAB/GeoPath to drop the exquisitely and brilliantly termed, "Eyes-On" OOH currency  description to "OOH Ratings" which I castigated at the time!OOH Ratings were subsequently referred to as "Likelihood-to-See" at GeoPath which does not give the GeoPath methodology and the OOH sellers the complete sense of the value of its unique audience ad exposure measurement currency to advertisers and their media agencies versus other major media. If OOH returns to impressions or OTS, Opportunites-to-See, it WILL, and should, be discounted along with all the audience data for other media that merely report impressions and that need to be adjusted to exposure to the ad by the target audience medium by medium.  As the agencies and notably the OOH Specialists know, no "Eyes-On" (or Ears-On) ad exposure, no ad outcomes!  As a JIC, GeoPath is a non-profit, tri-partite organization that while funded primariiy by the sellers must be controlled by the agencies and advertisers to ensure a level playing field and to embrace unbiased best practices. This is surely yet another instance of the OOH industry shooting itself in its foot.  Actually both feet!  As a senior internationally recognised OOH executive said of the OOH industry in the US, "Its deja vu all over again!"  So, why did the media agencies allow the sellers, via OAAA, to unequivocally devalue the OOH currency and ignore ESOMAR's Global Guidelines on OOH audience measurement?  And why did they turn a blind eye to the apparent coup at GeoPath?  And in the middle of the OOH Annual Conference!!!   Advertisers should be extremely concerned.  Do these events demand an ANA investigation? 

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