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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

  • Why This Olympian Is Urging You To Support A New Olympic Initiative in MediaDailyNews on 03/28/2020

    Due to cancellations or postponements of Olympic qualifying events around the world, only 57% of this anticipated final total athlete count were able to officially qualify. I suggest this raises a unique "Goodwill" opportunity for the official Olympic/Athlete sponsors, National Sports bodies and each country's Olympic Committee (over 200).

  • Established Ad Principles Are Critical In Covid-19 Recovery in MediaDailyNews on 03/27/2020

    Forecasting markets and categories from any perspective is always difficult, but it has never been as complex as in today's volatile fluid situation.

  • Regular Commenter John Grono Loses His Home In Australia in MediaDailyNews on 01/15/2020

    John Grono & Donna Andrews' home in the Southern Highlands of New South Wales, Australia was completely destroyed in the raging fires affecting much of the southeastern regions, which is heart-wrenching.

  • Counterpoint: When Is An Impression Not An Impression? in MediaDailyNews on 10/13/2019

    Kym Frank, president of Geopath, invoked Erwin Ephron in a recent MediaPost commentary. As a student of Ephron's, I would respectfully remind Frank about his "ring of truth" principle in applying a "visibility adjustment index." So, here is some out-of-home measurement history I believe Ephron would give in response.

  • Q&A: MRC's George Ivie Weighs In On Duration Weighting in MediaDailyNews on 08/05/2019

    The Media Rating Council's proposed Cross-Media Audience Measurement Standards, especially its plan to implement "duration weighting" in 2021, has produced confusion and concern. George Ivie tries to set the record straight.

  • 'Reporter's' Notebook: ARF Conference, Day Two in MediaDailyNews on 04/17/2019

    JERSEY CITY, NJ -- The second day of the Advertising Research Foundation's Audience X Science Conference began with the empirically based "Rules of Marketing Effectiveness in a Digital Era," presented by Les Binet from the U.K. office of adam&eveDDB.

  • 'Reporter's' Notebook: ARF Conference, Day One in MediaDailyNews on 04/16/2019

    Advertising Research Foundation President-CEO Scott McDonald underscored importance of unified, independent, third-party measurement across each media platform.

  • 'Code Of Conduct' Needs Real Teeth in MediaDailyNews on 04/05/2019

    The ARF's new Code of Conduct uses a seal of approval to give some "self-regulatory teeth" to companies that comply, but the use and interpretation of this code requires very careful review and assessment.

  • 2019 'Erwin Ephron Award' Winner: Leslie Wood in MediaDailyNews on 03/20/2019

    Leslie Wood, Chief Research Officer, Nielsen Catalina Solutions, has been announced as the winner of the 2019 ARF Erwin Ephron Demystification Award. She joins an elite group of past winners - Bill Harvey, David Poltrack, Irwin Gotlieb, Jim Spaeth and Gian Fulgoni - that reflect the brilliance, qualities and legacy of Erwin Ephron, who passed away in October 2013.

  • My CIMM Summit Sum-Up in MediaDailyNews on 02/08/2019

    CIMM's cross-platform measurement summit Thursday reminds the industry that some of the issues are leading edge, while some are, quite frankly, old chestnuts. However, solutions for both have become ever more difficult to solve in our rapidly changing and ever more complex data and digital video worlds.

Comments by Tony All comments by Tony

  • Facebook Knew Of Inflated 'Potential Reach' Metrics, Marketers Claim by Wendy Davis (Digital News Daily on 03/20/2020)

    Its very simple.  As a British Parliamentary Investigative Commitee reported in their February 2019 Report, Facebook are, "digital gangsters"!  I also suggest that Mark Zuckerberg is the greatest con man of all times.  Wendy, when are you going to write that story?

  • Four Decades of Pent-Up Need For Changes Will Upend TV Ad World by Dave Morgan (Media Insider on 03/19/2020)

    Sorry Dave but I believe Ed is spot on.  Of particular note, I suggest the media will not and indeed should not take take responsibility for campaign or brand performance but should provide advertisers target audience (beyond age/sex) exposure or "contact data" (versus some nebulous definition of impressions!).  Without ad exposure there can be no media effect.  When are "we" going to embrace that simple construct across all media measurement?  As we all understand, there are just too many critical variables involved in driving campaign effects in addition to the media component especially creative and often the context in which creative is presented.  

  • VideoAmp Names Comscore's Chasin Chief Measurability Officer, Signals Broader Industry Shift by Joe Mandese (MediaDailyNews on 03/18/2020)

    Agree wholeheartedly but have never seen Josh look so serious!  Josh is one of the few in the advertising and media research industry that: is on the leading edge of accountable digital and mobile measurement; understands the vital importance of emabracing established advertising and media research principles; can properly navigate the necessary complex non-linear linkage of media measurment and metrics (the media currency - ultimtely "contacts" and not mere impressions!) to advertsing effects (ultimately the "impacts" or the brand growth measures).  The Ad Effects or "measurablility" embrace all the dimensions of the marketing campaign, most importantly the creative, including the brand's in-going equity position.  As such these metrics are well beyond the media effects or should we say, beyond media's "responsibility" per the hierarchy of effects in the ARF's "Making Better Media Decsions".  To have Josh on the the forefront of this measurement versus measurablilty evolution and ensuring that they are both valid is terrific.  In my opinion, this is unquestionably a serious loss for comScore and a coup for VideoAmp.  Hearty congrats to one of our stars!

  • Predictions For 2020: Something Old, Something New by Charlene Weisler (MediaDailyNews on 01/13/2020)

    The industry is now in the era of "Impressions Wars" media platform by media platform which, based on each media platform's very different measurement methodologies, ensures the impressions reported for each media platform are not equal.  They therfore have very different value for advertisers and their media agencies.  Charlene: As agreed by John Grono and I believe as supported by Ed Papazian, until there is truly harmonized comparable audience measurement across all media platforms, ideally based on contacts or eyes-on, there is no "common metric".  Period!! As Erwin Ephron would remind us, especially in today's digital/internet environment, it is the reach of the target within limited time periods (propinquity) which is the most important part of the fundmantal GRP media planning metric not the frequency - which is impression driven.  As he told us, frequency is the crab grass of a campaign.  I suggest that established fundamental media research, planning and buying principles are still valid and surely even more important in today's media mix and currency comparisons than ever.  Ignore me if you will but please listen to Ed or John.

  • Why The Ad Industry's Attention Finally Is Shifting To, Well, Attention by Joe Mandese (RTBlog on 12/02/2019)

    Ed:I would posit that OOH (excluding Digital Place-based network measurement at least in the US) is there in terms of Eyes-on-Display (or on screen or panel) and has been for some time.  OOH has also embraced the fundamental requirement to be in the visibility zone with eyes-on the display to count as "audience", a broad generic term, which OOH determined was better described as "Visibility Adjusted Contact", VAC or "contact" for short.  In other words a highly refined and defined "impression".  You raise many valid considerations regarding how to apply these eyes-on-screen priniciples, which should include the visibility zone requirement, to other media platforms to produce a common harmonized cross-media currency.  However in your example of ads on smartphones versus 30 sheet posters or even versus cinema I am not sure it needs to be that complex.  Media agencies have been dealing with assessing and comparing screen or display or page size or ad duration for ever along with the myriad of other campign and media oriented elements that will make the ad campaign more relevant and effective, i.e., impactful.  We used to develop a composite adjustment by media platform and often by media vehicle for modifying ad exposure or eyes-on-screen data, our common currency, to impacts for any campaign for any brand target group.  As you would fully understand such an impact weight was the result of co-mingling many elements based wherever possible on category research and/or experience and good judgement.  What we did understand was that impact weights could only be applied to audiences that had been exposed to the ad in each medium versus applying it to some mix of divergent defintions of various so called audience impressions.  Without a known ad exposure or eyes-on-screen or contact there can be no impacts of course.  There will be winners and losers if all media base currencies were eyes-on-screen within the visibility zone (or visibility adjusted contacts).  It would surely be the greatest possible service to advertisers and their media agencies?  So will CIMM/ARF and/or MRC embrace this fundmental media measurement foundation for a common basic common currency any time soon?  Cannot wait for Joe to set the date for the Media Post Summit on this topic!

  • Why The Ad Industry's Attention Finally Is Shifting To, Well, Attention by Joe Mandese (RTBlog on 12/02/2019)

    If the industry decides to use "Attention" as a surrogate for Ad Exposure, Eyes-On or Visibility Adjusted Contact or VAC and nothing more (very important!) and not to be confused with "impressions', then in parallel with John and I believe Ed, the industry would have a universal, harmonised comparable media currency.  Per the ARF's, "Making Better Media Decisions", engagement, impact, brand awareness, propensity-to-purchase, and ultimately sales are all driven from the base of achieving ad exposure but are not media measures as such as they involve so many other elements especially creative, still the driving force of any campaign.  Circulation, traffic or served, opportunities-to-see and likelihood-to-see are each very different in value and are the subsequent stepping stones to achieving the goal of ad exposure for which media platforms take responsibility and without which none of the  subsequent Ad & Campaign effectiveness measures can be achieved.  (My article in Media Post , "When is an Impression not an Impressiosn" may help understand the fundamental differences.)  As we always asked at the media agency when presented with any media data, "What is the defintion of "audience" and what is the defintion of "impressions"?  Those two generic media terms can cover a great many sins and typically require significant adjustments to put the data from different media platforms on a level playing field for meaningful comparison.  It should be noted that OOH globally has generally embraced Visibility Adjusted Contact or VAC which is a measure of ad exposure or Eyes-On and as such does not require adjustement in any media mix evaluation.  The use of PPM to measure radio in major markets also reflects a measure of ad exposure but based on being reported at the average commercial minute level.  Look forward to Media Post's Summit on, "Achieving Universal Currency Across Media  Platforms".  And by-the-way should that currency include duration weighting?

  • Media Planning In A Fractured-Screen World by Karlene Lukovitz (Advanced TV Insider on 11/22/2019)

    If you are reading this you will have read John Grono's commentary on some of the somewhat self-serving "drivel" offered by some of the Panelists at this Media Post TV & Video Insider Summit.  I suggest you read John commentary again. It is absolutely spot-on!  His last paragraph regarding creative being "King" in any campaign has always been and will remain fundamental.Just in case anyone points to the recent MRC Cross-Media Audience Measurement Standards (Phase I Video): 1. It surely raises as many questions as it attempt to solve?2. It has confused so so many with its term, "viewable impression".  It is NOT an audience impression.  In other words, when is an "impression" as in common use in media planning, buying & selling not an "impression"?  Answer:  When its a "viewable impression" or so so much better - "fully renderded viewable content"!  If you think this description would eliminate most of the current rampant confusion, please advise MRC.3. It recommends duration weighting of aforementioned viewable impressions as of 2021.  Surely completely out off MRC's mission and scope?  Media agencies have been dealling with the miriad of qualitative and contextual dimensions of various media platforms in addition to audience delivery well beyond duration for years.  It's part of the value they deliver to advertisersin making their ultimate media mix reommendations.  And they are very good at it!Delighted if "OMC" has helped to enhance the evident "GAP" in undersstanding these tricky issues!  

  • TV's Impact On Movie Theaters Might Change Rules Of The Game by Wayne Friedman (TV Watch on 11/21/2019)

    Insightful challenging piece related to a medium offering the optimum sound, picture size and quality via a special "relaxed" uninterrupted viewing environment with a virtually guaranteed exposure (not merely a gross impression) when compared to other any video content or digital video advertising.  As such cinema offers potentially the highest impact of any digital video content.  Of note,  there can be no "impact" unless there is an audience exposure!  Cinema also consistently delivers 100% viewable impressions rendered on a screen so no substantial loss concerning "rendered" losses versus some other digital video platforms.  How Cinema should ultimately be structured corporately as part of any larger media or production conglomerate to protect consumers is tricky and certainly a concern for the FTC or DOJ.  However with the right movie content Cinema still offers audiences a truly dynamic experience while offering advertisers a powerhouse medium.   Will stay tuned.

  • Facebook Agrees To $643,000 Fine To Settle Privacy Investigation In U.K. by Wendy Davis (Digital News Daily on 10/30/2019)

    The greatest con man the world has ever experienced continues his journey and Fakebook remains unscathed.  Shameful that the maximum fine was only $643,000. Suggest reading Aaron Sorkin's piece in the NY Times, "Facebook isn't defending free speech, it's assulting truth".  Enjoy!

  • Counterpoint: When Is An Impression Not An Impression? by Tony Jarvis (MediaDailyNews on 10/13/2019)

    Insightful as always.   Your perspicacity clearly points to the need for advertisers and their media agencies to seriously  "drive audience measurement" to ensure meaningful equitable intra and Inter media audience comparisons surely at the content exposure - "eyes-on" (or ears-on") level.  Attentiveness (which is beyond simple exposure), impact, or communication measurement per the ARF model are higher order measures than exposure and are also much more related to the creative execution, brand category, etc.   As such these campaign attributes could be considered beyond the primary responsibility of the media platform.  Attentiveness, impact, communication and ultimately sales response cannot be achieved without first achieving a known ad exposure.  Which brings us right back to my theme and "our" conclusion.  Perhaps the ANA and 4As are listening???

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