Tony Jarvis

Articles by Tony All articles by Tony

• 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.

• ARF Day 2: Regulation, Privacy, Toxicity And 'Impressions' in MediaDailyNews on 03/22/2024
  

  Due to privacy regulations, compliance and loss of data signals, the cost of marketing has risen significantly. Consumer welfare has also been "harmed" via reduced search yield and higher un-targeted prices.

• ARF Day One: Research And Measurement Becoming Ever More Complex in MediaDailyNews on 03/21/2024
  

  The opening day of the Audience X Science Conference Wednesday offered intriguing insights on leading-edge topics including AI and attention metrics for media and brands.

• JICs & MOCs: Ten Cornerstones in MediaDailyNews on 11/06/2023
  

  The motivation for this White Paper came from a recent claim, by a U.S. TV/video audience measurement alt-currency major TV network "consortium," which includes some global media agencies, that it is operating as a "JIC" rather than what it is - a Multi-Currency Certification Committee, M-CCC.

• Can The Pan Am Games Survive? in MediaDailyNews on 07/20/2023
  

  With hosting costs of multi-sport global events escalating beyond the financial capacities of countries and local governments, can the Pan Am Games survive?

• 'Attention Can Become A Currency' in MediaDailyNews on 06/08/2023
  

  So proclaimed iSpot.TV's George Castrissiades during the ARF's"Attention 2023" Summit Wednesday at Fordham University. The event was a good start on the topic heading into the currency wars.

• The Virtual Elephant In The Room in MediaDailyNews on 05/18/2023
  

  Virtual IDs may be an important piece of the ad measurement puzzle, but pay close attention to what they're actually measuring.

• ARF Audience X Science Day Two: Media Currency Battle Lines Drawn in MediaDailyNews on 04/28/2023
  

  The focus on media currencies continued on Day Two of the ARF Audience X Science conference in New York City Wednesday with the divide between Google's YouTube and the major broadcasters becoming evident.

• ARF Audience X Science Day One: 'Frequency Is Crabgrass' in MediaDailyNews on 04/26/2023
  

  This year's ARF Erwin Ephron Demystification Awards recipient Artie Bulgrin recalled "our" mentor's fundamental reminders "frequency is crabgrass" and "reach trumps frequency."

• When Is An Impression Not An Impression, Not An Impression? When Experts Collide in MediaDailyNews on 04/12/2023
  

  "If it's true that the buyers are driving alt currency, why are they not doing this anywhere else but the U.S.?," asked one expert, adding, "I just don't get it."

Comments by Tony All comments by Tony

• Share Of Measurement Voice by Joe Mandese (Planning & Buying Insider on 04/04/2024)
  

  Amen Ed.  Kudos to you, Joe for pointing out the increasing vendor bias of CIMM since the retirement of Jane Clarke and its take over by ARF.  BTW:  It's Ted McConnell, brilliant former P&G exec., who sagely commented a year ago on a Media Post Op Ed, "When is  JIC not a JIC?" -  "It's beyond me why big advertisers are not fighting for a real JIC"

• U.S. JIC Fully Certifies Comscore, VideoAmp As 'Transactional' Currencies by Joe Mandese (MediaDailyNews on 04/03/2024)
  

  "Enjoy your CPM's?" But, as we know, CPM, stands for Completely Positively Mad especially when they are based on content-rendered-counts (aka so called 'viewable impressions' that reflect NO REALOTS) rather than an attentiveness metric. As you know John Grono & I developed and published (ESOMAR), "The 10 Cornerstones to JICs & MOCs" based on extensive research, intimate experience and a full international peer review.  This M-CCC, Multi-Currency Certification Committee, fails to meet any of the 10 long established and refined operational critera of JICs.  This is why it is so shameful that this group, with its massive conflict of interest, continue the abuse and blatant misrepresentation and, in addition, that the global media agencies have not fully addressed this sham.  The 4As wrote an excellent critique of the choas situation unfortunately with a non-sequitur conclusion.  

• U.S. JIC Fully Certifies Comscore, VideoAmp As 'Transactional' Currencies by Joe Mandese (MediaDailyNews on 04/03/2024)
  

  Ed: Perhaps we simply have the blind leading the "don't want to see"???  May this shameful US "JIC" masquarade continue the TV/Video "currency" (it's singular, per the great Jack Wakshlag, and all real JICs around the world!) chaos!

• Video Audience Measurement Is More Broken Than You Think by Maarten Albarda (Media Insider on 03/29/2024)
  

  Or, as Euan MacKay of Route Research UK has astutely suggested reflecting your conclusion, the US likes to use phony OTS "impressions" rather than REAL OTS.  A really shameful aspect of the current measurement currency farrago is that according to MRC Guidelines (which are NOT "Standards"),  their so called "viewable impressions", aka content-rendered-counts, solely reflect device/surface measurement with NO persons exposure measure whatsoever.  And yet MRC in the fine print identify such "viewable impressions" as OTS.  BS!Time for everyone to review the ARF Media Model?  And, to remember with no persons Eyes/Ears-On, contact, or attention measurement, which has been used as OOH currency for 20+ years, there can be no outcomes. Is the ANA Cross-Media Measurement initiative listening???

• ARF Day 2: Regulation, Privacy, Toxicity And 'Impressions' by Tony Jarvis (MediaDailyNews on 03/22/2024)
  

  In the media metrics hierarchy, remember that typically of 100 content impressions delivered (distribution/circulation), only ~70% - 50% are “viewable impressions”, aka content-rendered-counts (No REAL OTS!).  For some media environments  perhaps only ~15% - 25% of the “viewable impressions” are actually "viewed" (Eyes/Ears-On or attention) and generate a "contact" often with short view times depending on the medium, the media vehicle and the environment.  Per Mike Follett, it is only the Eye/Ears-On or attention measure that will drive any outcomes.   As suggested by Dentsu & Lumens, attention CPMs - aCPM's - are a crucial dimension for planning, buying and selling.  

• Celebrating Comscore's MRC Accreditation For Household TV Ratings by Dave Morgan (Media Insider on 03/21/2024)
  

  Dave, your rationales for overcoming the current choas along with the technical and business players complexities contains some of the key foundations of what JICs (or MOCs) address everyday! In addition, per the blue ribbon speakers from around the world, including US anti-trust lawyers, at the January 2005 ARF Seminar, "Accountability of Audience Measurment - A Global Examination", JICs (MOCs) are not antitrust when managed appropriately as GeoPath (which delivers the Eyes-On OOH currency) has demonstrated for years in the US. To Ed's points and insights, the current chaos has been driven by the sellers - what ratings would you like?  How much money have you got?  It will be surely be exacerbated by potential MRC accrediations that could potetially accredit one service for measurement of proof-of-play, i.e., verification of content rendered counts, aka "viewable impressions (NOT OTS!); one service for "REAL OTS" (per ROUTE UK); one for Likelihood-to-See, LTS; one for Eyes/Ears-On or 'contacts'; and one for high level attention.  Each measurement & resulting metric would have very different defintions and derivations based on different MRC Guidelines. Surely we are long overdue to embrace JICs that operate in much of the rest of the media measurement world and learn from their invaluable experience.  ANA & 4As - buyers have the ultimate control??? 

• Celebrating Comscore's MRC Accreditation For Household TV Ratings by Dave Morgan (Media Insider on 03/21/2024)
  

  Dave:  So, to eliiminate the chaos and save the industry $millions, let them all compete to be the selected vendor, or part of a vendor consortium, under a REAL JIC?  BTW:  JICs set their own rigorous specifications.  The currency - singular - is constantly audited by the JIC  Technical staff under the guidance of its member Technical Commitee which is generally chaired by the buyer side.  Next?

• Celebrating Comscore's MRC Accreditation For Household TV Ratings by Dave Morgan (Media Insider on 03/21/2024)
  

  Dave, it appears you are condoning the chaos of not only multi currencies for a medium but also the choas of having different basis, definitions and derivations for the "currency" offered, albeit that quite possibly for each one will be accredited by MRC. MRC purposely and wisely do not establish a medium's "agreed industry  currency" just that the research elements used  are executed as specified relative to the the minimum Guidlines MRC establishes.  (BTW: NOT Standards and certainly not gold!)  Currency is singular for any medium which is one of the foundations of JICs (or MOCs) that operate around the world.  That would be REAL JICs and not a Multi-Currency Certification Committee, M-CCC!  Now can we stop the misinformation and the chaos and establish a REAL TV/Video JIC here?   The benefits and efficiencies are significant.

• Multiple Media Currencies: No Apples-To-Apples Models, Missing Benchmarks? by Wayne Friedman (TV Watch on 03/15/2024)
  

  "Multiple Media Currencies" for a medium or for that matter any particular category is, of course, a contradiction in terms!  Currency for a medium is singular, albeit there are usually and often invaluable ancillary data sources available to enhance the industry agreed currency metrics for planning, buying or selling of that medium, e.g., VideoAmp or iSpot to "enhance" Nielsen?As Ed Papazian, Richard Marks, John Grono, myself and other media research cognoscente warned when this farrago began, "multiple or alternate currencies" for TV/Video, or indeed for  any medium, will drive chaos. A medium's currency should ideally be managed by a JIC (a real JIC!!!) or a MOC per the "Ten Cornerstones" published by Media Post - https://www.mediapost.com/publications/article/390836/jics-mocs-ten-cornerstones.html.  The currency should be based on people, NOT solely device based, measures of Eyes/Ears-On for all content and ads.  Part of the cross-media measurement dilemma is that generally each ad medium has a different basis for its "agreed" currency beyond the basis harmonization and common metrics needed for the all-important  cross-media reach & frequency data over time for the brand's target group.  The MRC will not resolve the current chaos.  More likely it would actually add to it should each of the protagonists earn accreditation. MRC accreditation, while technically complex, hard earned, and costly, would merely confirm that the "alternate" vendors met MRC Guidelines and executed what they said they did.  (They are Guidelines NOT Standards; contain critical flaws; and do not, purposely and wisely, prescribe the specifications required by a research vendor to be a medium's singular, definitive currency!)  In addition, while ad campaign outcomes or program/content audience delivery are the ultimate goals, it is the creative message that is the primary driver of such outcomes over which media, as the secondary driver, has no control.  So, outcomes as a potential currency, with its intriguing mix of creative power and targetted exposure or contacts by the media, I think not.  

• Biden Puts Old-Age Detractors On Notice With Rousing Speech by Adam Buckman (TVBlog on 03/08/2024)
  

  Adam: Damning President Biden with faint praise and snide jabs!  It has always been clear where your affilaitions lie.  Please stay out of the political arena.  This commentary does you no credit. 

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