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John Grono

Member since August 2003Contact John

  • Director GAP Research
  • 12 Yuille Avenue
  • BUNDANOON
  • 2578 AUS

Research consultancy to broadcasters and media agencies

Articles by John All articles by John

  • 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.

Comments by John All comments by John

  • Target Sued For Improper Biometric Surveillance by Sarah Mahoney (Marketing Daily on 04/18/2024)

    Quite ironic.Orwell's 1949 dystopian novel Nineteen Eighty-Four of a totalitarian led society, in which everyone was under surveillance in an authoritarian state, made a substantial impact on many (maybe most) people of a bleak future and very wary of most levels of government regulation.And here we are in 2024 where data collection and numerous forms of surveillance feed into massive data banks that can rapidly profile most individuals, while a plethora of users over-look the risk of personal profiling as long as they can download the latest app.

  • What I Learned Searching For $25B In 2023 U.S. CTV Ad Spend by Dave Morgan (Media Insider on 04/11/2024)

    Being cynical Dave, maybe a chunk of it ended up in off-shore tax havens.

  • Mark Penn, No Labels And The 2024 Election by Richard Whitman (Mediapsssst on 04/04/2024)

    Thanks Ed.   I thought that might be it.   We have similar issues and proportions in AU.   The rate of looking for work overall is increasing mainly because businesses are reigning in their costs to preserve their profit margin. 

  • Mark Penn, No Labels And The 2024 Election by Richard Whitman (Mediapsssst on 04/04/2024)

    Artie, they might be happy being gamers.

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

    Very erudite post and comments.In my years of AU media research and measurement experience we tend to have an apparently similar ennui from the advertisers.   But when you think about it, the research and measurement systems are mainly paid from by money that was originally that of the advertisers.There is a tendency for media agency CEOs to raise issues with their advertising client CEOs as to what is needed and wanted, and to see if there is a concurrence of needs and opinions.   Then when the research committees meet, the media agency attendees generally speak (unofficially) on behalf of the advertiser and the agency, providing a 'louder voice'.

  • Creators Are The Media Magnates Of The Century by Cory Treffiletti (Media Insider on 04/03/2024)

    So there is "thousands of channels worth of high-quality content being created on a weekly basis ".There is roughly ten-thosusand minutes in a week (well, 10,080).  To thoroughly assess content quality and relevance I would need to consume around 10 seconds maximum per entity.   That would also mean no sleeping iin a week.Yes, there are some very smart entertaining creators - Cory has named eight and noted that there are more.   But it also means we're talking about one or two percent of the creators would have success and the rest would need to have another go.And considering the rate of creator success each week in it will als mean that you won't have time to eat, work, sleep etc. if you have FOMO as a creator.   It also means that eventually content will exceed potential audience.   But by all means ride the wave NOW!

  • Does Gen AI Make Everybody An Ad Agency? by Richard Whitman (Mediapsssst on 04/02/2024)

    If mobile phones and AI are making everyone an ad agency, what is the chance that it will also overload 'everyone' and maybe disrupt their diurnal round and induce ennui?

  • Dutch Researcher Beatgrid Strikes Single-Source Deal With The Trade Desk by Joe Mandese (MediaDailyNews on 04/03/2024)

    Joe, it would be very interesting if MediaPost could get Beatgrid to provide a post explaining and using examples of their research method.

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

    Two points to add to the discussion.1. OTS is a valuable metric.   But if it is stand-alone it is pretty irrelevant as to what the audience was.   When we developed MOVE (OOH metrics) in Australia, to simplise, we had three levels.   The first thing we did was to evaluate the size and location of a billboard ... that is, how many people would pass by that billboard.   The second thing to do was to evaluate what proportion of passer-bys would have the "Opportunity To See" the billboard - as an example we removed billboards that were, say, because of its height, or off-set, or obstruction - so the OTS might be two-thirds of passer-bys.   We then added the "Likelihood to See" (LTS) by using hundreds of hours of recorded video of a representative sample of people, determining what proportion had 'gazed' at the billboard (I can't remember the duration).   The end result was believable data .. for example, the LTS might be something like one-third of passer-bys.2. I have also noticed that the US IAB data reports monthly data.   One of the metrics was viewing 'duration'.   As far as I can tell, being a monthly report the 'duration' seems to be the sum total across the month.   IMHO that is a very poor metric   Advertising is a day-to-day industry for marketers and media agencies .. but if my observation is right monthly duration is pretty useless.

  • CTV Ad Frequency Soars 80% In 2 Years: Report by Wayne Friedman (Television News Daily on 03/26/2024)

    I wish I had that data for you Ed.   And Jim ... spot on.

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