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Such a schema might work for some clients. I'd want to learn a whole lot more about theblack box methodolgy and see some rigorous, and transparent, test cases over time.The term "clusters" was used. Does that mean the dominant multivariate procedure is cluster analysis? I agree with David A. and Dave H. regarding concern over pre-set cohorts or targets, even if they are real-time. Further, natural language processing (NLP) is not error free.
I agree with Tony and John on their reservations as stated. While it's always good to see attempts made in this direction, we must accept the fact that even if they begin with small subsets of "addressable TV" and digital "exposures" as opposed to the much larger and almost impossible to measure "linear TV" world, their basic units of "audience" measurement will be device based not viewing based. Accordingly there is a built in margin of error of 50% or more in the "ad exposure" data, meaning that you may be able to find some correlation between those potentially exposed to ads and a non-exposed "control" group, regarding the effect on sales---- but little else. Attempts to evaluate various combinations of "TV" plus "digital" or the effects of "frequency" will suffer because of the flawed data base which greatly overstates ad exposure and not necessarily on a constant basis. Another question concerns whether all of the campaigns studied will be new ones---new positioning strategies and creative for the brands---which can be tracked as they build momentum----or whether this vital control will be overlooked, resulting in a confusing mix of old and new campaigns at varying stages in their ad awareness build and wear- out cycles. If this is allowed to happen, the findings are even more likely to be muddied and difficult to read. Anyway, I wish those involved the best of luck.
It is beyond outrageous for this "cancel culture " to continue.The media like this writer is trying to bury Ellen based on innuendo and tweets . Even those that do say wrong things should be given opportunity to improve and survive ..Punishing those that make mistakes only creates more pain and anger.. how about compassion and education?
"it is hard to see how her show can continue".... because YOU say so?And why do you write things about her/the show, only to then admit they are likely not true? Why even report on things you don't trust as factual?
Thanks, Ed. This isn't the first time digital specialists think they invented something new. Case in point: native advertising is just the digital version of advertorials or product integrations.
Correct, Dave. Consumer mindset segmentation has been around since the early 1960s and is routinely a critical variable in brand positioning and creative strategy decisions. As for media, when brands are allowed to develop their own media plans---and execute them---in contrast to corporate upfront national TV time buying---it has long been possible to use sources such as MRI, now merged with Simmons, to profile media audiences to get a better fit between the miindset of the viewer or reader and the mindset being cultivated by the ad message. As you said, "Just because it's new for the digital world doesn't mean it's new to the world".
For what it's worth, Charles, any media planners worth their salt have been using motivations to build-out target segments and execute media buys for many years. It's been the starting point for everything we do at my media agency and has been available to us all along. Our approach has not been to create cohort groups as one-size-fits-all for every category. We believe that each category has its own unique sets of motivations and deeply rooted attitudinal beliefs that define how people behave. Just because it's new for the digital world doesn't mean it's new to the world.
I was a victim of AI overkill when the YouTube claim I my website was a "Gambling" website. The problem was I had won a handful of professional level poker tournaments but poker is only a hobby of mine for 40 plus years. I am not professional and have nothing to due with poker or gambling. I advertise sweepstakes and contest for the major brands and in many ways, my website is a search competitor.In my personal YouTube video, I never even mentioned poker or gambling. I did talk about my personal experiences in sweepstakes and winnings. YouTube sent me a nasty policy notice about "Gambling".On a personal level, to be falsely attacked over a completely misinterpretion by a faceless computer is a horrible feeling. Worse, this is the basis to take away revenue from my website is worse.
Some of those r lawmakers opened the door to the absurd.
Some of those r law makers in particular opened the door to the absurd.
I assume that many of the "ad dollars" are digital ad dollars which, in many cases, reflect short term sales promotion spending---search, direct response, etc.---not long range branding spending of the type seen on TV. Previous ad spending analysis during recessions probably focused mainly on branding spend in traditional media---not digital. Hence the old studies revealed a lag that now seems to be missing. But is it? I doubt that branding spend will catch up as quickly when the economy begins to rebound---just as was true in the past.
Glad to see not everybody's under the influence of Far Left propaganda. Fox News always has differing opinions; mainstream mediocrity only has RINO Trump haters for "balance".
But money going to digital outlets is all placed with addressable inventory. Somebody is buying that, the demand for that is growing and pricing is very high. Need to sell both to capture both kinds of revenue if you are a network and want to grow revenue. Of course, loss of cookie tracking and other imminent privacy saving initiatives may make true addressability impossible without opt in at scale. Not likely and that is worrisome to digital players.
Yep, Jack. They are still using terms like "viewership" when describing set-top-box audience measurements. But the real problem is still the fact that most national TV ad spending is bought on a corporate not a brand by brand basis---which puts a low ceiling on the growth of "addessable TV". Until this situation changes, growth will continue, but slowly.
Frankenmetrics still prevail. Sad to see.
Fox News. Oy vey...http://pjlehrer.blogspot.com/2020/07/if-your-friends-dont-wear-masks-you.html
It was a bit dense guys, but I just pulled Marshall out of the line for a Woody Allen movie and he explained the whole book to me :-)
Josh, your comment took me back to my first time reading it, as 30 year old newspaper lawyer trying to learn "new media." It was so hard for me to read then too. This recent read went much faster, but of course I had to keep going back to read certain passages because they had so much in them.Thanks so much for the tip and link to the Tom Wolfe piece! I will read it this weekend!
Research shows that people (even younger ones) prefer to buy things in person. But when you don't have a choice you do what you have to do...http://pjlehrer.blogspot.com/2020/04/my-new-normal-buying-spool-of-thread.html
here's the Wolfe essay:http://archive.wphna.org/wp-content/uploads/2015/03/1965-NYHT-Tom-Wolfe-on-Marshall-McLuhan.pdf
By the way, are you familiar with Tom Wolfe's essay on McLuhan, "But What If He is Right?" (I think that's the title; it's close.) I haven't read it in years, but I rememver in it he makes the case that McLuhan was a theoretical cognitive psychologist, and that he was really the only one, that congfitive psychology is generally a practical discipline. It was a good rtead. I'll track that down as well.
Hey Dave. I read Understanding Media when I was 21, 22 years old, and just starting to work, as a $5.50 an hour statistical analyst at Arbitron. It took me months to read-- I wanted to make sure I was absorbing every paragraph, and it is SO dense; I remember I would often read it on a 45-minute rail commute, and find I'd only gotten through like 3 pages.I'm not familiar with "Snow Crash" (I don't read a lot of Sci-Fi), but I will absolutely reread the McLuhan. (I remember thinking when everyone was saying, "Content is king," that this was directly in opposition to McLuhan's "The medium is the message.")And I'll put Snow Crash im my shopping cart as well.