Day One of the ARF's annual "Attribution & Analytics Accelerator" began the way past years have: raising as many questions as answers on various modeling approaches and techniques.
Microsoft's TV attribution research revealed that online shoppers are more likely to learn about a brand or product through TV ads than by searching online or through word-of-mouth recommendations, a
Microsoft spokesperson said in an email.
CTV offers a renaissance for targeted advertising in the privacy-centric era. To win in it, advertisers need to expand their perspective and playbooks.
How did DTC hearing aid brand EarGo take a DRTV budget and metrics and ladder up to cable and broadcast TV buys? By recognizing the complexity of TV's impact on the purchase funnel - from the timing
of site visits to sales calls to search spikes. At MediaPost's Fall TV & Video Summit, Ben De Castro, Eargo's VP of Marketing, shares the ways in which DTC performance sensibilities were applied to a
broadening TV strategy that blended media mix modeling with homegrown attribution metrics.
KERV Interactive COO Marika Roque describes the reasons that advertisers are tied into programmatic buying, the best channels that work with CTV, how search can support CTV campaigns, and the promise
of shoppable ads.
"This is about us providing more granular data that's available to help lean into the MMM models that CPGs and retail advertisers have leaned into during the past few years," said Asaf Davidov,
director, head of ad measurement and research at Roku.
Cookie-free data unions will become key components to understanding the complexities of consumer behavior. These permission-based platforms address the challenges and opportunities of the data-hungry
ad and research industries. What is the novel approach of data unions? Consumer ownership and agency over their data, including the ability to monetize it.
Attributing search results to source documents could help verify the accuracy of information. Researchers build transparent language models designed to evaluate sources.
Advocado says the deal gives it an integrated ad verification, attribution and campaign coordination platform, for advertisers to efficiently track and measure their ads.
NBC sketched out six key areas of segmentation: audience measurement, audience verification, brand measurement, incrementality measurement, sale impact, multi-touch attribution and business-outcome
According to the study, there are five areas where multinational marketers are struggling within their media practices.
Advertisers must protect their investments and hold partners accountable to the deals that were made. Here are a few things to keep in mind.
Burger King is prioritizing the moments that matter for the company - whether on TV, OTT, social - to drive incremental traffic and build brand. Learn how BK's media team is leveraging attribution
modeling as a guide and asserting performance criteria to judge every old and new channel against how each adds to the mission.
DiMarco will help steer the company into greater adoption of measurement that can compare TV results with video on social media.
The Out-of-Home Advertising Association of America this morning released a comprehensive guide for capturing mobile ad identity data to effectively evaluate which consumers are exposed to digital
out-of-home media. The OAAA said the guide was developed with "top member industry leaders" and that it is intended to serve as an industry-wide measurement standard.
What would it mean to your media mix model if you bought people instead of channels? Building out your media campaign with smart data and custom modeling instead of working from the top down. Cadillac
is doing just that with their current audience first approach.
"Opt-in rates are expected to be very low, which effectively ends the IDFA as a reliable identifier of users," Trip Chowdhry, managing director of equity research at Global Equities Research, wrote in
a research note published Monday.
What happens when Apple users encounter that pop-up after privacy regulations take effect? On average, 47% will not allow tracking, and 67% of those age 65 and older will not allow it. Some 21% of
those age 35-45 say they're very likely to allow it, according to survey results released this week.
While many consumers have some implicit knowledge why digital identity trackers exist, most don't understand what the explicit value exchange is.
The solution offers what the company says will be a measure of sponsorship investments based on sales revenues and brand health over a set period of time.
Nearly a year into quarantine, people continue to search on Google for "things to do during" certain times, with searches for the phrase rising 300% globally year-over-year. There are early signs
that some consumers are preparing to go back out into public settings, with "makeup app," "long tops for girls," and "wedding suit" rising.
"We have a fire under us that needs to be addressed," Essence Global Chief Media Officer Adam Gerber warned.
The "real time" or close-to-real-time results provide the cornerstones to adjusting any marketing dimensions to more rapidly support optimizing ROI and/or brand equity.
Eye-tracking TV tech company TVision has added person-level measurement data now being used by ad-tech and media-measurement companies Xandr, Oracle Moat, VideoAmp and iSpot.
"Methodology, rather than technology, is [the] root cause of TV attribution outcome differences," according to the study issued by CIMM and the 4As. TV attribution results can be all over the place,
due to inconsistent data inputs, the study says.
Roughly 16 different initiatives are currently underway to find the industry's Holy Grail: true cross-platform measurement.
As agencies and brands determine how to survive in today's new landscape, lead management is key for agencies and brands. The digital world has been a lifeline for sales teams during the COVID-19
pandemic. In fact, for most businesses, it has been one of the only ways forward. Among the top 10 search topics with the largest discrepancy among brands and agencies, according to this week's
Bombora search topics? Lead Management, Lead to Account Matching and Lead Scoring all ranked highly.
Dramatic shifts in viewing behavior and buyers' and sellers' efforts to understand them will force a reconsideration of how quickly we need cross-platform measurement tools now made possible by
highly granular, sophisticated data and measurement systems.
I predict 5G will lead to the explosion of voice search as the value of the Internet of Things and the connected home is truly realized. Here is why -- and here are a few things marketers can do to
gain a deeper understanding.
The study, in conjunction with the 4As, will investigate the drivers behind differences in attribution results from six national, linear TV campaigns that aired in 2019.