The pilot will test various approaches to the use of Virtual ID (VID) for television, with the goal of identifying the most accurate model for ad-campaign reach and frequency metrics.
"How close are we?," ARF moderator Alice Sylvester asked her panelists, rhetorically answering, "We are not going to get there, right?"
The second day of the ARF conference opened with P&G's Marc Pritchard offering "cornerstones" needed to address the gordian knot of crossmedia measurement -- and other advertising concerns -- with a
call-to-action for constructive disruption.
As the oral care upstart SmileDirect grows its brand into new product lines and customers, the company is bringing its performance-oriented media to every screen. CMO John Sheldon explores how a
CPM-centric approach continues to perform across linear, CTV and social. Likewise, highly modular creative and leveraging shorter formats are giving SmileDirect the flexibility to grow despite the
opaque outlook for 2021 media.
Reaching the right audiences, in the right places, at the right time, during a global pandemic can be challenging. Cancer Treatment Centers of America (CTCA) reached prospective patients through a
targeted OTT/CTV campaign that informed patients of nearby facilities available for treatment, resulting in a CPC of 60% lower than the cross-channel average.
COVID forced performance driven ThirdLove to drastically cut ad spend; shifting focus to marketing efficiencies and repeat business in order to generate profit. They did a lot of testing, learning and
data collecting. As a result, a new holistic marketing approach evolved. How does leveraging customer insights, dynamic quizzes, new channels, and 3D technology result in more efficient and better
performing marketing strategies?
Blogs are among the top nontraditional retail media channels used or considered by retail advertisers to activate their commerce, a new analysis by Advertiser Perceptions finds. The ad industry
customer satisfaction researchers fielded a survey of 250 ad execs with principal responsibility for retail advertising in February.
Did today's Nielsen-sponsored streaming summit miss the real opportunity for industry leaders and Nielsen to drive meaningful cross-"media" measurement that begs for a solution?
Nielsen, which is poised to split off its consumer research division next month, ironically announced a new platform dubbed "Nielsen One" that it claims will provide a "single, cross-media solution"
over the next two to four years.
Data silos are increasingly frustrating consumers. Some 87% in a survey by the CMO Council found it frustrating when engaging in multiple channels and having to repeat themselves each time.
Multi-touch attribution use is growing. But only a minority of firms have integrated it into their media mix, the MMA reports.
Most consumers put email first for two-way communications, followed by phone and websites, the CMO Council reports.
Email is used as a source of data for analyzing cross-channel interactions by 41%, Pointillist reports.
"The good news is there's technology and data finally coming to market to put the pieces back together," Jonathan Steuer, OMG chief research officer, told Monday's audience at MediaPost's TV & Video
Insider Summit in Scottsdale, Arizona.
Current paywall models, said Dow Jones's Alex Halen, were a "one-size-fits-all approach, dictated by content. To be the world's foremost membership for the ambitious, we said everything we do has to
be focused on the customer."
This year's GroupM State Of Video 2018 research examines how fractured markets in pursuit of single-channel metrics overshadow cross-channel allocation, optimization and attribution.