MindProber and Eleven Sports use the first automated biometric media testing platform to offer a new currency of fan engagement to sports, directly measured from fans hearts.
The world of measurement is changing. New streaming technologies with over-the-top (OTT) apps, connected devices and social media are expanding the media landscape. On the technology side, data management platforms, advertising exchanges and real-time programmatic technologies are revolutionizing the ad industry with data-driven and predictive ad delivery capabilities. On the consumer side, we've been witnessing a growing generation of cord cutters and cord nevers (people who skip Pay-TV subscription), and an increasing number of OTT offers. In this new fragmented media consumption scenario, eCGlobal Labs and Immetrica will present a state-of-the art technology called Alldience, a multiplatform audience measurement solution that combines ACR (automated content recognition) and eCGlobals mobile community application, transforming mobile devices into "Smart People Meters", with the capability to follow TV Viewers wherever they are, measuring media consumption anytime, on all screens, all devices, and on any platform (TV, Digital, Social Media).
Audiences no longer consume TV unilaterally. While current technology captures the audiences watching TV, it does not take into account their actual behaviour whilst consuming it. This paper attempts to answer the various multitasking/activities that audiences from metro cities are involved in while consuming TV content. What does divided and undivided attention on TV mean in the context of product and brand recall? TV consumption with multitasking/divided attention can be further probed to understand whether the time is right for audience measurement agencies to enter into behaviour based measurement (Real Audience) in addition to the current head count based measurement.
Famous for the quote "half my advertising is wasted, I just don't know which half, John Wanamaker would be concerned that over 50% of online ads served are not seen by anyone. Many of the rest are not seen by their intended audience and some major advertisers are reassessing their digital ad budgets. We explain how brands and marketers can use campaign optimization data and insights to determine whos really seeing their digital ads, and how those people are reacting to them. And we answer the most commonly-asked questions about this approach.
With the advent of more robust digital platforms, marketing is moving from audience- and channel-based planning, to person-centric marketing. With this shift in focus, tools to quantify and analyse the behaviours at the individual level are required. However, previous research shows that consumers, when compared by age or gender, have fundamentally different media behaviours. These differences are critical to marketers who aim to tailor their plans and ensure their target audience receives the right messages, via the right touchpoints, at the right time. This presentation will highlight how, by using data capture and processing technologies, insights can be utilised to provide a complete picture of the complex cross-screen, cross-device behaviours of today's digital consumer.
Audiences no longer consume TV unilaterally. While current technology captures the audiences watching TV, it does not take into account their actual behaviour whilst consuming it. This paper attempts to answer the various multitasking/activities that audiences from metro cities are involved in while consuming TV content. What does divided and undivided attention on TV mean in the context of product and brand recall? TV consumption with multitasking/divided attention can be further probed to understand whether the time is right for audience measurement agencies to enter into behaviour based measurement (real audience) in addition to the current head count based measurement.