Out-of-Home (OoH) media has always been in trouble regarding measurements. Although great effort, resources, money and time has been spent in many countries, the complexity of the media - due to its geographical dispersion, volume and granularity - have been a headache for most researchers. The OoH medium has been difficult to measure due to its inherent nature to spread across the country, with each location measuring differently so that averages or simple models do not suffice to show the true potential of the medium. Methods for measuring trips to the locations of OoH audiences have evolved from paper questionnaires, to telephone interviews, to computer-assisted, to tablet- assisted, to using small GPS devices carried by respondents. In all cases, it was always previously expensive and slow. Therefore, when new requirements suddenly appear, due to the âdigital kingâ, it makes the current OoH methodologies appear old, even to more senior research participants. Of course, this impacts the perceptions of the media itself, as the media planning tool lacks the advantages of other media such as âfreshâ data. We think that only with the mix of several data sources, each one contributing its strength, can we provide the accurate information that we need for our goal: a worldwide OoH audience measurement.
Agea's big data case is a reference in Latin America. The volume of known and registered audiences is the highest in Argentina. The Big Data team was created and managed from a business area, which makes it more efficient and quick responsive. In just 3 years we built a solid team, with great business successes and a strong support for the digital transformation that the Clarin newspaper needs. With almost 15 million registered profiles, we have to be very careful in the security and the way of using this asset to build trust and keep growing.
Out-of-Home (OoH) media has always been in trouble regarding measurements. Although great effort, resources, money and time has been spent in many countries, the complexity of the media - due to its geographical dispersion, volume and granularity - have been a headache for most researchers. The OoH medium has been difficult to measure due to its inherent nature to spread across the country, with each location measuring differently so that averages or simple models do not suffice to show the true potential of the medium. Methods for measuring trips to the locations of OoH audiences have evolved from paper questionnaires, to telephone interviews, to computer-assisted, to tablet- assisted, to using small GPS devices carried by respondents. In all cases, it was always previously expensive and slow. Therefore, when new requirements suddenly appear, due to the digital king, it makes the current OoH methodologies appear old, even to more senior research participants. Of course, this impacts the perceptions of the media itself, as the media planning tool lacks the advantages of other media such as fresh data. We think that only with the mix of several data sources, each one contributing its strength, can we provide the accurate information that we need for our goal: a worldwide OoH audience measurement.
As The Wall Street Journal reported last year, streaming services such as Netflix and a rise in original TV programming have impacted the once-lucrative syndication market. After taking major losses on network hits, cable executives now have to scrutinise the value of rerunning a successful show before investing. Viacom has built an accessible, visually appealing app that uses statistical and machine-learning techniques, such as clustering, predictive modeling, and collaborative filtering, to help the media industry make quick decisions that will benefit brands and their audiences. By "gamifying" data, we have made the app user friendly for acquisition experts, marketers, content strategists, and others outside of STEM fields who have shied away from quantitative analyses in the past.
To be a media planner today must be one of the most stressful jobs in the business world. Confronted with a tsunami of change in the ways in which people consume media - and indeed live their lives wrapped up in different and new media environments -it is their job to make crucial multimillion-dollar decisions on media spending allocation. To be able to do this effectively, you would have to be a world-class anthropologist, understanding just how each new generation interacts with a media landscape that is constantly changing in different parts of the world. How do you leverage a MySpace or a Second Life? How do you understand the role of mobile web in India or China where it is now the âfirst screenâ? And how can you possibly calculate the return on your investment when the measurement currencies differ wildly in their estimates and something as banal as cookie deletion completely throws your numbers for a loop? Our second area of focus in this issue centres on the deliberations at WIN (the World Industry Network) in Paris.
When faced with a market need for cost-effective data analogous to user-centric panel-based audience measurement, the Polish market developed the 'Real Profile' methodology. The methodology combines the use of declarative pop-up surveys and site-centric measurement technology to provide well-understood indicators and metrics to the online advertising and publishing community. This paper provides new insights into resolving key issues that appear in the mixing of declarative and 'technology-based' research.
This paper outlines an approach to modeling advertising exposure in magazines over specific periods of time, providing important insights to aid advertisers and media planners in developing more productive magazine plans. Key elements of the model are reviewed, illustrating how available research can be leveraged for better decision-making. This will incorporate widely available syndicated resources.
The author recently analyzed the accumulation patterns of 120 different magazine schedule/target combinations in order to identify a potential hierarchy of ad exposure accumulation by both broad editorial classification and frequency of publication. It is expected that the results of this analysis will initiate a dialogue regarding the most expedient ways to move the print planning and negotiation process to the next level, i.e., from vehicle exposure (stage two) to advertising exposure (stage three) of the ARF Model.This paper briefly outlines the accountability and declining share-of-adspend issues prevalent in the magazine industry today. It then highlights a number of velocity metrics for the schedules analyzed and provides several strategic recommendations that the industry might wish to consider in moving the process of print planning and negotiation forward to later stages of the ARF Model.
The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. If multi-media data cannot be seen by the users (particularly media owners) to provide (financial) benefit and be applied within the current media market framework it will be very difficult to obtain media owner funding for further development. The current impetus for 'media neutral 360-degree planning' will then stall, notwithstanding the well-documented potential benefits in this era of media fragmentation and segmentation. This paper describes the authors' experience in Sweden in providing the media industry with a multi-media and target group survey collected 'single source' for a number of years.
The papers for this edition of Online Audience Measurement suggest that research into the performance of this new medium is beginning to present itself in a more established way. There is less discussion about possibilities and rather more focus on accurate measurement, planning and ROI. Research companies specialising in online audience measurement are beginning to face up to the challenge of creating stable and useable currencies.
With the emergence of behavioural measurement and profile analysis on internet sites, companies now have the opportunity to target various Internet populations on a large diversity of web sites and/or channels of site. Setting up oneâs online media plan not only means chasing after âgeneral public sitesâ with high visibility, but also analysing affinities of target populations with multiple channels and identifying market niches. This paper aims at underlining the great potential of online media planing as compared to other traditional media. It raises the issues of selecting appropriate indicators so as to better target profiles, and choosing appropriate data collection techniques that thus allow a consistent level of analysis. Specific cases of online media plan are used to illustrate the paper.