The future of the television begins and ends with measurement. This paper will go through the challenges and opportunities with programmatic TV and the new data sources that fuel the programmatic opportunity. Beatgrid's has a single-source approach to measure Tv & video advertising exposure across screen and platform, at the respondent level. It is now a long-awaited reality to better understand incremental Reach & Frequency across platform and to understand creative effectiveness, campaign efficiency and effectiveness, by platform.
Recent studies in the United States concerning short term advertising strength and effective frequency have triggered numerous important questions in Europe. In France, the great majority of advertisers continue to use pulsing strategies. Single-source data has been available in France since 1996 creating new research concepts in addition to direct STAS application. This document describes sixty-nine STAS calculation results. Also developed in this document are different approaches to recency and the best way to test media planning alternatives.
The paper presents a study in which the short term effects of advertising on purchase behaviour were measured with single source data from a micro test market. The results show that real advertising effects are smaller than expected according to John Philip Jones STAS measurement. The authors conclude that Jones STAS measures a mixture of individually mediating effects, trade promotional effects and advertising effects, nothing that really helps to judge TV advertising effectiveness in general. They recommend to use a revised indicator, the so called adjusted STAS, to get a first indication whether advertising has a short term effect and to be able to estimate the effects of other interfering variables on purchase behaviour.
Throughout Europe, the economic situation has been rapidly changing during the past few years: high unemployment rates, decreasing wages, rising taxes, considerable efforts taken to meet the demands of the Maastricht Contract reveal that our economy is far from being stable. As a consequence, the consumers spending power is significantly decreasing, leading to the fact that both manufacturers and retailers have to thoroughly investigate the market situation in order to sell their products: questions on what is driving their markets, on the competitive environment, on where and how to advertise are only a few which need to be answered. As a matter of fact, new questions provoke a demand for new solutions. For this reason, marketing research institutes have developed a number of more or less sophisticated tools for analysing retail and consumer data in order to shed light upon purchasing and consumer behaviour.
This paper examines advertiser and agency perspectives on single source data. The authors present a method of evaluating different single source systems based on the informational need for which each service was designed to address. The "focal point" of each system impacts its design and therefore the quality of each data element reported. While both parties share many of the same informational needs (i.e., targeting, media selection), it is likely that the "focal point" of their primary systems would differ. Mr. Godbeer points out that his primary interest as an advertiser is accountability'the ability to quantify the sales impact of advertising, consumer and trade promotion. Mr. Philport maintains that the quality of media measurement in single source systems varies by the system's primary purpose. Advertising agencies are most interested in systems with high quality media measurement. Therefore, Young & Rubicam has launched an extensive investigation into the quality and utility of one such media-focused single source system; ScanAmerica. Conclusions from this stage of Y&R's investigation reveal that it is possible to achieve accurate media measurement within a single source panel, and that single source data provide a reliable and different perspective of the value of television vehicles when compared with demographic targets Mr. Godbeer, working with a different set of informational priorities, mentions that it is unlikely that advertisers will support a purely media-focused single source service and that media data, while necessary, will be added-value. He also notes that an ideal single source system would not merely report television viewing behavior, but exposure to all media. Both authors conclude that communication between all interested parties is necessary so that new products are developed to meet the needs of advertisers, agencies and the media
The intermedia watch has been discussed since 1987 and it was often seen as a myth. However, the production of a wearable passive device for recording television, radio, and print audiences is finally ready for a technology demonstration. This presentation will demonstrate the broadcast aspect of the intermedia watch. It is the premise of this paper that in the U.S. there cannot be a single measurement tool for all media until we have a breakthrough in the measurement of television and its' current push-button personal meter. The reason is economics. Television gets the lion's (though declining) share of the dollars. And the Coca Cola's, P&G's, and Kraft General Foods' who dominate the spending of advertising dollars in the USA are trying to manage a fragmenting media effort. The personal meter for television, radio and magazine leads directly to a TRUE single source measurement of most media exposure and most purchasing. The attraction of electronic single source measurement is due to the problems created by respondent human memory and interviewer human error. To be meaningful, any improvements in metering must raise the response rate of a television meter sample from its current low levels (37% of the predesignated randomly selected sample) by simplifying the task of obtaining respondent cooperation.
Information on the effectiveness of promotions and advertising is more and more indispensable for a successful brand. Advance in technology has given the chance to develop a tool which is required to measure the effects of advertising and promotion: the experimental micro test market system. Based on single source data, it allows to execute alternative marketing activities, analyse and quantify their effectiveness. Furthermore it makes evident the buyers behavior towards advertising and promotion. After the demonstration of the method, case studies will show the information, which both the producer and the retailer obtain by using this research tool. We are going to have a look at the different effects of TV-advertising and promotion on the one hand and of print advertising and promotion on the other. Besides that, well analyse promotion itself. The results make doubtful some beliefs of long standing on how advertising and promotion work. But - this can only lead to improvements in the efficiency and effectiveness of marketing activities.
This paper outlines the various research tools which can be used for media planning and evaluation. In particular single source and fusion techniques are described and compared as vehicles for media planning. Results are presented on the effect of viewing fusion curves for planning and how the 'apparent' gain can sometimes be overstated because of the fusion process itself compared to actual single source data. Indeed the paper shows that if fusion ratings ever led to a higher cost of buying advertising then there is a minimum ratings gain which must be achieved for the process to be cost effective. In conclusion the paper, highlights the reader to the underlying assumptions involved in using fusion for media planning and recommends that the availability of single source products should be the ultimate goal for the advertising industry to help get to grips with media planning and evaluation.
As in many countries, audience measurement for outdoor advertising media in the Netherlands is a hot topic. The different strategies of outdoor contractors are a complicating factor, since some of them sell billboards one-by-one according to the advertisers wishes, while others offer fixed Products consisting of standard packages of clearly defined sites spread across the country; the methodological problems in each case being quite different. While awaiting the results of SUMMO negotiations, Alrecon Media, a representative of the second kind of contractor, asked Inter/View Nederland to develop a research programme that could supply media planners with data on their products. In 1988 and 1989 several Rondjes Nationaal of different media (Buses, Bus shelters. Railway Station Postering and Billboards), were measured. The methodology was quite different from the more usual OSCAR-method, and also different from Route Reconstruction methods. In order to achieve fast results, a Diary Panel method using mechanical counters was set up for four weeks. Respondents were selected from the SummoScanner database. As a result of questioning the same respondents once again, a single source database is now available for use in computerised media planning. For the first time there is now the possibility of comparing different types of media, deluding outdoor media, on the basis of single source research data.
'High-tech' Single Source, or electronic panels, are now a factor in both North America and Europe. Currently, however, these panels are restricted to monitoring certain behaviour - most typically television viewing and purchase of bar-coded products. It is argued that electronic panels also have a role to play in other issues central to marketing and advertising planning: - multi-media exposure - consumer usage (not just purchase) - purchase/usage of non-bar coded products - measurement of services - consumer attitudes Addressing these issues is achievable by virtue of the ability to interact with the panelist very quickly through technology, and the recognition that about half of our current information comes from questionning, as opposed to monitoring, consumers. Quite simply, we should recognize that consumers can be questioned in addition to, or instead of, being monitored. The paper considers experiences and findings from "Viewtel" - an electronic panel system which uses the household television set both as an electronic diary and as an ad hoc survey questionnaire. Viewtel panels have been in operation in Toronto, Canada and Chicago, U.S.A., for well over a year. In both panels, the primary focus has been on the collection of Purchase/usage data. However, both panels have attempted to gather information on media. The need for, and nature of, this information is discussed, together with a case history.
Many people are talking about Single Source, most of the time without giving a precise definition of what have to be understood under this concept. The aim of this paper is an attempt to clarify the question in trying to make a distinction between all the kinds of "Single Source" mentioned here and there, and to give a more complete description of what NIELSEN is presently thinking about.
This paper describes marketing research information technology systems, their impact on the more traditional methodologies and techniques, and presents new research into user applications, both current and anticipated. A brief history of technology used in research is followed by a systematic cataloguing of research technologies in use today or just emerging. These include single use, and the latest single-source systems. The intended use of these technologies and systems is described, with emphasis on the way the systems and technologies are linked internally to achieve their information integration. Each of the systems and their technologies are compared to each other in terms of their specific utility, as well as their individual strengths and weaknesses. The impact on existing methodologies and techniques is examined from both a provider and user point of view. A side-by-side comparison shows the potential for substitution in regard to utility features and cost factors. Current research applications using scanner technology is examined. Scanner data can be divided into scanner panel data and store level data. Scanner panel data is used to analyze marketing mix variables and to determine market statistics such as market share, trends, prices, promotion frequency. One of the key advantages of electronic scanner panel data is the availability of causal information for aE the brands in the market. This allow researchers to analyze issues such as relative price and promotional activity. Paper diary data do not have this type of causal data and thus it is difficult to analyze competitive effects. The paper shows examples of how scanner data derived from single-source systems can be used to address basic consumer and retail issues.