Highlights of the ARF AxS 2023 Conference

Jackson Bazley Executive Vice President Association of National Advertisers saying that he wanted to be perfectly clear unequivocally stated that inclusion of a probabilitysample panel and specifically MRC accreditation as two nonnegotiable ANA requirements for any crossmedia audience currency Alternative nonMRC certifications are not an acceptable replacementPete Doe Chief Research Officer of Nielsen appeared twice once being interviewed on the main stage in a fireside chat by ARF CEO Scott McDonald and once in a breakout session Pete recounted his experiences working closely for years with BARB the currency JIC in the UK before coming to the United States and his leading role in his earlier stint at Nielsen in the development of validated fusion methods in which the US had been far behind Europeamp160These fusion methods have now become essential parts of crossplatform measurement written in stone in the World Federation of AdvertisersANA Northstar standards and the means by which Nielsen accurately projects its people meter data onto big data Nielsen is able to combine big data from computers mobile devices smart TVs and other TVs because of Nielsenamp8217s panel and wellvalidated mature fusion methodologiesIn the breakout session Pete transparently revealed an attempt to adapt these methods to validly project beyond the footprint of a big data source which showed that in that use case unacceptable levels of validity are irreducible However springing back from that disappointment Pete showed the first results of a different method of big data calibration to the panel which yield the stability of big data without sacrifice of validityRadha Subramanyum PhD President and Chief Research ampamp Analytics Officer CBS reemphasized that a panel is essential along with big data and pointed out the vital importance of precise measurement of over the air homes now a growing and complex segment Her main message was that despite the myths and misconceptions we read the broadcast audience is up CBS is up and the ongoing successful future of television is not in any doubtAudrey Steele Executive Vice President Sales Research ampamp Strategy FOX Corp Lloyd Darbonne Senior Director Research Insights ampamp Strategy FOX Corp and myself presented a nearly tenyear multiple regression study of 3 trillion in sales vs 50 billion in advertising in the US which showed that television and premium digital video are the only two media with marginal utility to raise Return On Ad Spend ROAS for the big CPG QSR and car brands the digital media types having been saturatedAn ROAS optimizer showed that the highest increases in ROAS in the 20 to 40 range would be achieved by shifting some digital ad spend back into TV and premium digital video Broadcast Prime Entertainment was spotlighted as deserving the largest increases coming in at an optimal 32 of CPG TV dollars Decades ago the ARF IRI Adworks study found that parameter to be 38 so all of the new media choices have slightly reduced the optimal CPG allocation to Broadcast PrimeSophie MacIntyre Ads Research Lead Meta and I presented the results of a RealEyes Eye Square Bill Harvey Consulting experiment in which five brands were measured across fifteen different digital video environment platforms classified at high level into Feed Shortform and Stream measuring viewability click behaviors attention facial emotion ad recall brand recognition ad liking brand trust persuasion and mindsetsThe study showed that Feed has the most positive click behavior Stream has the highest viewability and attention but that almost every business outcome measure shows the three broad types almost equal in outcome value This shows that each environment creates value in its own unique way with some using more attention than othersArtie Bulgrin the man who gave the industry Project Blueprint the model for the World Federation of Advertisers and ANA Northstar crossmedia audience measurement specifications won the Erwin Ephron Award causing many of us to wonder why he hadnamp8217t won it years ago amp8211 but it might be a reflection of Artieamp8217s signature selfless humility We are lucky that the ANA has engaged Artie for the past few years to guide the WFAANA efforts to lead the global market in crossmedia measurement designJohanna Welch Global Mars Horizon Comms Lab Senior Manager and Max Kalehoff VP Marketing Growth RealEyes presented findings showing that RealEyes in the wild attention and facial emotion measurements enabled sales increases of up to 18 across 19 markets and ad optimizations of 30 million in the first year of the systemamp8217s implementation To date this is the most compelling proof of the value of in the wild attention measures capping the work of The Attention Council and its members which had already compiled dozens of validations of diverse forms of attention measurementAndy Brown CEO of the Attention Council moderated a lively panel of many of the speakers on the subject of attention measurement presenting at the conference and Karen NelsonField whom most of us in the field consider to be the progenitor of modern attention measurement Throughout the conference in which attention was the major theme there had been a useful dynamic between Duane and Elise on one side and the other attention measurement practitioners on the other side regarding whether eye tracking in the wild is or is not a usable measure of attentionAt the conclusion of this session I made the point that although perhaps not as scientific as lab measures eye tracking is robust in the wild where lab measures break down in all the noise And I predicted that we would as an industry converge on a amp8220cocktailamp8221 of metrics amp8211 eye tracking facial emotion skin conductance response heartbeat alignment of metadata between ad and context amp8211 to measure amp8220impression qualityamp8221 a term which I recommended in place of amp8220attentionamp8221 which Duane and Elise and everyone else on the panel agreed to ending on a note of consensusAlas Iamp8217ve run out of space to cover the fascinating and valuable sessions involving Robert L Santos Director US Census Bureau Colleen Fahey Rush Executive Vice President ampamp CRO Paramount Andrea Zapata Executive Vice President Head of Ad Sales Research Measurement and Insights Warner Bros Discovery Brian Wieser Principal Madison ampamp Wall Harvey Goldhersz Executive Vice President Product Circana formerly IRI and The NPD Group and many others Iamp8217ll have to dedicate individual interviews in order to close this gap in upcoming columnsPedro Almeida CEO MindProberMike Follett CEO Lumen ResearchMarc Guldimann Founder ampamp CEO AdelaideBill Harvey Chairman RMTElise Temple PhD VP Neuroscience ampamp Client Service Nielsen IQDuane Varan PhD CEO MediaScienceJohanna Welch Global Mars Horizon Comms Lab Senior ManagerPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Highlights of the ARF AxS 2023 Conference

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