Sold-Out ARF Conference Incites Industry Action

The semirhetorical question surfaces the industryamp8217s focus on research and analysis in the wake of Upfront negotiations The Audience Measurement Conference which you can read more about in Charlene Weisler39s new reportamp160amp8220comes at a critical time for us allamp8221 remarked David Poltrack ARF Board Chairman CBS Chief Research Officer and this yearamp8217s recipient of the ARFamp8217s Erwin Ephron Demystification AwardDespite advances in research over the past year such as Making Measurement Make Sense 3MS the collaborative initiative founded by the ANA 4As and IAB amp8220we are not moving at CSuite speedamp8221 observed Fuguitt in her Day 1 Call to ActionIt was a notion echoed by speaker Radha Subramanyam iHeartMedia President Insights Research and Data Analytics In her session ROI is the New Ratings Subramanyam evaluated iHeartMediaamp8217s recent investments in realtime ad buying and targeting products as key tent poles in bringing the most actionable intelligence to advertisersIn a CBS VISION Spotlight Session Poltrack shared how through the Campaign Performance Audit CBS can precisely target potential customers and deliver enlightened learnings to its advertisers Using proprietary data and Nielsen analytics the Campaign Performance Audit CPA offers performancebased metrics that prove the reach and efficacy of traditional network advertisingIn amp8220Targeting Your Audience From Devices to Dollarsamp8221 Peter Naylor Senior Vice President Sales at Hulu and Manish Bhatia CRO at comScore presented a winning paper that evaluated and measured Huluamp8217s total audience across platforms desktop mobile and OTT Using tag data survey data and comScore panel data results showed that Huluamp8217s audience grew by 95 in measuring OTT and mobile with coviewingThese recent efforts in delivering insights to aid marketers in their performance evaluation and decisionmaking are well worth the investments they require As Poltrack said it is a amp8220critical time for us allamp8221 Especially as current data suggests that advertisers feel underserved when it comes to research and market intelligenceAccording to the 2015 MyersBizNet TomorrowToday Survey of AdvertiserAgency Executivesamp8217 Perceptions of 36 Digital Sales Organizations fielded in MarchApril 2015 and available in full to MyersBizNet member companies only 41 of respondents perceive the industry as a market achiever or leader in providing advanced research and market insights In the 2015 Survey of Perceptions of Television Sales Organizations fielded in December 2014 39 of respondents perceived the industry as a market achiever or leader in research across 32 broadcast and leading cablevideo networksAdvertisers are not wholly dependent on their media partners As presented in several sessions at the Audience Measurement Conference brands are budgeting for proprietary research to understand the effectiveness of their marketing mixDelta Airlines teamed with fullservice market research agency MESH to answer the question amp8220How do people experience Deltaamp8221 The experiencedriven market approach that Delta took on may be amp8220the frontieramp8221 for making more impact with less money explained MESH President and CEO Fiona Blades in a YouTube video posted prior to the conferenceMESH defined experiencedriven marketing metrics to draw the lines between investment and experience allowing Delta to take these learnings to maximize its paid media investment Their winning paper amp8220From Message Sent to Message Receivedamp8221 deduced that share of experience strongly correlates with market shareAs marketers continue to be held to a higher level of accountability in their purchase decisions the research and insights that their partners provide remain vitally important especially now as brands ramp up their own internal research efforts Research is no longer a crutch but the crux to doing good business effectively and efficientlyThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage management or associated bloggers

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Sold-Out ARF Conference Incites Industry Action

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Charlotte Lipman

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