Questions About TV Measurement Data Quality, Part 2

amp160Are the data relevant to the marketing objective amp160If the objective is to increase awareness or positive attitudes to the brand targeting existing customers may not be the best approachamp160How many customers are successfully matched to the TV Big Dataamp160amp160To what extent does the TV Big Data footprint coincide with the CRM data footprintFor the subset of customers that are matched how accurate is the matchamp160 If the CRM list has names and addresses typical match rates would be expected to be about 7580 amp160Others will be incorrectly matched though this may be difficult to identifyamp160and others will fail to be matched amp160For matches based on online identity the match levels will typically be lowerIs the match based entirely on direct identity matching or is some lookalike modeling employedamp160 What is the extent accuracy and validity of this modelingWhat methods are applied to address gaps in matching and gaps in coverage of the TV big data amp160What is the accuracy and validity of these methodsHow is personal identity in customer data resolved against device activity amp160While this can be a problem with digital data digital activity is more often a personal rather than a shared experience but TV remains for many a joint activity amp160An ad targeted at a customer may instead be viewed by someone else in the home undermining all the effort and assumptions in the construction of the data and the campaign amp160A default of household targeting can be one way to sidestep this issue but in the endamp160people are consumers and purchasedecision makers not homesAn alternative to TV Big Data targeting is to use existing currency panels matched with consumer data amp160This approach solves the problems of representativeness as TV measurement panels are designed to represent all TV homes and provide measurement of all devices and people viewing within the home amp160Furthermore these measurements are typically audited and accredited for use whether via MRC in the US or Joint Industry Committees elsewhere amp160They are typically transparentamp160and the economics of transaction between buyer and seller are well establishedUsing existing TV currency panels is therefore a very effective way to plan create and measure broad campaigns aimed at increasing brand awareness and attitudes amp160Clearly where this approach is challenged is with sample sizes building and maintaining a high quality TV measurement panel is expensive and limits the number of participating homes amp160Smaller more niche targets will not yield data with sufficient statistical stability for meaningful measurement of performanceThere is an interesting paradox at play here amp160Aamp160TV measurement panel of 35000 homes and 100000 people allows us to understand the viewing of 300 million Americans while a sample of 10000000 smart TV sets allows us to understand how 10 million smart TV39s are being used amp160So less represents more and more represents less amp160An advertiser investing in TV campaigns needs to decide what works better for a given objectiveIn some cases the 10 million smart TVs may be the better approach allowing detailed analysis of a small sector of the market which may give some insight into a campaign39s overall effectiveness amp160In other cases a comprehensive measurement of people39s campaign exposure across the country is required and the full representation of the TV measurement panel is the right data source to use amp160The paradox also extends to objectives bigger targets and broader objectives are better served by the smaller samples while smaller more niche targets need the larger sample sizesIn many cases if you can afford it the use of both approaches may give you the best ways of assessing the value of your ad investment provided differences between alternative data sets can be reconciled meaningfully and create a coherent storyFor now most TV ad campaigns are transacted using traditional measurement panels but advertisers are exploring the new big data sources amp160An ideal scenario from a pure measurement perspective would be a seamless transparent integration of all available TV viewing data sources into a coherent measurement that covered big data from all sources and incorporated panel data to fill in the geographical and technological gaps left by these sources and provide individuallevel viewing measures amp160However this is very unlikely to happen given the many legal and business issues that would arise were such an enterprise attemptedIn the absence of this research nirvana companies should be open to all of the opportunities that are offered by the multitude of available data sourcesamp160and be aware of the limitations of eachA key takeaway is that there is no universal perfect data set that solves all the needs of advertisers agencies and media owners amp160Anyone working in this space should be aware that while bigger isn39t always better the proliferation of TV data presents opportunities that may enable more efficient and effective TV advertising with greater accountability in assessing effectivenessWith that in mind it39s worth considering a checklist of criteria that could determine what data set best works for an advertiser39s objectiveWhich of these does the data set provide for amp160Planning activation reporting effectiveness measurementHow well does the data set represent the geography relevant to your targetDoes the data set provided sufficiently represent all relevant population groupsHow well is the defined consumer target matched to the TV data setWhowhat is included and excluded in the data set whether due to technology data ownership or cooperation in the measurementHow well do the measured devices in the data set coincide with how the target watches TVAre the measurement units eg devices households sufficient for the advertising objectiveIs the sample size sufficientAre the data consistent over timeAt the time of writing the industry has been discussing these issues through the lens of a proposed quotdata quality labelquot to be applied to data sets similar to the nutrition labels found on food packaging amp160These labels would give an ataglance view of the key aspects of any data set to help potential data users make more informed decisions amp160This would likely be a preliminary step in data assessment with MRC auditing and accreditation still being the ultimate seal of approval for databases used in advertising transactions amp160It will be interesting to watch the progress of this initiativeOur appraoch to data at clypd is to enable whatever data sets our clients deem appropriate operating within contractual and privacy constraints amp160We enable advanced TV planning and buying using both traditional TV measurement and TV Big Data sources with consumer data matched to either source amp160When activating data for our clients we are mindful of the limitations that any data set may have and are happy to engage in discussion regarding the pros and cons whether through single client conversations or through the Advanced Targets Standards Group an industry group that has laid out guidelines for linear advanced audience deals including data quality considerationsAs the industry evolves it will be interesting to see how the various alternative data sets develop and whether they will coexist in an open source way or whether more walls will be built around data with advertising measurement becoming more fragmented and shadowyGiven what we have seen with digital buyers should beware of any lack of transparency so any discussion about data quality can only be a good thingClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Questions About TV Measurement Data Quality, Part 2

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Pete Doe

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