“When we plan media on behalf of our clients, we don’t plan them in channel siloes. We plan across multiple screens, because that’s where media is being consumed,” Nancy Beekman, group director of data sciences at WPP-owned media agency Wavemaker, said in this interview with Beet.TV. “In addition to measuring the delivery, we need to measure the impact. That can be complicated, but that doesn’t mean we shouldn’t do it.”
Advertisers face a key challenge as technology giants like Google and Apple take steps to protect consumer privacy. Google delayed plans to stop supporting tracking cookies in its popular Chrome web browser, but the deadline still looms. Apple has given its customers more control over device identifiers they share with third-party apps and websites.
Advertisers also have to content with a variety of “walled garden” media environments that each have proprietary consumer data. It’s not always clear whether brands are reaching the different consumers as they use Facebook, Google or Amazon – or watch video on ad-supported streaming platforms like Hulu or Peacock.
Beekman said that she’s encouraged by work on data “clean rooms” that protect consumer privacy, while also opening up the possibility of measuring how advertising is reaching different audiences. She also is optimistic about using panel data to study purchase behavior among retailers in real time, and to change campaigns mid-flight.
“Some of the challenges are: how do we include the walled gardens when they sometimes prioritize not commingling their data with other platforms?” Beekman said. “It can be difficult with digital tracking when we think about the advancements that have been made for consumer privacy.”
This video is part of the Global Forum on Responsible Media produced by Beet.TV, GroupM with the 4A’s. This track on cross-screen measurement is sponsored by Nielsen. For more videos on this topic, visit this page.
The entire Forum can be watched on-demand here, and all videos from this project can be found here.
]]>This video is a summary of interviews with executive who spoke in the cross-screen measurement track presented by Nielsen:
Marketers face bigger challenges in measuring media consumption among different viewing devices, including mobile phones and smart TVs, to get a more unified view of consumers. The goal is to marry bottom-up measurement that’s common among digital advertisers with top-down modeling, said Joanna O’Connell, vice president and principal analyst at Forrester Research.
Brands have access to troves of data about how their ads were delivered, but measuring their effectiveness on consumers takes another level of research. TV ratings company Nielsen has multiple data sources that complement its consumer panels, which are comprised of representative samples of the broader population.
“The beauty of the panel is it allows us to have a representative sample of measuring total consumption within a home,” said Kimberly Gilberti, senior vice president of product management at Nielsen. “For things that can’t be measured by the data sets that we have, we can fill in those blanks.”
Claudio Marcus, vice president of strategy at Comcast Advertising, agrees that panel information is critical for in-depth insights.
“The reason the panel remains critical is that you need the means to calibrate for national representativeness as well as for calibration against key demographic variables,” he said.
“In addition to measuring delivery, we need to measure the impact. That can be complicated, and that doesn’t mean we shouldn’t do it or that we shouldn’t try to evolve that measurement,” said Nancy Beekman, group director of data sciences at Wavemaker.
Measuring impact includes an analysis of how different media touchpoints help brands to achieve their objectives in terms of sales, awareness and brand consideration.
“It has a lot more to do with understanding the level of engagement and attention that a viewer has with content,” said Adam Gerber, global chief investment officer at Essence. “We’re at the early stages of developing measurement solutions that really help us understand that into the media model.”
There’s room for experimentation in achieving results as measurement will never achieve a “perfect” level of insights, said Vinny Rinaldi, head of investment and activation at Wavemaker, GroupM
“We won’t have perfect, but we have to come at this from the lens of what is the best option for this campaign,” he said.
This video is part of the Global Forum on Responsible Media produced by Beet.TV, GroupM with the 4A’s. This track on cross-screen measurement is sponsored by Nielsen. For more videos on this topic, visit this page.
The entire Forum can be watched on-demand here, and all videos from this project can be found here.
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