Market Research Industry is improved using single source passive measurement and London jobs have seen a surge in demand for skills in this area.
Passive media measurement has transformed the way cross media advertising effectiveness is monitored. This has had a knock on effect on the number of roles we are working on which require skills and a thorough understanding of Research on Brand/ Advertising using Passive Measurement techniques.
A recent report by “SymphonyAM’, “Cross-Media Advertising Effectiveness Using Passive Measurement of Ad Exposure” validates that marketers can overcome current industry methodology shortcomings and get a vastly improved view of cross-platform advertising effectiveness through single-source passive measurement”
Many TV ad viewers (typically 30-40%) spend their time viewing ads on a mobile device and their research showed that passive media response rates were significantly higher, with fewer drop outs than surveys. Furthermore, in order to get a true representation of campaign lift metrics and have a cleaner and less polluted overview of ad exposure not be polluted combining the usage of TV-passive media and ad recognition methodologies were key.
Jane Clarke, managing director for CIMM, said, “Marketers today have a near infinite number of places where they can spend their advertising dollars but the explosion of options, brought on in part by multi-screens, has made it increasingly difficult for them to evaluate how ads resonate with a target audience. This is due in large part to current industry measurement methodologies that are severely flawed. However, SymphonyAM’s research has uncovered the first step to eradicating problematic ad effectiveness measurement models—giving marketers better understanding of how their ads are impacting consumers and how best to spend their marketing dollars.”
Charles Buchwalter, CEO and president of Symphony Advanced Media, said, “The industry has been patiently waiting to see how single-source, passive cross-media measurement can bring new levels of accuracy and insight to ad effectiveness and media measurement overall. We are thrilled that CIMM’s support enabled SymphonyAM to demonstrate that it’s entirely possible to overcome the deficiencies we see in today’s current cross media ad effectiveness solutions and develop a more rigorous and accurate read on cross media campaign effectiveness.”
To conduct the study, SymphonyAM passively measured simultaneous exposure to television, online, social and mobile media via their consumer panel, using patent-pending mobile app technology that continuously and passively runs in the background of the user’s mobile smartphone or tablet device. Combining the TV exposure via automatic content recognition (ACR) data with survey-based responses provides a new level of accuracy by reducing industry-standard self-reported media consumption pollution to deliver a purer sample than currently exists in the industry today.
By monitoring its panelists’ TV, online and mobile viewing at the single-source individual level, as opposed to current measurement at the household level, SymphonyAM can determine the degree to which panel participants multi-task with each platform. This capability revealed that 30- to-40 percent of TV ad viewing by the sample group occurred while they were concurrently using mobile devices—validating media industry assumptions that deploying cross-platform ad campaigns can help marketers more effectively reach consumers who may be focused on one medium over another.
The findings were presented at CIMM’s 2nd Annual Cross-Platform Video Measurement Summit in New York City. To view the SymphonyAM final report, “Cross-Media Advertising Effectiveness Using Passive Measurement of Ad Exposure,” please visit: http://www.cimm-us.org/