CIMM Sequent Janus Study: Implications for Smart TV Data and Ad-ID

These thoughts about the study reflect my own thinking and are not ideas brought out in the CIMM paper The CIMM paper is factual and impartialStepping back for a moment this CIMM report is one of a series The overall series intends to study the different ways that suppliers approach attribution in terms of data used how data are transformed attribution equations and other algorithmsThis particular report focuses on the data used specifically the ad occurrence data and the audience exposure dataThe ad occurrence data turns out to have a substantial impact on the final results Ad occurrence data has typically been around 95 accurate at least since modern automated monitoring came into existence in the 1980s Nielsen with its Monitor Plus and Adviews technology and Kantar with its own technology have not come under criticism much over the years It was surprising to see that the four different sources of monitoring data nowadays are getting such very different results from one another Eye openingNetwork traffic logs and Mediaocean as run data were used as the benchmarks The industry knows that even those sources contain errors So when Sequent and Janus dissect the spots seen by one service but not another it39s unnerving If in the 21st Century we cannot even depend on this old stalwart then what can we depend uponPerhaps the most troubling thing is the lack of time synchronization The analyst team had to use the plusorminusfiveminutes rule to get the maximum number of matches between ad occurrence measurement systemsTo make this problem go away we need to finally pull the trigger on 100 AdID invisibleinaudible tags in all the ads that get traffickedamp160Otherwise ROI measurement andor modeling will be built upon sandHoward Shimmel writes about the draft of this article quotThe section on AdID is really important For the brand campaign we ran the exposure providers found spots that were not captured in Mediaocean Could be that media companies are running spots they39re not able to rectify with Mediaocean and not getting paid for Even though it was only 1 of spots 1 of 50 billion in national TV advertising is 50 million worth of spots potentially not being paid to media companies Having AdID could remove any potential errors also allow financial reconciliation fasterquotThank you CIMM Sequent and Janus for that wakeup callThe team also studied the audience measurement data across the nine companies Nielsen was used as the benchmark This was done while holding the occurrence data constant so that it is a clean measure of the audience measurement itself The same thing was done the other way around holding the audience data constant while studying the occurrence data The team will be now looking at the data combined and its effect along with the processing and algorithms in terms of impact on the final data clients use in decision makingThe report makes the point that the general outlines of what each company does fallamp160into three buckets amp8211 set top box data alone Smart TV data alone and the combination amp8211 yet even within the same bucket there is great variation in the audience data reported It39s the methodology the report concludes the granular differences in the way things are tabulated causes very different resultsAlthough the report bends over backwards to neutralize any competitive use of the report the one elephant in the room is the 20 percent lower audiences than Nielsen as reported when Smart TV data are used alone without set top box dataThere are a number of wellknown suppliers who are using Smart TV data on its own and rumors that some of them are now talking about adding some set top box dataIt39s easy to understand why Smart TV data would come in lower in a way that could not be adjusted for accurately by algorithms Remember Nielsen has always had a rule about covering the TV sets in a given home that account for at least 95 of the viewing minutes You can only license Smart TV data from the manufacturers who sell it and typically one of the attribution companies studied is only licensing Smart TV data from a single manufacturer That means they are typically covering one room The average Smart TV home as an average of 11 Smart TVs The average US home has an average of over 26 TVsWe expect to see a movement to combining Smart TV data into a strong base of set top box data as pioneered by 605 and VideoAmpThese two outcomes presaged here may not happen overnight but they might have taken ten times longer if this study had not been done Hurrah to all concernedClick 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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CIMM Sequent Janus Study: Implications for Smart TV Data and Ad-ID

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Bill Harvey

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CIMM Sequent Janus Study: Implications for Smart TV Data and Ad-ID

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