2022 Market Intelligence Meeting (TV; Part 2)

Location:

Online

Date(s):

10/03/2022

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egta’s Market Intelligence Meeting focuses on topics related to TV effectiveness, attribution, attention and innovative research.

The Science of Sponsorship

Gareth Tomlin, General Manager Data, Insights & Analytics, Australia & New Zealand, Paramount

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The presentation focused on the results of a study called The Science of Sponsorship. Paramount Australia & New Zealand has used the findings to refine sponsorship strategies and inclusions. The study outlines four main reasons why sponsorships work: engagement, fandom, emotions, and trust.

An introduction to attention

Andy Brown, Chief Executive Officer, The Attention Council

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The notion of attention is rapidly growing in importance as a measurable metric, but what this means concretely for advertisers and TV/video media owners remains to be seen. The presentation offered an overview of where we are with attention today: the challenges, the opportunities, and the implications of embracing attention metrics.

The cost and value of attention

Michael Tighe, Lead Attention Consultant, Lumen Research

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The presentation showcased figures and research into the different viewability and viewing metrics of multiple platforms and explained how these two metrics need to be considered when assessing and buying/selling ad effectiveness.

The importance of creativity in ensuring advertising effectiveness

Nick Williamson, Director of Partnerships, System 1 Group

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System1 shared the important elements of an ad’s creative that make the campaign particularly effective, and highlighted the company’s top-five guidelines on ensuring curative effectiveness: from emotion, storytelling, and soundtrack to brand fluency and characters. System1’s own testing methodology is able to determine what proportion of an advertisement is effective and by how much.

Acheiving cost-effective incremental reach through addressable TV

Valérie Janssens, Director of Development, RMB

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RMB set out to conduct research to demonstrate how addressable TV, when combined with a linear TV campaign, is particularly effective in boosting incremental reach at a lower cost. This study looks at the challenges and opportunities that other markets may face when looking to prove the effectiveness of addressable TV.

Addressing addressable: opportunities and challenges in measuring addressable TV

Bas de Vos, Senior Director, Product (Audience Measurement), Media, Kantar

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Kantar shared approaches and learnings from its ongoing work to come up with solutions to better measure addressable advertising.The overarching rationale for working on scalable solutions is that addressable ads are becoming increasingly central in planning and trading, and this will impact internal systems and currency datasets. There is therefore a need to measure addressable ads as standard in TV audience Measurement (TAM), and the best approach will depend on the capabilities of the ‘trading ecosystem’.