https://www.mediapost.com/Noneen-usFri, 09 Dec 2016 14:11:25 -0500https://www.mediapost.com/publications/article/290757/a-metrics-miracle.htmlJosh Chasin is a poet -- and he knows it -- with this twist on a seasonal classic:" 'Twas the week before Christmas, when alone in my house/ I was finishing shopping, with a click of the mouse;/Then I cleared out my browser cache, cookies deleted,/ In hopes of nefarious snooping, defeated."Fri, 09 Dec 2016 14:11:25 -0500https://www.mediapost.com/publications/article/290757/a-metrics-miracle.htmlhttps://www.mediapost.com/publications/article/288418/advertising-works-and-how.htmlSometimes I worry that we digital cognoscenti can get so lost in the magic and elegance of all these awesome algorithms and Big Data assets, that we forget to take a step back and ponder the bigger picture: the actual people out there on the other side of all those myriad screens.Fri, 04 Nov 2016 13:51:14 -0400https://www.mediapost.com/publications/article/288418/advertising-works-and-how.htmlhttps://www.mediapost.com/publications/article/287741/ad-fraud-isnt-only-fraud-that-should-concern-you.htmlAd fraud is a hot topic for marketers right now. But there's another type of fraud they should be concerned about: attribution fraud.Wed, 26 Oct 2016 17:19:44 -0400https://www.mediapost.com/publications/article/287741/ad-fraud-isnt-only-fraud-that-should-concern-you.htmlhttps://www.mediapost.com/publications/article/282251/tv-grps-youve-had-good-run-but-its-time-for-ne.htmlTV has drastically evolved over the past 15 years now that viewers have more choices than ever, with hundreds of channels offered by cable providers, online video, streaming services, on-demand viewing and DVRs - all delivered via connected devices like smart TVs, tablets and smartphones. TV advertisers have been buying media the same way for over 50 years, but now they have to make sense of the new landscape. That means TV advertising measurement needs to catch up to the new landscape, too.Wed, 10 Aug 2016 12:39:34 -0400https://www.mediapost.com/publications/article/282251/tv-grps-youve-had-good-run-but-its-time-for-ne.htmlhttps://www.mediapost.com/publications/article/273331/advanced-measurement-not-just-for-enterprise-bran.htmlHistorically, most marketers have assumed that only companies with significant marketing budgets could afford moving to an advanced measurement approach without taking a hit to their bottom line. But that's not necessarily the case if companies are considering the bigger picture.Tue, 12 Apr 2016 13:11:15 -0400https://www.mediapost.com/publications/article/273331/advanced-measurement-not-just-for-enterprise-bran.htmlhttps://www.mediapost.com/publications/article/272844/whats-the-value-of-a-digital-ad-comscore-has-som.htmlComScore, known in the industry as the expert in digital measurement, which is taking an aggressive cross-platform position with its acquisition of Rentrak, also recently announced a measurement deal with Viacom and partnership with Adobe. I sat down with Andrew Lipsman, comScore's VP of marketing insights, to get his perspective on all of these recent advancements in conjunction with comScore's efforts at perfecting the calculation of true digital ad performance.Tue, 05 Apr 2016 15:38:10 -0400https://www.mediapost.com/publications/article/272844/whats-the-value-of-a-digital-ad-comscore-has-som.htmlhttps://www.mediapost.com/publications/article/272585/advertising-works-and-how.htmlSometimes I worry that we digital cognoscenti can get so lost in the magic and elegance of all these awesome algorithms and Big Data assets, that we forget to take a step back and ponder the bigger picture: the actual people out there on the other side of all those myriad screens.Fri, 01 Apr 2016 10:07:29 -0400https://www.mediapost.com/publications/article/272585/advertising-works-and-how.htmlhttps://www.mediapost.com/publications/article/271866/measurement-tech-ux-meet-in-primer-on-improving.htmlThe Interactive Advertising Bureau has just released a Primer on Improving Viewability for Publishers to fully explain the intricate and iterative processes of measurement and improving viewability.Wed, 23 Mar 2016 11:12:36 -0400https://www.mediapost.com/publications/article/271866/measurement-tech-ux-meet-in-primer-on-improving.htmlhttps://www.mediapost.com/publications/article/269994/time-to-rethink-social-media-metrics.htmlA tiny 3% of CMOs are enthusing over social. Is it because the channel is burning marketing budget -- but reporting in vague communications terms?Fri, 26 Feb 2016 15:34:23 -0500https://www.mediapost.com/publications/article/269994/time-to-rethink-social-media-metrics.htmlhttps://www.mediapost.com/publications/article/269212/political-influentials-by-the-numbers.htmlThe media business typically accepts the usual spending windfall during election years and rarely looks at how political candidate and advocacy advertising works. Without understanding the richness of potential voters' relationships with candidates and issues, as well as their go-to sources of information, it is challenging to go beyond standard ad placements.Wed, 17 Feb 2016 11:20:01 -0500https://www.mediapost.com/publications/article/269212/political-influentials-by-the-numbers.htmlhttps://www.mediapost.com/publications/article/268986/updating-your-tv-attribution-wheres-the-beef.htmlImpressions and rating points are good indicators of how many people saw your TV ad, but how does it influence individual consumer behavior? Consumers take action online in response to seeing your ad offline. But which types of TV ads trigger the greatest response? To ensure you're getting the most accurate answers to your questions, make sure your TV attribution methodology does the following:Fri, 12 Feb 2016 15:09:48 -0500https://www.mediapost.com/publications/article/268986/updating-your-tv-attribution-wheres-the-beef.htmlhttps://www.mediapost.com/publications/article/268386/inside-todays-digital-household.htmlThere was a time when understanding consumer use of the Internet was relatively simple - way more complex than understanding engagement with any other medium, sure, but still relatively simple. All we needed to deal with was engagement from computers. There were no tablets, no smartphones, no OTT; your thermostat wasn't a connected device.Fri, 05 Feb 2016 10:38:23 -0500https://www.mediapost.com/publications/article/268386/inside-todays-digital-household.htmlhttps://www.mediapost.com/publications/article/266685/5-emerging-marketing-trends-that-require-advanced.htmlThe Internet of Things is driving rapid change in consumer behavior and content consumption, including advertising consumption. According to a recent study conducted by Adobe, the average U.S. adult uses six different devices to connect to the Internet. Connected devices extend beyond just desktop computers, smartphones and tablets. Now they also include wearables like Fitbits and Apple Watches, gaming consoles like PlayStation and Xbox, and home appliances like smart refrigerators, thermostats and even lightbulbs. The proliferation of connected devices has forced marketers to try new advertising tactics to keep up with consumers' multiscreen world.Thu, 14 Jan 2016 13:12:17 -0500https://www.mediapost.com/publications/article/266685/5-emerging-marketing-trends-that-require-advanced.htmlhttps://www.mediapost.com/publications/article/265355/a-metrics-miracle.htmlJosh Chasin is a poet -- and he knows it -- with this twist on a seasonal classic:" 'Twas the week before Christmas, when alone in my house/ I was finishing shopping, with a click of the mouse;/Then I cleared out my browser cache, cookies deleted,/ In hopes of nefarious snooping, defeated."Tue, 22 Dec 2015 13:46:11 -0500https://www.mediapost.com/publications/article/265355/a-metrics-miracle.htmlhttps://www.mediapost.com/publications/article/265069/the-year-that-was.htmlAnd what a year it was. The digital industry, with help from friends like the Media Rating Council, has made progress in many areas of measurement. The aim of this column is not to provide a compendium of achievements -- nor to ignore the challenges still before us -- but, in the spirit of the holidays, to shine brightly and inspire even greater progress in the year to come.Thu, 17 Dec 2015 22:29:30 -0500https://www.mediapost.com/publications/article/265069/the-year-that-was.htmlhttps://www.mediapost.com/publications/article/264571/rethinking-traditional-audience-measurement-throug.htmlWhat would a video measurement system look like if one were to zero-base such a solution today, with the tools we have at hand, given the measurement challenges we face, while unencumbered by legacy systems?Fri, 11 Dec 2015 14:02:02 -0500https://www.mediapost.com/publications/article/264571/rethinking-traditional-audience-measurement-throug.htmlhttps://www.mediapost.com/publications/article/263750/responsible-measurement-protect-your-customers-an.htmlMarketers don't want their brand to be the first that comes to mind when consumers think of "those companies that follow me around the Internet." Fortunately, there are several steps that brands can take to demonstrate responsible measurement.Tue, 01 Dec 2015 16:07:12 -0500https://www.mediapost.com/publications/article/263750/responsible-measurement-protect-your-customers-an.htmlhttps://www.mediapost.com/publications/article/262857/how-to-measure-the-impact-of-holiday-promos.htmlAlthough this is a critical time of year for marketers in many industries, retailers face a unique set of challenges when it comes to holiday metrics.Tue, 17 Nov 2015 18:03:09 -0500https://www.mediapost.com/publications/article/262857/how-to-measure-the-impact-of-holiday-promos.htmlhttps://www.mediapost.com/publications/article/262421/lets-not-forget-digital-advertising-moves-produc.htmlLately it seems as if every article I read about digital advertising is about viewability, fraud, or ad blocking. "No one's seeing my ads!" "Robots are seeing my ads!" "Robots are blocking my ads!" It's enough to make the casual reader think the sky was falling. I'm starting to think we're all collectively guilty of "burying the lede": that digital advertising works, persuades consumers, moves products.Wed, 11 Nov 2015 16:14:59 -0500https://www.mediapost.com/publications/article/262421/lets-not-forget-digital-advertising-moves-produc.htmlhttps://www.mediapost.com/publications/article/261940/the-viewability-trio-ad-ops-measurement-science.htmlThroughout the transition to the viewable impression as the core currency of digital advertising, many issues have come up. One subject that has not been addressed sufficiently, however, is the critical link among ad and/or revenue ops, measurement science, and research. It is the combination of the skills, talent, and drive of individuals working in these disciplines that enables better measurement.Thu, 05 Nov 2015 11:23:34 -0500https://www.mediapost.com/publications/article/261940/the-viewability-trio-ad-ops-measurement-science.htmlhttps://www.mediapost.com/publications/article/261316/tv-attribution-wheres-the-beef.htmlImpressions and rating points are good indicators of how many people saw your TV ad, but how does it influence individual consumer behavior? Consumers take action online in response to seeing your ad offline. But which types of TV ads trigger the greatest response? To ensure you're getting the most accurate answers to your questions, make sure your TV attribution methodology does the following:Tue, 27 Oct 2015 11:58:00 -0400https://www.mediapost.com/publications/article/261316/tv-attribution-wheres-the-beef.htmlhttps://www.mediapost.com/publications/article/261059/rethinking-traditional-audience-measurement-throug.htmlWhat would a video measurement system look like if one were to zero-base such a solution today, with the tools we have at hand, given the measurement challenges we face, while unencumbered by legacy systems?Thu, 22 Oct 2015 15:01:39 -0400https://www.mediapost.com/publications/article/261059/rethinking-traditional-audience-measurement-throug.htmlhttps://www.mediapost.com/publications/article/260622/rethinking-the-single-currency-model.htmlOne of the long-standing assumptions in audience measurement has been the notion of currency - and more to the point, of a single currency. I learned about the one-currency model in a very real way working at Arbitron in the '80s and '90s. We won one single-currency battle: spot radio measurement, where we competed with Birch Radio. And we lost one: spot TV, where we competed with Nielsen. But I'd like to offer a radical opinion. In the digital age, multiple transactional media currencies can, do, and will continue to exist. Indeed, they need to exist.Fri, 16 Oct 2015 16:52:46 -0400https://www.mediapost.com/publications/article/260622/rethinking-the-single-currency-model.htmlhttps://www.mediapost.com/publications/article/260063/ux-and-the-art-and-science-of-measurement.htmlLast week at the IAB MIXX Conference, I had the pleasure of leading a spirited discussion on UX (user experience) measurement. Historically, in the media business, the consumer has - or should always have - been at the center of every decision about content and advertising. In the digital age, that idea has real-time relevance. Technology enables real-time collection of behavioral and biometric data that tell us about the user experience with an interface.Thu, 08 Oct 2015 16:02:21 -0400https://www.mediapost.com/publications/article/260063/ux-and-the-art-and-science-of-measurement.htmlhttps://www.mediapost.com/publications/article/259629/hey-what-about-metrics-for-brand-marketers.htmlRecently, I was talking to the CMO of a large brand who expressed his frustration with the current state of brand marketing measurement. He wants to prove that his brand marketing dollars are having an impact, but believes that traditional tools and methodologies lack the ability to do so with the accountability his company demands.Fri, 02 Oct 2015 11:53:01 -0400https://www.mediapost.com/publications/article/259629/hey-what-about-metrics-for-brand-marketers.htmlhttps://www.mediapost.com/publications/article/258546/going-beyond-viewability.htmlOn Sept. 11, the 4As hosted a Town Hall on digital measurement, the centerpiece of which was the latest from the Making Measurement Make Sense (3MS) initiative. The MRC presented an update on measurement standardization and covered viewability and beyond, all in keeping with the steps put forth by 3MS. The market is adapting and adopting the new standard and looking forward to what its institutionalization can bring. What had once seemed like confusion over "opportunity to see" and the precise rationale for the viewable impression standard just a short time ago was conspicuously absent at this gathering.Thu, 17 Sep 2015 15:13:41 -0400https://www.mediapost.com/publications/article/258546/going-beyond-viewability.htmlhttps://www.mediapost.com/publications/article/256428/embrace-organizational-change-to-adopt-new-marketi.htmlGetting an entire marketing organization to adopt a new technology or methodology and incorporate it into their day-to-day is hard. Here are a few change management tips for success that have worked for other organizations:Tue, 18 Aug 2015 15:43:37 -0400https://www.mediapost.com/publications/article/256428/embrace-organizational-change-to-adopt-new-marketi.htmlhttps://www.mediapost.com/publications/article/256131/programmatic-pain-points-and-the-measurement-cure-.htmlLast week AdExchanger put out a research report on "The State of Programmatic Selling, 2015." What interested me in particular were the pain points that have emerged in the programmatic space, and the extent to which measurement can remedy this pain (or, conversely, the extent to which absence of measurement may be a source of pain).Thu, 13 Aug 2015 12:07:13 -0400https://www.mediapost.com/publications/article/256131/programmatic-pain-points-and-the-measurement-cure-.htmlhttps://www.mediapost.com/publications/article/255617/building-the-orchestra-and-conducting-the-symphony.htmlIn 2014, the IAB released a whitepaper entitled "Defining and Measuring Digital Ad Engagement in a Cross-Platform World." The paper was published under the auspices of the cross-ecosystem initiative Making Measurement Make Sense (3MS) and developed by a group of agency and publishing executives, with review by marketing executives. 3MS has become almost synonymous with viewability. That notion is incorrect. 3MS is, in fact, more than just viewability. It is a robust program that advocates for digital media measurement transformation and proposes solutions.Thu, 06 Aug 2015 12:05:22 -0400https://www.mediapost.com/publications/article/255617/building-the-orchestra-and-conducting-the-symphony.htmlhttps://www.mediapost.com/publications/article/254499/building-a-single-currency-for-marketing-measureme.htmlThough recently there has been criticism of the single-currency model, a single currency drives standardized measurement across your company. Standardized and accurate measurement drive more effective optimization. And effective optimization helps you buy the right media to give you the best returns for your marketing spend.Tue, 21 Jul 2015 14:55:35 -0400https://www.mediapost.com/publications/article/254499/building-a-single-currency-for-marketing-measureme.html