Media Research Impact on Media Buying and Selling


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Presentation at the ARF Video Council

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Media Research Impact on Media Buying and Selling

  1. 1. 1 Media Research Impact on Media Buying and Selling ARF Video & Electronic Media Council May 14, 2008 – Chicago.
  2. 2. 2 So many new video platforms in need of media research to support ad sales Cell phone mobile video ATM video Hotel room video Transit video Healthclub video Grocery store video Gas station video Elevator video PC streaming video Floor video Airplane video Billboard video Bookstore video Auto repair shop video Convenience store video Bar/restaurant video Coffee shop video Shopping mall video Arcade game video
  3. 3. 3 An important distinction: CURRENCY – Used for negotiation and delivery guarantees – Sold to buyers and sellers – Syndicated – Ongoing measurement – Variety of ancillary reports – MRC accredited NON-CURRENCY – Supplementary information about the media – Sold mainly to the media sellers – Proprietary – One-time or occasional study – Limited additional information – Not accredited
  4. 4. 4 Most research tools are not ready to be used as currency for the new video platforms WHY?
  5. 5. 5 Different media and audience definitions – The working definition of “exposure” – Average program or commercial minute audience vs. long term exposure to the medium – Modeled metrics (demographics and set on/off) – Limited geography – Variations in research quality – Out-of-home Video Advertising Bureau (OVAB) proposed guidelines – Presence of vehicle – Vehicle has been noticed – Duration of exposure – Reach/frequency – Common demographic breaks – Full disclosure
  6. 6. 6 Advertiser senior management and sales forces are oriented to traditional video metrics – Lack of standardized, industry accepted metrics. – Expect to see media delivery in terms of grps/week – Classic coverage versus composition tradeoff – Low reach for a medium sold by impressions – Real world complexity challenges even basic questions – “Why do comScore and DoubleClick give me different numbers?” – Desire to apply traditional metrics to new video forms. – “What is the 3+ reach of my streaming video media plan?” – The procrustean bed.
  7. 7. 7 Different processes for buying and selling – Deciding who in the agency will make the buy – Ability of housekeeping software to manage new media forms – Inventory availability and management – Limited ability to evaluate whether paying a fair price – Independent post-buy analysis capability – “Unknown knowables” – Limited experience, so the buyer doesn’t know what questions to ask – Find out about problems when the sales rep tells what has been fixed.
  8. 8. 8 How will the new metrics be used for buying and selling video electronic media? “The future ain’t what it used to be.” -- Yogi Berra