Executive Summary of Original Research Conducted by Flurry, Machinima, and comScore, and Mobilewalla
Long Ellis, VP Direct Media, Flurry
Cassandra Nuttall, VP, Trade Marketing, Machinima
Dr. Anindya Datta, CEO, Mobilewalla
Moderated by: Bob DeSena, CEO, Engagement Marketing
Leveraging Location-Based Insights to Maximize Mobile Advertising RevenueMediaPost
Time spent in-app continues to increase and consumers are more willing to share personal data if they believe they’ll be presented with relevant offers and advertising. When approached with predictive and contextually relevant experiences, consumers are more likely to engage with content and advertising offers. In this session, Verve explores how to help publishers drive higher margins and advertising performance through patented location intelligence that produces greater insights into consumer geo-behaviors and creates unique mobile experiences that demand engagement and interaction.
The presentation of my thesis "Perceptions of Online Radio Station Managers Regarding Advertising".
The aim of this dissertation is to shed light on the online radio advertising industry. The research focuses on owners and managers of web radio stations. The managers are usually the decision makers for the monetization of the station’s content. For this exploratory study, the managers contributed by giving their valuable insights.
A presentation on power of radio advertising RADIO IS VISIBLEat Brand Klub AhmedabadByMr.Vinay Prashant – Cluster Head Radio Mirchi (Gujarat)Mr.Rahul Namjoshi – Station Head My FM (Gujarat)
GfK NIS and nurago: Measuring Digital Consumer Journeysnurago
GfK NIS and nurago are measuring Digital Consumer Journeys across all media types and customer touchpoints.
We combine Network-centered measuring (NIS) with User-centered metering (nurago).
GfK Network Intelligence Solution’s methodology transfers anonymised, real-time IP traffic into fine-grained metrics to understand cross media and long tail consumer behaviour in motion.
GfK nurago‘s LEOtrace® technology measures and tracks individual user behaviour and application usage
on-device within controlled consumer panels.
Measuring and interpreting traffic on mobile network operator’s backbones helps understanding the long tail of Mobile. Currently, data from 5+ million unique users are anonymously evaluated. NIS is new and tested in 7 countries with 8 operators. Data is enriched with demographics, geographics, device features, and content categorisation into a fully consumer privacy proof solution.
nurago‘s LEOtrace® technology provides Holistic Measurement in smaller samples:
Events and data points measured at the point of origin: Web and App Usage, Communication, Location — then enriched with purchase information, attitudinal user feedbacks – and other media usage.
The combination of both results in multidimensional analysis and robust insights.
The presentation was held at M-Days 2012, Feb 1.
With video viewing steadily shifting toward on demand, a holistic strategy that includes OTT and other platforms will be critical to aligning with consumer behavior. This presentation will start with the new realities of video viewing and cite custom research and real campaign results to suggest winning strategies in this new world.
Mobile Vaani CONNECT program is intended to create an inter-connected pan India network of 35 community radios, dotted across 11 Indian states, with Mobile Vaani platform sitting at the core of the CONNECT platform.
Mobile Vaani is a robust horizontal technology platform that transforms a small, regional terrestrial community radio with limited geographic reach, into a region agnostic, powerful 2 way mass medium, with superlative community engagement capability.
With the community radio partners and their field operatives, coupled with proven community engagement processes perfected by GramVaani over the past 4 years, a comprehensive integrated marketing program can deliver strong results for the marketer and ensure strong brand buy in within the target community serviced by this CONNECT program.
At Kantar Media the audience measurement services we provide for organisations such as BARB go far beyond simply measurement. Using our planning and analysis tools we ensure that TAM, TV measurement, radio measurement, and internet measurement all allow for more effective media planning.
Celebrate – Creativity and Technological Innovation
Rick Gardinier, Chief Digital Officer, Brunner
Rob Schapiro, Executive Creative Director, Brunner
4A's Transformation 2013 - MPF presentation
Visit http://www.4astransformation.com/pages/schedule for a full description.
Leveraging Location-Based Insights to Maximize Mobile Advertising RevenueMediaPost
Time spent in-app continues to increase and consumers are more willing to share personal data if they believe they’ll be presented with relevant offers and advertising. When approached with predictive and contextually relevant experiences, consumers are more likely to engage with content and advertising offers. In this session, Verve explores how to help publishers drive higher margins and advertising performance through patented location intelligence that produces greater insights into consumer geo-behaviors and creates unique mobile experiences that demand engagement and interaction.
The presentation of my thesis "Perceptions of Online Radio Station Managers Regarding Advertising".
The aim of this dissertation is to shed light on the online radio advertising industry. The research focuses on owners and managers of web radio stations. The managers are usually the decision makers for the monetization of the station’s content. For this exploratory study, the managers contributed by giving their valuable insights.
A presentation on power of radio advertising RADIO IS VISIBLEat Brand Klub AhmedabadByMr.Vinay Prashant – Cluster Head Radio Mirchi (Gujarat)Mr.Rahul Namjoshi – Station Head My FM (Gujarat)
GfK NIS and nurago: Measuring Digital Consumer Journeysnurago
GfK NIS and nurago are measuring Digital Consumer Journeys across all media types and customer touchpoints.
We combine Network-centered measuring (NIS) with User-centered metering (nurago).
GfK Network Intelligence Solution’s methodology transfers anonymised, real-time IP traffic into fine-grained metrics to understand cross media and long tail consumer behaviour in motion.
GfK nurago‘s LEOtrace® technology measures and tracks individual user behaviour and application usage
on-device within controlled consumer panels.
Measuring and interpreting traffic on mobile network operator’s backbones helps understanding the long tail of Mobile. Currently, data from 5+ million unique users are anonymously evaluated. NIS is new and tested in 7 countries with 8 operators. Data is enriched with demographics, geographics, device features, and content categorisation into a fully consumer privacy proof solution.
nurago‘s LEOtrace® technology provides Holistic Measurement in smaller samples:
Events and data points measured at the point of origin: Web and App Usage, Communication, Location — then enriched with purchase information, attitudinal user feedbacks – and other media usage.
The combination of both results in multidimensional analysis and robust insights.
The presentation was held at M-Days 2012, Feb 1.
With video viewing steadily shifting toward on demand, a holistic strategy that includes OTT and other platforms will be critical to aligning with consumer behavior. This presentation will start with the new realities of video viewing and cite custom research and real campaign results to suggest winning strategies in this new world.
Mobile Vaani CONNECT program is intended to create an inter-connected pan India network of 35 community radios, dotted across 11 Indian states, with Mobile Vaani platform sitting at the core of the CONNECT platform.
Mobile Vaani is a robust horizontal technology platform that transforms a small, regional terrestrial community radio with limited geographic reach, into a region agnostic, powerful 2 way mass medium, with superlative community engagement capability.
With the community radio partners and their field operatives, coupled with proven community engagement processes perfected by GramVaani over the past 4 years, a comprehensive integrated marketing program can deliver strong results for the marketer and ensure strong brand buy in within the target community serviced by this CONNECT program.
At Kantar Media the audience measurement services we provide for organisations such as BARB go far beyond simply measurement. Using our planning and analysis tools we ensure that TAM, TV measurement, radio measurement, and internet measurement all allow for more effective media planning.
Celebrate – Creativity and Technological Innovation
Rick Gardinier, Chief Digital Officer, Brunner
Rob Schapiro, Executive Creative Director, Brunner
4A's Transformation 2013 - MPF presentation
Visit http://www.4astransformation.com/pages/schedule for a full description.
Executive Summary of Original Research Conducted by Flurry, Machinima, and comScore, and Mobilewalla
**Long Ellis, VP Direct Media, Flurry
Cassandra Nuttall, VP, Trade Marketing, Machinima
Dr. Anindya Datta, CEO, Mobilewalla
Moderated by: Bob DeSena, CEO, Engagement Marketing
All Aboard! A Cross-Agency Mission Toward Cross-Platform Audience-Based VideoMediaPost
Implementing an audience-based cross-platform video strategy across a large media holding company is a long journey – and one that Omnicom Media Group has recently embarked upon. OMG’s advanced TV platform—a component of Omnicom’s Omni people-based precision marketing and insights platform—ties together audience-based TV planning, buying and measurement capabilities across data-driven linear TV, household-addressable and IP-delivered OTT platforms. Jonathan will share the vision, trajectory and some early lessons learned on the early part of this journey.
Personalization and gamification of entertainment servicesZinnov
The rapid proliferation of mobile devices and rise of multi- digital channels has disrupted the content distribution and consumption cycle, thereby creating a dynamic business environment for all media and entertainment players. The present operating landscape is driven by customer preferences and marks the advent of a new approach for customer interactions, powered by unique customer experiences through technology and data driven personalization.
Everyone’s Watching It: The Role of Hype in Television Engagement through So...Darryl Woodford
Presentation by Darryl Woodford & Katie Prowd, Queensland University of Technology, at the Social Media and The Transformation of Public Space Conference: Amsterdam, The Netherlands; 18 June 2014.
Measurable Impact: Using TV Data to Build Better Attribution Models and Under...MediaPost
Fragmentation has led to gaps in viewer insights. When measuring business outcomes, the standard approach no longer applies. With TV data, brands now have the tools to smash the silos between TV and digital in order to uncover actionable insights into the factors that impact ad and cross-screen effectiveness. From broadcasters focused on tune-in viewership to brands driving website or retail conversions, data insights power the way marketers understand the complete path to purchase.
Presenter: JC Clarke, RVP, Sales Central, Samba TV
Introduction to Triton Webcast Metrics for NPR Member Stations - 3/8/12Eric Athas
Please join NPR Digital Services for an overview and Q&A about the latest addition to our suite of offerings, Triton Digital’s Webcast Metrics.
This service will provide your station with real-time, accurate, meaningful on-demand data on stream listeners, presented in terms of both traditional radio metrics (CUME & AQH) as well as industry standard streaming analytics (AAS and ATSL). Webcast Metrics will provide you with greater insight into you digital audience's behaviors and can be used to provide underwriting teams and agencies of all sizes with credible real-time online audience measurement data.
The Advent of Social Video: What Content Creators Need to Know, presentation deck, Jan Rezab, CEO and Founder, Socialbakers, at Transformation 2015, Austin, Tx.
Fireside Chat with Media Company CEO
Media company CEO on vision, leadership, building and re-imagining business in a digital- and technology-enabled world.
with Lori Hiltz, CEO, Havas Media, NA
Innovations in Measurement and Application of Insights, panel discussion at 4A's Transformation 2015, Austin, TX.
Artie Bulgrin, ESPN's presentation deck.
Time Inc. Panel on the Evolution of Publishing:
Bridging the Divide Between Native Advertising and Editorial
(panel discussion)
Moderated by Matt Bean, Senior VP, Editorial Innovation, Time Inc. Matt's presentation at 4A's Transformation 2015, Austin, TX.
Mobile Now: Showcasing Best-in-Class Uses & Innovations
Jeff Jenkins, Director of Digital Experience & E-Commerce, Taco Bell/Yum! Brands presents at 4A's Transformation 2015 in Austin, TX.
Bridging Content and Commerce and What That Means for Brands, Ben Lerer, CEO and Co-founder, Thrillist Media Group presents at 4A's Transformation 2015, Austin, TX.
Kevin Knight, Head of Agency and Brand Strategy, Pinterest presents at 4A's Transformation 2015 as part of " Creating Innovative Brand Experiences on Social Media" in Austin, TX
Who Owns Content Creation?
As marketers rely more and more on branded content, what are they looking for? And
are agencies or media brands taking the lead?
Elena Sukacheva, Managing Director of Global Content Solutions Group, The Economist Group, part of a panel discussion at 4A's Transformation 2015, Austin, TX.
Jonah Berger, PhD, Marketing Professor, The Wharton School at the University of Pennsylvania and author of Contagious: Why Things Catch On, presents at the 4A's Strategy Festival 2014, Monday October 6, 2014 in Chicago.
Eliza Esquivel, VP Global Brand Strategy, Mondelez International presents "Exploring Planning's Future at 4A's Strategy Festival 2014, Monday October 6, 2014 in Chicago, IL.
Storytelling vs. Storydoing™
Taking storytelling to the next level
Rosemarie Ryan, Co-Founder & Co-CEO, co:
Visit http://www.4astransformation.com for more information.
Top-to-Top Interview
Todd Pendleton, CMO, Samsung Telecommunications America
Michael Nyman, Chairman & CEO, PMK•BNC
Visit http://www.4astransformation.com for more information.
More from American Association of Advertising Agencies (20)
4A's Transformation 2014 - March 18 - Todd Pendleton, Samsung
4A’s Transformation 2013 - March 12 - Mobilewalla - Dr. Anindya Datta
1. Why is audience measurement difficult in
mobile apps?
Anindya Datta, CEO
Mobilewalla
2. Mobilewalla
• Seattle-based, venture funded company founded and
run by leaders in the big-data and advertising
technology space
• Pioneering audience measurement in mobile apps
• Applying ground breaking data science techniques to
the largest volumetric database of mobile app
market data
3. Traditional audience measurement relies on
panels!
Instrument “Gateway Devices” (Cable Box, Browser) to record
user behavior
Extrapolation to wider audience!
Panel limitations well-known Ireland – Total TV Universe
4,205,000
Not enough people on the panels
Panels not harmonised
Doesn’t reflect all populations &
lifestyles Audience measurement panel size
2500 (0.06%!)
*Source: Nielsen Television Audience Measurement 2012
RTE Television media Sales - Oct 2012
4. Had to throw in my favorite Extrapolation cartoon
Source: xkdc.com
5. Panels & Popularity Persistence
Fundamental to panel driven measurement
Idea of popularity persistence
Large pool 99 – 1 rule
“small” set of
of options popular choices
Objects popular today popular 30-60-90 days
from today
• Panel can be assumed to eventually gravitate towards
the persistent popular set
6. App Popularities do not Persist
0 day 30 day 90 day 0 day 30 day 90 day
Majority of churn due to one time
special broadcasts like the Presidential
Debates, Oscar’s,17
Grammy’s & 13 Sporting 10 1
20 55
Events 0
App Popularities are highly5
transient!
Regular broadcast TV shows
hardly demonstrate any Panels don’t work for Apps
popularity churn Churn
Top 20 US TV 30 day Churn 90 day Top 100 30 day Churn 90 day Churn
programs 15% 35% Apps 45% 85%
Top 20 US TV Progams over 90 days Top 100 Apps over 90 days
Source: Programs - Nielsen Television (TV) Ratings for Network Primetime Series
Apps - mobilewalla
7. Volatility – Ranks!
18-24 Jun 2012 16-22 July 2012 13-19 Aug 2012 17-23 Sep 2012 15-22 Oct 2012 12-18 Nov 2012 17-23 Dec 2012
0
50
100
150
200 TV Programs
250
300
350
400
The Big Bang Theory 60 Minutes Two and a Half Men NCIS*
0
50
100
150
200
250
300
350 Apps
400
Link The Gugl (Games) MailBox (Overall) Draw Something Free (Overall) Go To Meeting (Business)
Source: Programs - Nielsen Television (TV) Ratings for Network Primetime Series
Apps – mobilewalla; *Note: NCIS was not aired in the week of 15-22 Oct
8. Mobilewalla Pioneers Audience Measurement for
Mobile Apps
Audience data delivered in two ways
Rule Based Refinement Given an App
3 Step Output indexed audience
Approach demographics (like Quantcast)
Given a target demographic
Reference Based Estimation
Output apps that provide
reach into that demographic
Ground breaking big
data techniques • Ability to cross-reference
Audience Based Clustering
audience with popularity
• Provide data in real-time
Use Cases Rapid Adoption in the Mobile Ad
● Campaign targeting Industry
● Supply enrichment in RTBs
● Publisher Prospecting
9. In Summary
• One of the greatest impediments towards the widespread
adoption of advertising in mobile has been the unavailability
of reliable audience data for apps
• It turns out that audience measurement in mobile is difficult
– The inapplicability of traditional panel based measurement techniques
is a major reason
• Mobilewalla has invented techniques, based on ground-
breaking big-data science, to reliably estimate app audiences
and is powering targeted campaigns as well as supply
enrichment at major ad technology companies
Editor's Notes
The Churn in the TV shows is also because of one time broadcasts like The Presidential Debate; Grammy’s, Oscars etcAdd timeline…Panels don’t work to come at the end…Add source
Step 1 and Step 3 – ground break big data techniques – add!