. 3 reasons why A+ worked on Multimedia Audit
. A Media Audit case history, including:
- "old style" mono media assessment
- "uptodate" multimedia assessment
The 2016 EMEA Benchmarks Report provides brands and agencies with key insights into the complex world of converging TV and digital video. Whilst broadcast TV continued to command the lion’s share of media spend in all European markets, digital video investments
were at an all-time high.
[HUBDAY] UDA, Mediabuying & ProgrammatiqueHUB INSTITUTE
Pierre-Jean Bozo le Directeur Général de l’UDA et Arthur Millet le Président de SRI se sont entretenus avec Vincent Ducrey le Co-fondateur du HUB Institute au sujet des enjeux médias 2015 pour les annonceurs et les régies. Nous retiendrons la forte tendance au développement du brand content qui est citée par les deux intervenants comme étant LA tendance à surveiller. À ce sujet Pierre-Jean Bozo nous dit d’ailleurs « le brand content sera de plus en plus important dans le paysage média de demain ». Mais les intervenants aborderont également la programmatique et l’évolution du positionnement des annonceurs dans ce marché.
Retrouvez l'ensemble des interventions sur le Replay :http://hubinstitute.com/?p=21822
The 2016 EMEA Benchmarks Report provides brands and agencies with key insights into the complex world of converging TV and digital video. Whilst broadcast TV continued to command the lion’s share of media spend in all European markets, digital video investments
were at an all-time high.
[HUBDAY] UDA, Mediabuying & ProgrammatiqueHUB INSTITUTE
Pierre-Jean Bozo le Directeur Général de l’UDA et Arthur Millet le Président de SRI se sont entretenus avec Vincent Ducrey le Co-fondateur du HUB Institute au sujet des enjeux médias 2015 pour les annonceurs et les régies. Nous retiendrons la forte tendance au développement du brand content qui est citée par les deux intervenants comme étant LA tendance à surveiller. À ce sujet Pierre-Jean Bozo nous dit d’ailleurs « le brand content sera de plus en plus important dans le paysage média de demain ». Mais les intervenants aborderont également la programmatique et l’évolution du positionnement des annonceurs dans ce marché.
Retrouvez l'ensemble des interventions sur le Replay :http://hubinstitute.com/?p=21822
A Survey of Security & Privacy in Online Social Networks (OSN) with regards t...Frances Coronel
Published December 14, 2015, in Social media
Research Presentation on Online Social Networks (OSN) Privacy.
CSC 425
Senior Seminar
Hampton University
Fall 2015
---
FVCproductions
https://fvcproductions.com
Anti-bribery, digital investigation and privacyPECB
This presentation was delivered at the ISO 37001 & Anti-Bribery PECB Insights Conference by Sylvain Desharnais, Digital investigation at CFIJ in Canada
Media and Information Literacy (MIL) - 8. Opportunities ,Challenges, and Powe...Arniel Ping
Content
8. Opportunities, Challenges, and Power of Media and Information
a. Economic, Educational,
Social, and Political
b. Threats, Risks, Abuse, and
Misuse
Learning Competencies
The students will be able to…
1. realize opportunities and challenges in media and information (MIL11/12OCP-IIIh-24);
2. create infographics showing opportunities and challenges in media and information (SSHS); and
3. research and cite recent examples of the power of media and information to affect change (MIL11/12OCP-IIIh-25)
Media and Information Literacy (MIL) 7. Legal, Ethical, and Societal Issues i...Arniel Ping
Erratum.Page 23 0f 29. Formative Assessment Question no. 1 is ''Why is plagiarism?''. The correct question is ''What is plagiarism?''. Thank you very much.
Legal, Ethical, and Societal Issues in Media and Information (Part 3)
Topic: Plagiarism:
Learning Competencies
a. define plagiarism;
b.identify and explain the different types of plagiarism;
c. value the importance of understanding the different types of plagiarism; and
d. practice academic honesty and integrity by not committing plagiarism.
Integrates brand track scores with sales in a marketing mix modelling based technique. Optimizes media usage to longer term brand equity growth as opposed to only sales.
Online audience measurement and ad effectiveness metrics and KPIs - IAB europ...Romain Fonnier
L’IAB Europe a publié un guide de 6 pages qui présente des recommandations sur la mesure d’audience en ligne ainsi que sur les indicateurs et KPIs d’efficacité publicitaire. Ce guide a été élaboré après une enquête auprès de 700 décideurs marketing en Europe qui a établi les différents besoins. Parmi les différentes recommandations, figure le fait que les mesures d’audience utilisent des données établies telles que le GRP, la couverture et la répétition. Les audiences devraient être détaillées par écran (PC, tablettes, smartphone, etc…). Des données liées à la marque telles que les intentions d’achat devraient être intégrées. Les données de visibilité réelles doivent être prises en compte.
Les principaux objectifs de ce guide sont de promouvoir le développement d’une mesure d’audience et d’indicateurs standardisés applicables à tous les principaux médias, et d’encourager une collaboration plus étroite entre les différentes initiatives de mesures d’audience et d’efficacité publicitaire mises en place sur chaque marché européen.
Dans le même temps, un «Measurement Organisations Forum» (MOF) est lancé afin de permettre aux sociétés impliquées dans la mesure d’audience Internet et TV de collaborer sur ce guide, tout en échangeant sur leurs best pratices.
Ce guide a été produit par le Brand Advertising Committee de l’IAB Europe, et est basé sur les résultats de son enquête «IAB Europe Metrics and KPIs» ainsi que sur les contributions des organismes de mesure d’audience européens, dont Médiamétrie en France.
The Print Campaign Analysis by Millward Brown DigitalSanoma Belgium
The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment
of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had
originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases
in persuasion metrics—brand favorability and purchase intent—compared to other platforms. These
advertiser-generated data also reveal that when advertisers used print magazine in combination with other
platforms, they were most successful in raising outcome metrics, leading to the conclusion that digital
platforms work best when they are connected to powerful traditional media, such as print.
A Survey of Security & Privacy in Online Social Networks (OSN) with regards t...Frances Coronel
Published December 14, 2015, in Social media
Research Presentation on Online Social Networks (OSN) Privacy.
CSC 425
Senior Seminar
Hampton University
Fall 2015
---
FVCproductions
https://fvcproductions.com
Anti-bribery, digital investigation and privacyPECB
This presentation was delivered at the ISO 37001 & Anti-Bribery PECB Insights Conference by Sylvain Desharnais, Digital investigation at CFIJ in Canada
Media and Information Literacy (MIL) - 8. Opportunities ,Challenges, and Powe...Arniel Ping
Content
8. Opportunities, Challenges, and Power of Media and Information
a. Economic, Educational,
Social, and Political
b. Threats, Risks, Abuse, and
Misuse
Learning Competencies
The students will be able to…
1. realize opportunities and challenges in media and information (MIL11/12OCP-IIIh-24);
2. create infographics showing opportunities and challenges in media and information (SSHS); and
3. research and cite recent examples of the power of media and information to affect change (MIL11/12OCP-IIIh-25)
Media and Information Literacy (MIL) 7. Legal, Ethical, and Societal Issues i...Arniel Ping
Erratum.Page 23 0f 29. Formative Assessment Question no. 1 is ''Why is plagiarism?''. The correct question is ''What is plagiarism?''. Thank you very much.
Legal, Ethical, and Societal Issues in Media and Information (Part 3)
Topic: Plagiarism:
Learning Competencies
a. define plagiarism;
b.identify and explain the different types of plagiarism;
c. value the importance of understanding the different types of plagiarism; and
d. practice academic honesty and integrity by not committing plagiarism.
Integrates brand track scores with sales in a marketing mix modelling based technique. Optimizes media usage to longer term brand equity growth as opposed to only sales.
Online audience measurement and ad effectiveness metrics and KPIs - IAB europ...Romain Fonnier
L’IAB Europe a publié un guide de 6 pages qui présente des recommandations sur la mesure d’audience en ligne ainsi que sur les indicateurs et KPIs d’efficacité publicitaire. Ce guide a été élaboré après une enquête auprès de 700 décideurs marketing en Europe qui a établi les différents besoins. Parmi les différentes recommandations, figure le fait que les mesures d’audience utilisent des données établies telles que le GRP, la couverture et la répétition. Les audiences devraient être détaillées par écran (PC, tablettes, smartphone, etc…). Des données liées à la marque telles que les intentions d’achat devraient être intégrées. Les données de visibilité réelles doivent être prises en compte.
Les principaux objectifs de ce guide sont de promouvoir le développement d’une mesure d’audience et d’indicateurs standardisés applicables à tous les principaux médias, et d’encourager une collaboration plus étroite entre les différentes initiatives de mesures d’audience et d’efficacité publicitaire mises en place sur chaque marché européen.
Dans le même temps, un «Measurement Organisations Forum» (MOF) est lancé afin de permettre aux sociétés impliquées dans la mesure d’audience Internet et TV de collaborer sur ce guide, tout en échangeant sur leurs best pratices.
Ce guide a été produit par le Brand Advertising Committee de l’IAB Europe, et est basé sur les résultats de son enquête «IAB Europe Metrics and KPIs» ainsi que sur les contributions des organismes de mesure d’audience européens, dont Médiamétrie en France.
The Print Campaign Analysis by Millward Brown DigitalSanoma Belgium
The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment
of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had
originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases
in persuasion metrics—brand favorability and purchase intent—compared to other platforms. These
advertiser-generated data also reveal that when advertisers used print magazine in combination with other
platforms, they were most successful in raising outcome metrics, leading to the conclusion that digital
platforms work best when they are connected to powerful traditional media, such as print.
IAB Europe Virtual Programmatic Day DeckIAB Europe
The Virtual Programmatic Day is an online event that explored the growth drivers and barriers of programmatic in Europe and provided guidance on areas such as mobile, data and transparency.
This is the deck used at the first edition of this event held on November 9, 2017.
The Always-On Approach: How to Continually Improve Your Streaming Advertising...Tinuiti
Take the guesswork out of driving results from your Streaming campaigns, and discover how the always-on approach can deliver the metrics needed for a full picture across your entire campaign.
In this webinar, our experts at Tinuiti and our Streaming agency, Bliss Point Media, with guest global market research company, Forrester, explore Streaming advertising marketing trends and the importance of incrementality testing in driving sales.
In this webinar we divulge our unique approach to video advertising, audience, and campaign planning. We also unpack how to holistically measure your ad campaigns and attribute video conversions with metrics like reach and frequency.
Leveraging Media Mix Modeling to Drive Performance Marketing ResultsTinuiti
Join our leading industry experts as they discuss how media mix modeling can help you identify how each of your media channels are working to achieve your business goals and enable you to have a holistic view of your performance marketing.
Misurare la Realtà Urbana - KPIs per le città del FuturoPaola Furlanetto
In occasione di MilanoDigitalWeek2019, abbiamo ospitato sei relatori, riuniti al Talent Garden con l’obiettivo di discutere il futuro della realtà urbana. È stato tratto un booklet che offre ad Istituzioni e Pubblica Amministrazione spunti di riflessione su: Longevità, Interoperabilità dei dati, Futuro del Retail, Comunicazione Social, Cittadinanza digitale, Misurazione delle performance Urbane, Identitá del cittadino. Grazie a: Alessandro Mininno, Chiara Bresciani, Nicola Zanardi, Marco Zanardi, Riccardo Zanardelli, Stefania Medetti che hanno accettato di partecipare e condividere il loro sapere.
#Governance #PA #Istituzioni #Città #Cittadini #Ageism #Longevity #Interoperability #Data #Synchronicity #Community #SocialStreet #SocialMedia #Platform #Algorithms #ElaboRelazione #RetailTrends #KPIs #Transparency #Measurement #SmartCities #SmartCitizen #UrbanTransformation
Auditing programmatic Furlanetto Harrison Nov 10 2016Paola Furlanetto
Programmatic: What Advertisers can do to be Audit-Proof ?
The Presentation was given to Italian Advertisers attending the UPA Programmatic Buying Course, by Lens Academy.
Among key topics:
. 5 types of media audit categories
. How media audit categories apply to programmatic
. Most common issues in programmatic
. How to solve or prevent issues
. Arbitrage: what can be done
. The Audit-Proof Advertiser: 7 Golden Rules
7 reasons why media productivity plans don't work as expectedPaola Furlanetto
. Why Media Productivity is still a company need
. 7 common mistakes in media productivity and how to fix it.
Including a short Introduction on the Multi Dimensions Media System.
and the Rising Stars / Evergreen / Sunset categories.
The Value Set:
- E' un potente strumento per il posizionamento aziendale
- Un sistema semplice, economico e veloce per allineare i contenuti agli obiettivi
- Aumenta l'efficacia della comunicazione on e off line.
- Richiede poco tempo, investimenti bassi
- Funziona davvero.
2002 - Efficacia della Pubblicità On Line - Banner & Brand AwarenessPaola Furlanetto
Efficacia della Pubblicità on Line: Costruire Brand Awareness con Internet.
Presentazione (breve e divulgativa) per il Convegno ACP on Line di Gennaio 2002.
Ricerca realizzata da People SWG e Nielsen Net Ratings per ACP on Line.
Relatore e Responsabile per People SWG: Paola Furlanetto.
La ricerca è stata condotta nell'ultimo trimestre 2001.
This presentation includes some key charts taken from the A+ Web Audit template.
The template has been used between 2011 and 2013 by A+ to present the Auditing of Web Investments.
Advertising Expenditure Audit: The Saving MatrixPaola Furlanetto
The A+ Matrix shows how to maximize advertising savings through Audit.
Key drivers are: Type of Insight and Level of Detail.
Insight ranges from pure audit to the added value of cost and benefit analysis.
Level of Detail may vary from the whole company cost, to each single campaign.
Highest saving comes from cost-benefit analysis carried out on campaign basis.
Questa matrice e' la prima di un tandem dedicato alle strategie di comunicazione B2B:
. Una (questa) riguarda 4 tipologie di target NON ancora clienti della brand,
. l'altra (da pubblicare) si focalizza su segmenti di target GIA' Clienti dell'azienda.
Il lavoro si ispira a "Content Factor", di cui prende alcune definizioni, in parte riviste ed ampliate.
La matrice parte dalla profilo del target B2B, identifica possibile strategia, contenuto, tono, tipo di media, lead, supporto utilizzato, KPI, sino alla scelta delle parole chiave (in un ottica strategica e non ancora SEO).
Il modello e' ancora in progress: inserire i concetti chiave in una sola pagina e' una vera sfida ma non voglio gettare la spugna
Anche i contenuti sono rivisti quasi quotidianamente.
Chiunque voglia darmi un contributo può farlo sia qui, e cioe' direttamente su slideshare, che contattandomi attraverso linkedin. Sono davvero graditi! Grazie
Media Auditing: Convegno Somedia 2004 - FurlanettoPaola Furlanetto
Le natura ed i processi del media auditing in una presentazione "vintage" di Giugno 2006, a 2 mesi dall'apertura di Media Audits in Italia.
La presentazione si sofferma sopratutto sui processi di controllo e benchmarking .
Media Audits sarà' successivamente acquistata da Accenture ed il management della società' italiana (Furlanetto, Confalonieri) uscirà per fondare A+, cui si unirà' presto anche Galimberti (che in Media Audits si occupava di analisi).
La presentazione contiene:
- brevissima storia dell'attività' di auditing degli investimenti pubblicitari ( o media audit)
- diversificazione dei servizi di controllo media
- benchmarking costi e qualità (o cost audit e quality audit).
La presentazione si sofferma sopratutto sui modelli di flusso relativi a:
- controllo quali-quantitativo (media audit)
- controllo dell'efficienza flusso fra advertiser e agenzia
- controllo contratto agenzia media
- controllo sistema di incentivazione (PRF o PRB)
- supporto alla gara media (media pitch).
Una parte e' dedicata anche alle competenze necessarie per ricoprire i ruoli interni alle società' di media auditing.
La presentazione si chiude con:
- una carrellata sui valori chiave dell'auditing media
- una sintesi delle 3 fasi del media auditing quali-quantitativo: dai basics sino alla forma più evoluta.
ASI 07 - How Auditing Radio campaigns helps Improve Planning and Buying Effic...Paola Furlanetto
. building and maintaining pools for radio auditing
. planning and buying radio: most common inefficiencies
. fine tuning radio planning and buying: 5 guidelines
Savings e Investimenti Pubblicitari: Intro - 4 marzo 2010 - FurlanettoPaola Furlanetto
- Evoluzione delle strategie d'acquisto dell'utenza pubblicitaria
- Evoluzione dei target della comunicazione in Italia
- Riduzione del vantaggio competitivo dei grandi negoziatori
-Savings e Media Planning
Savings e investimenti pubblicitari: Wrap up & Best practises 4 marzo 2010- F...Paola Furlanetto
Non lasciate che l'efficacia distrugga l'efficienza.
Il ruolo dell'auditor: fotografare la posizione dell'utenza pubblicitaria nel quadrante costo/qualita'.
Identificarei sistemi di controllo per posizionarsi dove le è congeniale.
2001: cosa si aspetta(va) il mercato pubblicitario dalle radio e TV locali in...Paola Furlanetto
Certificazione, Organizzazione, Semplicita'di gestione.
Questo e' quello che, nel 2001, si chiedeva alle emittenti locali che si avvicinavano al web
LA pianificazione della rete allora era sopratutto strategica, interessata a segmenti di target che, ai tempi, erano quelli più avanzati e ricercati dalla pubblicità'.
Learn SQL from basic queries to Advance queriesmanishkhaire30
Dive into the world of data analysis with our comprehensive guide on mastering SQL! This presentation offers a practical approach to learning SQL, focusing on real-world applications and hands-on practice. Whether you're a beginner or looking to sharpen your skills, this guide provides the tools you need to extract, analyze, and interpret data effectively.
Key Highlights:
Foundations of SQL: Understand the basics of SQL, including data retrieval, filtering, and aggregation.
Advanced Queries: Learn to craft complex queries to uncover deep insights from your data.
Data Trends and Patterns: Discover how to identify and interpret trends and patterns in your datasets.
Practical Examples: Follow step-by-step examples to apply SQL techniques in real-world scenarios.
Actionable Insights: Gain the skills to derive actionable insights that drive informed decision-making.
Join us on this journey to enhance your data analysis capabilities and unlock the full potential of SQL. Perfect for data enthusiasts, analysts, and anyone eager to harness the power of data!
#DataAnalysis #SQL #LearningSQL #DataInsights #DataScience #Analytics
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
1. Performance of sequential execution based vs OpenMP based vector multiply.
2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
1. Comparing various launch configs for CUDA based vector element sum (in-place).
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Data and AI
Round table discussion of vector databases, unstructured data, ai, big data, real-time, robots and Milvus.
A lively discussion with NJ Gen AI Meetup Lead, Prasad and Procure.FYI's Co-Found
Adjusting OpenMP PageRank : SHORT REPORT / NOTESSubhajit Sahu
For massive graphs that fit in RAM, but not in GPU memory, it is possible to take
advantage of a shared memory system with multiple CPUs, each with multiple cores, to
accelerate pagerank computation. If the NUMA architecture of the system is properly taken
into account with good vertex partitioning, the speedup can be significant. To take steps in
this direction, experiments are conducted to implement pagerank in OpenMP using two
different approaches, uniform and hybrid. The uniform approach runs all primitives required
for pagerank in OpenMP mode (with multiple threads). On the other hand, the hybrid
approach runs certain primitives in sequential mode (i.e., sumAt, multiply).
Levelwise PageRank with Loop-Based Dead End Handling Strategy : SHORT REPORT ...Subhajit Sahu
Abstract — Levelwise PageRank is an alternative method of PageRank computation which decomposes the input graph into a directed acyclic block-graph of strongly connected components, and processes them in topological order, one level at a time. This enables calculation for ranks in a distributed fashion without per-iteration communication, unlike the standard method where all vertices are processed in each iteration. It however comes with a precondition of the absence of dead ends in the input graph. Here, the native non-distributed performance of Levelwise PageRank was compared against Monolithic PageRank on a CPU as well as a GPU. To ensure a fair comparison, Monolithic PageRank was also performed on a graph where vertices were split by components. Results indicate that Levelwise PageRank is about as fast as Monolithic PageRank on the CPU, but quite a bit slower on the GPU. Slowdown on the GPU is likely caused by a large submission of small workloads, and expected to be non-issue when the computation is performed on massive graphs.
Analysis insight about a Flyball dog competition team's performanceroli9797
Insight of my analysis about a Flyball dog competition team's last year performance. Find more: https://github.com/rolandnagy-ds/flyball_race_analysis/tree/main
Unleashing the Power of Data_ Choosing a Trusted Analytics Platform.pdfEnterprise Wired
In this guide, we'll explore the key considerations and features to look for when choosing a Trusted analytics platform that meets your organization's needs and delivers actionable intelligence you can trust.
2. Multi-media surveys. A reminder
Multi media surveys were (probably) born in 1970 in UK.
250 HW were writing on a diary products consumption
together with TV and Magazines exposure
Since then, MM where conceived
more as part of a bigger picture (single source, where media and
products consumption were linked together )
than as a specific objective.
In brief the aim was ….
3. Making a Quantum Leap
MonoMedia Exposure
Multimedia Exposure and Product Consumption
Multi Media Exposure
4. Instead of climbing each step of the ladder
MonoMedia Exposure
Multimedia Exposure and Product Consumption
Multi Media Exposure
6. Traditional Media Auditing on Single Media
(5/6 KPI’s, evaluate campaigns vs pool benchmark)
Econometric models based on multimedia campaigns
Making a Quantum Leap
Traditional Media Auditing
on multi media performance
7. In both cases….
The aim was perfect
..but there was so much information to be gathered
and consequently resources to invest
..that, at the end, the objective was seldom reached
8. It is therefore not unusual to…
….Find out that sometimes we are
still living in the Jurassic period….
14. The GFK Eurisko Media Monitor
As those of you who have followed last Nov ASI Conference
are familiar with
GFK Eurisko in Italy has been conducting since Oct 2006
a multimedia survey, called EMM –Eurisko Media Monitor-
The survey is now at its second year of test
Scientific Commettee
Advertisers Media Agencies
15. The Key Question is:
Q: ”Will multimedia research
change Media Auditors
campaign assessment?...
15
16. Today’s presentation
1. Media Auditing in brief
2. EMM in brief
3. A case history :
how media audits assessment
may change moving from
single media to multimedia
4. Opportunities and Threats
18. Media Auditing in Brief
What is it
A systematic, constant control activity
of media costs & communication results
Peculiarity
Conducted by third party Institutes,
having specific know how in the media planning business
When it is done
ex-post (at the end of FY or every quarter/six months)
20. Methodology
The comparison is based on parameters:
- frequently used in media planning/buying
- consolidated in international auditing methodologies
21. 4 Qualitative Parameters (media panning)
1. Effective Reach
Percentage of people reached a minimum number of times (e.g. 3, 6,)
2. Position in break / in the book
Percentage of pressure in qualitative positions
(e.g. first position in break or stand-alone position)
3. Affinity
Concentration of target audience among overall contacts
4. Peak Time
Share of advertising pressure developed by the highest audience
time bands
(time bands definitions may vary according to target: late morning
HWS, afternoon teens, drive time for adults ..etc)
23. The Audit Format: Template
- - - Average + + +
CPP
Reach
Peak Time
Position*
Affinity
TOT KPI
CPP on 15-34yo target – Effective Reach: 3+ - Peak Time: 19.20-23.00 – Preferred Position: First & Last
Less Competitive than the benchmark More Competitive than the benchmark
Key performance Indicators
23
24. The Audit Format: Template
- - - Average + + +
CPP
Reach
Peak Time
Position*
Affinity
TOT KPI
CPP on 15-34yo target – Effective Reach: 3+ - Peak Time: 19.20-23.00 – Preferred Position: First & Last
Less Competitive than the benchmark More Competitive than the benchmark
The Performance Scale
24
25. The Audit Format: Template
- - - Average + + +
CPP
Reach
Peak Time
Position*
Affinity
TOT KPI
CPP on 15-34yo target – Effective Reach: 3+ - Peak Time: 19.20-23.00 – Preferred Position: First & Last
Less Competitive than the benchmark More Competitive than the benchmark
25
30. Gfk Multimedia - Meter
Microphone
Bar-code Scanner”
button
“Voice”
button
Red Led: “you
have a message!”
Barcode Scanner
Bleu Led: meter
works properly
“OK” button: show
messages on display and
confirm selections
GPRS for data-transfer
and to ask question in
real time
Recognizement of
delayed listening
PRINT
WEB
CINEMA
MAIL
TV
RADIO
PRINT
35. Strengths
Helicopter View
on Multimedia consumption
and
Broad Target Net Reach
Weaknesses
Sample: 2.300 ind. / Field: 2 months a year
Do not allow detailed analysis on:
- segmented target
- 12 months period campaigns
-Low exposure vehicles
35
EMM
36. Strengths
Helicopter View
on Multimedia consumption
and
Broad Target Net Reach
Weaknesses
Sample: 2.300 ind. / Field: 2 months a year
does not allow detailed analysis on:
- segmented target
- 12 months period campaigns
-Low exposure vehicles
36
EMM
37. Strengths
Helicopter View
on Multimedia consumption
and
Broad Target Net Reach
Weaknesses
Sample: 2.300 ind. / Field: 2 months a year
does not allow detailed analysis on:
- segmented target
- 12 months period campaigns
-Low exposure vehicles
37
EMM
Therefore
A+ conducted an experimental study
aimed at identifying possible changes in media auditing perspective.
37
38. Strengths
Helicopter View
on Multimedia consumption
and
Broad Target Net Reach
Weaknesses
Sample: 2.300 ind. / Field: 2 months a year
does not allow detailed analysis on:
- segmented target
- 12 months period campaigns
-Low exposure vehicles
38
EMM
Therefore
A+ conducted an experimental study
aimed at identifying possible changes in media auditing perspective.
A 2° step will take place next year
Based on a wider sample and analysis base. 38
40. Key Findings
The assessment of an advertiser campaign performance
may shift
from below the average
to above the average
By switching
from single media
to multimedia analysis.
41. Our case, in a snapshot
The Advertiser must be:
Active during the EMM period (Ott7 - Nov 07)
On air in Radio e TV
Test on Brand X, characteristics:
FMCG product
Target 15-34yo
Investment share (90,2% tv, 9,8% radio)
42. The Brand “X” Campaign – Flight Overview Oct/Nov
MEDIA
NET NET
INVESTMENT % INV Target GRP Sales Houses
TV € 926.043 90,2% 410 RAI, MEDIASET
RADIO € 101.150 9,8% 412
MANZONI, MONDADORI,
NOVE NOVE, OPENSPACE,
RADIO ERETI, RDS
TOTAL € 1.027.193 100%
ADULTS
15-34yo
43. Media Strategy: Weights
QUALITYCOST
30% 70%
NB Same Strategic weight 4 both Tv and Radio
COVERAGE AFFINITY PIB PT
50% 0% 10% 10%
COST
30% 70%
QUALITYCOST
30% 70%
QUALITYCOST QUALITYCOST
30% 70%
QUALITYCOST
30% 70%
QUALITYCOST
30% 70%
QUALITYCOST
48. Total Advertising KPI: based on MONO MEDIA
Total KPI
Investment Share
Weighted Results
TOTAL MM KPI -1,1%
- 2,2%
90,2%
-2,0%
TV
+9,0%
9,8%
+0,9%
RADIO
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50. Overall Performance – Without Multimedia
MEDIA
COST COVERAGE AFFINITY PIB PT KPI % inv.
TV 13,9% -2,4% -1,4% -30,0% -21,3% -2,2% 90,2%
RADIO 4,0% 12,6% 0,3% -30,8% 45,9% 9,0% 9,8%
OVER ALL KPI
WITHOUT MULTIMEDIA
12,9% -0,9% -1,3% -30,1% -14,7% -1,1% 100%
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51. An up to date approach, based on MM
(to be validated)
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52. Overall Performance – Without Multimedia
Overall Performance – With Multimedia
MEDIA
COST COVERAGE AFFINITY PIB PT KPI % inv.
TV 13,9% -2,4% -1,4% -30,0% -21,3% -2,2% 90,2%
RADIO 4,0% 12,6% 0,3% -30,8% 45,9% 9,0% 9,8%
OVER ALL KPI
WITH MULTIMEDIA
12,9% 2,1% -1,3% -30,1% -14,7% 0,4% 100%
MEDIA
COST COVERAGE AFFINITY PIB PT KPI % inv.
TV 13,9% -2,4% -1,4% -30,0% -21,3% -2,2% 90,2%
RADIO 4,0% 12,6% 0,3% -30,8% 45,9% 9,0% 9,8%
OVER ALL KPI
WITHOUT MULTIMEDIA
12,9% -0,9% -1,3% -30,1% -14,7% -1,1% 100%
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53. In brief
Only thanks to multimedia surveys
media auditing can assess
the ability of improving overall net reach
using different media.
.. As many of you who are familiar with media planning know …
Good performance in overall reach
may come from low coverage commercial,
with high exclusivity level
….Which is similar to our case where
A multimedia reach above the average,
may results from
2 single media reach below the average.
54. Process
Source: Individua Media Surveys
(Softwares: AGB Arianna / Mediasoft Theresold. Surveys: Auditel for TV and Audiradio for Radio)
1. Choice of the campaign to be tested
(Brand X, active in Oct/Nov 07, planning both Radio and TV)
2. Selection of reference pools for Radio and TV ( 15-34 yo)
3. Within the pools, Identification of Radio and TV reach benchmark for given # of grps
(average level for grps cluster)
4. Pinpoint, within Radio and TV pools, of benchmark’s representative flights (3.)
Source: Multimedia (Software Memis/Supernova on EMM Survey)
5. Upload of both Brand X campaign and representative flight media plans in EMM
6. Check of flights’ performance in the EMM database
7. Application of "correction factors" to EMM (in order to reduce different methodology bias
and maintain coherence between Brand X performance and TV and Radio benchmarks).
8. Validation of grps and reach results on single media (only TV, only Radio)
9. Analysis of Multimedia reach performance on both Brand X and benchmark flights
10. Comparison between brand X and benchmark flights overall net reach
11. Overall reach performance index is exported in the BRAND X KPI assessment
Traditional approach
Present Test
55. Q: ”Will multimedia research
change Media Auditors
campaign assessment?...
A: Yes.
The ability in obtaining
high level of overall net reach
can be pursued
-and assessed by media auditors-
only through multimedia surveys.
This ability seems to be
more and more requested by major advertisers
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56. Opportunities
Multimedia researches
are in line with
target and advertising evolution.
Threats
Political barriers
and
need for vehicles detailed information
(to fit the fragmented exposure
within specific media)
slow down MM development.
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57. Opportunities
Multimedia researches
are in line with
target and advertising evolution.
Threats
Political barriers
and
need for vehicles detailed information
(to fit the fragmented exposure
within specific media)
slow down MM development.
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The pursuit of perfection
is sometimes risky…..
60. Future Scenarios
Advertisers are moving towards
. Total advertising expenditure control/audit
. Consistent and measurable Innovation
. Optimization on a multi-media level
Media Auditors should be prepared for it
Multimedia solutions are expected to:
. feed advertisers need for overall optimization
. match with existing in-depth single media surveys
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