State of Measurement Today
Say it with me – there is no solution for true cross-platform measurement. Marketers and media owners alike have clamored for such a solution since we realized a 5” phone screen was becoming as valuable as a 60” TV screen for reaching consumers. And measurement providers have bent over backwards throwing the kitchen sink at […]
Measurement is a Team Sport; and Other Thoughts from the ARF’s audienceXscience
As many of you know, The Advertising Research Foundation had their annual audienceXscience conference this week. We’re huge fans of the work the ARF does to promote education, innovation, and challenges to the status quo. We saw a lot of inspiring work presented. There was lots of discussion about the shifting consumer media experience creating […]
Asians Have Least Visibility Among Multicultural Segments
While all multiethnic targeting segments have issues with accuracy and reach, for those marketers looking to target an Asian population, it’s a long, hard road. Even though Asians make up 7.2% of the US population, their coverage is the lowest within 3rd party data segments. Looking at our data with AIMM, we found that not […]
Foxes, Henhouses, and Homework The State of Measurement Part 2
Anytime a heated debate over media measurement occurs (oooh, aren’t those fun) you are almost guaranteed to hear at least one of the favored idioms. “We can’t let the fox in the henhouse” or, “we can’t let them grade their own homework”. These statements are applied in reference to the measurement of a media properties’ […]
It’s August and all good marketers know what that means, back to school time!
How do you verify that your ad spend is reaching people that have children in the home and might be in the market for new 3-ring binders and lunchboxes? We’ve all seen amazing marketing efforts for Back to School campaigns, from Amazon’s ad highlighting student aspirations to Kleenex’s tearjerking #ShareKleenexCare. These heartstring-tugging ads are great […]
Looking for pet owners? These and more attributes scored for Q3!
We are always looking for new attributes we can score to make it as easy as possible for marketers to verify the accuracy of data they are buying and measure campaign performance beyond age and gender. We are excited to announce 7 new attributes we are adding to our offering as of Q3 2021. Measured […]
How do you find the elusive Gen Z online?
You would think Gen Z (for our purposes those born between 1997 and 2012) would be the ideal audience for digital advertising. They have grown up in an internet-enabled era, never knowing a world where you wrote checks by hand or couldn’t video call someone across the globe at the push of a button. And […]
Gender Targeting – Better than a Coin Flip?
It seems like a pretty common marketing strategy to measure the success of your campaign based on reaching the right gender for many consumer goods, particularly since women control or influence 85% of consumer spending.(1) So it’s surprising, that after all these years of post-campaign measurement of gender, the targeting using 3rd party data segments […]
What percentage of spend targeting Hispanics is wasted?
As any good marketer knows, the Hispanic market is a huge segment for advertising dollars and attention. There are about 60 million Hispanics in the US, and annual aggregate Hispanic household spending was projected to reach $978 billion in 2020. This would make Hispanics the single largest and highest-spending minority group. In the open marketplace […]
Think your ads are reaching African American consumers? Think again…
Brands are making great strides in being more thoughtful in reaching multicultural audiences, but what does that mean in practice? We looked at an assortment of advertising segments purported to be African Americans across the 3rd party data ecosystem. According to our accuracy scoring method, the rate at which these segments accurately identified/reached African American […]