The Next Generation of Ad Measurement is Now Tom Swenson, Vice President, Product Management Advertising Solutions 9/15/17 The concepts presented in.

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Presentation transcript:

The Next Generation of Ad Measurement is Now Tom Swenson, Vice President, Product Management Advertising Solutions 9/15/17 The concepts presented in this presentation are property of Research Now Group, Inc. Duplication or dissemination of the information without the express written consent of Research Now is prohibited.

My Journey and current remit: Adimension – Ad Effectiveness Adimension Cross Media Audience Validation Audience Activation

Digital Advertising Evolution 2017 First-party Data: The Missing Link to Real Consumers 2004  The Promise of Digital Advertising Focus on Measurement & Analytics 2007 Rise of the Ad Exchange & Programmatic 2014 Using Data to Drive Outcomes

Single-source Managed Data Asset New Role for Panel Data Single-source Managed Data Asset Deeply Profiled Over 1,000 Attributes Global Reach

Joint Research on Ad Effectiveness More than 60% of client side marketers agree that ‘surveys to test advertising effectiveness provide a strong indication of the success of an advertising campaign.* Only 47% report using these techniques to validate their advertising. * There is opportunity for growth in survey based market research Everything is becoming digital Will continue to see the application of digital techniques blend with traditional survey based market research &

How First-Party Data Makes Advertising More Effective Optimize the Media Mix  Validate Audiences Create the Right Audience

How First-Party Data Makes Advertising More Effective Optimize the Media Mix  Validate Audiences Create the Right Audience

The Future is NOW The decade-long promise of digital advertising measurement is realized when combined with survey-based ad effectiveness measurement. Cross channel media measurement should be used to optimize media mix Passive exposure collection Digital techniques such as Attribution will enhance survey based techniques Combine valuable 1st party data with survey based segmentation to create and target the right audiences Market Research is propelled into the Big Data Era ESOMAR Big Data Sweet spot of individual consumer attitudes and behaviors Validate audiences to ensure campaigns reach the right consumers

Any Questions?