1. The Next Generation of Ad Measurement is Now Tom Swenson, Vice President, Product Management Advertising Solutions
9/15/17
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2. My Journey and current remit:
Adimension – Ad Effectiveness
Adimension Cross Media
Audience Validation
Audience Activation

3. 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

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

5. 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
&

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

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

8. 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

9. Any Questions?