Presentation at the ARF Video Council

1. 1
Media Research Impact
on
Media Buying and Selling
ARF Video & Electronic Media Council
May 14, 2008 – Chicago.

2. 2
So many new video platforms in need of
media research to support ad sales
Cell phone mobile video
ATM video
Hotel room video
Transit video
Healthclub video
Grocery store video
Gas station video
Elevator video
PC streaming video
Floor video
Airplane video
Billboard video
Bookstore video
Auto repair shop video
Convenience store video
Bar/restaurant video
Coffee shop video
Shopping mall video
Arcade game video

3. 3
An important distinction:
CURRENCY
– Used for negotiation and
delivery guarantees
– Sold to buyers and sellers
– Syndicated
– Ongoing measurement
– Variety of ancillary reports
– MRC accredited
NON-CURRENCY
– Supplementary information
about the media
– Sold mainly to the media sellers
– Proprietary
– One-time or occasional study
– Limited additional information
– Not accredited

4. 4
Most research tools are not ready to be used
as currency for the new video platforms
WHY?

5. 5
Different media and audience definitions
– The working definition of “exposure”
– Average program or commercial minute audience vs. long term
exposure to the medium
– Modeled metrics (demographics and set on/off)
– Limited geography
– Variations in research quality
– Out-of-home Video Advertising Bureau (OVAB) proposed guidelines
– Presence of vehicle
– Vehicle has been noticed
– Duration of exposure
– Reach/frequency
– Common demographic breaks
– Full disclosure

6. 6
Advertiser senior management and sales
forces are oriented to traditional video metrics
– Lack of standardized, industry accepted metrics.
– Expect to see media delivery in terms of grps/week
– Classic coverage versus composition tradeoff
– Low reach for a medium sold by impressions
– Real world complexity challenges even basic questions
– “Why do comScore and DoubleClick give me different numbers?”
– Desire to apply traditional metrics to new video forms.
– “What is the 3+ reach of my streaming video media plan?”
– The procrustean bed.

7. 7
Different processes for buying and selling
– Deciding who in the agency will make the buy
– Ability of housekeeping software to manage new media forms
– Inventory availability and management
– Limited ability to evaluate whether paying a fair price
– Independent post-buy analysis capability
– “Unknown knowables”
– Limited experience, so the buyer doesn’t know what questions to ask
– Find out about problems when the sales rep tells what has been fixed.

8. 8
How will the new metrics be used for buying
and selling video electronic media?
“The future ain’t what it used to be.” -- Yogi Berra