Audience Measurement at the 2019 asi Conference – Enter the Advertiser (Part One)

The measurement of audiences to media channels is both essential and far too often ignored as a topic by many of those in agencies and ad sales organisations who seem to spend much of their time polishing their oh-so-cool social media personas.

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Backwards Through The Glass

Remember all that fuss about media rebates and transparency? How naughty old network agencies were guilty of hanging on to benefits negotiated with their clients’ money? And how, no doubt following a charabanc ride to Damascus every one of them swore blind that they had put the bad old days behind them and were now focussed on charging their clients open and honest fees just like their role models the management consultancies?

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Wrong Address

You would be forgiven for thinking that we’ve learned our lesson when it comes to bright shiny things. Time was when all a tech business had to do was announce they had discovered that they had the answer to some knotty (and unsolvable problem) and my social media feeds would, along with the trade press light up with ‘informed experts’ praising the solution to the skies. Especially if the ‘answer’ was entirely devoid of detail.

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On Political Advertising

As I’ve said before this is not a political blog, and so what follows should not be seen through any partisan lens. That said, it’s time we thought a bit about the state of political advertising.

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Relevant or Creepy?

DISCLOSURE: BJ&A HAS DONE WORK ON THE KANTAR DIMENSION STUDY MENTIONED HERE

One of the dilemmas we face with online advertising is identifying just where relevance stops and stalking starts. We all want to see ads that are relevant to us and our needs, but to what extent are we prepared to give up elements of our privacy to achieve that?

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What’s GroupM For?

My apologies to GroupM for the click-bait title. I could just as easily have substituted OMG, MediaBrands or Publicis Media for the WPP media operation, but that’s what you get if you’re the tallest poppy – you attract all the attention, wanted or not.

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How Many Ads?

Disclosure: BJ&A has consulted with Kantar Media on the Dimension study mentioned here

It has been reported that both ITV and Channel 4 have been arguing for the maximum number of ads per hour limit to be lifted. Historically the major UK broadcasters have operated at 7 minutes per hour, rising to 8 in primetime. Smaller broadcasters have been known to run to 9 minutes, still way below the EU maximum of 20%, or 12 minutes per hour. In the US, the figure varies by network but averages around the 12-minute mark.

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Procter and Gamble – Searching and Reapplying

I grew up on the P&G media account. When I first got involved, I didn’t understand them at all. They had their own processes, their own rules, and even their own language made up of acronyms.

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Keeping an Open Mind

Disclosure: BJ&A works with Byline Times, sister to the Byline Festival mentioned in this post

The best, and most successful people within advertising have always kept an open mind. They recognise that ideas come from anyone and anywhere, and there is great merit in looking outside our own little circle both at the wider world, and at those engaged in other creative endeavours.

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When Gary Met Horace

Last week a post arrived in my feed from the sage Gary V. In it he reports being asked for his advice on how to make sure that you pick the right social channel on which to build your brand. His advice? Don’t put all your eggs in one basket.

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Lessons from Farage

It’s hard to ignore the fuss over ‘Campaign’s’ decision to feature Nigel Farage on the front cover and inside their latest edition. That’s the problem with monthlies – they hang around.

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Under the Sun

It’s strange to be saying so on a July day widely predicted to be the UK’s hottest ever, but the fact is there really is nothing new under the sun.

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On Empathy

Last year Reach (publishers of The Mirror and Express newspapers) produced a fascinating study into the differences between those in media agencies and the population as a whole. Reach (or rather Trinity Mirror as it was then) summarised their findings as follows: “We discovered that people in ad land unconsciously see, experience and interpret the world differently to large swathes of the UK population”.

Here’s what the Cog Blog had to say about it at the time.

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Auditor Evolution Continued

Last week’s Cog Blog was all about how traditional media auditors need to evolve along with the rest of the media industry. Simplifying ridiculously, this involves a move from the focus being solely on the price paid for executional buys to a more balanced assessment of how best to use the many media options out there.

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Auditors Need to Evolve

Certain elements of the media business have been getting excited about the third anniversary of the ANA transparency report. Self-congratulatory pieces have appeared from Ebiquity, and their sibling Firm Decisions. Both have a point in that they (and in particular their ex-colleague Nick Manning) drove one key output from the ANA work.

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Meeker, Social Media and Health

Last week’s Cog Blog made the point that a significant number of people worry about expressing their point of view on platforms like Twitter. One concern is that such open-ness might negatively impact their job prospects; another is the fear of online attack from those holding a contrary opinion.

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A Big Hello To My Detractors

This is not a political blog. It may be irritatingly opinionated, annoyingly smug, depressingly backward-looking and insufferably pompous but it isn’t political. So, apologies for using a political issue as the framework for what follows.

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Room For All

Who would have thought it? Imagine yourself back in the early days of media agencies. Buying shops, one and all. The biggest got the best deals, because…well because the biggest always got the best deals regardless of the industry. Planning was front-of-house window dressing. Research was for geeks. Just walk around swinging your wedge and you’ll be OK.

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A Sense of Perspective

There’s nothing like a break (this is the first Cog Blog for about 4 weeks) to give one a sense of perspective. Stumbling around Mexican archaeological sites wondering how the Mayans managed to track astrological movements so incredibly accurately 1,000 or so years ago creates an even greater sense of wonder than the average programmatic conference (most of which only feel like they’ve lasted that long).

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Clients, Clients

When I was a mere Coglet, two of my formative clients were Kellogg’s and VW. It would be hard to pick two better clients to grow up with.

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