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MeMo²

Awards: Grand Prix, Best Use of Research Budget (Winner), Brand Advertising Effectiveness (Highly Commended) and Research and Data Innovation (Winner)

Project summary
MeMo² observed an important transformation within the domain of marketing analytics, namely: the transformation from ‘Descriptive Analytics (What happened?) to ‘Prescriptive Analytics’ (How to shape the future?). This transformation has become a motivation for the start of an innovative big data & machine learning project.

Since 2014, Exterion Media has invested significantly in offering advertisers data and learnings regarding their outdoor campaigns. Post-campaign results concerning the realised Impact and uplift in Awareness and Purchase Intent were shared with more than 275 advertisers. The market however, shows a strong desire to receive insights before their campaign starts.
This was the starting point to develop a powerful online tool to predict the quality and impact of (Digital)Outdoor campaigns. Based on machine learning and the underlying results of over 300 studies conducted since 2014, which included 68.000 respondents and a variety of brands and industries, MeMo² has created a state-of-the-art and easy-to-use tool to forecast the impact of (Digital)Outdoor campaigns.

After validation in 2017, the Outdoor Ad Impact Forecaster was launched in 2018, and successfully used for more than 100 cases. In May 2018 the tool was awarded with a prestigious AMMA Research Award. Tool is currently public for jury only (https://exteriontool.memo2.nl/ login:MeMo2 pass:Abrit00l2018)

1. Objective(s)
In MeMo² & Exterion Media started an unique collaboration with the VU University Amsterdam, 300 studies (N=68.000) showed the strongest drivers of Brand Lift realised via Outdoor advertising (see Whitepaper). This journey proved to be a solid start for a new and innovative approach to predict and improve outcomes of Digital Outdoor campaigns. MeMo² and Exterion Media started an extensive modelling and machine learning project. Main goal was to develop a powerful online tool that supports advertisers with Digital Outdoor campaign optimization. The tool needs to deliver useful and reliable predictions and recommendations before the start of an (Digital)Outdoor campaign.

2. Methodology
Input for the forecasts are Creative, Brand and Media characteristics.
Important methodology steps undertaken:
- Coding and controlling the research data.
- Data enrichment with campaign information, e.g. impressions, number of panels, timings and audience.
- Detect and select strongest predictors with a Python image processing script.
- Built an Extreme Gradient Boosting (XGBoost) predicting model
- Development of an interactive tool in which users can upload their 'own' ad and fill in their campaign characteristics. Based on this input, the model forecasts the effects of the campaign (realtime) and provides the user with recommendations. 

3. Key results
The predictive validity of the tool is tested by calculating the correlation coefficient between the prediction of the Forecaster and the factual results measured post-campaign. The conducted verification showed a high correlation (0.75) between the forecast output of the Outdoor Ad Impact Forecaster™ and the results generated via control measurements. This test confirmed the power and predictive value of the tool’s output. In other words, the tool proved to be a solid and thorough instrument to successfully predict the impact of (digital)outdoor ads.

Important outcome: impact of (digital)outdoor is for 40% attributable to Creation, 30% Brand and 30% Media.

4. Impact and Application
• Exterion Media and MeMo² succeeded in developing and launching an intelligent and user friendly tool, that is able to predict the impact of an (Digital) Outdoor campaign. The Outdoor Ad Impact Forecaster™ is an online machine learning tool, that offers powerful validated predictions, taking into account the most important variables that could influence the effect of (Digital)Outdoor advertising.
• Currently the Outdoor Ad Impact Forecaster™ is implemented within the research products offered by Exterion Media. Since 2018 the tool is used for the (Digital)Outdoor campaigns of more than 100 advertisers. Digital Out-of-Home Experts of Exterion Media use the tool to provide clients with actionable, trustworthy and independent recommendations, before campaigns run.
• Forecasts and recommendations coming from the tool are highly appreciated by Media and Research experts working at launching partners and key clients such as Coca-Cola, Takeaway.com, Tele2 and ING.
• The Outdoor Ad Impact Forecaster™ is awarded for an AMMA Research Award in May 2018. Jury: “…The jury appreciates the cooperation between the different disciplines, the combination of research methodologies, the implementation of brand, campaign and creative data in order to predict campaign effects. Besides this, the jury admires the manner how the results are shared with the market, via a free accessible and use friendly online tool that delivers on-demand insights and recommendations.“ https://www.mwg.nl/foto/normaal-Hans%20du.jpg
• Independent global agency MeMo² stopped offering its 'traditional' Outdoor pretesting methodology and has become a frequent user of the Outdoor Ad Impact Forecaster since the launch.
• 48h delivery promise. After filling in an online form (https://www.outdooradimpact.com/home) and uploading the (D)OOH ads, forecasts and recommendations are delivered within 48 hours. This quick response offers marketeers a data solution for short-term optimization of their DOOH campaign strategy.

5. Significance
Locally and globally, there are lot of words and publications about Big Data Analytics and Machine Learning. However the number of successful initiatives within the domain of digital media are limited. MeMo² and Exterion Media experience that only a small number of initiatives or scientific publications focus on the factual Brand Lift of (Digital)Outdoor Advertising. MeMo² and Exterion Media started something new. This tool is called a 'game changing analytics solution'. The Outdoor Ad Impact Forecaster is a perfect example of how research and data can contribute to ‘Prescriptive Analytics’ that are useful for professionals working in Digital Marketing.

Click here to view research project

Havas Media

Awards: Brand Advertising Effectiveness (Winner) 

Havas Media aimed to find a way to evaluate the marketing potential of influencers in a fast and inexpensive way. The tool they created meant they were able to optimise effects, costs and total effectiveness of influencer marketing activations, without additional research costs and on a daily basis.

Kantar

Awards: Consumer Attitudes and Behaviour (Winner)

AdReaction: Getting Gender Right, focuses on how gender progressive advertising can help grow brands and is designed to accompany marketers on their gender progress journey. It is based on the most comprehensive global analysis Kantar has ever undertaken to assess how women and men respond differently to marketing through sub-analysis of our internal databases.

Click here to view research project

Annalect

Awards: Consumer Attitudes and Behaviour (Highly Commended)

Project summary
In a world of constant stimuli and attention span decreasing, we believe more than ever, it is essential that our communication reach and leave a mark on the consumer. Not just in
memory but on a more subconscious level.

Inspired from Byron Sharp’s theory about Emotional Impact, we included biosensors when testing three ads with different creative expressions. The theory concerns the importance of brands creating positive emotional responses to make brands grow. Since we believe platforms interfere with the emotional response, the ads were tested on Facebook, YouTube and TV-on-demand.

To create a realistic ad-exposing setting as possible, we developed interface-mockups and combined it with observation and in-depth-interviews.

We concluded that the ads awoke different emotional responses. But more importantly we discovered that the same ad performed differently on the platforms indicating diverse ‘platform-mindset’ and therefore diverse ‘emotional matches’ between creative expressions and platforms. This created evidence-based knowledge instead of assumption about differences in platform performance.

Furthermore, we nuanced the way to look at performance, as best performance normally would be based on respondents’ answers and time spent watching an ad, but by adding emotional measurement tools, we brought attention to the importance of choosing and adjusting to platforms.

1. Objective(s)
   Main objective of this study was understanding which emotional responses different creative expressions created on different platforms and why?

   The analytical framework was testing Byron Sharp’s theory about the importance of Emotional Impact. Byron Sharp has through evidential studies proved, that decisions are made with an emotional filter. This means, that besides having easily recognizable brand assets, it is important that brands create positive emotional responses in communication to make their brand grow.

   Therefore, we tested three different creative expressions from three different industries on three different visual platforms. This create insights about both creatives and platforms combined and separately.

2. Methodology
   To analyze actual emotional responses to the platforms and ads, we developed realistic ad-exposing interface-mockups and combined it with observations, in-depth-interviews and multiple technological measurement tools:

   • Eye-tracking of the visual attention patterns in eyes including time spent and order in focus areas and navigation.
   • Emotional arousal/physiological intensity through skin-conductance (SCR) such as sweat reactions.
   • Facial expressiveness/response and emotional valence.

   This method combination ensured physical and psychological reactions combined with self-reflection on own behavior. Furthermore, the test environment was fixed, realistic and controlled along with ad and platform rotation meaning less interference from other elements ensuring higher validation and reliability.

3. Key results
   Besides concluding the ads awoke different emotional responses, we discovered the ads performed differently on the platforms indicating different ‘platform-mindset’ and ‘emotional fit’ between creative expressions and platforms.

   This means, although TV-on-demand performed best regarding time spent across platforms and ads, we discovered positive ‘emotional matches’ between ads and platforms:
   • Ad-1 emotionally matched TV-on-demand because a person is talking all the way through the ad and it is essential to hear the entire speech.
   • Ad-2 matched YouTube due to the humorous and “self-challenging” universe in the ad.
   • Ad-3 matched Facebook as the ad expression is dreamlike and works without sound.

4. Impact and Application
   Testing an ad’s emotional impact is relevant by itself but adding the different platform performance was very valuable as it creates an even better understanding of the performance of the ads and the platforms. There has always been an assumption that the platforms invite to different mindsets and behavior but less evidence-based knowledge.

   Normally we would conclude TV-on-demand to give the best performance based on respondents spending the longest time watching the ads on this platform. But is that the right way to measure best performance? By adding the emotional measurement tools, we discovered very different emotional responses to the same ad on three platforms meaning different emotional matches. This is a nuanced insight which is very essential when developing media strategy along with analyzing creative performance. Furthermore, this brings attention to the importance of choosing and adjusting our creative to the platform if possible.

   Following the completion of this research, we have been more precise and nuanced in our consulting, as we have evidence about the platforms performing differently to certain creative expressions. Becoming aware that it is possible to measure eye tracking and nuanced emotional impact, we have extended our product portfolio.

   Besides offering our clients the possibilities to test their ads’ emotional responses, we have developed emotional impact and eye-tracking solutions for instore-environments relevant for e.g. the FMCG category. The methods are very valuable in observation studies where we want to know and understand which placements and brand assets catch the consumers’ eyes.

   In general, we believe it is essential to combine different methods – including methods that can complement survey and interview data – as this creates a more valuable analysis. Introducing methods that monitor both psychical and psychological responses creates a more holistic analysis.

   5. Significance
   Firstly, the study showed the importance of choosing the right platform for your creative expression as there is a difference in ‘platform-mindset’ which will result in different emotional responses to the same ad. Furthermore, this proves the importance of adjusting creatives to the platforms.

   The analytical ad-exposing setup with interface-mockups also brings attention to the pitfalls of traditional pretests based on a survey questionnaire and interviews. This type of test is far from reality – meaning the ads are not shown in a realistic framework, where the respondents are watching content and then being presented to ads.

Teads

Awards: Digital Advertising Formats (Winner)

Project summary
Two thirds of digital media effectiveness is driven by the quality of content (Nielsen Catalina, 2017). At Teads, we are committed to helping brands evaluate their creatives for digital devices before they invest in media. We have partnered with Realeyes to develop Teads ‘Creative Lab’ to assess the performance of creatives and optimize them before the start of their advertising campaigns.

Teads Creative Lab has traditionally focused on longer form content (15-30 second adverts) but as more and more brands are using 6 second content as part of their media plans, Teads decided to commission a study with Realeyes to measure their impact and explore the relatively new area of 6 second content.

“The explosion of short form content caused by the emergence of mobile and erosion of consumer attention have changed the rules of the game. We have to learn how to tell brand stories in shorter formats, and get ready for even shorter formats in the near future” (Mars)

We were able to create some key creative take outs and best practices that our advertisers can use to ensure they are building emotionally engaging short adverts. 

1. Objective(s)
The challenge with 6 second adverts is to tell a compelling story in a very short time frame.

The questions we wanted to answer with our study are: How 6 second adverts are performing and how we could make them work harder at driving emotional engagement and impact? We could then use these insights to provide best practices for our advertisers. We wanted an innovative research project that would ensure we provide our advertisers with expertise in this area, and to also benefit consumers of digital video adverts. 

2. Methodology
As we wanted to assess the emotional impact of 6 second adverts on mobile specifically, we needed to ensure we had a robust study and to be the first of its kind to be done large scale on this topic. Therefore, we tested;
● 166 creatives
● 75 brands
● 10 countries

We asked our advertisers to submit their most engaging 6 second adverts, ensuring all our key business verticals were represented.

The measurement methodology was a facial coding test followed by self-reported questionnaire delivered to the Realeyes online panel. Our sample was Adults aged 16+, N=12,000 respondents

3. Key results
If you specifically design your creative with the 6 second format in mind (as opposed to just using a cut down version of a TV advert) and build a story in this time frame, we found it can still be engaging

• Adding packshot enhances impact and desire to know more
• Captions drive higher emotional response with sound off
• Funny ads drive better engagement
• Music isn’t necessarily a winning strategy

6 second advert formats require concision and discipline, and they need to be kept simple - all components must be there for a reason and play well together, to drive impact. 

4. Impact and Application
Realeyes measures emotion through facial coding, their technology captures the micro-movements of the face through the webcam of a user watching an advert and uses computer vision and machine learning to analyse them, focusing on expressions of happiness, surprise, confusion, disgust, engagement, and behaviours such as how and when people move their head.

There are four emotion metrics they use when testing creative;
● Attraction (gets attention)
● Retention (holds attention)
● Engagement (elicits momentum through any emotional expression)
● Impact (leaves a lasting positive impression)

Realeyes provide an EmotionAll® score which is an over-arching 1 to 10 performance indicator combining all four metrics, relative to Realeyes database of over 16,000 videos.

At Teads we’ve already tested over 210 creatives globally with an average score 3 out of 10. This clearly calls for more content pre-testing to help optimise creative assets and to inform media investment decision.

As a result of testing 166 creatives across 10 markets we were able to create some key creative take outs and best practices that our advertisers can use to ensure they are building emotionally engaging short adverts. From a global perspective, 6 seconds is also a perfect time frame to create adverts that can transcend markets if the narrative allows for it.

From our findings, we are briefing our advertisers, creative and media agencies with how they can ensure their 6 second adverts work harder at driving emotional engagement.

5. Significance
We have been able to influence the way our advertisers think about their digital advertising and provide them with best practices to ensure that the digital advertising business is as effective as it can be. We want to ensure that in our premium environment users get the best experience, and therefore this research has enabled this – it allows us to provide expertise to our advertisers, while also ensuring users of our publishers benefit from better digital adverts.

Click here to view research project

Verizon Media, Sparkler

Awards: Digital Advertising Formats (Highly Commended)

In partnership with Sparkler, Verizon Media designed an innovative and robust research study to explore the true value of native advertising. It analysed data from over 6,000 people in the UK, Germany and France, 60+ hours of interactions with digital ads across website prototypes in premium and non-premium environments accumulating in 500k subconscious responses and more than 1.5 million data points.

Click here to view research project

The awards recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry. The winners were announced last night at the gala dinner held as part of IAB Europe’s Interact conference in Warsaw

Alison Fennah, Executive Business Advisor at IAB Europe said: “Congratulations to all of the 2019 IAB Europe Research Award winners and highly commended entries, whose projects will become part of IAB Europe’s best practice libraries used and referenced by industry professionals.”

The 2019 award winners are:

The Jury was Chaired by Rene Lamsfuss, Chief Research Officer at Publicis Germany, Anita Caras, Research Director at Verizon Media, Pawel Kolenda, Research Director at IAB Poland, Louise Twycross-Lewis, Head of Quant Research at Wavemaker, Scott Joslin, Senior Vice President at Turner.

For more information, please contact:

Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu)

Coop Agile Marketing Mix Modelling

Awards: Advertising Solutions (Winner) and Best Use of Research Budget (Highly Commended)

Project summary
Annalect has developed an agile MMM setup for supermarket retailer Coop in Denmark. Marketing Mix Modelling requires data collection from a wide range of sources, often making the data collection phase more time consuming than the actual statistical modelling phase.

Each month Coop can review complete updates of modelled sales data that is less than two weeks old, with digital media split into nine channels. The setup enables analysis on effects created from different digital executions, i.e. always-on vs campaign bursts or tactical messages vs. branding messages

A process that previously would take 8-10 weeks to complete and would usually only be done once a year on an aggregated level.

The research setup for Coop spans four different retail chains and utilises different digital technologies to create a seamless data flow, updating all data sources continuously. We have created a state-of-the-art modelling setup with high levels of automation in all steps from the data extraction, transformation and loading (ETL process) through the modelling phase to end visualisation.

This solution rests upon us as researchers being able to innovate not only within applied statistics but also within new tech solutions and software development to bring answers faster and more often.

1. Objective(s)
Coop’s objective was to create a dynamic learning environment to optimise campaign execution on a regular trial-and-error basis. Marketing mix modelling was well known to Coop but only provided top level strategic insights once or twice a year, making it difficult to use in the fast-paced retail market, where campaign concepts, digital channels and executions are constantly being changed and experimented with. Faster reaction times were needed to create competitive advantage and the objective was also to gain a more granulated understanding of the many digital channels and opportunities.

2. Methodology
As cloud computing gives us more processing power, new techniques such as machine learning come into play. We use serverless methodologies and auto scaling to spin-up desired number of compute engines.

Modelling of numerous digital channels has meant moving from spread sheet regression analysis to coding in programs such as R.

We use state-of-the-art optimisation techniques to find optimal solutions at a faster pace.
In order to estimate the parameters, we use around 1.000.000 regression calculations every time we optimise a model.

As cloud-engine we use the AWS platform and the optimised computing services like Lambda, EMR, EC2 and AutoScaling.

3. Key results
The base modelling provides the usual vital MMM learnings such as media channel ROI, effects from own media, effects from initiatives such as store openings, seasonal effects and competitor impact.

Furthermore, the detailed media data not only supplies results on channel level – including nine digital channels – but also on creative type, concepts, messages and targeting. All updated on a monthly basis.

This agile approach means more results more frequently. Thus, the setup enables results in many different areas. These results include detailed Facebook analysis on post types, response curves for leaflet circulation and spot length evaluation.

4. Impact and Application
The key point is the sheer volume and usage of results, that is a direct effect of the automated data and modelling process, i.e. the agile setup.

Because the models need to run automatically, data coding is extremely detailed. This also adds a new dimension of detail to campaign results, giving us the opportunity to analyse many different executions e.g. media channel effects on different creative concepts.

Results are published immediately in a user-friendly dashboard, forcing stakeholders to keep up-to-date with results from every campaign. Never have we experienced a client utilising results in this way. Furthermore, results have touched many different client stakeholders. From the social team looking into detailed Facebook activities to top executives eager to find savings in large cost areas such as leaflet production and circulation (leaflets are central to retailers in Denmark).

Already within six months of the release, budgets have been moved to the most efficient channels, creative concepts have been reviewed and campaign timing has been optimised. All based on the results. The overall leaflet strategy has been revised for two of the four chains, with more changes to be made in 2019. Circulation is being cut and budgets are invested in new targeted digital channels.

From a research point-of-view, we have seen the competitive advantage that can be created from faster reaction times and moving results closer to the client. A test-and-learn environment is created because we can get results immediately, adjust and run new tests. This is also changing the data science competencies we need in the future.

CMO at Coop, Pia Niemann, says:
“Day by day, we become better at investing our media money and will be able to deliver increased sales effects with the same investment. Hopefully, this also allows room for media experiments on a more informed basis.”

5. Significance
The detailed coding of digital data has allowed for previously unseen depth. Digital channels are highly specialised and have previously delivered uneven results. Now, not only do we report on nine different digital channels (programmatic, takeovers, social etc.) but within these categories we can differentiate effects created from different execution strategies.

An example is Facebook, where results for the continuous ‘always-on’ tracks can be compared to the one-off campaign posts and again compared to organic versus paid activities.

Decisions based on these insights have increased effects, resulting in digital channels creating three quarters of the growth in media driven sales.

Click here to view research project

Mediametrie

Awards: Advertising Solutions (Highly Commended)

Project summary
In a world where advertisers seek for more transparency, measuring campaign performances with a 3rd party, independent & audited body is key.
With the success of post campaign analysis solutions such as Nielsen Digital Ad Ratings, advertisers can now precisely track daily campaigns reach, frequency and impressions by demo.
Predicting campaign performances is a more complex science. Historically Médiamétrie has been proposing in France a Mediaplanning solution.
Mediaplanning is currently based on Internet Global audience (IAB 2018 Research award winner) which reports top 6000 Brands and top 1000 applications monthly. Individual data are shared with Centre Servers which distribute calculated probabilities through their tools to agencies, saleshouses to evaluate and optimize reach & frequency for a selected mediaplan.
However, mediaplanning relies on theorical audiences which shows some limits; most of the time, we observed over estimated reach, especially when selecting multi publishers advertising packs or programmatic campaigns. Médiametrie developed a scientific approach to reconcile pre and post campaign evaluation.

1. Objective(s)
The objective of Médiamétrie project was to offer more precise campaign planning recommendations by reconciling planning and post campaign performances.
Firstly, the aim of the R&D was to set the right balance between the reach and the frequency globally and per support by defining calculations to be applied by the Centre servers.
Secondly, by developing “EvalWeb”, its own Mediaplanning API, Médiamétrie aims at proposing its own engine to connect mediaplanning data to the whole digital eco system.

2. Methodology
Methodology consisted in comparing DAR results based on 47 campaigns & 192 supports, and the equivalent prediction in Mediaplanning.
Methodology took into consideration features related to digital mediaplanning such as share of voice, capping and target page purchasing. A key approach was to challenge the models and particularly the assumption of the independence in the distribution process of ads on pages viewed on a site by an individual which tend to affect the levels of coverage.
Médiamétrie proposed a Markovian Binomial model defining the level of correlation to be applied by type of support.

3. Key results
Médiamétrie model showed positive results.
For all the 192 supports, the deviations of coverage with our new model went on average from 1.6pt to 0.3pt and the variation of the deviations around this average was attenuated (the standard deviation going from 0.0186 to 0.0108).
The model we developed also improves the forecasts by type of support. We can say that the distributions by support are more or less centred (average around 0) and that the standard deviation reduces.

More details are available in the document downloaded “IAB Europe Research Awards 2019 Mediametrie Eval Web – Summary & Results” (p11-12).

4. Impact and Application
Centres servers all accepted to implement those new calculations to reinforce Digital mediaplanning role.
Agencies strengthened their role on the advertising market by setting up mediaplan based on independent and audited data.
EvalWeb, the new web service (single calculation engine transported on a distant server) to benefit from those calculations with a simplified implementation of the solution and optimized calculation times for the mediaplanning service providers is in beta test.

5. Significance
Trust reinforced for media agencies and their clients when establishing their strategic recommendations as predictions are stronger and coherent between the various mediaplanning service providers
Other fields of application for other medias or in addition with Internet: this approach is valid for the Press mediaplanning (print + digital contacts)

Gemius SA

Awards: Audience Measurement (Winner)

Project summary
Marketers strive to find one unified solution to measure their net reach in a complex cross-media world of today. Gemius’ wishing to meet the market needs, introduces a comprehensive 360 analysis service comprising two complementary products. The brand-new tool, gemiusPostBuy is able to deliver in-depth analyses on marketers’ own tagged & non-tagged campaigns. The harmonizing element is the renowned gemiusAdReal study, recognized by the IAB in 2017, enabling all market participants to benchmark their activities against both: their competitors and the market sector itself. The study has since been updated and as of 2019 both, gemiusAdReal and gemiusPostBuy use the Gemius’ unique true single-source panel passively collecting data on media and ad consumption from digital and traditional media like TV and radio, with no other intermediaries necessary. Both tools directly complement each other simultaneously giving a broad spectrum of analysis possibilities, and thanks to Gemius’ original technology they allow for a peak into the walled gardens of large Media Owners such as Alphabet or Facebook and offer a full in-home and out-of-home coverage. 

1. Objective(s)
The contemporary media market is longing for one all-media measurement solution. Most of the tools available claim to offer 360-degree analysis to help marketers’ estimate the relevant media’s impact on ROI. Gemius, however, offers a true single-source-fuelled research across all media channels, both digital and traditional. Thanks to the use of hardware-based panel across all platforms, the solution gives a chance to establish a new currency on the market: a comprehensive cross-media analysis enabling the marketers to truthfully estimate the real potential of their campaigns: optimize media-mix in terms of cost-effectiveness and benchmark their activities against segment or industry competitors. 

2. Methodology
Gemius’ innovation lies in the hardware-panel approach: panelists have meters installed on their smartphone’s OS level, hence, allowing for a real passive measurement and data collection; both, in-app and in-browser for mobile media, and with sound-matching technology with referencing signal for traditional media (TV and radio). Data for ad contact on PC is collected from browser extension in panelists’ participating in the hardware panel desktop devices. Compared to the software-based systems, Gemius’ eliminates two main problems: low panel retention and possible blockade of the measuring app’s access to microphone. The technology demonstrates a lab-tested accuracy on 98% threshold.

3. Key results
Gemius’ single-source-fuelled solution enables marketers to check metrics like Real Users/Reach, Impressions/GRP, frequency, R2+...R5+ of the campaign for all media in total with information on duplication and net addition. Everything for target groups which can be defined by gender, age and selected socio-demographical parameters. Gemius answers the questions: who is the most effective in adding incremental reach to my campaign and the campaign of my competitors: is it Facebook, YouTube or Local Publishers? Which ads were displayed to consumers while out-of-home? What was the reach among light-TV-viewers? How many users watched TV ads with their smartphones in-hand? 

4. Impact and Application
Gemius’ solution has been introduced to the Polish market in November 2018, and since then, has generated a lot of interest from all market players thanks to the pioneer approach it brings to the table. Currently, the service is being implemented on the German and Turkish markets.
The biggest revelation of the solution is the possibility to measure the campaign’s true net reach. The clients are finally able to, not only see the cross-media net reach of their own campaigning efforts and, hence establish the most effective media channels for the next campaign; but also, benchmark their results against their direct competitors or the market sector in a bigger picture. Gemius’ covers 36 TV stations, 20 radio stations from traditional media and all desktop & mobile activity (in-app & in-browser), including walled garden ecosystems.
Despite the fairly short introductory period of the study, some trailblazing learnings can be signified from our cooperation with clients. Some of the findings provide answers to the market crucial questions, i.e: does Facebook really upbuilds the reach among Light-TV-viewers of the simultaneously screening TV campaign?
Gemius’ solution opens the door to a set of new possibilities with the use of single-sourced-fuelled panel and the revolutionary feature of in-home and out-of-home measurement. Again, throughout client cooperation, we were able to measure the behavior of the consumers using the client’s dedicated mobile app and discover, how they were affected by the client’s campaign: if their in-app activity or behaviour has changed before, throughout or after the campaign. Marketers are finally able to see how their efforts really affect Light-TV-viewers or Non-TV-viewers and alter their media-mix holistically to maximise the reach among those groups.

Finally, Gemius’ equips marketers with a true cross-media viewing time metric, recognized as the most unprejudiced index when it comes to measuring campaign effectiveness.

5. Significance
Gemius cross-media solution provides the contemporary digital market with an independent true single-source-fuelled study, based on a true-passive measurement and gives a chance to establish a new common currency for holistic media planning and is a unified solution the market has been striving for since the birth of digital media.
Thanks to the original hardware-based approach, Gemius’ 100% independent cross-media measurement gives the possibility to measure the impact of a whole campaign, not only its digital element; it also opens the door to the unbiased inspection of the so-called walled gardens ecosystems’ real impact on the marketers’ campaigns.

Click here to view research project

Hearts & Science

Awards: Audience Measurement (Highly Commended)

A new research project by Adform, Audience Project, JP Politikens Hus and Hearts & Science, had the objective to explore whether the total amount of time a consumer engages with brand messaging plays a role in creating effective business outcomes.