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Confidential
MEASURING THE MANY-TO-MANY WORLD
Confidential
The One-to-Many World
Retail
Readership
VIDEO TEXT WEB
Confidential
The Many-to-Many WorldVIDEO
Video Game
Console
PC Smartphone
Tablet
Retail
Readership
TEXT
PC Smartphone
Video Game
Console
PC Smartphone
Video Game
Console
Tablet
WEB
Tablet
Confidential
The Many-to-Many World
Wearable Computer
eReader
Streaming Media Player
Smart TV
Portable Media Player
Game Console
Cell Phone
Tablet
Smartphone
PC
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2%
9%
13%
18%
21%
30%
33%
42%
59%
94%
Reach (%)
Source: Verto Analytics Inc., Platform SurveyTime Period: September 2014Country: United States
Target: 18+Sample (n): 5,029 (US)
Confidential
The Many-to-Many World
10/24/2014
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
-5%
0%
5%
10%
15%
20%
25%
30%
35%
US UK
Number of all devices owned
% o
f In
tern
et
use
rs
Source: Verto Analytics Inc, Platform SurveyTime Period: September 2014Country: United States, Great Britain
Target: 18+Sample (n): 5,029 (US) 2,865 (GB)
Confidential
The Many-to-Many World
On the one hand… Leverage creative across
different media.
Construct campaign “narratives” across different media.
Build customer relationship across different platforms with different tools.
Increased plan flexibility without sacrificing reach/frequency campaign goals.
On the other hand… Complexity can be daunting.
Fragmented & unintegrated audience measurement data.
Fragmented & unintegrated campaign data.
Difficult to determine net (unduplicated) campaign audience.
Confidential
The ARF 360 Model
10/24/2014
HUMAN
Category
Content
Vehicle Access &
Information Acquisition
Advertising Access
Brand Meaning
Acquisition Experience
Consumer Reaction
Source: The ARF 360 Model: Update to a Human-centric Approach, Jenni Romaniuk & Craig Gugel
Confidential
The Many-to-Many World: Media-centric
VIDEO
Video Game
Console
PC Smartphone
Tablet
Retail
Readership
TEXT
PC Smartphone
Video Game
Console
PC Smartphone
Video Game
Console
Tablet
WEB
Tablet
Confidential
The Many-to-Many World: Content-centric
VIDEO
Video Game
Console
PC Smartphone
Tablet
Retail
Readership
TEXT
PC Smartphone
Video Game
Console
PC Smartphone
Video Game
Console
Tablet
WEB
Tablet
Confidential
The Many-to-Many World: Content-centric
Media Company
VIDEO TEXT WEB
► Content-centric measurement on its own faces coverage, scalability, comparability challenges.
Confidential
Today’s Research Methods
Surveys
Content-centric Analytics
Panels
Estimates
Attribution
►There is no silver bullet.
►No single solution: Covers all media platforms Covers all content types Covers all audience groups
►Current solutions have long-standing architectural limitations.
Confidential
Today’s Research Methods: Implications for Clients
Surveys
Content-centric Analytics
Panels
Estimates
Attribution
Confidential
Tomorrow’s Research Methods: Human-centric► Integrate the latest
measurement methods.
► Cover the entire digital environment.
► Deliver integrated data across the environment connected to demographics with hourly, daily, weekly &
monthly granularity.
► Publish every 24h.
Surveys
Content-centric Analytics
Panels
Estimates
Attribution
Confidential
Thank you!Chris Modzelewski, Chief Research
Officer
Tel. +1 201-506-4554
