Snapchat Inks Nielsen Deal To Offer Better Ad Measurement

What Happened
Snapchat has struck a deal with leading audience measurement firm Nielsen to give brand advertisers a better idea of how their ads are performing on Snapchat. With this new partnership, brands can get the third-party stats they need from Nielsen to gauge the performance of their video ads featured in the app’s Live Stories and Snapchat Discover, Snapchat’s content portal featuring a variety of publishers, such as MTV, CNN, Daily Mail, and ESPN. In addition, Snapchat has also reached agreements with ad-tech firms Innovid and Sizmek to further improve its ad measurement.

What Brands Need To Do
This partnership should bring more transparency to Snapchat ads, enabling brand advertisers to measure Snapchat campaigns through the lens of Nielsen Ad Ratings and compare the performance of their ads across different content portals. As Snapchat offers more clarity on its ad performance, brands looking to reach the app’s young-skewing users will have more data at their disposal, which they should utilize to adjust their Snapchat campaigns accordingly.


Source: AdWeek

Twitter Debuts “Conversion Lift Reports” For Comparing Campaign Performance

What Happened
On Thursday, Twitter announced its plan to allow advertisers to generate reports that measure how much impact their promoted tweets have on converting users into customers across desktop and mobile. The reports will compare multiple Twitter Ads campaigns against one another to see how their conversion rates stack up. Facebook introduced a similar feature in early September, so it makes sense for Twitter to add this feature to better compete with Facebook for ad dollars.

What Brands Need To Do
According to Twitter’s own data, people who see a promoted tweet are 1.4 times more likely to to take action and move down the sales funnel than those who don’t. This new report can help advertisers better understand the impact of their ads and make informed decisions about where to spend their money. As Twitter ramps up its efforts in courting brands and advertisers under the reign of newly appointed permanent CEO Jack Dorsey, we expect them to continue to come out with new marketing tools and products, in the same vein as the “Sponsored Moments” and an ad network for pre-roll videos they introduced earlier this month.


Source: AdAge

Facebook Tweaks Ad Measurement To Focus On Clickthrough

Right after updating its video ad unit earlier this week, Facebook has continued its efforts to make its ad products more appealing by modifying its cost-per-click (CPC) algorithm to exclude the old engagement metrics such as likes, comments, and shares. Instead, the new CPC calculation will only track the actions directly related to certain ad objectives, such as clicks to visit a destination site or to install an app. This makes it easier for marketers to evaluate campaign performances and get a more precise view of the outcomes.


Source: Marketing Land

Google Fiber To Experiment With Targeted TV Ads

Read original story on: AdWeek

Nielsen’s antiquated rating system has been criticized for years, yet no real challenger to the TV measurement behemoth has emerged—until now. Google is reportedly looking into providing real-time tracking and targeting capabilities for TV ads, similar to the systems it uses for digital ads, starting with trials in Kansas City with Google Fiber TV subscribers.


AdWeek Event Recaps Masterpost

Over the last four days, The Lab attended and covered six NY AdWeek events in total, and here is a round-up. Click on the titles to read more.

Programmatic Sophistication: Riding the Next Wave of Innovation

The IPG Media Lab kicked off Advertising Week bright and early on Monday, attending a panel on the future of programmatic featuring Matt Seiler, the Global CEO IPG Mediabrands; Vivek Shah, CEO and Chairman, IAB; Neil Vogel, CEO,; and Tim Cadogan, CEO, OpenX; and moderated by Alex Kantrowitz of Ad Age.

What Is Newsworthy?

On Monday, Michael Roth, the Chairman & CEO of IPG, moderated an Advertising Week panel with Rebecca Blumenstein, Deputy Editor-in-Chief, Wall Street Journal; David Pemsel, Deputy Chief Executive, The Guardian; Pete Cashmore, CEO & Founder, Mashable; and Greg Coleman, President, Buzzfeed; in which they discussed the future of the news and advertising’s role.

The Future Of Measurement

CBS’ Chief Research Officer David Poltrack, CMO of AOL Advertising Erika Nardini, and IPG Mediabrands’ Global CEO Matt Seiler came together this morning to talk about the future of audience measurement in a hyper-connected, multi-platform world. Representing the three key facets of the market (media companies, digital advertisers, and agencies, respectively), the three panelists debated shifting consumer behaviors and how the industry is adapting to such changes.

Future. Video 3.0

As part of our continuing Advertising Week coverage, this morning we attended a discussion on breakthroughs in audience targeting in cross-platform video advertising. Moderated by Scott Donaton, Global Chief Content Officer & Head of UM Studios, the panelists consisted of Bryan Gernert, CEO of Resonate; Jamie King, CPO of Keek; Andrew Snyder, Video Sales VP of Yahoo; and Matt Van Houten, Ad Sales Director of AT&T Adworks.

Proximity Marketing and Its Future

Continuing our coverage of New York Ad Week, today the Lab attended “Proximity Marketing, Wearables, and the Art of the Possible”, focusing on disruptive technologies and their impact on customer experience marketing. Led by Moderator Andrea Fishman from PwC, the panelists consisted of Fishman’s colleague David Clarke; Andrew Markowitz, Global Digital Strategy Director, GE; Mark Donovan, Chief Operating Officer, Thinaire; and Jordan Grossman, US Head of Sales at Waze.

Reimagine Retail for the Connected Shopper

“Reimagine Retail for the Connected Shopper” is the second Ad Week seminar we attended earlier today. Presented solely by Michael Dill, Managing Partner of Match Marketing Group, the seminar explored the various facets that today’s digitally connected shoppers are reshaping the retail market.


Event Recap: AdWeek — The Future Of Measurement

CBS’ Chief Research Officer David Poltrack, CMO of AOL Advertising Erika Nardini, and IPG Mediabrands’ Global CEO Matt Seiler came together this morning to talk about the future of audience measurement in a hyper-connected, multi-platform world.  Representing the three key facets of the market (media companies, digital advertisers, and agencies, respectively), the three panelists debated shifting consumer behaviors and how the industry is adapting to such changes.

Time- and place-shifting

The increase in watching content on different devices, and different times, has greatly affected traditional measurement.  “As a network, CBS is still reaching as much audience as we did back in 2000, once the DVR numbers factor in,” said Poltrack, “but we are now reaching an audience where 62% of them are also simultaneously on mobile devices,” which poses new challenges to audience measurement. Nardini agreed with him while adding that “mobile is the future, and our mobile strategy is ‘video strategy’”.


“Ad performance is no longer entirely about impressions or other traditional metrics,” Nardini explained, “it’s about resonating with the audience through a message”. Poltrack also commented on CBS’ recent efforts in bringing in long-term ad effects that are monitored throughout the whole span of ad campaigns into consideration, citing that the long-term effect is usually 2 or 3 times higher in key measurements than the short-term effect.


As Mr. Seiler reminded the audience, “at the end of the day, simplicity always wins”. Speaking from the agencies’ perspective, clients aren’t interested in overcomplicated media plans and metrics. Setting up a cross-platform programmatic ad system is central to simplifying and unifying the scattered development in audience measurement.