Marketing Maestros

Rentrak: Brand-Specific Commercial Ratings Solution Provider

By Bill Duggan, Group EVP, ANA
Posted: May 20, 2013 12:00am ET

The new ANA white paper, “Brand-Specific Commercial Ratings–Benefits and Solution Providers,” highlights solutions from eight companies for brand-specific commercial ratings. This blog provides a recap of Rentrak’s offerings.

Rentrak is a media measurement and research company providing multiscreen reporting and analytics with services positioned in two categories: movies everywhere and TV everywhere. Rentrak measures television viewing via a national footprint of over 8.7 million homes and more than 22 million set-top boxes.

TV Essentials is the Rentrak product that helps television buyers and sellers make smarter transactions by giving them a deeper understanding of the true value of their viewing audience. This is done via census-like viewership information, which, according to the company, provides a level of granularity and stability absent from traditional television measurement services, and goes beyond C3 to provide an advertiser’s Exact Commercial Ratings — not an average of all ads in a telecast.

The Exact Commercial Ratings data metric allows ad agencies and advertisers to determine how specific national commercials perform within an ad pod, advancing the national TV industry standard from measuring an average of a commercial rating performance of a telecast (or C3) to providing individual ad metrics for each specific commercial. Exact Commercial Ratings tell network advertisers exactly how many viewers were exposed to their specific commercials in a campaign, allowing them to maximize the results of their television spend.  There is strategic value (beyond currency) from Rentrak’s Exact Commercial Ratings:

Note that previous blogs in this series have featured Kantar Media and TRA.

Kantar Media: Brand-Specific Commercial Ratings Solution Provider

By Bill Duggan, Group EVP, ANA
Posted: May 15, 2013 12:00am ET

The new ANA white paper, “Brand-Specific Commercial Ratings–Benefits and Solution Providers,” highlights solutions from eight companies for brand-specific commercial ratings. This blog provides a recap of Kantar Media’s offerings.

Kantar Media believes media measurement is evolving. It is going beyond broadcast and established networks, emerging channels, advanced advertising, and TV everywhere. It is also enabling advertisers to track commercial ratings, ad avoid­ance, promo evaluation, and behavior segmentation.

Kantar Media has pioneered the collection and processing of return path data (RPD), which measures television audience viewing behavior by collecting second-by-second tuning activity from TV set-top boxes. Kantar’s second-by-second tuning data enables companies to evaluate television campaigns across 10 measurable influences: specific program, program genre, channel, daypart, commercial duration, pod, position in pod, product category, time shifting, and frequency. With this data, advertisers can identify the actual audience for their commercials, determine which commercials are most effective and engaging, and monitor whether specific commercials are retaining audiences or experiencing wearout over time.

Kantar Case Study: Viewer Retention for High Definition Commercials
Using return path data, Kantar Media analyzed viewer retention for commercials shown in HD (High Definition) versus SD (Standard Definition). Their analysis found that HD commercials hold audiences better than SD, as measured by the share of viewers that tuned away from the commercials. For example, as seen in the chart below, 30 percent fewer viewers tuned away from auto commercials shown in HD as compared to SD.



TRA: Brand-Specific Commercial Ratings Solution Provider

By Bill Duggan, Group EVP, ANA
Posted: May 9, 2013 12:00am ET

The new ANA white paper,“Brand-Specific Commercial Ratings–Benefits and Solution Providers,”highlights solutions from eight companies for brand-specific commercial ratings. This blog provides a recap of TRA’s offerings.

TRA is a media measurement software, research, and analytics company whose products help advertisers, agencies, and television networks improve advertising targeting, accountability, and return on media investment. The company was founded in 2007 and acquired by TiVo in 2012.

TRA has been delivering brand-specific commercial audience metrics for six years. TRA collects immense banks of data, including second-by-second tuning data from set-top boxes in 4.2 million households, and matches that with household purchase and demographic data. Benefits include:


What I learned at the ANA Advertising Financial Management Conference

By Bill Duggan, Group EVP, ANA
Posted: May 9, 2013 12:00am ET

I am just back from the ANA Advertising Financial Management Conference, where I learned a ton, including:

 The 2014 ANA Advertising Financial Management Conference will be May 4-7 in Naples, Fla.






Highlights from ANA Television Upfront Survey

By Marni Gordon, vice president of committees and conferences, ANA
Posted: May 8, 2013 12:00am ET

ANA has just released the results of our 2013-14 National Television Upfront Survey.  The objective is to better understand this year’s National Television Upfront marketplace from the client-side marketer perspective.   This survey was fielded to a select group of ANA Committee Members and those who have direct oversight of media negotiations were encouraged to complete this survey.

Key highlights:

Social Media Marketing Tips for B2B Companies

By Yasmin Melendez, director of committees and conferences, ANA
Posted: May 6, 2013 12:00am ET

Many B2B companies find it challenging to engage in social media because they don’t know how it ties back to the organization or how to sustain it in the long-term. On May 1, the ANA Business-to-Business committee welcomed Lauren McCadney, senior manager, social media at CDW who shared some tips to leveraging loyal customers that goes beyond ratings and reviews.

Here are eight ways CDW sustains its social engine:

  1. Celebrate those that are delivering great service – Cheers! CDW’s peer-to-peer recognition program, uses customer reviews to celebrate account managers who are “delivering service worth talking about.” This encourages account managers to go the extra mile.
  2. Training insights – If an account manager receives multiple Cheers!, CDW will benchmark what they are doing in order to incorporate those best practices in training of other account managers.
  3. Drive business insights – Analyze customer reviews to discover business insights that can help account managers better serve customers.
  4. Don’t be afraid of a bad review- CDW finds that most people are polite, but if there is an unsatisfied customer it’s an opportunity to win them over.  Lauren advises always acknowledging a “bad review” on social media channels and then taking the conversation offline to see how best to resolve it.
  5. Collaborate with other departments – The social media department interacts closely with the customer care and brand team to ensure that the social editorial calendar links to the solution and brand messaging.
  6. Meet with your social counterparts – CDW holds quarterly social summits to evaluate what worked; what didn’t and brainstorm content ideas and ways to leverage content from other parts of the organization.
  7. There’s no place like home - Find your community. CDW found Spiceworks, an IT community they engage with to build thought leadership and socialize with millions of potential customers.
  8. Identify your influencers-  CDW identified three types of influencers which they bucketed into C-suite types, Bloggers and Super Fans. They work with these influential brand enthusiasts to develop content that resonates with their base.

New ANA White Paper on Brand-Specific Commercial Rating

By Bill Duggan, Group EVP, ANA
Posted: May 3, 2013 12:00am ET

ANA has just released the new white paper,“Brand-Specific Commercial Ratings–Benefits and Solution Providers.”                                            

Earlier this year ANA convened the Commercial Ratings Summit, and then a follow-up webinar, to discuss solutions that could help facilitate the availability of brand-specific commercial ratings for television. Those events featured presentations from eight industry suppliers who may offer solutions for brand-specific commercial ratings: comScore, INVIDI Technologies, Kantar Media, Nielsen, PrecisionDemand, Rentrak, Simulmedia, and TRA. The new white paper highlights solutions from these respective companies for brand-specific commercial ratings, including case studies, and helps continue the industry dialogue on this issue.

ANA member interest in brand-specific commercial ratings is high. In a 2011 survey, 82 percent of members surveyed expressed interest in having ratings available for individual commercials.






ANA members and other industry experts have identified numerous benefits for brand-specific commercial ratings.

Better Knowledge/Increased Accountability 

Better Creative Decisions

Better Media Decisions

Branded Entertainment

ANA expects this new white paper to be a resource for members.  And will continue to advocate on the issue of brand-specific commercial ratings and keep our members and the overall industry informed of progress.

Innovation Day at MillerCoors

By Marni Gordon, vice president of committees and conferences, ANA
Posted: Apr 25, 2013 12:00am ET

I really enjoyed hosting our fourth annual ANA Innovation Day at MillerCoors in Chicago this week!  The event was held in the MillerCoors company bar and the day included great sessions from MillerCoors, Kellogg’s, Rite Aid, Killerspin, plus the social media success behind A&E’s Duck Dynasty!  The conference ended with a complimentary “beertails” happy hour where ANA members had the opportunity to sample MillerCoors products!  Here are a few key highlights from the event:

Top fun facts and quotes shared during the day:

There is No Better Channel for a Brand Than its Employees

By Bill Duggan, Group EVP, ANA
Posted: Apr 22, 2013 12:00am ET

A recurring theme at ANA’s recent Brand Masters Conference was the critical role employees play in brand building. 

My colleague, Marni Gordon, has posted a blog on key takeaways from the conference.

Highlights from ANA Brand Masters Conference

By Marni Gordon, vice president of committees and conferences, ANA
Posted: Apr 22, 2013 12:00am ET

ANA is well known for its fall “Masters of Marketing” Conference, which features terrific content and prominent speakers, including many leading CMOs and other marketing thought leaders. This year we held our first annual ANA Brand Masters Conference which was a very special intimate springtime companion to the Masters of Marketing.  This first-time event was SOLD OUT and more than 320 people were in attendance.

Key takeaways from the conference were:

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About This Blog

To complement our two leadership blogs and build dialogue on the seismic changes happening in marketing, we launched Marketing Maestros. Our in-house citizen journalists will talk about everything from marketing technology to accountability and everything in between. This blog is written for marketers by ANA's marketers whose insights are drawn from the voices of the client side marketing community.