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In this video, an update on Media Rating Council’s work toward setting a viewable impressions digital advertising standard and how Kellogg’s has increased its campaign effectiveness through viewability.
An update on Media Rating Council’s work toward setting a viewable impressions digital advertising standard and how Kellogg’s has increased its campaign effectiveness through viewability.
Meg Blair, the founding president of the Marketing Accountability Standards Board (MASB), provided an overview of the MASB initiative to establish an industry standard for marketing accountability and predictability to improve financial performance and guide business decision-makers.
Harold Geller, chief growth officer at Ad-ID LLC, discussed Ad-ID, a standard for coding advertisements, which was mandated by the ANA-4A’s Joint Policy Committee (JPC) during this year’s Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) negotiations.
This ANA 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.
George Ivie, president and CEO of Media Rating Council, Inc. (MRC) discussed the status of the cross-platform measurement initiative Making Measurement Make Sense (3MS), which was launched in 2011 by the ANA, the Interactive Advertising Bureau (IAB), and the 4A’s in order to develop digital metrics and advertising currency that facilitate the cross-platform measurement and evaluation of media.
Joan FitzGerald, vice president of television and cross-media solutions at comScore, and Jeff Boehme, chief research officer at Kantar Media, shared how their respective companies address brand-specific commercial ratings.
The DPAA (Digital Place-based Advertising Association) provides standard advertising unit guidelines which are recommended for acceptance by all digital place-based networks.
Carol Edwards, senior vice president, sales and marketing, cross platform services, Arbitron Inc., discussed how Arbitron’s PPM (Portable People Meter) Panel can be used to measure in-home and out-of-home television when combined with computer and mobile meters to profile usage across screens for the same person.
David Kohl, Advertising Sector Leader for Ernst & Young’s, Media and Entertainment Advisory Practice, provided details on CIMM’s in-progress TAXI (Trackable Asset Cross-Platform Identification) initiative, which seeks to set standards for content identification and tracking as entertainment and advertising assets move across multiple screens.
Bob Liodice, president and CEO of the ANA, discusses the endorsement of the Ad-ID digital advertising asset coding system as the industry standard for implementing file-based workflows across the entire marketing supply chain.
Bob Liodice, ANA CEO and president, and Terrie Brennan, Nielsen's senior vice president, new business development, addressed a test related to brand-specific commercial ratings and opportunities in this area for the industry.
Pat Gentile, general manager, Procter & Gamble productions, The Procter & Gamble Company and co-chair, Alliance for Family Entertainment, discussed how marketers can gain greater advertising ROI and significantly increase the impact of their advertising by maximizing the value of appropriate content.