Category Measurement


The Media Tower of Babel and the industries desire to babble on

October 29th, 2023 | Chris Williams, Chris Williams, Chief Marketing Officer, Arima

At a recent conference, the position was posed by a YouTube rep that one day, Connected TV will be just thought of as TV. No more SVOD, AVOD, BVOD, Broadcast, Cable, FAST, Specialty, Top 10, YouTube; it will all be One Thing.

What is that Thing and is it useful to advertisers?

The simple answer is “of course”.

But, and it’s a huge BUT, language matters and in that difference lies just how useful it could be.

The current Broadcast/Digital Video conglomeration of sellers and buyers is a Tower of Babel debate. For some, its deliberate while others are blissfully unaware that flour and corn starch are being used interchangeably. The difference matters when your objective is cake.

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Four Key Takeaways from a Media Internalization Journey

November 24th, 2022 | raphaelmetterrothan/charles beaulieu, Raphaël Metter-Rothan, Media Director, Desjardins/ Charles Beaulieu, Partner and Chief Innovation Officer, Glassroom

More than five years into our media transformation, it was right time we began to look at the things we’ve learned, the gains we’ve made and the challenges we’ve faced. With this article, we wanted to share our key takeaways from the past five years.

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Audience Literacy in the Age of Analytics

September 9th, 2021 | Arundati Dandapani, Chief Editor and Intelligence Officer (CIO), Canadian Research Insights Council (CRIC)

In this blog article, Arundati Dandapani of the Canadian Research Insights Council (CRIC), discusses some of the challenges and opportunities of cross-platform audience measurement. On September 21, 2021 the CRIC is hosting a free webinar called The Future of Cross-Platform Audience Analytics, at which the ACA’s VP, Media Policy and Marketing Capabilities, Judy Davey, will be speaking, alongside other thought-leaders.

A Fragmenting Media Insights Landscape

Researchers and brands grappling with “audience measurement” are often struck by the methodological differences between self-report diaries (where consumers reported their radio listening and television viewing habits in diary entries) and the passive measurement of media consumption behaviour with devices installed in people’s homes. While the medium might be the message for most brands or insight marketers, consumers don’t really care about the make and shape of content so long as it gives them what they need.

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Marshmallow Metrics: How WhiteOps Uncovered Bot Infiltration in Conversion Metrics

December 17th, 2019 | cwilliams, VP, Digital, ACA

“Reality is frequently inaccurate” — Douglas Adams

Digital media promised precision and has delivered something closer to a marshmallow. While media numbers are known to be susceptible to invalid traffic generated by bots, now WhiteOps, a cyber security company with a long history of fighting fraud, is uncovering vulnerabilities in the conversion metrics. Conversion metrics are the foundation of return on ad spend analysis such as multi-touch attribution.

In a recent ACA webinar, Dan Lowden of WhiteOps explained how bots are infiltrating the conversion events such as test drive bookings and credit applications used to calculate media effectiveness and Cost Per Acquisition. Additionally, marketers allocate media dollars to consumers who showed some interest in the product through re-targeting efforts. Marketers are seeing this as an increase in leads that never seem to convert.

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Working Toward A Common Goal: The State of Cross Media Measurement in Canada

December 4th, 2019 | ACA Team,

Quebec marketers gathered recently in Montreal for an ACA Executive Forum entitled “Measuring What Really Matters.” It was an opportunity to explore marketer expectations and needs regarding cross-platform measurement.

The ACA had invited measurement experts George Ivie, Executive Director & CEO of the Media Rating Council (MRC); Catherine Malo, Chief Digital Officer and General manager, Member services, Numeris; Cynthia Pachovski, Vice President, Nielsen Media & Marketing Cloud Canada Lead; Bryan Segal, Senior Vice-President, Canada, Comscore and Pat Pellegrini, President & CEO, Vividata.

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