NEWS16 July 2020
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
NEWS16 July 2020
US – The Advertising Research Foundation has launched research to establish methods of applying randomised control testing (RCT) to cross-platform advertising measurement.
RCT aims to reduce sources of bias in analysis by comparing outcomes for a pre-determined exposed group to a non-exposed group.
The technique is used within the ‘walled gardens’ of tech platforms, but the study will explore how it can be applied in cross-platform measurement across multiple media channels including digital and TV.
The ARF’s proof-of-concept study aims to show how RCT methods can be used to measure the incremental ROI of ad campaigns and complement existing approaches to analysis, including marketing mix modelling and multi-touch attribution.
The ARF is working with measurement firms 605 and Central Control and media researcher Bill Harvey Consulting to conduct the research. It is also recruiting advertisers to participate in the study.
Scott McDonald, chief executive of the ARF, said: “The digital platforms have championed the value of random control tests and have made them a cornerstone of their success. ARF has highlighted the scientific progress that has been made on ‘incrementality,’ but we needed to take it farther to have more extensive impact on existing marketing practice.”
Rick Bruner, chief executive of Central Control, said: “Observational analyses in forms such as retrospective naturalistic quasi-experiments MMM, MTA, single-source and national time series are incredibly powerful in generating hypotheses, but advertisers cannot prove the ROIs without RCT verification. The industry needs all of these methods combined, and cross-platform RCT has been mostly missing until now.”
The study will begin in the third quarter of the year and is projected to be completed by the first quarter of 2021.
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
The @TweetMRS #ResearchInside campaign is highlighting and celebrating the impact of research This case study out… https://t.co/AYCBS4puBm
Kantar buys Danish shopper data business https://t.co/xqlrl4lN18 #mrx #marketresearch
See and Sherbert enter partnership https://t.co/d3c9pPiz14 #mrx #marketresearch
The world's leading job site for research and insight
Resources Group
Qual / Quant Research Exec – Insight and Strategy Consulting
up to circa £38,000 + Benefits + Bonus + Flex working
Hasson Associates
Chief Delivery Officer, consumer insight agency
£120000–150000
Hasson Associates
Insight Analyst / Senior Insight Analyst – Arabic Speaking
£25000–32000
Featured company
Town/Country: London
Tel: +44 (0)20 7490 7888
Kudos Research are leading providers of premium quality UK and International Telephone Data-Collection. Specialising in hard to reach B2B and Consumer audiences, we achieve excellent response rates and provide robust, actionable, verbatim-rich data. Methodologies include CATI, . . .
One of our sponsors, @indeemo, takes the stage today at the CX | UX | MR Conference with City Football Group to tal… https://t.co/is4gipaRYm
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments