SOURCE: The Advertising Research Foundation

The Advertising Research Foundation

September 30, 2015 17:30 ET

Research CEOs in Friendly Mix Martial Arts Fight to Get to Simple Measurement Solutions

NEW YORK, NY--(Marketwired - September 30, 2015) - An ARF curated panel of research C-Suite executives gathered to discuss the "Frankenmetrics" state of the industry where often confusion outpaces solution.

Moderator of the panel, Artie Bulgrin, SVP Global Research & Analytics, ESPN kicked it off to Lori Hiltz, CEO of Havas Media, North America, who called these times "spooky." Then the battles started as the participants jumped into the mix.

Serge Matta, President & CEO of comScore and Bill Livek, Vice Chairman & CEO, Rentrak, less than 24 hours after announcing their merger, spoke about how in early 2016 they will be capitalizing on an inflection point where first- and third-party data and traditional and new sources need to be mixed to get out cross-platform audience understanding with a simple combination of set top box data, tagging and panel information to understand measuring content at scale.

Steve Hasker, Global President, Nielsen, jumped in to announce Total Audience Measurement is ready today with adoption by CBS. This syndicated objective third-party data source works together with Nielsen's validated cross-platform panel combined with data from partners like Facebook, Adobe, and Experian.

Andrew Appel President & CEO of IRI weighed in that it is more important to measure behavior and sales impact than viewership. Specifically, identify who is buying is a more important metric than who is watching, and doing so at scale.

Brian Wong, Founder & CEO of Kiip, added a next-gen perspective on big data by explaining Kiip's focus on using micro moments and mindsets to target consumers on mobile platforms. He noted that currently, there is no mobile cookie. However, his prediction is that by 2016, the user IDs of mobile devices will be more closely synced with email addresses, allowing better tracking and thus targeting mobile users.

Pierre Le Manh, Ipsos Deputy CEO, representing the market research company in the traditional sense shared how his company is adapting to this big data world.

The ARF is leading the Measurement Mandate to find consistency, simplicity and it has to be faster, real-time. Is it good enough to learn from the results 11 months after a campaign has concluded? Will these solutions ultimately help with real time discussion? The future is today.

The friendly battle was brought to a collaborative conclusion by The ARF CEO, Gayle Fuguitt challenging advertisers to support the industry's efforts to get to real time, meaningful, action-oriented solutions as a part of The ARF's Measurement Mandate. Fuguitt concluded with a rally for everyone to get together and facilitate teamwork between Brands, partners and agencies.

About the ARF

The Advertising Research Foundation (ARF) provides leading and bleeding edge solutions for our members, and evangelizes the team that leads them into action. Together, we challenge conventions and discover new insights that benefit our member network. This collaboration yields meaningful, actionable, and indispensable insights that empower our member network to have a true impact on their marketing and leadership in their organizations.

The ARF is located at 432 Park Ave. South, 6th Floor, New York, NY 10016 and on the web at

Contact Information

  • Contact:
    Tanya Payne
    646-465-5782 ext. 5782