2019 asi International Publishing & Data Conference

Colin Morrison OBE is a former journalist who has been CEO of magazine, B2B and news companies in the UK, Europe and the AsiaPacific. He is now variously a director and consultant of media companies in the UK, US and Australia. He also writes the award-winning Flashes & Flames blog on media disruption (www.flashesandflames.com).

How much attribution accrues to content brands on Facebook? The BBC’s innovative global Attribution Study suggests there is cause for grave concern.

Santanu Chakrabarti is Head of Audience Insight at the BBC World Service, leading a team that delivers strategic insight using quantitative, qualitative, analytics and data science methodologies. He has experience in commercial, charity, academic and public servic sectors e in marketing, strategy and research roles.

How data analytics can be translated into hands-on advice for growing a loyal audience by helping editors with editorial and strategic decisions in a busy newsroom.

A real-time newspaper and magazine tracking tool, ‘Lesewert’ has been used by 16 publishers including Der Spiegel. More than 11,000 print readers passed through the panels over several months and generated more than 15 million individual reader feedbacks.

Will publishing survive until 2030?

How should rapidly-changing publisher business models evolve to allow for generational differences in digital news consumption?

The FIPP Digital Subscriptions Snapshot tracks the industry’s most critical revenue stream and provides valuable insights from a number of countries.

Publishing and digital platforms – partnership for profit? Stuart Wilkinson and James Hewes will be joined by Denise Turner of Newsworks and Britta Cleveland of Meredith Research Solutions. The discussion will be moderated by Colin Morrison.

Andrew Green is Global Head of Business Development, Audience Measurement, for Ipsos. In this role, he helps to manage the service line and leads on business development and advising markets on best practices from around the world. In a 37-year career, he has worked in six countries across three continents, heading up media research functions at media agencies ZenithOptimedia, Carat and OMD; he also held a senior role at Nielsen in Asia.

Both print and digital newsbrands are vital to the success of campaigns, driving profit for advertisers. But not all digital is equal and lots of impressions bought cheaply do not necessarily deliver brand value for advertisers.

Denise Turner is the Insight Director at Newsworks. Denise has worked in communications research for almost 30 years and loves the fact she gets to ask why for a living. After many years in full-service and media agencies, she joined Newsworks in April 2015. She has delivered several award-winning projects as part of her role overseeing the insight programme at the marketing body for national newsbrands. She has authored several books and reports on communications effectiveness and regularly presents on conference platforms. In 2009 she was elected a Fellow of the UK’s agency body, the IPA, in recognition of her services to the advertising industry.

Co-presenters:
David Bassett, Director of Analytics, Lumen Research
Nicholas Watson, Director, Ipsos MORI

Programmatic advertising technologies are a threat to online publisher revenues. The assumption that it doesn’t matter where an ad is seen but only that it is seen by the right person has elevated targeting over contextual placement. The net result is a commoditisation of advertising inventory – and an associated decline in the premium advertisers pay to appear in quality publications.

David Bassett is an econometrician turned attention analytics pioneer. After 10 years building marketing mix models at DDB London and Data2Decisions (Dentsu Aegis Network), David co-founded Lumen Research, a research agency specialising in using eye tracking to measure and optimise attention to advertising. David has been a frequent contributor to the Institute of Practitioners in Advertising’s respected Effectiveness Awards, as the author of six award winning cases, including a Grand Prix and the prize for Dedication to Effectiveness, as well as the Publishing & Data Research Forum, winning the Best Paper award in 2017.

Nicholas Watson is a Director at Ipsos MORI, with research expertise in the media content and technology sector. He has been responsible for the set-up, project management and reporting of large international (c.30 markets) brand tracking studies – pulling together actionable insights for individual markets to help inform marketing decisions. Nicholas has also developed expertise in setting up and running online communities allowing clients to gain a better understanding of their consumers.

Britta Cleveland, Senior Vice President Research Solutions, Meredith Corporation

The Digital era has transformed the ways that advertisers connect with consumers. Marketers have been increasingly challenged to develop new approaches to ‘advertise’ to consumers who are more immune to traditional ads and the bounds of advertising have been broadening to expand such devices as native advertising. Do consumers remember native ads and do they understand the messaging behind these campaigns? What have we learned about best practice for native campaigns?

Consumers and advertising are suffering the consequences of inefficient digital advertising. Print audience research may help advertisers connect their brand building and direct response strategies, leading to more efficient and integrated advertising solutions.

Marketers are often keen to invest in the brightest and shiniest new toys available from digital publishers – such as short 6-second ads and mega-celebrity influencers – and yet, there is limited understanding about how these campaign formats stack up on traditional measures of advertising effectiveness.

New research from the Marketing Scientist Group will report on a series of advertising and content experiments conducted in Australia, to understand the impact of shorter pre-roll video ad formats, content marketing and social media influencers, using tried-and-tested advertising impact metrics.

Context matters: driving advertising effectiveness

Irena Petric, Managing Director, NOM (Nationaal Onderzoek Multimedia)

Jim and Irena will address the importance of measures of print/digital readership as fusion hooks, the need for single-source measurement and consider which (digital) metrics to fuse.

How the development of a new joint industry currency measuring audiences across all platforms is helping users plan ever more effective published media campaigns.

Total brand measurement across platforms.

Delegates and speakers are invited to join us for a drinks reception immediately following the close of the day’s programme. The reception will be held in the Ristorante Il Gattopardo and Terrace (weather permitting) on the 3rd floor of the Dom Pedro Lisboa hotel. We look forward to seeing you there!

The asi Network Social drinks reception is kindly sponsored by Ipsos and Kantar

Harald Amschler, Executive Director of Research & Development, WEMF

WEMF (the Swiss JIC for press audiences) is right in the middle of re-engineering its MACH research system, that provides the market – media owners, agencies and advertisers – with press and media brand audiences and extensive target group information. In our paper, we will take the audience on a brief journey through our last three years of discussion and testing of new methodological and content concepts. We share firstly our experience with the implementation of already realised measures, secondly our learnings from the tests and thirdly the issues which we are still struggling with.

Neil Farrer, Country Service Line Leader Audience Measurement, Ipsos MORI

In the UK, we have long recognised the importance of face-to-face interviewing in delivering the quality and consistency required for our Audience Measurement research currencies. However, this has proved an increasing challenge over time as participants are less willing to take part in survey research. Offering online completion in combination with face-to-face using the same address-based samples is an area we have been exploring for some time, and we have successfully introduced a large random probability Establishment Survey where response rate has improved with the introduction of a second online survey mode.

For financial reasons, newspapers and magazines are increasingly ending their print editions and going online-only. Examples include Canada’s La Presse, Finland’s Taloussanomat and magzines like Company and Glamour. By doing so, some have returned to profitability, but with what consequences for their audiences?

Readership measurement techniques: more for less?

Mario Paic, Global Head of Data Science, Audience Measurement, Ipsos

Can we really model everything? How much do we need to measure to be able to reliably model something?

Karin Schut, Managing Director, ViNEX

In 2018 the Joint Industry Committees in The Netherlands started a unique cooperation for setting up a Total Media Audience Measurement to measure the media behaviour (viewing/reading/listening) of the Dutch population on all platforms and devices, for content and campaigns. The measurement must make optimal use of passive methods, be as single source as possible and/or use a combination of all relevant data sources. What were the chosen solutions, specifically for the measurement of reading, and what are the benefits and pitfalls of the integrated approach?

The future of readership measurement.

An overview of key themes in published media measurement will draw on developments in those markets currently evolving or launching their audience currencies.  Inevitably cost is a factor shaping methodology changes as currencies strive to measure more for less, including the ongoing increase in online interviewing and new work in this area. Many currencies now provide cross-platform audience estimates, but, like other media, must also re-assess their role in the advertising eco-system and how the data they produce can be used in new ways.

The India Readership Survey (IRS) is the world’s largest survey and a master study for media measurement in the country. Nielsen runs the IRS for the Media Research User Council ( MRUC). The objective of the paper is to bring forth the breakthrough enhancements which have been introduced in the study.

ACPM will report back on the piloting of new approaches for the next currency measurement contract in France which features: an unique survey system replacing four siloed surveys; a hybrid method to calculate readership figures; a temporalised data set for time-based media planning; panel members using an app on a smartphone to read barcodes on each magazine or newspaper read; totally passive digital measurement. ACPM will highlight the key lessons learned from the testing period.

Pat Pellegrini, President & CEO, Vividata

Arina Ureche, General Manager, BRAT (Biroul Roman de Audit Transmedia)

In this paper, we will describe the machine learning and research-based audience data and reporting solution developed by BRAT and Syno International. The solution covers over 210 sites in Romania including all major newspapers. It uses rich sets of contextual, behavioural and research data, is focused on real people not just cookies, and is well-aligned with current and up-coming privacy regulation. The results are used both for planning and trading purposes.

Key developments around the world

This conference, symposium or forum has been convening every two years since 1981 and has widened scope significantly from the early successful but rather academic forays. But in taking on a broader remit, are we now trying to serve too many masters? This closing panel discussion gathers industry luminaries who have been involved in different ways to ask: where do we go from here? Do we need a conference, who is this for, and how do we deliver what they need? Chaired by Jennie Beck, Consultant, Kantar.