Scoop: IAB And MRC To Collaborate On Attention Measurement Accreditation by Anthony Vargas
The Media Rating Council and IAB’s Measurement Task Force are launching a joint effort focused on accrediting attention measurement vendors. The project expects a draft of accreditation guidelines will be ready for public comment by Q1 of next year. A core goal for the MRC is to establish a framework that can be used to audit individual measurement solutions, instead of listing methodologies that must be used to be accredited. The joint venture is also actively seeking involvement from publishers and ad tech to identify unintended behavior that might pop up as attention becomes more positioned as ad-buying currency, such as websites making ad placements persistent on a page.
Radio, a media serving drive-to-web by Ferdinand Kerssenbrock [Source in French]
Digital audio is growing in France, with ad spend growing 30% in 2023 and another 28% during H1 of this year. Targeting continues to mature in the country, with solutions from companies like Audion providing contextual targeting in digital audio/podcasting. Meanwhile platforms like Spotify have made headway in the country, with the Spotify Audience Network launching in France last year.
Limited-time fall marketing—what consumers expect from brands by Will Johnson
Brands have an uphill battle when it comes to seasonal limited-time items, and Fall is no exception. For every Pumpkin Spice Latte mega-success, there’s dozens of similar attempts that don’t find traction. New research from The Harris Poll found 73% of U.S. adults are likely to purchase a seasonal or limited-time Fall grocery item in September, with respondents in the 35-54 bracket scoring 83% likelihood. Autumnal offerings have an inherently limited window of time, and specific offerings. Fall grocery items score well, while less than two-third of U.S. adults show interest in seasonal menu items at restaurants. In a world where the PSL reigns supreme, it’s also difficult for new seasonal items to break through the signal noise. Something podcasting’s superpower of niche, engaged audiences would be able to combat, if embraced.
The last NFL season broke records for advertisers thanks to a fresh injection of fandom. The Swiftie fandom, dutifully tracking the season performance of Swift boyfriend Travis Kelce, helped make 2023’s playoffs the most-watched ever. As of this April, Applebee’s has become a primary partner of the NFL after years of Sunday Night Football sponsorship. Brands like State Farm and Sazerac’s Fireball whiskey are banking the new surge of fans holds out, as well as more ad opportunities thanks to NFL games streaming on CTV platforms. Whether the Swifties can be permanently captured as football viewers or not, sports podcasting continues to thrive and can offer brands access to a leaned-in, engaged football audience regardless of the time of year, or relationship status.
As for the rest of the news…
- Quest Global Research Group has acquired media firm Coleman Insights
- PAVE Studios has announced Kerri Kolen as Vice President of PAVE Publishing House
- The Atlantic shares how politicians are using podcasting as an election strategy
- Brian Weiser of advisory firm Madison and Wall predicts the ad market’s big boom is due to return to normal rates
