Beyond PPM

[TheBigA]

The system asks testers to reveal their emotional response to an advert, as it is playing, by clicking on the relevant small graphic of a human head on their screen.

I think it was said earlier in this thread that the PPM is not meant to get into the details of response or reaction to the content. Just that the content was received. Tracking response is much more accurate and valid when done in a controlled environment, where the respondents are not distracted by other things, and can focus on the advertisement itself.

 

[gr8oldies]

The subject of attribution in advertising is a complex one.

Not only is there a question of how much attention an individual paid to the ad, but whether it reached the intended audience, whether the message in the ad was effective, and whether the individual acts upon the ad.

So even if you know Suzy heard the ad for 877-Kars-For-Kids on WCBS-FM, you're still several steps away from being able to determine whether the placement of that ad on that radio station provided the customer a return on investment.

Even then there's no guarantee. If someone has heard an ad one time, or several times, then goes to the website to order the product,l Google is going to get the credit for the sale.

 

[davideduardo]

One of the reasons watching radio people doing their broadcasting on TV is usually found boring. That's because just listening generally doesn't evoke facial changes in humans. Same goes with people listening to radio. Unless it's a song that they really don't like, there isn't much of a facial change.

Absolutely. And one can't know whether facial changes or gestures are caused by what is on a radio station or stream or whether the visible emotions are due to traffic conditions, seeing a cop car behind you, being late for work or school, thinking "bad thoughts" or whatever. There is no way of knowing why a person's facial gestures change.

And a large percentage of people would object to such a privacy invasion, meaning that any sample is not a representation of the whole population but, instead, just of those willing to be observed.

 

[davideduardo]

I think it was said earlier in this thread that the PPM is not meant to get into the details of response or reaction to the content. Just that the content was received. Tracking response is much more accurate and valid when done in a controlled environment, where the respondents are not distracted by other things, and can focus on the advertisement itself.

Most advertisers use a variety of media to promote, ranging from online options to radio, TV, shoppers, signage and even, still, direct mail. That is why advertisers are always trying to find the right media mix.

As was said long ago, "I know half of my advertising does not work. I just don't know which half".

 

[Don CT]

The subject of attribution in advertising is a complex one.

Not only is there a question of how much attention an individual paid to the ad, but whether it reached the intended audience, whether the message in the ad was effective, and whether the individual acts upon the ad.

So even if you know Suzy heard the ad for 877-Kars-For-Kids on WCBS-FM, you're still several steps away from being able to determine whether the placement of that ad on that radio station provided the customer a return on investment.

Those ads are horrible. I tune out every time I hear that K4K ad,