1. Not Clearly Defining the Campaign Objectives

A common mistake is failing to specify the expected outcomes in the contract. Key aspects such as reach, engagement, and content type should be clearly outlined in writing. Without clear objectives, measuring the success of the collaboration can become challenging, potentially leading to disputes or misunderstandings.

How to Avoid It:
Work with specialized consultants who can help draft contracts that detail all campaign expectations.

2. Lack of Transparency in the Terms of the Agreement

Transparency is crucial in any business relationship. Many contracts lack details about content usage rights, exclusivity, or even cancellation terms. This can lead to unpleasant surprises if the influencer fails to deliver as promised.

How to Avoid It:
A contract audit can help identify missing or ambiguous clauses, ensuring the agreement benefits both the brand and the influencer.

5. Not Monitoring Contract Compliance

Many believe that signing the contract is enough, but without proper monitoring, the risk of breaches increases. Supervising the influencer’s performance and ensuring adherence to the agreed terms is crucial for the success of the collaboration.

How to Avoid It:
Work with a consultant who can audit contract compliance and ensure the results align with the established objectives.

Hiring influencers in Brazil can be a highly effective strategy, but it also presents risks if contractual relationships are not carefully managed. A specialized consultancy can ensure transparency, protect your brand’s interests, and prevent costly mistakes.

Want to ensure the success of your influencer contracts?

Contact us and discover how we can help you manage your relationships with influencer agencies in a professional and secure way.

IBOPE: PILLAR OF AUDIENCE MEASUREMENT.

As we all know, IBOPE (Brazilian Institute of Public Opinion and Statistics) has been the main reference in audience measurement in Mexico. Using a combination of surveys, in-home measurement devices and data analytics, IBOPE provides broadcasters, advertisers and content producers with a detailed view of who is watching what and when.

KEY NIELSEN IBOPE STATISTICS IN MEXICO 2024.

• Average Rating: According to Nielsen IBOPE, the most watched programs in Mexico have an average rating of 15%, which means that approximately 1.8 million households are tuning into these programs at peak times.
• Audience Share: The main programs have an audience share of 45%, which indicates that almost half of the viewers who are watching television at that moment are tuning into these programs.
• Reach: A popular program can reach up to 13 million people in a week, reflecting the penetration of television in the country. Frequency: Viewers in Mexico usually watch their favorite programs at least 4 times a week.

NECESSARY EVOLUTION IN AUDIENCE MEASUREMENT

The evolution of the service for measuring audiences that receive audiovisual content and advertising has not evolved in the last decade in Mexico at the speed that society requires.

WHAT IS THE JIC?

The Joint Industry Committee (JIC) is an independent entity that seeks to offer a transparent and standardized view of hearings. Unlike IBOPE, which operates privately, the JIC is established as a collaboration between key industry stakeholders, including advertisers, agencies and media outlets.

ADVANTAGES OF JIC:

1. Transparency: Being a collaborative entity, the data and methodologies are accessible to all interested parties, reducing possible biases.
2. Standardization: Offers a unified standard for audience measurement, making it easier to compare data and make decisions.
3. Innovation: The JIC incorporates cutting-edge technologies and methodologies, quickly adapting to changes in media consumption.

MEASUREMENT OF AUDIENCES IN OTHER COUNTRIES

AUDIENCE MEASUREMENT

Audience measurement is a crucial aspect in the media and advertising industry around the world. Here’s how it’s done in some of the most advanced markets:

• United Kingdom Entity: BARB (Broadcasters’ Audience Research Board)
• Methods: People meters, household panels, and digital display data.
• Statistics 2024: The average time Britons spend watching television is 3 hours and 12 minutes per day. A popular program can reach a rating of 18% and an audience share of 50%.
• France:
• Entity: Médiamétrie
• Methods: People meters, viewing diaries and online surveys.
• Statistics 2024: 82% of French people over 15 years of age watch television every day. The most watched programs have a rating of 17% and an audience share of 46%. RELEASES IN OTHER COUNTRIES

JIC SUCCESS STORIES AROUND THE WORLD

The JIC has proven its effectiveness in several countries around the world. Here are some notable examples:

• United Kingdom: The JIC, under the name BARB (Broadcasters’ Audience Research Board), has been instrumental in providing accurate and transparent data on television audiences. In 2024, BARB reported that the average time Britons spent watching television was 3 hours and 12 minutes per day, a crucial figure for advertisers and broadcasters.
• France: Médiamétrie, the French JIC, reported in 2024 that 82% of French people over the age of 15 watch television every day, providing essential data for the media and advertising industry.

The JIC has proven its effectiveness in several countries around the world. Here are some notable examples:

• United Kingdom: The JIC, under the name BARB (Broadcasters’ Audience Research Board), has been instrumental in providing accurate and transparent data on television audiences. In 2024, BARB reported that the average time Britons spent watching television was 3 hours and 12 minutes per day, a crucial figure for advertisers and broadcasters.
• France: Médiamétrie, the French JIC, reported in 2024 that 82% of French people over the age of 15 watch television every day, providing essential data for the media and advertising industry.

WHY DOES MEXICO NEED JIC?

The introduction of the JIC in Mexico is a response to the need to offer greater transparency and standardization in audience measurement. As the media landscape fragments with the arrival of new digital platforms and changes in consumer habits, accurate and comparable data is crucial to make informed decisions.

Benefits for the Industry:

• Advertisers: They obtain more reliable and comparable data to plan their advertising campaigns more effectively.
• Media: They can more transparently demonstrate the value of their audience to advertisers.
• Consumers: Indirectly, they benefit from content and advertising that are more aligned with their interests and behaviors.

AUDIENCE MEASUREMENT IN THE DIGITAL ERA

With the growth of digital consumption, audience measurement has had to adapt to include not only traditional television, but also streaming platforms, social networks and other platforms. Both IBOPE and JIC have begun to integrate data from multiple sources to obtain information on audience behavior.

Digital Platforms and the Future of Measurement

As we mentioned above, digital consumption is on the rise and platforms are attracting large volumes of audiences. Digital methodologies include:

• Site-Centric Measurement: Tracking traffic on websites and applications using cookies and tags.
• User-Centric Measurement: Collecting data directly from users through panels and surveys.
• Hybrid Systems: Combination of site-centric and user-centric data for a more complete view.

CONCLUSION

The need for a change in audience measurement in Mexico is evident. While IBOPE has been a trusted mainstay for years, the addition of the JIC promises to take accuracy and transparency to a new level. This combination will not only benefit advertisers and media outlets, but will also ensure that consumers receive content and advertising more aligned with their interests and behaviors.

The evolution of the audience measurement service is a critical step towards a more transparent and efficient future in the media and advertising industry in Mexico. It is time to embrace this transformation and take advantage of the opportunities it presents for all actors involved.

PODCAST: A NEW PHENOMENON IN EXPANSION 

Podcasts have experienced exponential growth in recent years, establishing themselves as one of the most popular forms of audio consumption globally. With millions of listeners around the world and a wide variety of topics, podcasts offer audiences engaging, informative, and entertaining content in a flexible and accessible format.

VARIOUS FACTORS CONTRIBUTING TO THE RISE OF PODCASTS:

• Accessibility and Convenience: They can be enjoyed anytime, anywhere.
• Variety of Topics: There is a wide range of podcasts available to suit all tastes and interests.
• Personal and Authentic Connection: Podcasts provide a more intimate and personal listening experience, creating an emotional connection with the audience and fostering loyalty.
• Influence of Podcasters: Podcasters have become influential figures with significant recommendation power and the ability to generate strong engagement with their followers.

WHAT CAN THEY OFFER BRANDS?

• Access to Segmented Audiences: Target ads to specific audiences based on their interests, demographics, and behaviors.
• Create Sponsored Content: Develop content that naturally integrates into the podcast, creating a non-intrusive experience for the audience.
• Measure and Analyze Impact: Assess campaign performance, evaluate reach, engagement, and ROI of the investment.

OUR RECOMMENDATIONS

• To help brands fully harness the potential of podcasts and digital audio advertising, we recommend the following strategies:
• Define Clear Objectives: Setting specific goals for digital audio advertising campaigns, such as increasing brand awareness, generating leads, or driving sales, is essential for evaluating their success.
• Select Relevant Podcasts: Identify podcasts that align with the brand, target audience, and the messages you wish to communicate.
• Tailor the Content: Produce engaging, relevant content that naturally integrates into the podcast, respecting its style and audience.
• Measure and Analyze: Monitor campaign performance and make strategic adjustments based on the data obtained, optimizing investment and maximizing ROI.
• By understanding this phenomenon, implementing the right strategies, and measuring performance, companies can fully leverage this expanding market and achieve their business objectives.

HOW CAN MEDIA AUDITORS HELP YOU?

In the podcast market, ensuring the integrity and impact of your campaigns is crucial. Our influencer contract audit services and social media audits are designed to optimize your digital marketing strategies and maximize your return on investment.

Turn your podcast campaigns into measurable successes with our specialized audits. Contact us to discover how we can help you elevate your media strategy to the next level.

OUR SERVICES:

INFLUENCER CONTRACT CONSULTING

Ensure that your partnerships with influencers are transparent and effective. Our audit examines all aspects of the contracts, ensuring that each collaboration aligns with your brand objectives and regulatory standards.

SOCIAL MEDIA AUDIT

Understand the true impact of your social media initiatives. We evaluate the performance of your accounts, identify growth opportunities, and provide actionable insights to enhance engagement and digital presence.

ADVANTAGES IN AUDIENCE NUMBERS

8 out of 10 users believe that ads on Connected TV (CTV) do not interrupt their experience (whereas, for Pay TV and Open TV, 7 out of 10 users feel that ads do interrupt their experience). Greater cost efficiency
compared to TV prices and a higher impact than other media.(el mayor
impact on Generation Z, the largest driver of CTV adoption, which constitutes 40% of the global CTV audience. This is reflected in CTV advertising capabilities, which set it apart from Linear TV:

Targeted Advertising: audience segmentation and the incorporation of interactives ads (40% of audiences expect ads to be relevant to their interests, increasing the likelihood of action). Dynamic Content Optimization Optimization Technology With artificial intelligence, this enables reaching new audiences and provides thorough post-campaign measurement.

SMART TV AS THE PREFERRED DEVICE

With 97% of CTV households having at least one Smart TV, it is the preferred device for viewing content. 96% of respondents reported watching a video on a Smart TV in the past month; 22% used other streaming devices, and 18% used a gaming console. Additionally, most users have watched digital video using smartphones, computers, or tablets, reinforcing the growing trend of multi-screen consumption.

THE IMPACT OF CTV ADVERTISING IS IRRESISTIBLE

Knowing that 3 out of 10 people who view ads on this platform discover new products and end up
searching for them online, while 15% make purchases based on what they see advertised.

We are monitoring all market movements to provide our clients with updated information that enhances their media strategies, such as negotiation models, formats, and the most used providers. The second quarter of the year saw a significant increase compared to the first three months (over 400%), with various advertisers testing and investing in this new model. And your brand, is it already present?

Sources: Statista, Sunmedia, Comscore, Pool Media Auditors

Threads is a new app, built by the Instagram team, for sharing text updates and joining public conversations. But not only is it built by that team, much of its success is due to it being (very intelligently) fully connected with Instagram. Thus, it draws from its 1.3 billion users. For reference, Twitter ended 2022 with 368 million. Is it taking advantage of Twitter’s turmoil?

“Threads’ initial growth is stagnating, but the most important thing is that tens of millions of people are returning to this social network every day. And these figures are much higher than we initially expected,” says Meta’s majority shareholder. There is still much to be clarified on this topic, but we could be looking at a super-accelerated replica of Google+, where another internet giant leveraged its power to reach 90 million users in a year… before falling into obscurity and disappearance. Linking it to Instagram (like Gmail in that case) was the safe bet for takeoff, but we will see if there are incentives to maintain (or already regain) momentum.

A New Stage in Campaign Optimization 

Some platforms are moving beyond traditional metrics to assess the quality of impacts, advancing to the next level: attention paid to our campaigns. Companies that have begun implementing attention measurement are helping advertisers optimize their creatives based on user attention, resulting in significantly higher engagement rates. Optimizing campaigns based on attention analytics can produce better results across the marketing funnel. Attention is a metric that prioritizes the relationship between the consumer and the ad, rather than just the platform where the ad appears.

Experts predict that 2023 will see a shift from the traditional CPM buying model to one based on aCPM, which only counts impressions that meet a quality threshold determined by the buyer. This method aims to measure the ROAS (Return on Ad Spend) of campaigns more effectively.

What is Attention?

Attention refers to the time a person spends watching an ad. It differs from viewability, which only indicates that an ad was in view but not necessarily seen. Historically, viewability has been a popular metric among advertisers for measuring impact quality, focusing on whether an ad had the chance to be seen. This system has favored shorter, smaller formats, which are less effective from an attention standpoint.

How is Attention Measured?

Currently, eye-tracking cameras are used to follow a user’s gaze as they move across the screen, providing insights into how ads are actually viewed across different channels, platforms, and devices. According to Lumen Research, the technical data required for attention measurement includes:

• Biometric data from eye-tracking panels, authorized and enabled by web camera software for desktops and mobile devices.
• Psychographic data from surveys validating brand recall, purchase intent, and more.
• Proxy data such as scroll speed, ad density, impressions, viewability percentage, and viewing time.

Attention Seconds as the New Currency

The ability to measure ad attention is highly desirable and a valuable tool to demonstrate that ads are not only seen but that there is a direct relationship between the time spent watching the ad and brand recall, and consequently, consumer action. One of the most important metrics for measuring attention is “seconds of attention per 1,000 impressions.”

Recent data from Touchpoints IPA shows that while people spend an average of 5 hours consuming content and are exposed to 84 minutes of ads daily, they only pay 9 minutes of attention to ads.

Lumen measures visual attention across all media, applying consistent standards of visibility and viewability. This consistency allows for the comparison of formats and media, using only “seconds of attention” as the currency.

Factors Influencing Attention Levels

Quality and visibility of content are crucial. High-quality content can generate higher engagement and make ads visible for more than 12 seconds. Differences in creative quality can impact brand recall by up to 17 percentage points. Additionally, A/B tests show that ads with optimized creativity based on attention analysis generated 49% more average attention than original versions. Ads placed in relevant contexts for users increased attention by 13% per 1,000 seconds.

It has been found that sidebars attract more attention than headers, assets on the left capture more attention than those on the right, video creatives attract more attention than non-video ones, and vertical videos receive more attention than horizontal ones.

To delve into these issues, Teads, in collaboration with Havas Media Group, presented the results of the “Project Trinity” in 2022. They analyzed over 15 factors such as content design and context, ad formats, and reader demographics in some leading media outlets. This study used eye-tracking and behavioral data from over 2,000 panelists in the US and the UK, provided by Lumen Research since 2018, measuring attention based on user screen time and scroll speed. The analysis found that news, science, and sports websites generated higher user interactions.

Implementing This Metric

In the Mexican market, we saw a few months ago at Teads Vision Mexico 2022 that capturing user attention in a saturated environment is a challenge.

Looking ahead, this event highlighted four key factors to focus on:

• Media quality.
• Creativity.
• Relevance.
• Consumer experience.

Studies on Attention

Teads, in partnership with Dentsu, conducted the “Economy of Attention” study globally and employed Lumen Research’s LAMP program to measure the attention of Heineken Brazil’s campaign as the official sponsor of the “Rock in Rio” music festival..

This was the first time a brand used predictive methods worldwide and became a success story. This campaign achieved twice the viewing rate (66%) and an APM (Attention Per Million) five times higher than the industry average. This was reflected in the campaign’s recall index compared to other sponsor brands. In Chile, Teads and Initiative conducted the first global multiplatform study involving a real-time campaign for Dove. In the Teads attention study with Lumen, Dove Chile’s campaign received 3.5 times more attention on Teads compared to social media platforms.

In Summary, What Does Attention Offer Us?

Attention measurement campaigns provide a distinct perspective on how advertising connects with audiences and the factors that drive users to pay attention and take action after being exposed to an ad. This new method of measurement and optimization offers advertisers the chance to understand what works best for them, thanks to technology. It also helps gather data from ad creativity to formats and domains where ads have appeared, allowing for the creation of a history based on human behavior.