The panel focused on two issues: the value of attention research (as conducted by TVision) and the importance of attention as an indicator of context effects. Attention as part of the currency? “Not yet” seemed to be the consensus.
Dan Schiffman, CRO & Co-Founder TVision Insights – promoted their measures and studies of attention, emphasizing they have a scalable solution.
Laura Galietta, SVP, Ad Sales Marketing & Branded Entertainment, Scripps Networks – described research indicating their content provides a particularly good context for advertisers (a “happy” and safe environment).
David Campanelli, EVP, Director of Video Investment, Horizon – revealed they are doing emotion context effects research with Magid Research.
Nora Zimmett, SVP Programming for The Weather Channel – When you have a long duration event like with hurricanes, people stay on for hours or days without changing the channel and you have a viewership that is going to see your ads because you are locked in.