Three key takeways from the trio of presenters
Presenter Artie Bulgrin quoted Erwin Ephron, “we use different platforms because they do different things.” In response to the growing media options, ESPN has been expanded its own cross-platform research dubbed, “ESPN XP.”
An example ESPN XP research was work from 24 advertisers and conducted over 35 months. The research used TV as a baseline. As each additional platform was added (i.e. Display, VOD, Live Streaming and Radio) there was a continuous lift in two KPI’s – awareness and purchase intent.
However, Bulgrin also urged the industry to move cross-platform measurement from special project to standard practice.
Additional lab based findings revealed that video content on a Mobile Device is highly engaging. In fact, Ad Impact occurs in on milliseconds on Mobile.