Editor’s Note: Two articles, from different sources, mirrored this opinion: marketers no longer have the tools to accurately determine what messages connect with consumers. (Article one of two.)
Gian Fulgoni is the founder and former chairman/CEO of comScore. This article appears in the Journal of Advertising Research (JAR) entitled, “Why Marketers Need New Measures of Consumer Engagement: How Expanding Platforms, the 6-Second Ad, and Fewer Ads Alter Engagement and Outcomes”.
“In today’s cross-platform world, marketers need new measurement systems that can address the way advertising is responding to what the consumer wants: more platforms, less clutter, and fewer interruptions,” he argues.
“Some consumers have resorted to the use of advertisement blockers or time-delayed advertisement skipping – both of which have cut down on delivered advertisement impressions. In response, many content owners are reducing their advertising loads and increasingly are running six-second advertisements in an effort to provide consumers with a more enjoyable advertisement-engagement experience.”
With younger consumers increasingly viewing short-form video on mobile devices, advertisement lengths are getting shorter.
“At the same time, mobile devices and social media have brought an unprecedented level of potential distraction to the viewing of both television and video advertisements.
This creates an urgent need to measure consumers’ attention to and engagement with advertisements in this world of altered viewing behaviors. In an environment of intense advertising clutter and privacy concerns, consumers increasingly are avoiding advertisements they find annoying and untrustworthy,” Fulgoni asserts.
“New metrics are also needed now for measuring unduplicated viewing and delivered advertisement frequency at the granular level of show by platform, by geography, by day part.
These metrics, moreover, must integrate live and time-delayed viewing – while capturing the degree of attention to advertisements of varying length.”
Source: Marketers Need New TV Metrics. (2018, September 21). WARC.
Read the full JAR article here.