News You Can Use

A weekly round-up of the industry’s top stories and research curated by the ARF.

Ad Blocking & Google Chrome

  • Posted: March 1, 2018

Google’s Chrome will now block all ads on sites that don’t adhere to the ad quality standards set by the Coalition for Better Ads, an industry group that counts Google, Facebook, P&G, the Interactive Advertising Bureau, and the Association of National Advertisers among its members.

Google surveyed more than 25,000 consumers in Europe and North America on dozens of ad formats and ranked them by how “annoying” they found each one. They tested 55 desktop ad formats and 49 mobile formats and presented the findings to the group. Ultimately, the coalition defined 12 ad experiences that will trip the blocker across desktop and mobile, including pop-up ads, autoplay video with sound, prestitial ads with and without countdown clocks, large sticky ads, full-screen scroll-overs and flashing animated ads. Also, full-page ad interstitials, ads that unexpectedly play sound, and flashing ads.

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Half of Marketers Want Stricter Viewability Standards

  • Posted: March 1, 2018

According to an Integral Ad Science study, nearly three-fourths of U.S. publishers surveyed in December 2017 adopt the viewability standard of the Media Rating Council (MRC), which states that display ads must have half of the ad in view for at least one second to be counted as viewable.
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In Brief – Millions of households subscribe to virtual MVPD services

  • Posted: February 23, 2018
According to the latest report from The Diffusion Group, at the close of 2017 there were approximately 5.3 million households subscribing to virtual MVPD services: Sling TV 2,300,000; DirecTVNow 1,200,000; PlayStation Vue 600,000; Hulu with Live TV 450,000; YouTube TV 300,000; and FuboTV 150,000. MediaPost.

 

TV’s Average Minute Audience: Here to Stay?

  • Posted: February 23, 2018
Editor’s Note: This feature is a comment to a MediaPost article. Use the link below to read the full article. Scroll to the bottom of the piece to view the comment.
 
From Ed Papazian (Media Dynamics Inc.): I believe that we are kidding ourselves in thinking that we can measure average minute viewing—as opposed to set usage—of either program content or commercials with the people-meter.
The basic assumption underlying the people-meter system is that once a person claims to be “watching” a TV show—invariably at the outset of the tune in—that this remains in force for every second afterwards—unless the “viewer” indicates otherwise.

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Meredith Corporation Makes the Case for Magazines

  • Posted: February 23, 2018
Editor’s Note: Jeffrey A. Trachtenberg, Wall Street Journal news editor in New York, interviews Stephen Lacy, Executive Chairman of the Meredith Corporation. Access to the full article is available by clicking on the link below.
WSJ: Why was it so important for Meredith to get bigger?
MR. LACY: In all conversations with our major advertisers and marketers, they’ve said they want to do larger cross-platform deals with fewer players. The ability to have a consumer audience that moves across all major adult life phases creates so many more opportunities. We now reach 200 million unduplicated consumers with 60 million unduplicated subscribers. (As you may well know, Meredith recently purchased Time Inc. Meredith also owns 17 local broadcast TV stations.)   Read more »

The Immediacy of Information-and Endless Options-Have Made Consumers Both Impulsive and Expectant of Instant Gratification

  • Posted: February 23, 2018
February 22, 2018
Editor’s Note: Commentary from Google’s Vice President of Marketing, Americas, Lisa Gevelber
People are making decisions faster than ever before, and they expect to be able to act on those decisions instantly.
Impatience, immediate action, instant gratification, even some impulsiveness—these are just a handful of descriptors for behavior today. We have all been empowered and emboldened by information. With our phones acting as supercomputers in our pockets, we can find, learn, do, and buy whenever the need arises—or the whim strikes.

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ARF CONSUMERxSCIENCE

  • Posted: February 23, 2018
The ARF’s flagship event focuses on deep understanding of consumer behavior and drivers of creative excellence. The conference features ground-breaking work in the areas of path-to-purchase, creative elements and consumer segments. The best and brightest from brands, agencies, media, research companies and academia gather to steer the future of advertising. Here are brief excerpts from three featured speakers:
Maria Bartolome Winans CMO, IBM Watson Customer Engagement
While AI may seem to be futuristic to many companies, it is very much up and running at IBM Watson. Here the goal is not just to find customers, but to build their engagement. A few years ago, IBM was scaring ad agencies with AI’s potential to displace many agency functions. Now they are hoping to demonstrate how AI can augment agency functions. Judge for yourself how close AI may be for your company.

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2018 Ad Meter Results

  • Posted: February 16, 2018

Winners of the 2018 Ad Meter were recently announced by USA Today. To see all 65 commercials, use the link at the bottom of this piece.
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iSpot.tv’s 2018 Super Bowl Commercial Analysis

  • Posted: February 16, 2018

Analytics company iSpot.tv analyzed how the biggest ads did on game day, based on “digital share of voice,” which means the total number of times ads were liked, shared, watched and commented on via the big social platforms. Here are the top 10:

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New Super Bowl Ad Rankings with Morning Consult

  • Posted: February 16, 2018

This inaugural study was conducted online from Feb. 2 through 5, 2018, among 3,956 respondents in the advertising and marketing industry. Each ad was rated between 1 to 10 on effectiveness and entertainment by between 492 and 1,515 respondents. Here are the results combining both entertainment and effectiveness:
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