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News You Can Use

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

Consumers Frustrated by Streaming Explosion

Streaming entertainment is smacking into the wall of the paradox of choice — and the cost to consumers of piecing multiple services together.

The boom in subscription streaming services has given consumers more options than ever, with an array that includes Netflix, Hulu, Amazon Prime Video, HBO, CBS All Access, Showtime and YouTube Premium. Even more are coming down the pike with Apple, Disney, WarnerMedia, NBCUniversal and others promising to enter the fray in a big way.

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In Brief – Attention Must Be Paid; No, You Don’t Have a 5G Phone

An Inability to Grab Attention Is the Precursor of Market Failure

Grabbing Attention is advertising’s first job, regardless of media. Today’s hyper-connected, multitasking, socially engaged consumer is distracted.  The average ad receives 6.9 seconds, before consumers switch their attention.  Ehrenburg Bass Institute reports that 75% of a commercial’s impact occurs in the first five seconds.

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“Viewability” of Commercials on Linear TV vs Digital Video

When it comes to viewability, TV commercials may not be as superior to digital ads as the industry believes.

IPG Media Lab worked with research firm TVision to analyze six months of TV viewing behavior to assess how often people are actually seeing commercials. Using a term that’s more often used in the digital landscape, the study says that 29% of TV ad deliveries are not “viewable,” meaning nobody is in the room for at least two seconds while the commercial is airing. This compares to 31% of digital video being unviewable.

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Comments on Nielsen 3Q2018 Audience Report

“Overall total media use among U.S. adults remains unchanged year-over-year at 10-and-a-half hours per day,” said Peter Katsingris, SVP, Audience Insights at Nielsen. “But there are shifts in were that time being spent is dedicated to, as we see increases in Internet connected devices and app/web smartphone usage that are gradually replacing time spent on other sources. These shifts are not surprising, as nearly seven out of 10 homes now have a device capable of streaming content, and a similar amount have access to a streaming SVOD service.”

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How Focus Groups Helped Inform a Global Survey About Technology

A challenging aspect of designing opinion surveys in countries with different cultures and languages is making sure we understand what people are thinking about the subject we’re studying, in their own words. So when we began our recent study of mobile phone and social media use in 11 emerging economies, we started by conducting focus groups with diverse participants in four of the countries studied: Kenya, Mexico, the Philippines and Tunisia.

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The Role of Panels Today

For nearly 100 years, we’ve provided business around the world with critical insight into consumer behavior. Our panels are what make this possible. That’s because they allow us to understand person-level behavior, unlike big data and other forms of information that can’t be directly linked to actual people. That’s not to say we don’t use big data in our measurement. We do. But we use it in combination with our panel data to ensure that our measurement remains person-centric.

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Two Articles on the Ad Frequency Debate

The vexed issue of ad frequency, the topic of this month’s Admap, has become more problematic with the proliferation of channels, shorter attention spans and active ad avoidance by consumers.

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New Research on Mobile Ad Viewability

Mobile advertisements begin triggering reactions in less than a second, new research suggests, leading some brands to re-examine their creative strategies as well as the industry’s emphasis on longer exposures.

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Measurement Gaps Threaten TV Advertising

With the proliferation of new vehicles as entertainment options, multiple screens are cutting into the traditional lock that traditional TV has held on viewers. Artie Bulgrin, who was ESPN’s research chief for 21 years and recently joined MediaScience as EVP insights and strategy, suggests that television is clearly the best vehicle for brand building. But, “as television evolves with digital … gaps in knowledge about how to measure effectiveness are undermining advertisers’ confidence in the medium.”

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