This panel built on research and discussions at two ARF Town Halls about the quality of ad impressions on different platforms. Two issues were highlighted: measurement challenges and assessing the value of time spent with and of attention to advertising.
This discussion showed how research and innovation in measurement can increase the impact of advertising and help marketers develop better strategies.
ComScore and their client Pursuit Media described a case study: a media company had a smaller reach than their competitor and looked for new ways to convince an agency to add their channel to an automotive buy.
This study used neuroscience-based methods to explore if AR experiences—content as well as ads —provide more immersive engagement than other media.
The presenters shared new insights from their research on effective frequency which they find to be so valuable to the industry that NCS decided to offer a free license to their patent.
This presentation described the findings of a major ethnographic study (conducted in Germany, Austria and Switzerland) that compared the impact of video advertising on various platforms: TV, BVOD (VOD provided by commercial broadcasters), YouTube and Facebook. The study used eye-tracking devices to assess attention to ads and unaided recall as impact measure.
Go Big or Go Home. Bold media predictions and bold measurement predictions—a media company perspective with Radha Subramanyam of CBS & CBS Vision. The following are edited highlights from Radha’s fireside chat with the ARF’s Scott McDonald.
At Part I of our Insights Studio Series on November 2, 2022, we discussed key shifts in the ads landscape and insights on peoples’ thoughts and behaviors around privacy—based on the latest ARF Privacy Survey. Experts from Boston University, Meta, Nielsen and the ARF shared macro-level trends as well as frameworks to help make sense of the advertising ecosystem.
AI is a powerful technology working in an unhealthy advertising ecosystem. It is unlikely to have a significant impact on digital advertising because of three factors related to the imperfections of the current ecosystem. The first is that targeting isn’t working all that well anyway. And as third-party cookies are deprecated and the present effect of Apple’s privacy policies combine, the data that feeds AI will not be a great training set. Secondly, bad actors in the ecosystem are faster than good actors and will use AI to improve their fraud. Finally, economic expectations are such that if AI has any impact, it will be used to replace human thought workers and not improve the process of advertising.
Brian Wieser’s keynote address covered four trends that are affecting the media and advertising industries: industry consolidation, the rise of ad-free TV, the emergence of new e-commerce marketers and procurement. After his presentation, Scott McDonald probed him further about his observations about the state of the media and advertising marketplace in 2023. His key points on these four trends and highlights of Brian’s conversation with Scott appear below.