The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.
Member Only AccessIn addition to the insights in the recently released Attention Measurement Validation Initiative Phase 1 Report, there will be several new findings from other ARF, CIMM, and MSI projects. Here is a sample:
A new report shows that “Attention measurement” can mean very different things – in terms of what is being measured and how it is measured. Read more »
At this year’s CIMM Summit, insights from several CIMM initiatives to improve measurement will be unveiled.
As part of its Attention Measurement Validation Initiative, the ARF has issued a comprehensive literature review. Read more »
Attention metrics are at a pivotal point in our industry. They are moving from the lab into the marketplace. Being at the forefront of such research, the ARF is studying 23 attention measurement providers. The goals of the study are to better understand the different tools being used, their validity, reproducibility and rightful application—whether in evaluating ad creative or the media environment. In the first phase of the project, ARF researchers produced a literature review, which itself is illuminating and adds much needed context. We now offer this review to our members. In addition, the first phase will also include a comparative analysis and profiling of all the participating measurement companies. Stay tuned for this upcoming report.
Reimagining the measurement ecosystem has never been more important as consumers continue to diversify how and where they access content. In a wide-ranging discussion on the state of measurement, Advertising Age’s Jack Neff discussed the impact and opportunities of investing in a multi-currency future for media and marketers with leaders at Paramount, John Halley and Colleen Fahey Rush. Below are edited highlights of their discussion.
In a presentation on today’s measurement challenges, Jon Watts, CIMM’s Managing Director, called for industry collaboration to improve OTA and Local measurement. Read more »
At this Insights Studio, authors from three different continents showcase their recently published work—including the JAR Best Paper 2022 on how advertising expenditures drive consumers’ perceptions of ad and brand quality. Also featured are studies on deepfakes and AI reshaping the advertising industry, the success of using product endorsers who are actors known for roles portraying despicable characters, and KPI patterns of social media influencers across several platforms. Talking points in the concluding Q&A span the future of AI in advertising and influencer marketing, machine-driven decisions for choosing endorsers, and factors (product- and economic-related) affecting consumer perceptions of quality in TV ads and engagement in user-generated content.
Howard Shimmel of Janus Strategy & Insights, LLC. guided this expert panel through the critical questions surrounding the importance of calibration panels to the measurement industry. Howard asked why calibration panels are needed, what they bring to measurement, and what is sacrificed if the industry does not support them moving forward.