Research Preview
In 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:
AVOD
The State of Streaming
Comscore’s “State of Streaming 2023,” highlights the many ongoing changes in the media landscape.
Too Many TV Choices?
“Choice Paralysis” is a well-established concept that describes consumers’ confusion and hesitancy in making choices when there are too many options. Is this an issue for viewers of streaming services?
While You Were Away…
The end of August and Labor Day weekend are vacation periods for many in our industries. Here are news items you may have missed while you were away. Read more »
How Technology Impacts Media Use
We sometimes overlook the profound impact of technology on media use. New data show how smart TV technology continues to impact how consumers access content. Read more »
MODERATED TRACK DISCUSSIONS: Television Disrupted
Helen Katz (Publicis Media) moderated this track discussion for Television Disrupted. She asked the speakers about practical, actionable takeaways for TV advertisers as well as emerging trends and opportunities.
The Evolving TV Streamer
How do viewers feel about advertising on streaming services and how can it be improved? Research by Conviva and Dynata addressed these questions which are becoming more and more important to the industry given the strong increases in viewing of ad-supported streaming services. The study data were obtained through a February 2021 survey by Dynata and Conviva’s proprietary Stream Sensor™ technology. The analysis focused on identifying the key drivers of viewer satisfaction.
Capitalizing on the CTV Opportunity
The CTV landscape is experiencing a plethora of new streaming entries, leaving consumers overwhelmed. This includes options that provide a tidal wave of content, some of it at lower cost. Publicis and Verizon partnered to explore how consumers’ expectations of services, content, and ad exposure will evolve.
The Future of Audience in Streaming
James Lamberti, CMO of Conviva, a company that specializes in streaming and social media measurement and analytics, focused his presentation on marketers’ growing need for measurement of streaming video content, especially of viewing advertising on ad supported streaming services.
New Research Insights on Viewers’ Behaviors and Attitudes
A (virtual) event presented by the ARF’s LA Media Research Council took place on June 15. Titled ”New Research Insights on Viewer’s Behaviors and Attitudes” it featured four presentations focused on issues that the Council had identified as priorities: better data on viewers’ use of media and platforms, the growth of streaming and content discovery and promotion.