The ARF’s OTT virtual event was dedicated to exploring recent trends as well as identifying the drivers of viewing behavior and the business of OTT in the “new normal”. Editor’s Note: The full summary is available to members only.Member Only Access
AudienceXScience: Keynote - Collecting Data During a Global Pandemic (Monday - 9/21/20) With the arrival of the COVID-19 pandemic, the US Census Bureau’s leadership had to think outside the box. Learn how the agency modified its work, all while maintaining operations, releasing data products and continuing to serve the data-user community during this unprecedented time. Dr. Ron Jarmin – Deputy Director and COO, U.S. Census Bureau AudienceXScience: Why Driving a Strong Brand Still Matters (Monday - 9/21/20) In today’s uncertain times, consumers are looking to Brands to respond in appropriate ways to address their health and economic issues. How have brands pivoted in their marketing journey? Has it changed from the previous, highly activation-focused approach? Today, does having a strong brand matter? And, do we need to drive it with marketing investments, or is delivering appropriate experiences enough? At the heart of these questions is marketers’ ability to assess and quantify the value of a strong brand and understand what marketing can do to improve brand equity. Abby Mehta – SVP, Marketing Analytics & Insights Executive, Bank of America
Because of COVID-19, movie/video production has been severely limited. Hollywood is now opening, but the “new normal” is likely to mean higher costs. Despite rising COVID-19 cases, Los Angeles County is moving into stage three of its reopening plan. That means today, Hollywood studios can resume production on TV shows and movies. Actors might need to hit up Hermione and Ron for guidance on green-screen acting, because more sex and fight scenes will be filmed using CGI. There’ll be fewer close-contact scenes in general, too. Fewer days and shorter hours could become the norm. The switch could stress studios’ budgets and viewers’ patience between Fast and Furious installments. Live studio audiences are discouraged for now, meaning more laugh tracks and fewer chances to see SNL live. All these changes + COVID-19 PPE + higher insurance premiums = more expensive budgets, according to Tyler Perry and other execs Variety spoke to. Source: Morning Brew (2020, June 12). Annnnnd...Action! Morning Brew.Member Only Access
Editor’s Note: The following data show why most Americans don’t feel that we will be back to “normal” very soon. Source: Meyers, A. (2020, April 27). Americans Remain Pessimistic About Entering Public Spaces in the Near Future. Morning Consult.Member Only Access
WARC cites a study from Digital Cinema Media, which suggests that viewers exposed to cinema ads were two times as likely to recall a brand as those exposed to the TV ad. Cinema audiences were four times as likely as television audiences to be emotionally engaged. However, with television reaching 93% of the UK population in a week, while cinema may be “a more powerful and emotionally engaging medium for brands than television”, it lacks the everyday reach of the latter. As Thinkbox CEO Lindsey Clay put it, “Cinema is a great addition to TV advertising but in no way is it a replacement.” Read the full article. For more on this topic, check out the Advertising Tab in Morning Coffee.