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 AccessOn September 20th, 2023, expert researchers delivered a set of presentations and participated in a panel discussion at an event curated by the Cognition Council’s Long Term Effectiveness Working Group. Panelists shared previous work on consumers’ responsiveness to the first few seconds of an ad, followed by the Cognition Council’s analysis of the combination of two disparate data sets – Kantar’s BrandZ, an ongoing study of the brand equity of leading global brands, and a custom MMA neuroscientific study of over 800 respondents’ reactions to 24 ads. This analysis focused on the effect of brand relevance on cognitive processing (specifically cognitive load and motivation) of ads at varying scroll speeds in a feed-based environment.
On September 20th, 2023, expert researchers delivered a set of presentations and participated in a panel discussion at an event curated by the Cognition Council’s Long Term Effectiveness Working Group. Panelists shared previous work on consumers’ responsiveness to the first few seconds of an ad, followed by the Cognition Council’s analysis of the combination of two disparate data sets – Kantar’s BrandZ, an ongoing study of the brand equity of leading global brands, and a custom MMA neuroscientific study of over 800 respondents’ reactions to 24 ads. This analysis focused on the effect of brand relevance on cognitive processing (specifically cognitive load and motivation) of ads at varying scroll speeds in a feed-based environment.
Member Only AccessOn June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.
An impressive body of work is building in attention measurement. The three winning-papers sessions preceding this panel revealed a work in progress with shared goals as well as differences in approaches. Moderator Earl Taylor of the ARF’s MSI division asked the speakers about their views on barriers to the process, and opportunities for further improving attention measures.
Tristan Webster and Kenneth Wilbur showcased their most recent collaborative work examining attention and frequency in advertising: the impact of multiple exposures on people’s attention to TV ads. They applied CTV data which TVision has collected natively in the field to provide insight into the long-examined question, “Is there an optimal frequency for TV ads?”, but more granularly: “What is happening in the media environment while viewers see ads, and how does that affect their attention?”
This presentation focused on the implications of attention for advertisers, and how we can start applying these insights from a planning and buying perspective. Although viewability has become a proxy for attention, just because an ad is considered viewable does not mean eyes on ads. Viewability isn’t necessarily a true indication of attention – it can be quite arbitrary, and we need to go beyond that to the better and more accurate representation of those natural attention behaviors.
Journal of Advertising Research authors presented their work published in the March issue of the JAR. Creativity experts delved into the creative-idea generation process and the conveying of brand passion in advertising. Strategy experts explored effectiveness of six-second TV commercials and how advertising and promotional effects drive QSR sales.
MSI’s Earl Taylor moderated a panel discussion regarding art and science in ad creative. The diverse panel of industry leaders provided feedback, commentary and viewpoints on a variety of topics presented on day two of AUDIENCExSCIENCE 2022. Areas of discussion included category disruption, ad currency, drivers of interactive video, opportunities from disruption and ad length effectiveness.
What spot length works best? Audacy partnered with Veritonic to compare frequent radio listener responses to 15, 30 and 60-second ads across multiple categories such as auto, financial, retail and professional services to address this frequently asked question. Jenny Nelson (Audacy) and Korri Kolesa (Veritonic) presented the results of this study, which were measured by Veritonic’s audio score components such as attribute score, intent score and engagement score. This survey-based study of a panel of 2,400 radio listeners pointed to a variety of recommendations, such as initiating multiple 30-second ads instead of fewer 60-second ads, testing creative before launch and deploying a total audio strategy to reach omnichannel listeners.