The “Shapes of Attention”

While a recent ARF survey documents the rising interest in attention metrics among marketers, a new report reminds us that “attention” comes in different shapes – which have different outcome implications.

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The Transition to Multi-Currency

Several industry organizations – the ARF’s subsidiary CIMM, the ANA and the 4A’s — are working together to navigate and support the transition to a multi-currency TV market.   Read more »

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Track the Success: TV vs. Other Video Advertising Platforms

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.

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Today’s TV is “Amazing”

In conversation with Scott McDonald, PhD., President & CEO, ARF, and Radha Subramanyam, PhD., President & Chief Research & Analytics Officer, CBS Corporation. Subramanyam gave today’s TV an A+.

  • “From where we sit things are kind of amazing. Things are great if you love creative, if you make television. And if you love getting your product out there to more and more people you are beyond a Golden or Platinum or Diamond Age. There’s so much content, there’s so much opportunity for creativity, there are so many screens.
  • “I think about who wins and loses based on who makes something that’s awesome for the consumer.”

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Cross-Platform Measurement Council: Marketers Talk Metrics

  • By Jenny Lu, Google, Young Pros Officer

On April 26, 2022, the ARF Offline-Online Metric's Working Group brought together three marketers to discuss their needs and priorities on online-offline metrics, exploring current topics such as reconciling digital and traditional metrics, emergence of new currencies, first-party data/identity resolution, and the advent of streaming. Working Group Chair Charles Buchwalter moderated a dynamic discussion with guests Christine Beaufait (Cross-Brand Program Manager, GM), Karen Chisholm (Transformation Analytics Director, Pernod Ricard), and Jeremy Wasson (Global Media and Data - ROI Engine Sr. Director, PepsiCo).

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Attention to Ads on Different Platforms

The issue of attention to and engagement with advertising on different platforms was also addressed in a session on “Frontiers of Measuring Media.”    A major ethnographic study compared the impact of video advertising on various platforms. Eye-tracking devices measured attention; unaided recall was used as impact measure.  The research was presented by Malte Hildebrandt, Managing Director, Screenforce, and Stefan Schoenherr, Unit Lead Brand & Media, Eye Square. Among the key findings:

  • The study’s impact measure showed that ads on the platforms examined performed differently.
  • While more research is planned, these analyses indicate that differences in emotional engagement and ad impact are largely due to how platforms are used and that very brief exposures are usually not sufficient to show results.

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