The researchers reported on new insights from their on-going series of surveys on trends in consumer’s viewing behaviors with regard to ad-supported versus ad-free content.Member Only Access
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.Member Only Access
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+.
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).Member Only Access
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: