cross-platform

• Targets & Segments
• Article

Targeting Aids Consumers at Different Stages of their Purchase Journey

• MSI

Although firms invest much in targeted advertising, little is known about when it is most effective. A new Marketing Science Institute (MSI) working paper now shows that such advertising helps facilitate the purchase journey along different stages. While targeting on social media is found effective for consumers during the early stages of that journey, retargeting is best served for consumers who are closer along the line to making that purchase. Another important finding was that cross-platform targeting does not motivate consumers who are unfamiliar with the product or brand.

• Research & Data Quality
• Article

Navigating the Evolving Media Landscape

• OTT 2023

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. This content is currently available for event attendees only until 11/30/23.

How Technology Impacts Media Use

• Posted: September 7, 2023

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 »

ARF, JAR and CIMM News

• Posted: August 23, 2023

Read more »

How to Use Virtual IDs

• Posted: July 25, 2023

The ARF Analytics Council has explored the use of Virtual IDs (VIDs) for cross-media measurement and offered a non-technical approach during our virtual event, “A Layman’s Guide to Cross Media Reach & Frequency Measurement Using Virtual IDs.” Read more »

ATTENTION 2023

• Posted: July 11, 2023

On 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.

The FAST and the Furious: Does the Rise of SVODs Imply Consumers Reject Ad-Supported Content?

• Posted: June 20, 2023

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.

What is the Value of Time in Advertising?

• Posted: June 16, 2023

This panel built on research and discussions at two ARF Town Halls about the quality of ad impressions on different platforms. Two issues were highlighted: measurement challenges and assessing the value of time spent with and of attention to advertising.

Track the Success: TV vs. Other Video Advertising Platforms

• Posted: June 15, 2023

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.

• Research & Data Quality
• Article

ATTENTION 2023

On 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.