How Women’s College Basketball is Reshaping the Streaming Landscape
Sponsored by MarketCast. Read more »
Sponsored by MarketCast. Read more »
Coinciding with upfront week, the Wall Street Journal published an article about companies’ advertising strategies, considering the changes in media and audience behaviors.
A new study finds that ad fraud continues to be a major issue. Attempts to curtail it have faced major obstacles. New Media Ratings Council (MRC) guidelines try to help.
CIMM: the Coalition for Innovative Media Measurement, has identified critical issues that should be addressed this year. Read more »
At SHOPPER 2024, practitioners and academics shared research-based insights on retail media networks (RMN), AI, influencer marketing and live shopping. The industry’s leading experts revealed which tools, technologies and trends are shaping the ever-evolving shopper landscape and what brands need to know to stay ahead.
Member Only AccessJames Alexander – Product Director – Measurement, Inscape
Rich Guinness – Associate Director, Data Licensing, Inscape
James Alexander and Rich Guinness at Inscape utilized big data to uncover current trends in TV viewing. Streaming continues to cut into linear. Ad supported platforms are growing more popular. People’s thirst for new subscriptions has plateaued. Streaming viewers churn constantly, following the content they want to watch from one platform to another. Bingeing occurs on both linear and streaming, but those who use both binge the most. In today’s environment, new streaming apps grow quickly in both viewership and minutes viewed. Even though they are still a small slice of the pie, FAST apps continue to grow at a rapid pace. Key takeaways:Rohan Castelino – CMO, IRIS.TV
Mike Treon – Programmatic Lead, PMG
Representing the Alliance for Video Level Contextual Advertising (AVCA), Rohan Castelino (IRIS.TV) and Mike Treon (PMG) examined research conducted with eye tracking and attention computing company, Tobii. The research endeavor focused on the impact of AI-enabled contextual targeting on viewer attention and brand perception in CTV. Beginning the discussion, Rohan examined challenges with CTV advertising. He noted that advances in machine learning (ML) have empowered advertisers to explore AI enabled contextual targeting, which analyzes video frame by frame, uses computer vision, natural language, understanding, sentiment analysis, etc., to create standardized contextual and brand suitability segments. Highlighting a study of participants in U.S. households, the research specifically aimed to understand if AI-enabled contextual targeting outperformed standard demo and pub-declared metadata in CTV. Additionally, they wanted to understand if brand suitability had an impact on CTV viewers’ attention and brand perception. Results from the research found that AI-enabled contextual targeting outperformed standard demo and pub-declared metadata in CTV and increased viewer engagement. In closing, Mike provided the marketers’ perspective on the use of AI-enabled contextual targeted ads and its practical applications. Key takeaways:How would you describe a show or movie in three words? Netflix does. And according to a New York Times article, that is one of the drivers of the streamer’s success. Read more »
A new LA Media Research Council event featured insights from 2023 research, new studies on changes in behaviors and discussions about 2024 priorities. Read more »