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CTV (connected TV)

The Evolution of “OTT” and “CTV”

  • KNOWLEDGE@HAND, CMO BRIEF

Towards the end of 2018, the ARF issued a Knowledge at Hand report and a CMO Brief each called The OTT Revolution. Since then, the OTT revolution has not only continued but it has accelerated. Moreover, the pandemic acted as a catalyst, increasing the rate of this acceleration. At the same time, the meaning of the term OTT has changed.

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ATTENTION METRICS: Moving from Laboratory to Field Applications

On September 12, the ARF and Adelaide co-hosted an event to deepen understanding around how attention metrics work, how to utilize them and the nuances of their application to media and advertising quality measurement. Attention Economy experts from Adelaide, Anheuser-Busch InBev, the ARF, The Attention Council, Havas Media Group, OMD USA, Realeyes and TVision hosted shared presentations and held focused discussions on how attention metrics can optimize the match between media placement and consumer targets, improve creative testing and overall campaign outcomes, and more.

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CTV Ad Fraud Schemes Rise

A major new study from DoubleVerify (DV) reports both progress and ongoing problems in digital advertising. Viewability rates are improving while the number of ad fraud schemes uncovered by DV spiked up 70% in 2021.

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Is Streaming’s Rise Coming to an End?

While Wall Street is focused on Netflix’ subscriber decline, and some speculate that this indicates the end of streaming’s rise, new research from HUB finds that, while there are challenges, the shift to streaming has not slowed down. Read more »

  • Article

Concurrent Track Panel Discussion: Innovation in Video Measurement

John Watts of CIMM moderated a panel examining presentations on innovations and changes in video measurement on day three of AUDIENCExSCIENCE 2022. The topics in this discussion included the decline in linear television, measuring new viewing habits, challenges created by the new viewing ecosystem and getting access to more personalized one-on-one data.

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  • Article

The Cross-Platform Measurement Shift: Content to Ad Exposure

Bob Ivins of TVSquared by Innovid, presented a discussion on the shift to cross-platform measurement in television viewing. In this presentation, the speaker examined the changes in consumer behavior in television viewership, challenges presented in metrics stemming from audience fragmentation, new platforms and new currencies in metrics. Additionally, the speaker gave key metric areas to consider in the era of converged TV.

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  • Article

ACR Data Uncovers the Inefficiencies of Linear TV Ad Delivery

In this presentation, Justin Fromm of LG Ads discussed how ACR data can help uncover the inefficiencies of ads delivered via linear television. In this session, the speaker examined linear TV as still playing a vital role for advertisers. Additionally, he pointed to changes in consumer viewing habits, shifting towards streaming. He noted much of the advertising industry's focus is on incremental reach when placing an ad on television. Leveraging ACR data, the speaker demonstrated how this more robust data source can help improve optimal reach and frequency, when advertising on television.

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  • Article

Understand the Impact of Your TV Viewing Data Source

In his quest to understand and solve the challenge of "cross-screen measurement, John-Michael Del Valle of LiveRamp addressed the question, "How can I understand my media plan, where those impressions are landing and how do I get the full picture?" In addressing this and other related questions, the speaker examined combining ACR and STB data as a method to produce an all-encompassing way to measure ad lift on linear television.

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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+.

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Attitudes about Ad-Supported Content

Researchers Jon Giegengack, Founder & Principal, HUB Entertainment Research, and David Tice, Research Senior Consultant, HUB Entertainment Research, reported on new insights from their ongoing series of surveys on trends in consumers’ viewing behaviors, about ad-supported versus ad-free content.  Read more »