Marketers’ Top Measurement Concerns
CIMM: the Coalition for Innovative Media Measurement, has identified critical issues that should be addressed this year. Read more »
CIMM: the Coalition for Innovative Media Measurement, has identified critical issues that should be addressed this year. Read more »
James 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 »
As the media landscape continues to evolve at, arguably, the fastest rate ever, the meaning of OTT has changed from “Over-the-Top” to include video content on all platforms. The ARF’s 2023 OTT conference, held last month in LA, was about “OTT and Beyond.” Read more »
The recent ARF OTT 2023 conference covered, among many other things, advertising opportunities in the new media environment. Here are two examples: first a summary of the variety of ad formats available now. Second, insights on the role of ad/product placements.
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.
Member Only AccessA new survey confirms viewers’ preference for choices – including whether a streaming service carries ads or not. Read more »