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digital video

New JAR Editor

After eight years as editor-in-chief of the Journal of Advertising Research, Dr. John B. Ford is succeeded by Dr. Colin Campbell, Associate Professor of Marketing at the University of San Diego’s Knauss School of Business, effective September 1st. Read more »

How Social Users Spend Their Time

eMarketer predicts that TikTok will overtake YouTube in time spent (by a nose). TikTok is capitalizing on its rapid ascent by diving into longer-form content, most recently with the introduction of 10-minute videos. Read more »

NYCU: The ARF Universe Study of Device and Account Sharing (ARF DASH)

The ARF has completed a rigorous, single-source enumeration study whose purpose is to produce unbiased measures for assigning digital devices, streaming and e-commerce accounts to individuals and households. This includes cross-platform usage, co-viewing patterns, device and account sharing, as well as assigning different devices to the same household. The multimodal study generates a holistic view of capability and usage across digital devices and media, which is useful for estimating universes and addressing biases and gaps in census level data.
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NYCU: YouTube Addresses Misinformation

YouTube has provided a new overview of its evolving efforts to combat the spread of misinformation via YouTube clips, which sheds some light on the challenges that the platform faces, and how it’s considering its options in managing these concerns.
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What is the Value of Time in Advertising? (Part I: How Value is Created)

  • TOWN HALL

Fairly measuring the quality of an ad impression is challenging, and it differs across platforms. In this first part of a two-part discussion, about ad time duration, a panel of researchers explored whether or not ad time duration provides a signal to advertisers of the value of an ad impression. Different platforms have different strengths, and understanding the logistics of a platform is one key aspect in understanding how viewers will interact with an ad. Aside from the length of time an ad is viewed, and what platform it is viewed on, creative implications can also play a role in garnering up viewer enthusiasm and interest, during key moments of an ad. This ARF Town hall examined three studies regarding different aspects of ad time duration. Studies were presented by the ARF’s Chief Research Officer Paul Donato, Meta's Ads Research Lead of Marketing Science Sophie Macintyre, and TVision's SVP of Product, Data & Analytics Tristan Webster. These studies were presented in efforts to understand the similarities and differences regarding measurement across a variety of platforms on the value of time. In closing, challenges and opportunities for each platform were discussed by the panel, led by Cesar Brea of Bain & Company.

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NYCU: Streaming Pushes Video Content to New Heights

Peak TV keeps growing. There were 1,923 original series in 2021 released on broadcast TV, cable and streaming services, a new record high, driven by the continued launch of streaming platforms like Discovery+ and expansions including Paramount+.   This year also marks a changing of the guard, as it is the first that subscription streaming’s output has surpassed that of cable (streaming overtook broadcast in 2017). This boom in streaming has been fueled by the cable networks themselves, as they move assets once meant for cable to new SVOD services. Discovery+ alone accounted for 169 shows this year. Source: Bridge, G. (2021, December 17).  Streaming Pushes Peak TV to New Heights. Daily Commentary: VIP+ Variety Intelligencer Program, Variety  

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NYCU: Worldwide Ad Market on a Tear

Three new industry reports predict a remarkably strong advertising market heading into 2022, built on an already better-than-expected pandemic rebound. Magna Global recorded the highest growth rate ever for the international advertising market, with all forms of media spending up 22% year-on-year, to reach a record $710 billion. Global digital ad sales spanning search, social, video, banners and audio increased 31% YoY to hit $442 billion globally, per Magna Global. Those formats now account for 62% of total worldwide ad sales. The U.S. ad market grew 25% YoY to $284 billion, with pure-play digital ad sales up 37%. In 2022, the U.S. will reach a total market value of $320 billion, supported by 18% growth in pure-play digital. GroupM, the media investment arm of WPP, posted similarly rosy findings, with global advertising up 22.5% -- when stripping out U.S. political advertising and digital accounting for 64.4% of revenue in 2021. Zenith found that the pace of digital transformation has been "higher than expected," helping bolster a global market it foresees commanding $705 billion this year. The uniformly positive outlooks suggest near-term supply chain disruptions will not slow momentum for ad spending. Source: Adams, P. (2021, December 6). Ad market's growth exceeds broader economic recovery, fueled by digital. Dive Brief, MarketingDive.  

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NYCU: New Data on Viewing Behavior Changes

At the recent LA Media Research Council event, researchers presented data tracking the on-going changes in how viewers use and engage with media content on various platforms.   The latest LA Media Research Council event, “The Future of TV — New Insights and Key Issues for 2022,” focused on issues that Council members identified as priorities for their companies and the media industry as a whole.  This year, the top issues were the growth of streaming platforms and changes in viewers’ use of all forms of “TV”, improving content discovery, strengthening viewer engagement, measurement issues and innovating advertising in new media environments. The virtual meeting featured a summary of insights on Council priority issues from 2021 research, along with three presentations on new studies and a discussion to help identify research priorities for next year. The 2021 research insights were summarized by Horst Stipp, ARF EVP of Research and Innovation. New studies were presented by Nick Cicero, VP, Strategy at Conviva; Renata Policicio, Senior Vice President, Direct-to-Consumer Research at WarnerMedia; and Paul Donato, the ARF’s Chief Research Officer. Afterwards, Karen Hermelin, EVP Marketing, Strategy & Insights at Paramount Pictures, gave her reactions to the presentations. Here are key takeaways:

  • Conviva’s research found that social media is becoming a major factor in the streaming video content discovery process. Instagram excels at community building around particular shows, Twitter is best for engaging with “super fans”, and Facebook and YouTube are mostly used to watch trailers. However, new data indicate TikTok is likely to overtake other social platforms and become essential for building a social presence around video content.
  • Renata Policicio described how HBO Max uses research to develop advertising innovations for the ad-supported HBO Max service. Their research was designed to identify consumer needs and inspire an ideation process for the development of specific ad formats, which were then tested to ensure the service would provide a superior ad experience for AVOD viewers.
  • The new ARF DASH study’s goal is to provide high quality data on device and account s The data presented at the event revealed that there is a fair amount of account sharing, especially among relatives (see chart below). The amount differs for different services and young people are much more likely to share accounts than older adults. The study also explored which screens were used. It found that young people are significantly more likely to watch video (especially streaming content) on devices. Still, the biggest screen remains quite popular, even with 18–24-year-old viewers. Finally, the study found that TV brands have unique owner and viewing profiles.
  • Paramount’s Karen Hermelin focused on Nick Cicero’s finding that, while social media’s role is growing, TV ads/promos still play an important role - which suggests that we should explore all channels that can help content promotion and engagement. Further, she thinks that we need ad innovation, not only for streaming services (Renata’s topic) but for all media.
For more information and to watch the event: The Future of TV — New Insights and Key Issues for 2022 (Event Summary) – The ARF

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NYCU: How to Make Ad Creative More Effective

Innovations in attention measurement reveal new insights that help marketers improve ad creative and place it in optimal environments. Here is a summary of key insights from new studies by Realeyes and TVision. (Please see the attached sources links for detailed findings as well as descriptions of their attention measures and research designs).

  • A study of YouTube cleaning brand ads confirmed that showing humans draws attention to ads and that product demonstrations convey the value of the product. However, advertisers must consider that people don’t like watching other people do unpleasant tasks – such cleaning. Demonstrating the pain of cleaning can dramatically reduce attention, especially if the ad dwells on that. The research suggests keeping it short and focus on the product’s benefits.  
  • This newsletter has frequently reported on research demonstrating context effect, that is, ad impact is affected by the context in which the ad is placed. Additional insights were generated in this study by comparing high and low scoring ad creative in different TV environments. The findings, low scoring ad creative is particularly likely to benefit from a high-attention context (high scoring ads perform well even in low-attention contexts). In addition, the study revealed that attentiveness to ads with high attention scores is likely to decline faster than attentiveness to low scoring ads. In other words, marketers should adjust frequency based on the power of the creative.
Sources: O’Brien, K., Pye, C., & Seslija, B. (2021, Q4). The CMO Guide to Unlocking Creative Attention Performance in FMCG Brand Advertising. Realeyes. Realeyes, TVision. (2021). The CMO Guide: Improving Media Efficiency Through Creative Attention. Realeyes, TVision.

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