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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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.
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, VarietyMember Only Access
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.Member Only Access
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:
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).