digital video

Future State: Navigating the New Media Landscape (Event Summary)

Future State: Navigating the New Media Landscape (Event Summary)

  • LEADERSHIP LAB

There are a lot of questions surrounding how media is evolving, how viewers select content out of seemingly innumerable choices and how streaming services decide what to adopt. While several ARF events have tackled such questions, experts weighed in with their most recent insights at February’s Leadership Lab at ARF headquarters in New York City. Dubbed Future State: Navigating the New Media Landscape, the ARF’s CRO Paul Donato and EVP of Research and Innovation, Dr. Horst Stipp, co-chaired an event that dished out oodles of interesting insights. Editor’s Note: The full report is available to members only.

Member Only Access
Four Strategies for Creating Effective Soundless Video Ads

Four Strategies for Creating Effective Soundless Video Ads

  • Colin Campbell, Erin Pearson
  • JOURNAL OF ADVERTISING RESEARCH

Most digital video ads are viewed soundlessly because either the user mutes them, or sound does not play automatically. As video advertising production accelerates, this study found that video ads created for “sound on” are less effective when viewed silently—and offers four strategies for creating successful digital video ads in soundless environments.

Branded Content Effectiveness: How to Measure It

Branded Content Effectiveness: How to Measure It

  • Gian M. Fulgoni; Raymond Pettit; Andrew Lipsman (comScore)
  • JOURNAL OF ADVERTISING RESEARCH

Marketers lack consistent measures for gauging the effectiveness of branded content. To address the problem, a team of researchers believes that the value of branded content is best assessed by combining “traditional marketing metrics while also capturing the value of its uniquely engaging context.”

Member Only Access

The Process of Making Digital Ads Is Gradually Starting to Become More ‘Programmatic’ via WSJ

  • Posted: January 9, 2017

Some marketers are pushing out thousands of custom creative messages for single campaigns.

Could the concept of “programmatic creative” finally be having a moment? While billions have been invested over the past decade or so in startups touting software that promises to deliver the right ad to the right person at the right time, it’s fair to say that the majority of that investment in so-called “programmatic” advertising has focused on ad buying and targeting–and less on the actual making of ads.

The way these firms operate varies, but their promises are similar. Instead of just helping marketers target a digital ad to a person at the right moment, they provide software and tools that allow for custom ads to be built in real time.

Creating ads, even digital ones, is still primarily the domain of people.

Access full article from WSJ

Long-Form Digital Video Grows — On Laptops, Connected TV, Mobile via MediaPost (source: Ooyala)

  • Posted: December 19, 2016

Traditional TV networks/producers are seeing continued growth in long-form content for digital media — on laptops/computers, connected TV and even smartphones.

Time spent watching mid-form (5 to 20 minutes) and long-form (over 20 minutes) content comprised 57% of all video watched on laptops/computers in 3Q2016 according to an Ooyala video report. That is a 43% increase year-over-year.

Long-form video comprises 90% of all video time on connected TV; tablets, 43%; desktops, 42%; and smartphones, 30%.

Short-form (under 5 minutes) content is still comprising the majority of video viewing on mobile at 52%.

Access full article from MediaPost

“How Does Recall Work in Advertising?”- via The Journal of Advertising Research (JAR)

  • Posted: November 3, 2016

“If a target audience cannot remember a marketer’s message, advertising largely becomes a waste of time, money and resources. Advertising without recall is advertising without impact.”

The September 2016 issue of the JAR includes four papers addressing the question, “How Does Recall Work in Advertising?” We are excerpting two papers in this issues and will provide the two others next week.

To read a paper in its entirety (plus info on authors),

  • Login to your myARF
  • Click on “Journal of Advertising Research” on the left hand side menu
  • Locate the article in the search field on the page

Spot Length and Unaided Recall in Television.  The researchers analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables. These variables included the position of the break in relation to the television program, the degree of advertising clutter in the break (indicating the break’s duration), the spot’s relative position in the break, and primacy and recency effects.  A Key Finding: “Longer spots” – those lasting more than 20 seconds – generated more recall than would correspond proportionally to increase in length. This conclusion supports the argument that advertisers should buy longer spots to reduce the number of brands per advertising break.

 Digital-Video – the effects of “mid-roll” versus “pre-roll” spots. One of these new formats is “limited-interruption” advertising, in which each midroll advertising break features just one commercial. This study provides empirical guidance by quantifying the positive and negative effects of repeated limited interruption. A Key Finding: For commercials of the same 30 second duration … limited interruption advertising in digital video delivers greater … brand advertising recall than pre-roll advertising. By comparison, 15 second pre-roll advertisements were just as effective as mid-roll ads, most likely because their shorter duration prevents disengagement (i.e. viewers watching, not skipping, the ads).

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