Deloitte, with input from the 4A’s, ANA and CIMM, has issued “The Future of Television: A Transition to a Multi-Currency National TV Market: Industry Perspectives on TV Currency.” The report describes the TV industry as in transition and that the future of the TV currency — or rather currencies — is yet to be determined.
An ARF event presented by the LA Media Research Council focused on insights from 2022 research and on 2023 priorities to meet business challenges. Issues addressed in research presentations and by an expert panel included the evolution of streaming during an economic downturn, how to manage subscriber churn, understanding Gen Z and the continued need for better measurement across the ecosystem.
Member Only AccessGiven the ongoing geopolitical and economic uncertainties as well as technological and cultural changes, which trends will continue in 2023 and what new trends will emerge? Here is a summary of reports from Dentsu and other sources.
A global analysis shows that video, with its high bandwidth demand, dominates mobile traffic. In 2023 it most likely will make up more than half of downstream internet traffic. Read more »
The ARF Universe Study of Device and Account Sharing (DASH) is a nationally projectable enumeration study of consumer behavior in TV and digital media. DASH records in granular detail how US households connect to and consume TV, use digital devices, and interact with and share streaming media and ecommerce accounts. Launched in 2021, this syndicated study is designed to serve as an industry standard truth set for insight and data calibration. The report just released by the ARF highlights findings from the first wave of DASH 2022. Data and findings from the full 2022 data set will be available in January 2023.
On November 9, 2022, industry leaders joined us to share highlights from EffWorks Global 2022 — a week-long celebration of the best new thinking and evidence-based decision-making research for marketing effectiveness. Topics of discussion included: marketing in the post-Covid economy, effective advertising in unprecedented times, the value of Share of Voice/Share of Attention/Share of Search in terms of effectiveness and commercial decision making, and more.
Member Only AccessNew research explores consumer sentiment regarding ads in streaming services – both pros and cons.
On October 13, 2022, industry leaders joined us for an inaugural Creative Effectiveness event on how to stimulate great creative and measure it. Panelists shared innovative and experiential formats as well as new approaches and tools in support of building and measuring campaigns. The event was followed by the ARF David Ogilvy Awards reception.
Member Only Access
On September 21, 2022, speakers from Kantar, Meta, Next Media Partners, Snap, VMLY&R, Wunderman Thompson Intelligence and XRGuild shared insights into how the Metaverse will impact marketers. They discussed implications for interoperability as well as paid advertising.
Member Only Access