Audience Measurement Beyond Borders
A new development illustrates the increasing importance of being able to access and analyze audience measurement data from different countries. Read more »
A new development illustrates the increasing importance of being able to access and analyze audience measurement data from different countries. Read more »
The ARF’s second Virtual Town Hall, How is the Coronavirus Impacting the Global Advertising Industry?, focused on the recent coronavirus outbreak and how to best plan and recover from a recession market. Huge parts of the U.S. economy have shut down. From restaurants to gyms to hotel chains, workers are being hit hard as layoffs snowball daily. The advertising industry is feeling the shock as advertising budgets dry up due to postponed launches and canceled sporting, entertainment and business events.
Foreign language programming is increasing, especially for TV; however, English-language content still dominates for movies, explained Digital I’s Matt Ross.
Global trends in Netflix viewing have demonstrated the increasing acceptance of non-English language content. Only two of the top 10 global Netflix longest-running hit shows are English language TV content. Half of the most-viewed content to ever launch on Netflix was from non-English language dramas.
The gaming team at Meta launched an initiative to better understand the perspectives of underrepresented gamers in order to share the importance of diversity with the mobile gaming industry. Their findings, Stephen Gray (Meta) pointed out, are just as applicable to advertisers outside the gaming industry. With gaming now, the world’s most dominant form of entertainment, Chloé Gingrich (Meta) noted that the gamers population is more diverse than ever before, encompassing a spectrum of ethnicities, genders, ages, sexual orientations and abilities.
This presentation described the findings of a major ethnographic study (conducted in Germany, Austria and Switzerland) that compared the impact of video advertising on various platforms: TV, BVOD (VOD provided by commercial broadcasters), YouTube and Facebook. The study used eye-tracking devices to assess attention to ads and unaided recall as impact measure.
Matt Ross – SoDA Product Manager, Digital I
Key Takeaways
The gaming team at Meta launched an initiative to better understand the perspectives of underrepresented gamers in order to share the importance of diversity with the mobile gaming industry. Their findings, Stephen Gray (Meta) pointed out, are just as applicable to advertisers outside the gaming industry. With gaming now, the world’s most dominant form of entertainment, Chloé Gingrich (Meta) noted that the gamers population is more diverse than ever before, encompassing a spectrum of ethnicities, genders, ages, sexual orientations and abilities. Their study used a combined qualitative/quantitative approach that looked at three gaming communities—ethnicities, LGBTQ+, women/non-binary gamers—in five markets (U.S., U.K., Brazil, Germany, & South Korea). With their research findings, the team explored three key themes: how inclusive environments help drive player engagement, key considerations for fostering diversity and inclusion within games and the gaming community, and the importance of authentic advertising.
Member Only AccessThis presentation described the findings of a major ethnographic study (conducted in Germany, Austria and Switzerland) that compared the impact of video advertising on various platforms: TV, BVOD (VOD provided by commercial broadcasters), YouTube and Facebook. The study used eye-tracking devices to assess attention to ads and unaided recall as impact measure.
Member Only AccessAccording to AOL’s “2015 European State of Video Industry” report, 98% of video buyers surveyed in European markets buy digital video programmatically. On the sell side, 97% of those surveyed are selling digital video programmatically instead of using traditional models.
AOL, working with Advertiser Perceptions, collected quantitative data on digital video from 411 brands, agencies and publishers in the U.K., France, the Netherlands and Germany.
Among the findings of this report:
-Mobile video is the “most robust growth area” in digital media, with 42% of buyers surveyed reporting a rise in mobile digital video budgets last year.
-42% of advertisers surveyed said they buy digital video directly from publishers.
-48% of advertisers said they’d brought programmatic video-buying capabilities in-house, and 47% said they planned to do so in the next year.
This report included the varying concerns of buyers and sellers concerning programmatic digital video.
Buyers: Need to integrate into existing process and systems and an inability to access premium inventory at scale.
Publishers: Perceived risk of the commoditization of content, a lack of existing process and systems, and a lack of expertise.
Both buyers and sellers surveyed cited viewability issues and fraud scores as important when measuring campaign performance.
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