Europe

How is the Coronavirus Impacting the Global Advertising Industry?

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.

Is Hollywood Losing its Influence Over Global Audiences?

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.

Overcoming the Diversity Gap in Mobile Gaming

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.

Track the Success: TV vs. Other Video Advertising Platforms

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.

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Is Hollywood Losing its Influence Over Global Audiences?

Matt RossSoDA Product Manager, Digital I

Key Takeaways

  • There has been increased viewership of non-English language content on streaming platforms, even in the U.S.
  • English-language and U.S. content still dominate in the U.S.
  • U.S. content remains critical to the global entertainment ecosystem.
  • Based on the success of Squid Game, SVOD production budgets could increasingly be spent outside the U.S.
  • However, financially, the U.S. is still in a prime position since the large streaming companies are predominantly from the U.S.

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  • Article

Overcoming the Diversity Gap in Mobile Gaming

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.

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  • Article

Track the Success: TV vs. Other Video Advertising Platforms

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.

Member Only Access

Majority of European Video Buyers Use Programmatic, AOL Report Finds

According 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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