Fifty years ago, defining TV was pretty simple but the video landscape has changed dramatically in the last 10 years. Video is growing today, and this is driven by CTV. TV formats have their own personalities and content to define them. TV should not be approached in isolation because that is not how consumers approach it.
Greg Dale – Chief Operating Officer, Comscore
Fifty years ago, defining TV was pretty simple but the video landscape has changed dramatically in the last 10 years. Video is growing today, and this is driven by CTV. TV formats have their own personalities and content to define them. TV should not be approached in isolation because that is not how consumers approach it.Key Takeaways
What attitudes do advertisers currently have about virtual reality (VR), augmented reality (AR) and the metaverse? This is an important question, since according to one report by Snap, nearly 75% of the world’s population (and almost all of those using social communications apps right now) are expected to be frequent VR users. A new ARF study, using data from The Advertiser Perceptions Ad Pros proprietary community, gives us a much fuller understanding of advertisers’ attitudes and behaviors toward these nascent technologies.
Member Only AccessDuring a recent ARF event, experts discussed the implications of the growing use of AI in advertising research. A new survey of marketers and creatives reveals their opinions about the benefits and their concerns about applying AR, VR and the metaverse to advertising.
A new study in the Journal of Advertising Research (JAR) explored if negative or outlaw film and television characters can be effective product endorsers. The findings were quite surprising. Read more »
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 »
On October 25, 2022, media and measurement experts shared the latest research-based insights about today’s media landscape at OTT 2022 held on the Warner Bros. Discovery Studio Lot in Burbank, CA. Attendees learned more about what viewers really want when it comes to FAST, AVOD and SVOD, and whether there are viable solutions for cross-platform measurement.
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On September 13, 2022, experts from Twitch, sparks & honey and MediaCom U.S. discussed the triumphs and challenges diverse communities in gaming are facing today. Although diversity in gaming has seen improvements in recent years, there is still work to be done. This event explored the role advertisers can play in making gaming and livestreaming even more inclusive. Panelists shared what brands can do to make a meaningful impact.
Member Only AccessThe Hottest Advertising Trends This Summer (Sponsored by GWI)
