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media buying & selling

Is Roadblock Advertising Worth the Substantial Cost?

  • JOURNAL OF ADVERTISING RESEARCH

Roadblock advertising is an expensive, but often necessary tactic for maximizing attention in a fragmented media landscape. An advertiser limits or blocks access to competing ads for a period. Is it worth the high cost? A three-part study compares its effectiveness with typical cluttered advertising and addresses various effects using different formats and commercial break conditions.

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ATTENTION METRICS: Moving from Laboratory to Field Applications

On September 12, the ARF and Adelaide co-hosted an event to deepen understanding around how attention metrics work, how to utilize them and the nuances of their application to media and advertising quality measurement. Attention Economy experts from Adelaide, Anheuser-Busch InBev, the ARF, The Attention Council, Havas Media Group, OMD USA, Realeyes and TVision hosted shared presentations and held focused discussions on how attention metrics can optimize the match between media placement and consumer targets, improve creative testing and overall campaign outcomes, and more.

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Streaming Ad Problems

Some ads play on streaming services even when the TV is off because of a lack of communication between TV sets and streaming devices. It causes an estimated waste of over $1 billion in ad dollars.

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All About Podcasts

Here are three perspectives: Ad spending numbers, reasons for ad spend increases and the long-term outlook for podcasts.   Read more »

  • Article

The Cross-Platform Measurement Shift: Content to Ad Exposure

Bob Ivins of TVSquared by Innovid, presented a discussion on the shift to cross-platform measurement in television viewing. In this presentation, the speaker examined the changes in consumer behavior in television viewership, challenges presented in metrics stemming from audience fragmentation, new platforms and new currencies in metrics. Additionally, the speaker gave key metric areas to consider in the era of converged TV.

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