This live panel featured the presenters from the New Methods to Validate Audience Estimates track, with moderator Megan Margraff of Oracle following up on key points involving alternate data currencies, data harmonization and normalization, fragmentation challenges and advanced targeting in TV and CPG.
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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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The researchers reported on new insights from their on-going series of surveys on trends in consumer’s viewing behaviors with regard to ad-supported versus ad-free content.
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This discussion showed how research and innovation in measurement can increase the impact of advertising and help marketers develop better strategies.
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ComScore and their client Pursuit Media described a case study: a media company had a smaller reach than their competitor and looked for new ways to convince an agency to add their channel to an automotive buy.
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This study used neuroscience-based methods to explore if AR experiences—content as well as ads —provide more immersive engagement than other media.
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The presenters shared new insights from their research on effective frequency which they find to be so valuable to the industry that NCS decided to offer a free license to their patent.
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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 AccessEvan Shapiro, CEO-Producer-Pundit-Strategist, ESHAP; Adjunct Professor, Fordham and NYU, shared his latest “Media Universe Map”, discussed the rapidly changing media landscape and predicted more corporate consolidation.
In conversation with Scott McDonald, PhD., President & CEO, ARF, and Radha Subramanyam, PhD., President & Chief Research & Analytics Officer, CBS Corporation. Subramanyam gave today’s TV an A+.