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- Research & Data Quality
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2024 TOP MEMBER QUESTIONS with ANSWERS
The ARF Knowledge Center provides secondary research services for ARF and ARF-MSI members on a broad range of topics. An analysis of ARF member questions submitted to the Knowledge Center in 2024 reveals a consistent theme across all constituencies: a strong focus on understanding the effectiveness of advertising and media platforms in the current landscape.
Member Only AccessTune In, Outside the Box
Many viewers of programs on “traditional” networks like NBC are now watching those programs on digital platforms. To promote programs and increase tune-in, providers must reach viewers where they watch—that means: on all platforms. This presentation described the research conducted to explore the effectiveness of NBCU’s content marketing in launching and sustaining shows in today’s complex, fragmented viewing environment
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- Past Event Highlights
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Tune In, Outside the Box
JP Pereira – SVP, Marketing Science, VideoAmp
Brian West – SVP, Data and Measurement Strategy, NBCU TV & Streaming
Many viewers of programs on “traditional” networks like NBC are now watching those programs on digital platforms. To promote programs and increase tune-in, providers must reach viewers where they watch—that means: on all platforms. This presentation described the research conducted to explore the effectiveness of NBCU’s content marketing in launching and sustaining shows in today’s complex, fragmented viewing environment. NBCU partnered with VideoAmp to obtain the cross-channel metrics needed to achieve optimal strategies regarding the linear-digital mix of content promotions as well as their frequency, length and creative executions. After years of development, the goal of measuring tune-in on linear, digital and walled garden platforms has now been reached.Key Takeaways
- As most viewers watch on several platforms, providers need a complete view of all platforms to optimize content promotion. Obtaining accurate measures of viewers’ use of all platforms, however, is not an easy task and requires measurement innovation.
- NBCU partnered with VideoAmp to converge linear TV, digital and offline datasets through commingled identity graph to provide a view of the consumer across platforms. This approach allows NBCU to measure performance of all promotion tactics and determine which best drive conversions.
- The analysis of these data is helping NBCU to improve the impact of promotions. The data show how important it is to promote content on both linear and digital platforms and determine, for example, the right mix of promos on linear and digital platforms.
Dentsu's Attention Economy Project: From Theory to Practice
Dentsu conducted multi-phase research on visual attention to advertising in the U.S. and U.K. across channels, platforms, formats and devices. For digital ads, they worked with Lumen, and for television ads, they worked with TVision. There were two components to the research–exploring how much attention consumers pay to advertising “in the wild” and exploring attention to ads in a structured design with forced exposure to pre-selected ads for varying amounts of time. They learned that, for example, uplift in outcomes was stronger for viewing of four seconds of a six-second ad than for four seconds of a 20-second ad. This research has provided Dentsu with an extensive data set on attention and an understanding of the drivers of attention that can be applied to future plans.
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