On April 4, industry experts explored where out-of-home (OOH) advertising stands today, its current capabilities and its potential in the future. Attendees heard data-backed insights on how OOH has changed in the past decade, where it fits in a multi-channel campaign or media plan, and brands’ objectives in using it.
Member Only Access
Sharmilan Rayer – GM, Amazon Publisher Cloud
James Alexander – Product Director – Measurement, Inscape
Rich Guinness – Associate Director, Data Licensing, Inscape
James Alexander and Rich Guinness at Inscape utilized big data to uncover current trends in TV viewing. Streaming continues to cut into linear. Ad supported platforms are growing more popular. People’s thirst for new subscriptions has plateaued. Streaming viewers churn constantly, following the content they want to watch from one platform to another. Bingeing occurs on both linear and streaming, but those who use both binge the most. In today’s environment, new streaming apps grow quickly in both viewership and minutes viewed. Even though they are still a small slice of the pie, FAST apps continue to grow at a rapid pace. Key takeaways:
Mike Brooks – Global Head of Business Development and Partnerships, LG Ad Solutions
Mike Brooks of LG Ad Solutions described the current rebalancing among CTV users leaving subscription services to embrace ad supported streaming platforms. The trend continues at a brisk pace which spells good news for advertisers. CTV offers many opportunities and as ad supported grows, more viewers suddenly become reachable. People take a significant amount of time to select what they want to watch on CTV, LG’s survey found, and are equally driven to content from their TV’s home screen as from the home screen of their favorite streaming app. This creates an opportunity to help people find content. Most viewers are also doing something on their personal device while watching, which offers shoppable TV opportunities as well as the ability to connect one’s digital and TV brands in dynamic ways. Key takeaways:
Livestreaming platforms and social shopping in general have grown into marketing channels that can be very lucrative for several different categories. However, livestreaming stands apart from “normal” social media in the fact that influencers are less reliant on corporate sponsors, as they have their own customer base that they rely on. So, how can marketers be successful within these channels? This Marketing Science Institute (MSI) working paper illustrates what forces are at play with livestreaming and how to balance them for the benefit of all parties.
Member Only AccessThe findings of the ARF’s Sixth Annual (2023) Privacy Study have just been released. It reveals changes in many consumers’ attitudes and awareness of privacy regulations and practices.
Strong growth is predicted for gaming – both for revenue from purchases and from advertising. Mobile (“Social/Casual”) is driving nearly all of the growth. Read more »
One of the ARF’s most popular reports for membership and the press, the 6th Annual Privacy Study has now been released. The study surveyed 1,329 American consumers in the spring of 2023 on a Qualtrics online sample and platform. The report contains perennial questions regarding device usage, trust in institutions and how well privacy terms are understood. Last and this year’s versions also investigated what changes in information the public is willing to share and under what circumstances they are willing to share it. A new aspect to this year’s study is that it contains longitudinal findings across all six years.
Member Only AccessTo be successful in a post-cookie world, one must have an identity resolution strategy. This need is becoming even more important this year.
Evan Shapiro has updated his “Media Universe” chart. This is what it looks like at the end of 2023. Read more »