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Navigating the Evolving Media Landscape

Navigating the Evolving Media Landscape

  • OTT 2023

The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications. This content is currently available for event attendees only until 11/30/23.

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Dimensionalizing the Value of Brands in an Attention Economy

  • Posted: October 13, 2023

On September 20th, 2023, expert researchers delivered a set of presentations and participated in a panel discussion at an event curated by the Cognition Council’s Long Term Effectiveness Working Group. Panelists shared previous work on consumers’ responsiveness to the first few seconds of an ad, followed by the Cognition Council’s analysis of the combination of two disparate data sets – Kantar’s BrandZ, an ongoing study of the brand equity of leading global brands, and a custom MMA neuroscientific study of over 800 respondents’ reactions to 24 ads. This analysis focused on the effect of brand relevance on cognitive processing (specifically cognitive load and motivation) of ads at varying scroll speeds in a feed-based environment.

Dimensionalizing the Value of Brands in an Attention Economy

Dimensionalizing the Value of Brands in an Attention Economy

  • Summary by Caroline McBride, Pernod-Ricard, Young Pros Officer

On September 20th, 2023, expert researchers delivered a set of presentations and participated in a panel discussion at an event curated by the Cognition Council’s Long Term Effectiveness Working Group. Panelists shared previous work on consumers’ responsiveness to the first few seconds of an ad, followed by the Cognition Council’s analysis of the combination of two disparate data sets – Kantar’s BrandZ, an ongoing study of the brand equity of leading global brands, and a custom MMA neuroscientific study of over 800 respondents’ reactions to 24 ads. This analysis focused on the effect of brand relevance on cognitive processing (specifically cognitive load and motivation) of ads at varying scroll speeds in a feed-based environment.

Member Only Access

How Technology Impacts Media Use

  • Posted: September 7, 2023

We sometimes overlook the profound impact of technology on media use. New data show how smart TV technology continues to impact how consumers access content.  Read more »

Do Mobile Apps Lead to More Equitable Customer Service?

Do Mobile Apps Lead to More Equitable Customer Service?

  • MSI

Is there bias in terms of remediating service complaints? Do customers in wealthier, more educated areas get their complaints resolved easier or more quickly? The researchers behind this Marketing Science Institute (MSI) working paper analyzed data from Boston’s 311 information system to find out. The paper finds that service complaints from highly educated census blocks are more likely to be resolved more quickly than those in less educated neighborhoods. However, mobile phone applications can reduce this gap by giving customers a standardized communication tool for filing complaints. Researchers used an instrumental variable approach to address endogeneity in mobile app use.

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What the Metaverse Means for Marketers

  • Posted: July 11, 2023

On September 21, 2022, speakers from Kantar, Meta, Next Media Partners, Snap, VMLY&R, Wunderman Thompson Intelligence and XRGuild shared insights into how the Metaverse will impact marketers. They discussed implications for interoperability as well as paid advertising.

Attentive Reach: The Case for Human Attention in Brand Advertising

  • Posted: July 6, 2023

Realeyes uses software solutions for measuring human attentional and emotional response to advertising. Max Kalehoff explained the importance of attention measurement as a gauge of brand performance. He urged companies, particularly those with latent sales, to incorporate it into their business models.

MODERATED TRACK DISCUSSIONS: Cross-Platform: Measurement & Identity

  • Posted: July 6, 2023

Moderator Jorge (TikTok) asked the panelists three key questions:

  • The pros and cons of using mobile phones as meters in a time of such strong privacy concerns;
  • The panelists’ views on measurement of advertising effectiveness; and
  • The most unexpected feedback they received.

Understanding the True Cost of Attention Across Media

  • Posted: July 5, 2023

Lumen Research and TVision came together with Ebiquity to study differences in the way advertising generates visual attention across varied media and how much it costs to buy that attention. By combining their individual datasets – Lumen’s visual attention to digital advertising on desktop and smartphones, TVision’s TV attention data, and Ebiquity’s cost data – the researchers devised a new currency, the aCPM, a proxy metric representing the cost per thousand seconds of attention.

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