Marketers’ Top Measurement Concerns
CIMM: the Coalition for Innovative Media Measurement, has identified critical issues that should be addressed this year. Read more »
CIMM: the Coalition for Innovative Media Measurement, has identified critical issues that should be addressed this year. Read more »
David Tice – Consultant, HUB Entertainment Research
Justin Fromm – Head of Insights & Thought Leadership, Samsung Ads
Justin Fromm from Samsung Ads and David Tice of HUB Entertainment Research discussed how consumer behavior is changing due to greater Smart TV penetration and usage. Streaming has become the default method of watching TV for a large swath of viewers. Streaming audiences have also increasingly become more receptive to advertising. Another important trend, Smart TV operating systems (OEMs) are constantly upgraded and made easier to use. As a result, home screen interactions continue to grow. Home screens have played a significant role in content discovery, although TV brand is a moderating factor. Home screens have even helped accelerate the rise of FAST services. In an era of constant churn, coming up in a home screen search and having an advertising model or tier have become critical to retention. 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:Audience measurement is changing at an unprecedented rate. Concurrently, identifiers such as cookies are fading, and traditional models and incumbent suppliers are being questioned. In reaction to all these happenings, new measurement initiatives and a new Joint Industry Committee (JIC) have risen to establish a path toward a new video measurement framework. In 2023, the Online-Offline Metrics Working Group, within the ARF Cross-Platform Measurement Council, conducted anonymous, in-depth-interviews (IDIs) with eight key decision-makers from major agency holding companies. The IDIs focused on three major issues involving the metric situation confronting the advertising industry. This report summarizes the learnings from those interviews.
Member Only AccessHow would you describe a show or movie in three words? Netflix does. And according to a New York Times article, that is one of the drivers of the streamer’s success. Read more »
A new LA Media Research Council event featured insights from 2023 research, new studies on changes in behaviors and discussions about 2024 priorities. Read more »
On January 17 the ARF’s LA Media Research Council presented a webinar titled “2023 Media Insights and 2024 Priorities”. The event featured presentations and discussions on changes in viewer behavior and attitudes and on representing diversity in content and ads in an effective way.
Member Only AccessEvan Shapiro has updated his “Media Universe” chart. This is what it looks like at the end of 2023. Read more »
A number of presentations at the recent ARF OTT 2023 conference documented the unprecedented rapidity of change in media use in the current era. Here are findings and conclusions from several of the presentations. Read more »
As the media landscape continues to evolve at, arguably, the fastest rate ever, the meaning of OTT has changed from “Over-the-Top” to include video content on all platforms. The ARF’s 2023 OTT conference, held last month in LA, was about “OTT and Beyond.” Read more »