psychographics

OTT 2024: Today's Dynamic Media Landscape -- What's Next?

Attendees joined us on October 23 for our annual OTT conference, offering the latest research on shifts in the TV and video landscape, viewer behavior, and cross-platform measurement. Industry experts discussed trends in viewing habits, advertising innovations, and predictions for 2025. Attendees also had the opportunity to participate in discussions and network with industry peers over breakfast, lunch, and the cocktail reception.

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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.

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How Segmenting by Attitudes vs. Values Can Help Predict Online Behaviors

  • Stephan Scheuffelen, Jan Kemper, & Malte Brettel
  • JOURNAL OF ADVERTISING RESEARCH

Which segment base can help marketers accurately predict online shopping behaviors? This study used data from a German online apparel retailer to create a model that showed much more differentiated click-through behaviors resulting from segmenting by fashion and online-shopping attitudes, than by value-based segmentation.

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How Marketers Use AI to Navigate the Consumer Journey

  • Jan Kietzmann, Jeannette Paschen, and Emily Treen
  • JOURNAL OF ADVERTISING RESEARCH

As the consumer journey becomes increasingly complex, many marketers are turning to artificial intelligence to decipher it. But how does it actually help them be more effective at understanding and reaching consumers at different stages? A trio of academics explained how AI is transforming advertising.  

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