A single persuasive message by a social media influencer can positively drive consumer behaviors and attitudes, but what are the potential effects from multiple exposures over time? With an eye on consumer skepticism in today's dynamic media environments, this article explores both short-term and long-term effects in this area. Hint: Time heals.
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On October 25, 2022, media and measurement experts shared the latest research-based insights about today’s media landscape at OTT 2022 held on the Warner Bros. Discovery Studio Lot in Burbank, CA. Attendees learned more about what viewers really want when it comes to FAST, AVOD and SVOD, and whether there are viable solutions for cross-platform measurement.
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Bob Ivins of TVSquared by Innovid, presented a discussion on the shift to cross-platform measurement in television viewing. In this presentation, the speaker examined the changes in consumer behavior in television viewership, challenges presented in metrics stemming from audience fragmentation, new platforms and new currencies in metrics. Additionally, the speaker gave key metric areas to consider in the era of converged TV.
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In this presentation, Justin Fromm of LG Ads discussed how ACR data can help uncover the inefficiencies of ads delivered via linear television. In this session, the speaker examined linear TV as still playing a vital role for advertisers. Additionally, he pointed to changes in consumer viewing habits, shifting towards streaming. He noted much of the advertising industry's focus is on incremental reach when placing an ad on television. Leveraging ACR data, the speaker demonstrated how this more robust data source can help improve optimal reach and frequency, when advertising on television.
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In his quest to understand and solve the challenge of "cross-screen measurement, John-Michael Del Valle of LiveRamp addressed the question, "How can I understand my media plan, where those impressions are landing and how do I get the full picture?" In addressing this and other related questions, the speaker examined combining ACR and STB data as a method to produce an all-encompassing way to measure ad lift on linear television.
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A multi-billion dollar pet food manufacturer analyzed its audience targeting strategy with the goal of ensuring efficient online ad spending, according to Souptik Datta and Zulema Doiny-Cabre of GroupM. The analysis with GroupM evaluated the performance of existing audience segments, pinpointed profiles of high-performing audience segments for additional opportunities and determined the optimal ad impression frequency.
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What spot length works best? Audacy partnered with Veritonic to compare frequent radio listener responses to 15, 30 and 60-second ads across multiple categories such as auto, financial, retail and professional services to address this frequently asked question. Jenny Nelson (Audacy) and Korri Kolesa (Veritonic) presented the results of this study, which were measured by Veritonic’s audio score components such as attribute score, intent score and engagement score. This survey-based study of a panel of 2,400 radio listeners pointed to a variety of recommendations, such as initiating multiple 30-second ads instead of fewer 60-second ads, testing creative before launch and deploying a total audio strategy to reach omnichannel listeners.
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Realeyes and TVision presented an analysis of the relationship between pre-test measures of “creative attention” (from Realeyes) and in-market attention to television advertising (from TVision). Realeyes’ “Quality Score” has three components: an ad’s ability to capture visual attention, its ability to retain attention and its ability to encode attention. Their overall quality scores were strongly correlated with TVision’s Creative Attention Scores for Consumer Tech Ads, moderately correlated for CPG ads, and weakly correlated for streaming entertainment ads. The environment in which an ad is shown plays a major role in the degree to which viewers pay attention to an ad, particularly for low-performing creative. The speakers showed an example of a video ad with relatively low attention quality, as measured by Realeyes, which nonetheless had relatively high Creative Attention in-market due to running in environments with high viewability and high attention.
Member Only AccessHere is a preview of some of the best papers to be presented during the ARF’s upcoming AUDIENCExSCIENCE conference, which will be held April 12-14 and is open to all in the industry. Read more »
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