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.
Dennis Buchheim has a unique perspective from “two sides” of the ad industry. He leads Facebook’s Ads Ecosystem team after serving as CEO of IAB Tech Lab. Dennis shared a view on how the industry is grappling with the shifting regulatory, platform, and technology landscape. Only together can the industry understand these changes and create paths forward. As opportunities are evaluated to evolve how data is used, research will be critical in refining the industry’s foundational knowledge and providing tactical guidance.
There are 500 hours of content uploaded to YouTube every minute. TikTok is the most downloaded social app. According to the Global Video Measurement Alliance, there was a 55% growth in total time spent on consumption of social video. Gen Z spends more time with social video than any other demographic. Kate Ginsburg, Tubular Labs, explored this coveted demo’s social video viewership, e-commerce consumer behaviors, and the opportunities for brands. Social video needs to a part of the marketing strategy. It is where brands and advertisers must be to engage with Gen Z.
Kara Manatt (Magna) and Heather O’Shea (Snap) presented research that compared :06 second and :15 second ad lengths across three video platforms – Snap, video aggregators, and full episode players (FEPs) – to determine the optimum ad length for an effective ad strategy.
In testing the same :06 and :15 ads for the same four brands, the study factored in the characteristics of each platform – pre-roll/mid-roll, skippable and non-skippable, and device – as it tracked 7,500+ panelists’ viewing behaviors for brand awareness, brand perception, and purchase intent.
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.
One of the new insights revealed at the ARF’s Attention 2023 conference: Providers of “attention” metrics use a variety of measures.
Two researchers call for a new approach to marketing.
Does direct persuasion still work in advertising? Two seasoned advertising research academics don’t think so. In an essay backed by empirical evidence, they argue—given the major changes in the ways consumers interact with brands today, such as online and through social media—that advertisers should shift from a direct persuasive strategy, to providing experiences that blend entertainment with more indirect persuasion.
Member Only AccessThis event, organized by the ARF’s LA Media Research Council, addressed issues of great importance to media researchers and their companies: How do today’s viewers discover video content and make viewing decisions, and how do they engage with their preferred content?
In this session, Aarti Bhaskaran (Snap) and Priscilla Aydin (OMG) presented their partnered research that investigated: the channels, platforms and motivations Gen Z utilizes to consume content; Gen Z’s expectations from brands as well as their receptivity to different types of messaging; how brands can effectively converse and plan for GenZ, including selecting the right platforms/media, cultural moments and developing authentic messaging.