This discussion addressed three presentations that described insights from surveys on how the pandemic affected consumer behavior during the pandemic and to what extent observed changes will persist. The presentations addressed trends in behaviors and attitudes regarding media (such as linear TV vs. streaming), travel, and also shopping, cooking, and education.
Broadbeam Media found past assumptions of consumer behavior being upended by the pandemic. To better understand the transformation happening in the American home, they conducted proprietary research to focus on the respondent’s perceptions of the last year, through sight, taste, hearing, smell, touch, and feel, to influence respondents to think about their last year in a fresh way. The following includes what they learned through the research.
The presenters summarized insights from HUB’s on-going series of surveys on viewers’ ownership, behaviors, and opinions about all aspects of TV and video. Since they have data going back to 2018, they are able to analyze long-term trends, including the impact of the pandemic.
Tristan Webster and Kenneth Wilbur showcased their most recent collaborative work examining attention and frequency in advertising: the impact of multiple exposures on people’s attention to TV ads. They applied CTV data which TVision has collected natively in the field to provide insight into the long-examined question, “Is there an optimal frequency for TV ads?”, but more granularly: “What is happening in the media environment while viewers see ads, and how does that affect their attention?”
MediaCell is an app that transforms a smartphone, tablet, or laptop into a passive portable audiometer. It also captures on-device consumption of audio and video. It is currently deployed in panels in the U.K. and Australia and will soon by deployed in South Africa. Ipsos is working with Kantar to use MediaCell in the Netherlands to produce the radio currency there. Its audio measurement capabilities are based on ACR technology. It is easy to on-board panelists; Jim noted that there were no breaks in the data in their U.K. panel due to the pandemic.
Jane Clarke (CIMM) followed up with each of this session’s presenters on the goals and data points of their discrete studies. The following are edited highlights from the discussions.
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.
Helen Katz (Publicis Media) moderated this track discussion for Television Disrupted. She asked the speakers about practical, actionable takeaways for TV advertisers as well as emerging trends and opportunities.
How do viewers feel about advertising on streaming services and how can it be improved? Research by Conviva and Dynata addressed these questions which are becoming more and more important to the industry given the strong increases in viewing of ad-supported streaming services. The study data were obtained through a February 2021 survey by Dynata and Conviva’s proprietary Stream Sensor™ technology. The analysis focused on identifying the key drivers of viewer satisfaction.
The CTV landscape is experiencing a plethora of new streaming entries, leaving consumers overwhelmed. This includes options that provide a tidal wave of content, some of it at lower cost. Publicis and Verizon partnered to explore how consumers’ expectations of services, content, and ad exposure will evolve.