James Lamberti, CMO of Conviva, a company that specializes in streaming and social media measurement and analytics, focused his presentation on marketers’ growing need for measurement of streaming video content, especially of viewing advertising on ad supported streaming services.
This 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?
Programming researchers are not getting the data they need to make informed decisions and Joan FitzGerald (Data ImpacX) uses streaming’s complex ecosystem to explain the conundrum facing programmers. Key insights into monetization and performance are not supported despite the inundation of new forms of data, leaving programmers without a comprehensive picture of their audience. Together with Michael McGuire at MSA, Joan outlined a methodology funnel that combined 1st, 2nd and 3rd party data to create equivalized metrics that, once leveraged, could meet critical programming research demands.
John Watts of CIMM moderated a panel examining presentations on innovations and changes in video measurement on day three of AUDIENCExSCIENCE 2022. The topics in this discussion included the decline in linear television, measuring new viewing habits, challenges created by the new viewing ecosystem and getting access to more personalized one-on-one data.
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.
Based on new analyses of Nielsen’s data, including their new “Gauge” measure which includes streaming, Brian Fuhrer’s presentation focused on a new trend in viewer behavior “STRIVE”–Streaming Live or Linear Streaming–through an app.
In this presentation James Lamberti, CMO of Conviva, discussed opportunities for streaming platforms because of their measurement capabilities, particularly behavioral segmentation. The speaker examined the features of streaming platforms and exemplified how data gleaned from these platforms can lead to deep audience understanding, providing a more personalized and customized experience for the consumer.
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.
Britta Cleveland of Meredith Corporation provided an overview of the themes from the Audience-Driven Trends in Media track. Advertising is alive and flourishing, but there are opportunities for improvement in creative, as well as how and where it runs. Streaming VOD is growing exponentially, and both ad supported and paid content are growing. Global entertainment opportunities are expanding. Additionally, the pandemic led to changes in how consumers make their choices, and supply chain pressures increased. This idea of intentionalism is something we are all feeling. During the past two years, everything changed.
Foreign language programming is increasing, especially for TV; however, English-language content still dominates for movies, explained Digital I’s Matt Ross.
Global trends in Netflix viewing have demonstrated the increasing acceptance of non-English language content. Only two of the top 10 global Netflix longest-running hit shows are English language TV content. Half of the most-viewed content to ever launch on Netflix was from non-English language dramas.