Preparing for Campaign Reach Decline
Will increased viewing of ad-free content impact marketers’ ability to reach consumers?
Will increased viewing of ad-free content impact marketers’ ability to reach consumers?
Justin Evans – Global Head of Analytics & Insights, Samsung Ads
Key Takeaways
We have seen the rise of binging TV shows. Is this trend reversing? Read more »
Greg Dale – Chief Operating Officer, Comscore
Fifty years ago, defining TV was pretty simple but the video landscape has changed dramatically in the last 10 years. Video is growing today, and this is driven by CTV. TV formats have their own personalities and content to define them. TV should not be approached in isolation because that is not how consumers approach it.Key Takeaways
Mike Fisher – Executive Director, Investment Innovation, GroupM
Mike Fisher of GroupM shared findings from an eye-opening study conducted with iSpot.tv, investigating continuous play scenarios. It revealed a viewability issue with external, third-party, streaming devices such as Roku, Amazon Fire TV and gaming consoles Xbox and PlayStation. Such devices make the verification of ad delivery via TV apps more difficult. While such a device may signal that an ad was delivered, the TV screen itself may be off. Since external devices and the TVs they are attached to do not talk to each other, and so the message is lost. Fisher urged this as an industry-wide issue that multiple parties: manufacturers, publishers, agencies and advertisers, need to come together to fix. iSpot curated data from three sources from the first half of 2021 (Jan. 1 – June 30). GroupM supplied trade desk impression logs from programmatic buying, including each IP address an impression was delivered to, the device ID and the unique ad identifier, the time stamp and the app that was used. The second source was iSpot pixel impression logs which included the timestamped feed of OTT impressions and the delivery device UA to validate impressions (TV mapping). These were compared and matched against iSpot’s ACR data (licensed from VIZIO/Inscape) which showed whether the TV was on or off at the time an impression was delivered.Key Takeaways
The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.
Member Only AccessBy Paul Donato, CRO, ARF
Today we present the first installment of our “Perspectives” series – a space to express opinions on crucial research and industry issues.
A survey among members of the LA Media Research Council and Community reveals their business and research priority issues for 2023. Read more »
Mike Bloxham – EVP, Global Media & Entertainment, Magid
Tony Cardinale – SVP, Data Science, Magid
Media use has been changing rapidly and that requires paying constant attention to how viewers use services, for example, which streaming services they subscribe to and which they cancel. Churn among streaming service subscribers is typically seen as a negative: Providers try to minimize churn, maximize retention. Based on analyses of their Subscriber Science Monitor data, Magid researchers Mike Bloxham and Tony Cardinale offered a fresh perspective on the drivers of churn as well as on the implications of churn for content providers. They conclude that churn is inevitable—and that some churn is correlated to growth and cultural relevance. The key to their insights was a segmentation analysis that focused on viewers’ propensity to churn.Key Takeaways
A major study on viewers’ journey through different touchpoints, their viewing decisions and engagement after they watch, reveals new insights.