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TV/Video

JAR: What’s the Best Format for “Supers” in DTC TV Ads?

In a study on formatting characteristics in direct-to-consumer, prescription-drug advertising, the adage ”God is in the details” rings loud and true. TV and online video ads use superimposed text to convey additional information about a drug’s risks and benefits. But, researchers asked, how much can details like text size and contrast affect awareness and attitudes?

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Marketers Need New TV Metrics

Editor’s Note: Two articles, from different sources, mirrored this opinion: marketers no longer have the tools to accurately determine what messages connect with consumers. (Article one of two.)

Gian Fulgoni is the founder and former chairman/CEO of comScore. This article appears in the Journal of Advertising Research (JAR) entitled, “Why Marketers Need New Measures of Consumer Engagement: How Expanding Platforms, the 6-Second Ad, and Fewer Ads Alter Engagement and Outcomes”.

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Video Measurement Is Still “A Total Mess”

Editor’s Note: Two articles, from different sources, mirrored this opinion: marketers no longer have the tools to accurately determine what messages connect with consumers. (Article two of two.)

The media industry is still nowhere near reaching consensus on how to measure video content and advertising across different platforms, like mobile, live TV, etc.
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Missed Opportunities: Creative Testing for TV

It goes without saying that a creative can make or break an ad campaign. TV advertisers spend millions to create visually memorable, emotion-driven and even humorous ads that will resonate with viewers. But there’s a “fire-and-forget-it” mentality when it comes to TV creatives, and it’s detrimental to campaign effectiveness.
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