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Navigating the Evolving Media Landscape

Navigating the Evolving Media Landscape

  • OTT 2023

The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications. This content is currently available for event attendees only until 11/30/23.

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Viewers Like Choices

  • Posted: October 20, 2023

A new survey confirms viewers’ preference for choices – including whether a streaming service carries ads or not.        Read more »

Research Preview

  • Posted: October 20, 2023

In addition to the insights in the recently released Attention Measurement Validation Initiative Phase 1 Report, there will be several new findings from other ARF, CIMM, and MSI projects. Here is a sample:

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How Do You Stimulate Great Creative and Measure It?

How Do You Stimulate Great Creative and Measure It?

  • CREATIVE EFFECTIVENESS 2023

At our second annual Creative Effectiveness event, industry visionaries discussed the perspectives, theories, and resources they employ to develop and measure great creative. Attendees joined us in New York City or via livestream to hear fresh insights on the advertising landscape: from using AI as a stimulus for creative to extracting behavioral data and using that to try and inspire creative. Immediately after, we honored the teams behind insights-driven advertising with the ARF David Ogilvy Awards ceremony and dinner. The Gold, Silver and Bronze winners were announced, as well as the reveal of this year’s prestigious Grand Ogilvy Award recipient.

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Too Many TV Choices?

  • Posted: September 20, 2023

“Choice Paralysis” is a well-established concept that describes consumers’ confusion and hesitancy in making choices when there are too many options. Is this an issue for viewers of streaming services?  

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While You Were Away…

  • Posted: September 7, 2023

The end of August and Labor Day weekend are vacation periods for many in our industries. Here are news items you may have missed while you were away. Read more »

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