TV

OTT 2022: Welcome

  • Posted: June 6, 2023

Tania Missad of Warner Bros. Discovery introduced the audience to their Video Now study, a 10-year project investigating the evolution of the viewing landscape, which includes the growth of streaming and further erosion of linear TV. The study found that people are now less willing to spend on streaming apps and other options due to frustration with rising costs. They also feel overwhelmed by the number of services. This is causing low and no cost options such as AVOD and FAST to flourish. Besides cost savings, viewers like that AVOD and FAST have large libraries of content to explore. What consumers want now is bundling discounts, improved content discovery including aggregating desirable content across different apps and more personalized recommendations. There’s also a growing interest in more diverse stories and international content.

A Layman’s Guide to Cross Media Reach & Frequency Measurement Using Virtual IDs

  • Posted: June 6, 2023

On May 17, the ARF Analytics Council explored the groundbreaking concept of Virtual IDs (VIDs) and their potential to revolutionize cross-media measurement. The essential mechanics of VIDs were explained in a non-technical manner to help professionals across media and advertising understand it better. Panelists shared how VIDs could overcome barriers in calculating cross-media and device reach and frequency.

OTT 2022: Conference Highlights

  • Posted: June 6, 2023

On October 25, 2022, media and measurement experts shared the latest research-based insights about today’s media landscape at OTT 2022 held on the Warner Bros. Discovery Studio Lot in Burbank, CA. Attendees learned more about what viewers really want when it comes to FAST, AVOD and SVOD, and whether there are viable solutions for cross-platform measurement.

Optimizing TV Promotion with Data, a Case Study with Warner Bros. Discovery

  • Posted: June 5, 2023

Warner Brothers Discovery (WBD) worked with Civis Analytics (CA) to optimize their TV programming promotions over 30 U.S. networks that premieres dozens of seasons annually across a diverse linear TV portfolio. Max Schuman explained how CA’s approach blended classic marketing mix model (MMM)’s regression models with machine learning’s (ML) ability to discern relationships that best predict outcomes humans can’t see easily. With a custom model that was able to guide decision-making on several levels—what TV series to promote, how and where to market, and what ROI to expect—WBD used CA’s platform as a starting point for all media decisions throughout the full funnel, inclusive of owned and paid media.

Unlocking Reach in Premium Content

  • Posted: June 2, 2023

NBCU’s Mike Levin and Emily Kwok tested brand safety in premium video content from a viewer perspective in their research using NBCU’s proprietary AI tech for automating brand safety and suitability decision making. The study’s three objectives asked whether increasingly violent episodes influence viewers’ experiences, if they then assign blame to marketers for knowingly advertising in explicit or violent content, and if there are specific instances where adjacency affects viewer sentiment towards an ad.

Standardizing and Scaling Cross-Platform Measurement

  • Posted: June 2, 2023

Lindsey Woodland (605) and Jes Santoro (Cadent) presented a case study of a big box retailer to demonstrate their standardized, scalable process for cross-platform measurement and reporting. The retailer’s 2020 holiday campaign benefitted from the identification, scaling and targeting of a selected custom-curated audience. Activation within premium inventory involved broadcast, cable and CTV ads served to targeted households. Including CTV in the media plan added many medium and light linear viewers.

Unlocking the Value of Alternative Linear TV Currencies with Universal Forecasting

  • Posted: June 2, 2023

Matt Weinman (TelevisaUnivision) and Spencer Lambert (datafuelX) shared the methodology and results from testing TelevisaUnivision’s initiative that, with datafuelX’s technology, enabled their advertising partners to choose their preferred currency in forecasting both long- and short-term audiences for their programming. Implementation involved adjusting the business flow for multi-measurement sources but with each source ingested, validated and normalized to the tech standard separately.

Contribution of Media vs. Creative vs. Brand

  • Posted: June 1, 2023

Across all platforms, creative continues to have the dominant effect ranging from 46% to 49% of the effect of the campaign. The proportional effect of media and brand vary by platform depending on the targetability of the medium, the ability to build reach and the appeal to younger audiences such as is the case for social media.

In-Home Psychophysiological Television Measurement

  • Posted: June 1, 2023

How to measure attention? This presentation introduced MindProber—a tool that includes biometrics, physiology, conscious/dial AND survey methods to assess attention. MindProber measurement is passive—second by second emotional engagement is measured through electrodermal activity (EDA), aka galvanic skin response (GSR) and also active—measures cognitive response via an optional feature to indicate like/dislike content through app. N= 1,500 and growing to 3,000 by end of year.

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