The Evolution of “OTT” and “CTV”
While there is still some disagreement over the definition of “OTT” and “CTV”, most use these terms now in a new way that reflects the changes in the media landscape and viewer behavior during the last five years.
TV
Research Methods Matter!
A new analysis of data from the ARF’s DASH study shows how the choice of research methods can have a significant impact on findings.
New ARF Privacy Study
The latest Privacy Study has been released. Here are key insights, plus a link to the full report.
- Audience & Media Measurement
- Article
The ARF 5th Annual Privacy Study
One of the ARF’s most anticipated reports for both membership and the press, the 2022 Privacy Study surveyed 1,273 American consumers from May 14th to 27th, 2022. This was done via a Qualtrics online sample and platform. The report contains perennial questions regarding mobile and PC usage, willingness to share digital data, trust and how well privacy terms are understood. In the latest report, questions about the acceptability of using personal data under various circumstances and for various purposes were also added.
Member Only Access
- Research & Data Quality
- Article
ATTENTION METRICS: Moving from Laboratory to Field Applications
On September 12, the ARF and Adelaide co-hosted an event to deepen understanding around how attention metrics work, how to utilize them and the nuances of their application to media and advertising quality measurement. Attention Economy experts from Adelaide, Anheuser-Busch InBev, the ARF, The Attention Council, Havas Media Group, OMD USA, Realeyes and TVision hosted shared presentations and held focused discussions on how attention metrics can optimize the match between media placement and consumer targets, improve creative testing and overall campaign outcomes, and more.
Member Only AccessWhat Makes Product Placements Effective?
Product placements have increased and are predicted to grow further. Research provides insights on how to make them effective.
Streaming Viewing Continues to Grow
Nielsen finds that streaming TV viewing accelerated in June — rising to a 33.7% share of total viewing. According to Nielsen’s “The Gauge” measure, this is the biggest increase since the measurement began over a year ago. Read more »
Advertising and Streaming
There are three kinds of streaming services. The fastest growing right now are “FAST.” Attitudes about TV advertising appear to be one driver of FAST’s growth.
FAST Services are Growing Fast
Free ad-supported streaming TV (FAST) penetration among US households has more than doubled year-over-year, according to a new report from Comcast.