TV

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

  • Posted: May 21, 2021

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

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

  • JOURNAL OF ADVERTISING RESEARCH

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?

Best Practices for Comingling Set-Top Box and Smart TV ACR Data

Best Practices for Comingling Set-Top Box and Smart TV ACR Data

  • CIMM

Data sets for STBs and Smart TVs have, up until now, been separate from one another, which has hampered the ability to accurately assess viewing habits. This data would be very useful for planning, buying and optimizing ad campaigns. Since the two are complementary, combining them can help us form scaled, granular, TV tuning data sets that are more nationally representative. Luckily, a new report from the Coalition for Innovative Media Measurement (CIMM)—a subsidiary of the ARF, outlines best practices for combining set-top box data and smart TV ACR data.

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