Augmented Reality, Neuroscience & Measuring Audience Engagement
This study used neuroscience-based methods to explore if AR experiences—content as well as ads —provide more immersive engagement than other media.
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VR/AR
ARF + CIMM Lexicon 4.0, a Common Language for Media Measurement
In 2010, the Coalition for Innovative Media Measurement (CIMM), now an affiliate of the ARF, developed this lexicon in order to create a common language for media measurement for use industrywide. One of the project’s initial goals was to facilitate the integration of Return Path Data (RPD). This lexicon has since been updated in 2012, 2016 and now 2021, to emulate the expansion of industry terms related to converged and advanced TV. New platforms, technologies and devices as well as expanded ways to buy, sell and measure media, have resulted in a myriad of new and revised terms and definitions. This latest version, dubbed ARF + CIMM Lexicon 4.0, incorporates all of these advancements, maintaining the reference’s status as a single, reliable and comprehensive resource for the industry. Read the article.
ARF + CIMM Lexicon 4.0, A Common Language for Media Measurement
In 2010, the Coalition for Innovative Media Measurement (CIMM), now an affiliate of the ARF, developed this lexicon in order to create a common language for media measurement for use industrywide. One of the project’s initial goals was to facilitate the integration of Return Path Data (RPD). This lexicon has since been updated in 2012, 2016 and now 2021, to emulate the expansion of industry terms related to converged and advanced TV. New platforms, technologies and devices as well as expanded ways to buy, sell and measure media, have resulted in a myriad of new and revised terms and definitions. This latest version, dubbed ARF + CIMM Lexicon 4.0, incorporates all of these advancements, maintaining the reference’s status as a single, reliable and comprehensive resource for the industry. Read the article.
- Audience & Media Measurement
- Article
ARF + CIMM Lexicon 4.0, A Common Language for Media Measurement
In 2010, the Coalition for Innovative Media Measurement (CIMM), now an affiliate of the ARF, developed this lexicon in order to create a common language for media measurement for use industrywide. One of the project’s initial goals was to facilitate the integration of Return Path Data (RPD). This lexicon has since been updated in 2012, 2016 and now 2021, to emulate the expansion of industry terms related to converged and advanced TV. New platforms, technologies and devices as well as expanded ways to buy, sell and measure media, have resulted in a myriad of new and revised terms and definitions. This latest version, dubbed ARF + CIMM Lexicon 4.0, incorporates all of these advancements, maintaining the reference’s status as a single, reliable and comprehensive resource for the industry.
Member Only Access
- Creative & Branded Content
- Article
Virtual Reality Demystified: How Effective Are Panoramic Tours?
For companies that advertise using virtual self-guided panoramic tours, there hasn’t been much insight into how this form of virtual reality influences consumer behavior. But a forthcoming study in the Journal of Advertising Research, available online via JAR’s Digital First platform, shows that such tours can attract customers, increase authenticity and decrease perceptions that they are being manipulated.
Member Only AccessYour Questions Answered: Virtual Reality, Augmented Reality and 360 Video – via AdAge
VR provides a new level of immersion with a brand or product, absent other distractions. It’s no wonder, then, that marketers are scrambling to figure out how they can play in the space. In this nascent stage, there are no advertising standards or turnkey solutions for marketers. Even what constitutes VR isn’t necessarily agreed upon.
How do you measure the reach of VR? Unfortunately, there are currently no standards for measuring the reach of VR content. And at least right now, that isn’t a pressing concern. But that doesn’t mean there isn’t an audience.
http://adage.com/article/media/questions-answered-virtual-reality-augmented-reality/306482/
From AdAge: Virtual Reality Nearly Overshadows Video at the NewFronts – Now Is the Time to Experiment
ARTICLES OF INTEREST:
All the plans may seem like overkill for an emerging medium that only a small slice of Americans have even sampled. But these VR and 360-video opportunities do have promise for marketers.
Whitney Fishman, managing partner-innovation & consumer technology at media agency MEC, said “the next 12 to 18 months will likely ‘make or break’ consumers’ adoption of virtual reality. For marketers, if you are interested in investing in VR, now is the time to do it.”
Brands Look Far and Wide For a Niche in Virtual Reality
According to Robert D. Hof, writing for The New York Times, advertisers and agencies are hoping that virtual reality will be the next medium for influencing consumer purchasing behavior. This article considers what types of ads are most likely to work on virtual reality platforms.
Devices that enable consumer interaction with virtual reality are becoming increasingly common. According to this article, virtual reality headsets, such as the Oculus Rift permit viewers to navigate three-dimensional videos and animations. In addition, virtual reality movies, shows, and stories are on the horizon.
According to Adrian Slobin, global innovation lead at the digital agency SapientNitro,
“VR is a way to create intense moments and rich, enveloping experiences that can help bolster a brand’s story.”
Among the points discussed by Hof:
-Advertising that occurs inside other virtual reality content will play a major role.
-The most effective ads will probably be interactive.
-Virtual reality apps that provide utility, such as virtual test-drive apps for car manufacturers, may attract consumers.
-The opportunity for native advertising exists.
Challenges related to virtual reality campaigns include:
-Uncertainty about the type of programming, besides games, that will catch on in virtual reality to provide a place for advertising.
-It is difficult to predict the form the advertising will ultimately take without a consensus on the type of content that will succeed in virtual reality.
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