What if your most desirable consumers avoided ads? This ComScore presentation shows increasing ad avoidance, especially among younger and higher income consumers, and reveals patterns that threaten traditional TV watching. The implication: marketers, in particular those relying on linear TV, need to examine how they manage ad campaigns today and in the future.
The Royal Shakespeare Company and Ipsos employed biometrics to assess how seeing Shakespeare’s Titus Andronicus in virtual reality compared to watching it in a theatre or live streamed cinema. Their findings provide new valuable learning on the role of context and VR’s strengths.
Member Only AccessTV advertising wearout has bedeviled marketers for decades. When does a TV ad lose its potency – or, conversely, when does it start to impact business? This Knowledge at Hand summary synthesizes the latest insights on the wearout/wearin conundrum, recognizing differences by product category or industry vertical.
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What did NBCUniversal do to leverage data that will inform targeting and encourage better buying decisions? See the steps they took to change the game, which involved using set top box and other relevant data, upending internal practices, incorporating an optimization tool and more … and illustrated with a financial services client case study
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How can marketers more effectively measure consumer engagement in this increasingly complex media world? Although one-size-fits-all scales may be appropriate in some product areas, a broader definition of engagement—together with an approach that takes into account media context and customer goals—can provide new insights that enhance advertising effectiveness.
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Is digital word of mouth a mirror onto the harder-to-measure conversation happening offline? This award-winning study, built on a decade’s worth of research, using four key metrics—volume, sentiment, sharing, and influence—found almost no correlations between the online and offline activity.
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What refinements to TV data will improve ROI modeling?
This research study by the CRE’s ROI committee examined how different approaches to four TV measures used in models affected granularity, precision and accuracy. Findings showed the impact of varying some factors and noted others that are being changed to address concerns.
In 2016, Bravo parent NBCU had its best year for total Video-On-Demand (VOD) transactions. As Bravo planned to launch a new reality series, Below Deck Mediterranean (BDM), the network wanted to capitalize on this VOD strength to promote and convert viewers without sacrificing the linear TV audience. Set sail as Bravo successfully charters a new course to convert viewers on its VOD campaign.
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