The accelerating pace of digital disruption is transforming the TV industry, giving consumers more choices and ways to view programming than ever before. What’s the impact on the industry? What new tools does OTT offer marketers?
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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.
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.
Member Only AccessAlthough ad executives often measure viewability when evaluating digital delivery, “viewability alone is not enough,” according to this presentation. Instead, MOAT suggests focusing on the user experience, which can increase consumer attention and lessen ad avoidance, ultimately leading to more ads being seen. MOAT also recommends five questions to measure attention and bolster likelihood of digital ad success
Can games be an effective platform for mobile advertisers? This study gave mobile in-game video ads a thumbs up for reaching consumers of all ages, based on how gamers interacted with and responded to these ads. The numbers compared favorably to reactions for mobile in-stream TV ads, suggesting a new opportunity for advertisers.
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The eyes have it! An eye tracking company’s analysis of thousands of viewable impressions, accompanied by a client case study, yielded four insights that can boost digital display advertising attentiveness and gave evidence that lifting attentiveness positively impacts sales. That’s nothing to blink at.
Member Only AccessGood news for out-of-home advertisers: A method using Bluetooth technology measures important details that up until recently were available only for television advertising. With it, market researchers can estimate the frequency of exposure and level of unduplicated reach for outdoor advertising, while media buyers and campaign managers can examine their targeted audiences more thoroughly.
Member Only AccessNew TV viewing habits demand new measurement solutions Which metrics will advertisers turn to, and what happens to reach as the primary metric? Check out this article’s suggestions on how evolved TV metrics might incorporate the best aspects of today’s TV and digital approaches.
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