New 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.
Member Only AccessCan 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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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.
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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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 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
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.
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