Audience & Media Measurement

How Do Mobile Ads Fare In Games vs. TV Streams?

  • Bryce Quayle - SVP & General Manager at LRW, Karen Ring - Head of Research/Insights at Telaria

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.

Member Only Access

Four Tips to Boost Ad Attentiveness

  • Mike Follett, Managing Director at Lumen Research

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 Access

ARF Acquires CIMM

As a part of the ARF, CIMM will continue to retain its name and logo. The new subsidiary is headed by Jane Clarke, CIMM CEO and Managing Director, and will continue its focus on advancement of media measurement.

The Formula for Measuring Digital Advertising

  • Chris Morgan, VP & GM of Moat Oracle

Although 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

Television Advertising Wearout


TV 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 Access

A More Flexible Approach to Measuring Engagement

  • Bobby J. Calder, Mathew S. Isaac, Edward C. Malthouse

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 Access

Suggestions for Evolving TV Metrics

  • Gian M. Fulgoni and Andrew Lipsman

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 Access

GDPR Consent

Edit your consent settings or view privacy policy.

Privacy policy | Settings