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Audience & Media Measurement

Suggestions for Evolving TV Metrics

  • Gian M. Fulgoni and Andrew Lipsman
  • JOURNAL OF ADVERTISING RESEARCH

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.

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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.

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How Big Is Ad Avoidance?

  • Josh Chasin, Chief Research Officer at comScore

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.

Improving Targeting with Data-Based Advertising

  • Mike Rosen, EVP, Advanced Advertising and Platform Sales

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 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

A More Flexible Approach to Measuring Engagement

  • Bobby J. Calder, Mathew S. Isaac, Edward C. Malthouse
  • JOURNAL OF ADVERTISING RESEARCH

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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Television Advertising Wearout

  • THE ARF KNOWLEDGE AT HAND

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.

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