Omnicom's OMD unit and Teads will release results of what they call a pioneering neuroscience study analyzing the new metric, as well as three measurement tools associated with it.
Rao, who has served as CEO of Nielsen's Audience Measurement business since 2023, is a 23-year veteran of Nielsen, beginning as director of client consulting for BASES, shortly after Nielsen acquired
it in 1998.
Seventy-four percent of ad budgets have been impacted by the economic downturn, and 47% of advertisers cite challenges with rising campaign costs, according to data from Accenture.
With 75% of growth in video hours on CTV devices from smaller platforms, YouTube is the only one of the top six platforms that has grown share with a leading 28% of total video hours vs. 24% a year
Measure, calibrate, and optimize are part of a new strategy outlined by Integral Ad Science in a white paper released Tuesday.
Consistent measurement methods, ad verification, brand safety and the quality of content are key impediments to faster growth in CTV ad spending.
"What we are witnessing is both forms of TV content access - linear and streaming - coming together in the thinking of major national TV advertisers and their time buyers," says MediaDynamics
President Ed Papazian. This year's linear TV upfront ad market is down 5% to a combined $19.1 billion, according to Media Dynamics estimates, while streaming platforms from TV network-owned companies
have seen a 31% rise to $8.03 billion.
Scott Simonelli, CEO of audio research and analytics platform Veritonic, believes that as more people listen to audio and podcasts, ad dollars will shift in unexpected ways.
The attention offering can be used across a campaign's lifecycle, from planning through reporting.
Moz believes its developers have created a first-of-its-kind metric that can measure brand strength and salience. The company on Monday released the measurement platform at its annual conference.
About 16% to 17% of viewers said they "can't tolerate ads, no matter what," according to Hub Entertainment Research data, while around 34% to 35% of viewers said they are willing to watch ads to see
shows they are interested in.
"Radio shined as the most efficient of the audio formats studied, proving to be 10 times more efficient when compared to the average online video ads measured" by Dentsu Media's proprietary media
As chief data officer of Nielsen-owned NCSolutions, Wood developed new ways to use data for incremental measurement and targeting. Wood will oversee data science at iSpot for TV and
video-measurement products at iSpot.
Marketers and agency executives choosing advanced TV programmatic partners said measurement capabilities were most important.
Total TV screen time for kids 2-17 grew about 20% in June vs. May, largely driven by non-traditional viewing, according to Nielsen. Non-traditional TV options including streaming and video games
amounted to 90% of the increased usage.
The CIMM-sponsored study, conducted by HyphaMetrics, found passive methods detected 78% of TV minutes viewed vs. only 22% for active methods.
A link between sustainable ad practices and positive attention metrics shows that the longer an ad was viewed on a page, the lower the carbon emissions, according to a recent study. Here's why. The
analysis proved a spot in view for 10 seconds produced 64% less carbon emissions than a spot with a 5-second in-view time. The Scope3 carbon emissions model, which calculates the total grams of carbon
dioxide released from digital impression delivery (gCO2e), was the standard measurement used for the study.
Intent-based ad targeting in pay-per-click campaigns drove significantly stronger performance and reach and reduced CPC, with 2.5 times greater overall campaign efficiency, Foundry data shows.
Most TV/video buyers are treating "creator-driven" and professional video content much alike in terms of moving budgets back and forth and the metrics they employ, according to an Advertiser
Perceptions survey for IAB.
The alt currency companies seeking JIC certification use what some researchers might refer to as "convenience samples," because their data is conveniently available.
DoubleVerify released findings from its research examining evolving cookie deprecation strategies and the shift toward user privacy and its impact on digital advertising.
Amid uncertainties about economic growth, some marketers expected to boost budgets by 50% or more.
The answer depends on what you believe the role of the MRC actually is. Or at least, what it's supposed to be.
A new report doesn't answer that, but it shows Twitter is the top place they share professional content, while LinkedIn is No. 1 for consuming it.
CIMM looks to explore and identify ways to address the lack of standardization and other issues with ACR data.
Live, linear TV continues to be challenged by viewership declines -- down between 14% and 20% per month, according to MoffettNathanson Research. Cable TV networks have seen significant viewership
declines -- down 18% to 21% for each month -- using the Nielsen C3 ratings metric. These declines have steepened compared to earlier in 2022, where there were 13% to 17% declines for the first three
Will TV marketers and TV programming execs need to make major changes for 18-year-olds -- the next generation of major TV users?
A controversial consequence of the move will likely mean lower average TV ratings based on a bigger TV universe denominator.
Top-line results are considered more significant than other metrics such as return on ad spend and audience reach.
The ARF said the atlas is part of its ongoing "attention validation initiative," and a preliminary version will be released in late April.