Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "viewability"
- Programmatic was supposed to be about economic and efficient planning and buying, but a new ANA study finds it's mostly related to "bad things."
- Although marketers recognize the importance of attention metrics, there are varying perspectives on how it should be used, and for what type of media.
- A study by Magna Media Trials and Samsung Ads explored Gen Z and Millennials' CTV viewing habits, and suggests search may have a connection with next-generation campaigns.
- Product-placement ads have been replaced by dynamic and programmatic ad insertions based on data collection.
- 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.
- 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.
- The study shows viewability is device-driven -- determined by how and where the ad gets loaded on the screen -- while attention is human-driven by how the viewer responds to the ad served on the screen.
- Color is an important aspect of brand identity, and a VidMob study shows it is key to understanding relevant features of a video and how viewers interpret a company's ads.
- "Measuring and optimizing attention is an integral component of cutting through the noise," says Activation Chief Jon Waite.
- The rise in viewability is a positive indication that marketers are better at ensuring their ads are more likely to be seen.
- Marketers spent more than half of their budgets on digital media channels, but expressed reservations about measuring their effectiveness.
- Brands that improve viewability, brand safety and ad-fraud prevention are more likely to see gains in their conversion rates.
- While more attention leads to increased recall, shorter ads were more attention-efficient and did more work in a shorter period of time. Dentsu's "Attention Economy" research program is focused on measuring the true value of attention across channels, platforms, and formats, to reroute the way the ad industry judges an ad's real success.
- The ad industry has realized that "device metrics" that were proxies for attention and standards like viewability do not necessarily equate to a true "opportunity to see," according to Joanne Leong, vp, global media partnerships, dentsu international.
- Thanks to wider use of sophisticated brand suitability and risk prevention strategies, brand risk for desktop display campaigns dropped by 2.4 points in the U.S. in the period.
- Centro rebranded to Basis Technologies on Friday, and next week will add research and benchmarking tools to its automated software offering for enterprise marketers.
- Global organizations across the industry are continuing the journey to future-proof technology and data stacks against coming privacy changes and build out a "cookieless measurement stack."
- When an average CTV commercial repeats within five minutes, a viewer's attention span -- eyes on the screen -- is just eight seconds, TVision research says.
- The "Publisher Trust Index" uses algorithms to measure metrics, including brand safety, invalid traffic (IVT, or ad fraud), programmatic reach and viewability.
- By at least one important quality measure -- so-called "viewability" -- connected TV ads are the top of the digital food chain.
- Viewer "attention" decreased by 3.7% during daytime hours, TVision research found, while TV set usage grew 77% from mid-March through the end of April. "Viewability" decreased 1.5% amidst TV commercial wear-out and viewer attention to COVID-19-related brand advertising decreased by 13% from March 1- May 17, while "attention" to OTT programming increased 20%.
- Although brands are cautious about advertising next to COVID-19 stories in newspapers and magazines, new research in "Marketing Week" suggests that conversely, two in three viewable ads next to such stories are noticed, compared to an average rate of 55%.
- "Viewable" ads generate appreciably higher "conversions" than non-viewable ones. That's the not-so-startling finding of a collaborative study released this week by GroupM Scandinavia and Integral Ad Science (IAS).
- Yet another reputable source -- IAS (Integral Ad Science) -- reports mixed signals for digital ad quality trends in its first-half 2019 "Media Quality Report." IAS finds ad viewability trending upward for all major digital ad formats, yet also finds fraud is inching up -- especially for desktop video, which more than doubled its rate, year-over-year.
- The UK just hit 70% in viewability for the first time -- and that's a record in Europe.
- CANNES, FRANCE--The U.S. Chairman of Media at Dentsu Aegis Network (DAN) is helping spearhead the group's new Attention Economy project to determine whether it is possible to measure attention.
- About half of all U.S. TV viewers -- and nearly 60% of young viewers -- are "co-viewing" more than three years ago, according to a study from GfK MRI.
- Share of viewing on internet-connected devices was 16.5% for adults 18-49 during Nov. 2018, 11.9% in Nov. 2017 and 8.4% in Nov. 2016.
- Facebook has passed a "substantial milestone" toward gaining industry accreditation for its "viewability pipeline measurement process," The Media Rating Council announced Monday afternoon. The MRC said it has completed its assessment of the component of the process controlled by Facebook, and that its audit committee has concluded that Facebook was "materially compliant" with the MRC's Minimum Standards for Media Research, as well as other applicable industry measurement guidelines.
- Ten-second spots routinely outperform 30- or 60-second spots in the attention race. Key categories and placement determine viewer interest.
