As the nature of TV advertising continues to evolve, marketers no longer have the tools to accurately determine what messages connect with consumers, according to a paper in the Journal of Advertising Research (JAR).

Gian Fulgoni, the founder and former chairman/CEO of comScore, the research firm, discussed this subject in an article entitled, Why marketers need new measures of consumer engagement: How expanding platforms, the 6-second ad, and fewer ads alter engagement and outcomes.

“In today’s cross-platform world, marketers need new measurement systems that can address the way advertising is responding to what the consumer wants: more platforms, less clutter, and fewer interruptions,” he argued.

“Some consumers have resorted to the use of advertisement blockers or time-delayed advertisement skipping – both of which have cut down on delivered advertisement impressions.

“In response, many content owners are reducing their advertising loads and increasingly are running six-second advertisements in an effort to provide consumers with a more enjoyable advertisement-engagement experience.”

Fulgoni recalls, “It took the efforts of Leonard Lavin, founder of Alberto Culver, to persuade the television networks in 1972 to run 30-second advertisements instead of the full-minute length that previously had been the only acceptable standard.

“Now, six is the new 30. With younger consumers increasingly viewing short-form video on mobile devices, advertisement lengths are getting shorter.

“In the first quarter of 2018, Extreme Reach’s Video Advertising Benchmark Report noted that advertisers’ use of six-second advertisements grew by 300% compared with a year earlier and that the format accounted for 2.8% of all video advertisements.”

But it’s not just the shape and size of messaging that’s in play. “At the same time, mobile devices and social media have brought an unprecedented level of potential distraction to the viewing of both television and video advertisements.

“This creates an urgent need to measure consumers’ attention to and engagement with advertisements in this world of altered viewing behaviors.”

Moreover, “In an environment of intense advertising clutter and privacy concerns, consumers increasingly are avoiding advertisements they find annoying and untrustworthy,” Fulgoni asserted.

“New metrics are needed now for measuring unduplicated viewing and delivered advertisement frequency at the granular level of show by platform, by geography, by day part.

“These metrics, moreover, must integrate live and time-delayed viewing – while capturing the degree of attention to advertisements of varying length.”

Sourced from WARC