Adam Smith, Rob Norman, Research on WARC, November 2018
This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.
A study of interactive video ads on mobile phones shows those with a call to action (CTA) generate the highest response from consumers – but to optimize that response advertisers need to tell viewers what to do in the first five seconds.
Nestle ran its first ad on ethical ad platform Good-Loop this week, for KitKat, but already it is looking at extending the collaboration to other brands in its portfolio, in a move that arguably puts a value on purpose.
Adam Sheridan and Eleanor Thornton-Firkin, Admap, September 2018, pp. 36-37
Reveals the findings of research based on cognitive psychology, which measured the effectiveness of video ads to be encoded and retrieved from memory by exposing test ads to consumers in a distracted media environment.
GLOBAL: Advertiser expenditure on online video continues to grow rapidly thanks to a boom in mobile consumption and most of that spending is going on social platforms – despite concerns over brand safety and ad fraud – according to a ...
Brooke Hemphill, Event Reports, Mumbrella360, June 2018
Some audiences – especially young people – are migrating to video-on-demand services from their tradtional TV broadcasters, and this offers challenges (consistent measurement) and opportunities (VOD-specific commissioning) for media owners.
GLOBAL: Consumers around the world will spend an average of 67 minutes a day watching online video this year, up from 56 minutes last year, according to new figures from Zenith, a shift that is altering how brands plan campaigns.
The price of TV and online video varies, but the cost does not always correlate to effectiveness. Here, MediaCom’s Marko Matejčić looks at the cost of one second of attention in order to better compare channels.
Geoffrey Precourt, Event Reports, AUDIENCExSCIENCE, June 2018
Scott McDonald, president/CEO of the Advertising Research Foundation (ARF), recognises the frustration of reinventing metrics in a marketing ecosystem but discusses the progress that he has seen in this area.