Category: Standards

MRC Finalizes Cross-Media Standard, Revises Duration Weighting To ‘Relative’ Approach

The Media Rating Council has released a final version of the advertising and media industry’s new standards for cross-media audience measurement, including a significant revision to a controversial component that would require audience measurement companies to weight the duration of ad impressions calculated across video ad platforms. The MRC said it is making the adjustment following a series of discussions with industry stakeholders, especially from the demand-side, who believe the relative approach is a more fair and accurate way of accounting for the audience delivered by each ad unit. Read More:

Qualities for Consumers' Decision-Making

What Qualities Do Consumers Want From Online Videos?

Video is having an impact on consumers, with three-quarters of global adult shoppers saying they have made a purchase after viewing a video for a product, a percentage that is even higher among Millennials. Interestingly, despite research suggesting that consumers are uncomfortable with too much targeting and use of their data to sell more products, some respondents say that taking their location into account and using their name and information about them the video are qualities that would make an online video valuable to their decision-making process. Read More:

Addressable TV halves channel switching and improves ad recall, claims Sky

Addressable TV cuts channel switching by 48% and boosts ad recall by 49%, according to data from Sky. Where the frequency of addressable ads was higher or equal to linear exposure, ad recall was boosted by 49%. With eMarketer forecasting that programmatic digital video ad spend will climb from £967m in 2017 to £1.58bn this year in the UK, the figures demonstrate how addressable TV can deliver ROI on marketing spend. Read More:

In #5G Social Media Advertising, AT&T Goes Old While Verizon Goes Male

There are some noteworthy differences in exactly how Verizon and AT&T are taking their 5G message to consumers on social media. Why is this important?According to numbers from advertising measurement company Zenith last year, Internet advertising has already surpassed TV as the world’s primary advertising medium. Read More: