The above video interview is from the Advertising Research Foundation Audience Measurement conference.
Sponsored by
BIA/Kelsey recently completed a project sponsored by the Council for Research Excellence to compile a substantial citation database of available research relating to the video consumer’s experience across multiple platforms and screens.
The database was produced as part of the initial phase of CRE’s Study of User Experience on Multiple Video Screens and Formats, known as the “UX” – for “user experience” – Study. The database will archive citations of more than 150 industry and academic studies, many of which are provided in full. The archive, along with the findings of the initial phase of the UX study, is available at the CRE website.
The study was designed to gather and review significant research insightful to the video-user experience on various devices. It was announced in February 2011 and undertaken on CRE’s behalf by a team led by BIA/Kelsey Chief Strategy Officer Rick Ducey with the assistance of Patricia Phalen, Associate Professor at the George Washington University School of Media & Public Affairs.
In this initial phase, the research team sought to address the following questions:
- What drives the choice of screen for the consumer?
- How does viewing vary with chosen screen?
- What is an appropriate vocabulary and methodology for understanding viewing styles?
- What is the context of use across various screens – is the use complementary, additive or zero-sum?
- What methodologies are best to understand these uses?
Initial findings for each research question will help in empirically supporting some generalizations. For example, the researchers found that screen choice is driven by both best screen available and best function available; the bigger screen is not necessarily the “best” screen; multi-screen use is clearly complementary rather than cannibalistic; and researching cross-platform video media requires multiple methodologies.
As video content becomes increasingly available across TV, mobile and Internet platforms, it is clear that users are accessing more video overall. They are seeking both familiar and new types of content and experiences on these new platforms. The ‘User Experience’ with linear, on-demand and interactive video is associated with different viewing styles and types of engagement. It is critical for both advertisers and media to understand these relationships to develop more effective campaigns and richer audience experiences.
The CRE plans to launch a Request for Proposals to sponsor follow-on research later this year.
