The above video interview is from the Advertising Research Foundation Audience Measurement conference.
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When a viewer chooses a platform to consume video, the decision is increasingly influenced by convenience — location, available time, discovery style, etc. It’s important to know these consumer content choices in a platform agnostic way, as aggregate data no longer reflects behaviors and attitudes.
Joan FitzGerald, VP of Television Sales and Business Development at comScore, observes that 20 years ago the creative for mass media advertising could have happened in vacuum and still have impact. Because lifestyles are changing, consumers are now able to make choices that obligate advertisers to pay closer attention to all dimensions of their tastes and behaviors in order to successfully engage. Programers, too, she notes, need to attend more carefully to engagement to have consumers stay with programs through the ad breaks.
Cross platform measurement — including mobile — is important and available, notes FitzGerald. Addressable advertising, something she sees as a good opportunity for everyone, is more difficult to measure in the multiscreen world.
That consumers are unable to skip ads in online video does not appear to be a roadblock to the emerging platforms. FitzGerald cites research indicating viewership is not affected very much when ads are ramped up to levels approaching over-the-air TV.
