Route Research’s general manager Euan Mackay responds to the latest Lumen attention study and asks: does attention need to be grabbed all at once? Or is it as effective built up over time?
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More than two-thirds of retail media buyers (70%) surveyed by IAB Europe cited a lack of retail media standardisation as “a key barrier” to further investment.
Barb, the industry’s TV audience measurement body, will take over governance responsibility for CFlight in January 2024.
The UK’s largest cinema ad sales house has adopted a new audience currency which will be compiled into quarterly reports on the Connected platform.
Greater clarity of attention metrics, be it through self-regulation or industry investigation, will unlock more creative thinking.
The alpha trial is set to commence in July with EE, L’Oréal, PepsiCo, P&G and Unilever participating, and with data from digital video, digital display and linear TV.
A unified audio ad analysis tool promises a greater level of accuracy than commonly-used techniques, with some “match rates” rated as highly as 100%.
The US Joint Industry Committee (JIC) has published a scoring rubric for cross-platform currencies and a six-month plan for its Streaming Data Service.
Nina Franck explores how to pick and mix campaign measurement tools to best suit business and budgets.
A two-year study by Lumen Research and Anzu found that in-game ads drive 98% viewability; a significantly higher figure than other digital ads.