Xandr Research: TV Advertising Helps Buyers Break Through the Binge
Xandr, AT&T’s advanced advertising and analytics company, announced new television research on Entertainment Discovery and Tune-In as it relates to the power of premium content and the role of advertising.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190514005247/en/
Xandr Research: TV Advertising Helps Buyers Break Through the Binge (Photo: Business Wire)
Xandr partnered with Insight Strategy Group to conduct a nationwide survey among 2,000 TV viewers. The findings unpack the state-of-show discovery, identifying the optimal role for advertisers to captivate viewers and drive action. To view the full study, click here.
“Our research set out to discover how advertisers are best suited to navigate the rapidly expanding entertainment universe, when consumers’ time and attention are at a premium,” said Kirk McDonald, Chief Marketing Officer at Xandr. “We wanted to know exactly how tune-in behaviors are changing and what advertisers can do to break through this highly competitive environment.”
Xandr’s research found that although viewers discover shows through many different sources, one fact was evident, TV advertising is the most effective medium for viewers to discover new shows and influence content choices. TV advertisements are the most common way viewers first hear about new shows, according to the survey results.
Overall, 56% of viewers learn about new shows from TV advertisements, followed by 43% who hear about shows through word of mouth from friends and family, and 22% who hear about them on social media.
Moreover, after seeing a TV ad for a show, 74% of viewers want to tell their friends about it and 85% are inspired to do more research on the show. Similarly, 90% of viewers remember that an influential ad came from a network they trust and 56% say that seeing a TV ad for a show makes them think that the show is more reputable.
“Despite today’s increasingly complex, expanding media landscape, linear TV advertising remains a core mode of show discovery that can cut through the clutter to drive engagement,” said Jason Brown, SVP and head of advertising sales partnerships at Xandr. “TV advertising remains a critical part of a strong cross-platform campaign strategy and a key component in their marketing mix.”
Today, roughly 2 in 3 viewers consume content across both linear and digital platforms. Additionally, consumers divide their viewing time between linear and digital based on the platform that is most convenient for their schedule. As such, consumers are continuing to gain more control over when and where they watch their content.
For example, viewers plan opportunities to maximize their content experience and time, averaging about 5.5 hours per session. As a result, the timeframe in which they actively watch, and finish shows has been shortened and is more sporadic with 82% of viewers finishing a show within one week.
With Upfronts underway, advertisers are tasked with making informed decisions about how to best reach specific targets across the fragmented TV landscape. In a world where viewers are inundated with content choices, TV advertising plays a pivotal role in breaking through the clutter, helping viewers maximize their time by minimizing complexity.
For show providers, this means TV ads remain a critical part of a strong cross-platform campaign strategy, and a key component in their marketing mix. And for advertisers, changing consumption patterns present opportunities to match consumer preferences – rather than interrupt them.
Xandr’s Entertainment Discovery & Tune-In Research is the first in a series of consumer entertainment and advertising research that will be published by Xandr this year.
Xandr is creating a better solution for advertisers and publishers to find and reach specific audiences at scale in trusted, premium content environments. As a current leader in advanced TV advertising with the one of the best technology platforms, AppNexus, we help advertisers deliver the right message, at the right time, on almost any device. We are rooted in a tradition of responsible data usage. For more than 143 years, AT&T has used data and technology to inform and improve the customer experience.
Kelly Liyakasa, Xandr
About Business Wire
(c) 2018 Business Wire, Inc., All rights reserved.
Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Gilead and Galapagos Complete Closing of Their Transformative Research and Development Collaboration23.8.2019 20:01:00 CEST | Press release
Gilead Sciences, Inc. (NASDAQ: GILD) and Galapagos NV (Euronext & NASDAQ: GLPG) today announced the closing of the global research and development collaboration agreement signed on July 14, 2019. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190823005335/en/ This agreement has received clearance from the U.S. Federal Trade Commission under the Hart-Scott-Rodino Antitrust Improvements Act of 1976 and merger control approval from the Austrian Federal Competition Authority. Under the terms of the agreement, the closing of this transaction triggers an upfront license fee payment of $3.95 billion by Gilead to Galapagos. In addition, Gilead has made an equity investment in Galapagos of approximately $1.1 billion (or approximately €960 million) by subscribing for new shares at a price of €140.59 per share, including issuance premium. As a result, Gilead now owns 13,589,686 ordinary shares of Galapagos, representing approximately 2
32 Leading Global Fashion and Textile Companies Make Commitments on Climate, Biodiversity and Oceans23.8.2019 07:47:00 CEST | Press release
Ahead of the G7 meeting at Biarritz from August 24-26, French President Emmanuel Macron, accompanied by Economy and Finance Minister Bruno Le Maire, Minister of Labour Muriel Pénicaud, and Deputy Minister of Ecological and Solidary Transition Brune Poirson, has invited to the Elysée Palace representatives of the 32 fashion and textile companies who have launched the Fashion Pact by his side. In April 2019, ahead of the G7 meeting, Emmanuel Macron had given François-Henri Pinault, Chairman and Chief Executive Officer of Kering (Paris:KER), a mission to bring together the leading players in fashion and textile, with the aim of setting practical objectives for reducing the environmental impact of their industry. In a historic move, given the scale and importance of the coalition that has been created, 32 leading companies from the fashion and textile industry have given themselves a set of shared objectives in the form of a Fashion Pact. The coalition includes groups and brands in Luxury,
Ethereum (ETH) Now Available on bitFlyer Buy/Sell23.8.2019 05:00:00 CEST | Press release
Cryptocurrency exchange bitFlyer has announced it is adding Ethereum (ETH) to its Buy/Sell trading platform. From today, bitFlyer Buy/Sell users across Europe and the US can send and receive ETH while ensuring they adhere to the same robust regulatory standards as bitFlyer guarantees for Bitcoin (BTC) transactions. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190822005486/en/ Ethereum (ETH) Now Available on bitFlyer Buy/Sell (Graphic: Business Wire) Andy Bryant, Co-head and COO, bitFlyer Europe, said, “At bitFlyer, we want to offer not just the most popular coins, but the most respected ones too, which makes ETH a logical choice to expand our service offering. Not only has ETH proved itself as a useful altcoin, particularly in relation to smart contracts, it has an incredibly strong community that surrounds it. We’re committed to offering the best customer experience whilst prioritising security and regulatory standards, a
STALICLA Announces Completion of pre-IND Meeting With FDA on STP1 for Subgroup of Patients With Autism Spectrum Disorder (ASD)23.8.2019 00:00:00 CEST | Press release
STALICLA, a Swiss Biotech company, today announced the completion of its pre-IND (Investigational New Drug) meeting with the U.S. Food and Drug Administration (FDA) on the preparation for entry of STP1 into clinical trials. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190822005559/en/ STALICLA at the Food and Drug Administration (FDA) to discuss its investigational precision medicine for Autism Spectrum Disorder (Photo: STALICLA) “We are appreciative of FDA´s technical guidance and strong interest in personalized medicine approaches for patients with Autism Spectrum Disorder. STALICLA is committed to rapidly move forward with the submission of its STP1 IND. STP1 holds the potential to become the first precision medicine for a subgroup of patients with ASD, and herald a new age for this field.” - Lynn Durham, CEO and Founder of STALICLA. ASD is a common neurodevelopmental disorder, with high level of heterogeneity, that aff
San Fang Chemical Switches to Rimini Street Support for its Oracle EBS and Oracle Database Software22.8.2019 22:00:00 CEST | Press release
Rimini Street, Inc. (Nasdaq: RMNI), a global provider of enterprise software products and services, the leading third-party support provider for Oracle and SAP software products and a Salesforce partner, today announced that San Fang Chemical Co., Ltd., a global manufacturer and distributor of artificial leather products headquartered in Taiwan, has switched to Rimini Street support for its Oracle E-Business Suite application and Oracle Database software. In addition to immediately saving 50% of its annual maintenance costs that they were previously paying the vendor, the company can now maintain its core, robust Oracle system for a minimum of 15 years from the time that they switched to Rimini Street support with no forced upgrades. San Fang Chemical has also been able to liberate its IT resources and divert its substantial cost savings to invest in more forward-looking innovation projects to help pave the way for future growth and competitive advantage. This press release features mu
Gravity Unveils its Future Plans During Gamescom 201922.8.2019 15:46:00 CEST | Press release
Gravity Interactive, Inc., a subsidiary of Gravity Co., Ltd. (NASDAQ: GRVY) which is a leading global game company, participated in Gamescom which is one of the three largest game fairs in the world, held in Cologne, Germany from August 20th to 24th. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190822005507/en/ Gravity Interactive, Inc., a subsidiary of Gravity Co., Ltd. (NASDAQ: GRVY) which is a leading global game company, participated in Gamescom which is one of the three largest game fairs in the world, held in Cologne, Germany. At the fair, Gravity announced that it plans to launch ‘Ragnarok M: Eternal Love’ in the European region on September 4th 2019. ‘Ragnarok M: Eternal Love’ will be launched in Russia and Turkey, as well as Europe and it will be serviced in seven languages including English, Portuguese, Spanish, Russian, German, French, and Turkish. (Photo: Business Wire) On August 20th, Gravity held a presentati