Time Spent or Word of Mouth? Rethinking Metrics that Determine Ad Impact
by Andy Stevens, SVP, Research & Insights, Clear Channel Outdoor Americas
Today’s advertisers are focused on how consumers spend time as a means to determine how to reach the right audiences.
For instance, media buyers are acutely aware of two trends in the advertising business. First, people are spending less time at home in front of traditional TVs. As a Time magazine story subtly titled “Fewer People Than Ever Are Watching TV” reported, 2014 saw a “precipitous decline in TV viewing” compared to any previous year, according to a Nielsen report. The article also noted that numerous households are “choosing to dump TV altogether,” opting instead for broadband and streamed video content.
Read the full article at: http://company.clearchanneloutdoor.com/ooh-drives-higher-percentage-earned-media-conversations/
Andy Stevens, SVP, Research & Insights, Clear Channel Outdoor Americas
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