If a TV ad airs to an empty room, can it have an impact?
During the recent webinar, "Quantifying TV Viewability," we discussed this very topic with IPG Media Lab's SVP of Intelligence Kara Manatt - including the latest findings of their groundbreaking industry research, powered by TVision data.
With Upfront season upon us, we took a detailed look at IPG Media Lab's findings, and discussed the implications. The research analyzed more than 5 million TV ad impressions - over 39,464 hours of ad content - using TVison's proprietary TV performance data. TVision's President, Luke McGuinness, also shared perspectives on how brands can solve for this industry problem - measuring what was once unmeasurable - how people really watch TV. Watch all the way to the end to hear Q&A from various industry leaders.
Watch the video below and download the IPG Media Lab report here.