Did Video Really Kill the Radio Star?
There's no question that video is and will continue to be the preeminent media format; all media types, regardless of where they began, now play in the video space, and consumers' collective appetite for it isn't slowing down. We've seen viewers steadily migrate away from linear television and toward on-demand streaming sources. What's interesting to note, however, is that while radio has faced a similar challenge from streaming pure players, it has not declined at nearly the same rate.
Viewability and the Case for Sticking with the MRC Standard
Last week, MAGNA released our latest study on viewability, conducted in partnership with Moat and The Trade Desk. A year in the making, it is a follow-up to our previous viewability research and takes it to the next level by using direct response advertising. Here, we are linking viewability to actual actions taken.
