Revolutionising understanding of quality and engagement for video content
Revolutionising understanding of quality and engagement for video content
Services:
CHALLENGE
The contemporary video landscape continues to evolve rapidly and is characterised by an explosion of platforms and content. Industry orthodoxy assumes this abundance overwhelms viewers, creating choice paralysis.
APPROACH
A groundbreaking, multi-disciplinary research approach, featuring neuro-imaging and a unique “IKEA Effect” experiment, revealed how audiences actively curate their media universes, fostering deep ownership and increasing ad receptiveness.
IMPACT
The research delivered a profound reframing of media consumption, giving marketers indispensable insights such as redefining content quality, maximising ad receptiveness and leveraging authentic connections.
With this explosion of video content, as viewers we’re totally rethinking what we choose to watch, and we’re redefining what quality means to us.”
Erica Probst
Head of Sales UK&I, YouTube
In focus at mtm
