At this week’s Advertising Research Foundation annual Audience Measurement 6.0 conference, BIA/Kelsey presented a new research study on the cross-platform video User Experience (“UX”) it conducted for the Council for Research Excellence.
BIA/Kelsey reviewed well over 100 industry and academic cross-platform video studies and compiled this research into a browsable database hosted by the CRE.
The full report is available at CRE’s site.
The BIA/Kelsey study examined five research questions:
- What drives choice of screen for the consumer?
- How does viewing vary with the chosen screen?
- What are the appropriate vocabulary and methodologies for understanding viewing styles?
- What is the context of viewing across screens?
- What are the best methodologies to get at the cross-platform video UX?
The findings have implications for media, agency, advertiser and research executives seeking to broaden their knowledge of cross-platform video.
Studies generally support the conclusions that more video platforms, devices and choices lead to more overall consumption of video, and broadcast television is still king in terms of consumption. However, the User Experience is markedly different for “linear” or “live” TV (i.e., broadcast) versus on-demand (VOD, PPV, streaming, etc.). Users have different expectations for different video platforms, engage with content (including ads) differently and expect access to preferred content across platforms.
Rick Ducey is the managing director for BIA/Kelsey. He is an expert in digital media innovations, competitive strategies, new product development and new business models, including digital ecosystem collaboration strategies.
Ducey oversees the firm's consulting, research and advisory services areas. He is also the program director for BIA/Kelsey's Video Local Media advisory service. This program provides coverage and analysis of how online, mobile and broadcast video technologies, competition, shifting consumer demographics and media usage trends are driving changes in the media ecosystem and SMBs and other advertisers can be successful in the new environment. Ducey assists clients with their business planning and revenue models, strategic research, market assessment, and designing and implementing digital strategies. He is also a cofounder of SpectraRep, one of BIA�s companies, which sells a patent-pending IP-based alerting system that he co-invented.
Prior to joining BIA in 2000, Ducey was senior vice president of NAB's Research and Information Group. In this position, he was in charge of the association�s new technology assessment, audience and policy research, strategic planning and information systems, including all Internet operations, and he also developed publications and seminars.
Before joining NAB in 1983, Ducey was a faculty member in the Department of Telecommunication at Michigan State University where he taught and did research in the areas of emerging telecommunication technologies and strategic market research. He also served on the graduate management faculties of George Mason University and George Washington University in telecommunications management and the University of Maryland, where he taught strategic market management and research methodologies. Ducey was selected as the Spring 2011 Shapiro Fellow at George Washington University where he teaches entrepreneurship in new media. He has published a number of research articles and papers in these areas and serves on editorial boards of leading scholarly journals in the communications field. He has also worked at radio stations WSOQ-AM/WEZG-FM and Upstate Cablevision in North Syracuse, New York.
Ducey received his Ph.D. from Michigan State University, M.S. from Syracuse University and B.A. from the University of Massachusetts at Amherst.
