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Advertising Attention In The Wild

Get a rare glimpse of how viewers of TV and online video respond to advertising in their natural habitat. Watch Advertising In The Wild, our video whitepaper below, or read on to learn more about the results we saw from our media trial conducted with IPG Media Lab. Our goal was to uncover how people watch TV and online video and how attentive they are to the ads.  We wanted to know:

Observation Room at the IPG Media Lab
  • Do people pay attention to online video differently than they do when watching TV?
  • If people have the option of avoiding advertising, will they?
  • What are the qualitative and quantitative differences between TV watching and online video watching?

Bio-graph representing the viewers attention

Using facial tracking algorithms and biometric monitoring, a second-by-second monitoring of cognition, excitement, and stress found that despite constant distractions in both mediums, online video commands higher attention and recall from viewers.

 

Key findings included the following:

  • Viewer distraction, most commonly in the form of smartphones—which are “a persistent companion to video content”— reduce attention to ads for both TV and online video
  • 60% of TV viewers were distracted by a smartphone while watching television
  • Versus online video, TV has 3x the drop in attention from content to ad
  • 63% of TV impressions were ignored
  • Online video content gets 8.5% more attention than TV and online video ads have 18.3% more fully attentive viewers than TV ads
  • Online ads have 1.8x the aided recall and 1.5x the unaided recall of TV ads
  • TV viewers are exposed to nearly twice as many video ads as online viewers

Watch Advertising Attention In The Wild to see how video consuming human beings behave in their natural home and work habitats or download a copy of the presentation below.

 

Download the presentation