ADVERTISING ATTENTION IN THE WILD –ADVERTISING ATTENTION IN THE WILD A COMPARISON OF ONLINE AND TELEVISED VIDEO ADVERTISINGAdvertising Attention In The Wild TELEVISED VIDEO ADVERTISING
Created in partnership with
YuMe Online Video Network
g
A Comparison of online and Televised Video advertisingYuMe Online Video NetworkBy
IPG Media LabApril 2011
A Comparison of online and Televised Video advertising
April 2011
Created in partnership withYuMe
1
By IPG Media LabApril 2011
Questions we set out to answerQuestions we set out to answer1. How much more ad avoidance
happens beyond active ad skipping?
2 What is the relative attention level to 2. What is the relative attention level to video advertising in a lean forward PC experience vs. a lean back PC experience vs. a lean back TV experience?
3 What beha iors most distract 3. What behaviors most distract attention to video ads?
2
Methodologygy•March 2011•Los AngelesLos Angeles•Recreated normal viewing choices•Respondents brought companion media•30 minutes in office/30 minutes in living room30 minutes in office/30 minutes in living room•Post survey on ad recall
3
Sample: N=48 • Recruited from LA metro area• Must watch online video p
Gender Employment Status Household Income
Female 48% Full-time 56% $100,000-$200,000 13%
Male 52% Part-time 31% $75,000-$100,000 19%Retired 6% $50,000-$75,000 33%
Age Student 4% $25,000-$50,000 25%18-24 15% Unemployed 2% Less than $25,000 10%p y $
25-29 15%30-34 10% Education Children <18 in Household35-39 10% High school/GED 8% No 77.08%
40-44 15% Some college 27% Yes 22.92%
45-49 13% Associate's degree 6%
50-55 10% Bachelor's degree 48%g
56-60 6% Master's degree 6%
65-69 6% Doctorate degree 2%
Trade or other technical
4
ade o o e ec ca school degree 2%
Attention scores explainedpFrame by frame, second by second.
1 to 0.9Full attention Full attention
0.9 and 0.4Partial attentionPartial attention
0.4 to -1No attention
5
Scale of TV ad Fast ForwardingScale of TV ad Fast Forwarding
35% 35% US DVR HH penetration
10% of DVR HH viewing time shifted
x 65% of ads skipped in time shifted viewing
2% of total TV impressions skipped
6
Source: Magna Global
Smart phones are the most common distraction media
Online: % of Sample Using Distraction TV: % of Sample Using Distraction
27.1%
45.8%
No OL Distractions
OL Mobile Phone - Data
45.8%
60.4%
TV DVR
TV Mobile Phone - Data
12.5%
16.7%
OL Do Work
OL IM/Chat/Email
12.5%
12.5%
33.3%
TV Do Work
TV Read Book/Magazine
TV Use Laptop
8.3%
10.4%
OL Other
OL Read Book/Magazine
8.3%
8.3%
TV Mobile Phone - Call
TV Other
6.3%
0% 10% 20% 30% 40% 50%
OL Mobile Phone - Call 4.2%
6.0%
0% 10% 20% 30% 40% 50% 60% 70%
TV Play Game
No TV Distractions
7
Persona 1: Cathy the Ad-Ignorer
8
Persona 2: Michie the Multi-tasker
9
Persona 3: Steve the Vegged-Out Relaxer
10
Finding #1: Not all distractions are equal
0.34
0.13
OL Do Work
OL Read Book/Magazine
Online Ad Attention Level
0.33
0.26
TV Mobile Phone - Call
TV Other
TV Ad Attention LevelWorst
0.47
0.38
0 3
OL Mobile Phone - Data
OL Other
0.46
0.44
0.43
TV Mobile Phone - Data
No TV Distractions
TV Read Book/Magazine
0.48
0.47
OL IM/Chat/Email
OL Mobile Phone - Call
0.52
0.52
0.47
TV DVR
TV Use Laptop
TV Do Work
0.60
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7
No OL Distractions 0.54
0.52
0 0.2 0.4 0.6 0.8
TV Play GameBest
11
Finding #1 (cont.) : gThe more distractions, the lower ad attention
Ad Attention vs # of Distractions
0 60 0.80
1.00
Ad Attention vs. # of DistractionsTV Ad Attention OnlineVideo Ad Attention
0.44 0.53
0.44 0.37
0.60
0.45 0.40
0.20
0.40
0.60
ntio
n Sc
ore
-0.40
-0.20
0.000 1 2 3
Ave
rage
Atte
n
-1.00
-0.80
-0.60
Count of Distraction Media During Viewing Session
12
Count of Distraction Media During Viewing Session
Finding #2: Finding #2: TV 2x video clutter; Ubiquitous banners
OL TVOL TV
Video 5.5 9.5Banner/
Bug 21.6 0.7
Total 27.1 10.3
13
Finding #3: gOnline video content +8.5% more attention
80%
90%
100%
Atte
ntio
n
OL TV
60.1%51.6%
50%
60%
70%
ecie
ving
Ful
l A
10%
20%
30%
40%
of S
econ
ds R
e
0%
10%
% Full Attention During Content Time
%
14
Finding #4:Finding #4:TV has 3x drop in attention from content to ad
90%
100%
ntio
n
Decrease in Attention From Program to Ad
60.1%51.6%55.2%
50%
60%
70%
80%
ievi
ng F
ull A
tten
% Full Attention During Content Time
OL = ∆ - 4.8% TV = ∆ - 14.7%
36.9%
20%
30%
40%
of S
econ
ds R
ec
Content Time
% Full Attention During Video Ad Time
0%
10%
OL TV
% o
15
Finding #5: gOnline video ads +18.3% more attention than TV
• 63% of TV impressions were ignored.DVR f t f di i ti t d t l d t 2% d ki i• DVR fast forwarding is estimated to lead to 2% ad skipping
90%
100%
OL TV
55.2%60%
70%
80%
ng F
ull A
ttent
ion
OL TV
36.9%
30%
40%
50%
econ
ds R
ecie
vin
0%
10%
20%
% o
f Se
16
% Full Attention During Video Ad Time
Finding #6: tt ti i l t d ith llAttention is correlated with recall
1.00 DVR fast-forwarding artificially increased
b d d
0.44
0.61 0.60
0.44
0.64
0.49
0 40
0.60
0.80 unremembered ad attention score
0.30 0.28
0.00
0.20
0.40
-0.40
-0.20
Online TV
Unremembered Ads
Correctly Recalled Ads,
-0.80
-0.60AidedCorrectly Recalled Ads, UnaidedAverage Attention
17
-1.00
Finding #7: Online ads have 1.8x gthe aided recall and 1.5x the unaided recall
% of Sample Who Correctly Identified the
80%
90%
100%
% of Sample Who Correctly Identified the Brand in a Video Ad Seen
TV Online
50%38%
40%
50%
60%
70%
80%
28% 25%
0%
10%
20%
30%
40%
Aided Recall is statistically significant at 90% level of confidence
0%
Aided Unaided
18
Aided Recall is statistically significant at 90% level of confidence
Finding #8: Gender attention is even, gWomen more likely to recall video ads
1.00
Ad Attention by Gender
Female Male56%60%
Ad Recall by Gender
Female Male
0.44 0.48 0.51 0.48
0.20
0.40
0.60
0.80
35%
43%42% 42%
30%
40%
50%
-0.40
-0.20
0.00
0.20
Average of OnlineVideo Ad
Attention
Average of TV Ad Attention
19%16%20%
30%
-1.00
-0.80
-0.60
0%
10%
TV Aided TV Unaided OL Aided OL Unaided
19
Finding #9: Ad attention drops off with time on screen
1
0.6
0.8
1
chin
g A
d
TV
OL
0
0.2
0.4
vel W
hile
Wat
OL
Log. (TV)
Log. (OL)
-0.4
-0.20 15 30 45 60 75 90 105120135150165180195210225240
e A
ttent
ion
Lev
-1
-0.8
-0.6
Ave
rage
20
Length of Video Ad Exposure in Seconds
Finding #10:gAd Fast-Forwarders have high attention levels…
% of Ad Time Paying Full Attention to
80%
90%
100%
% of Ad Time Paying Full Attention to Screen
47%50%
60%
70%
80%
DVR FF No DVR
47%
35%
20%
30%
40%
50%
0%
10%
20%
% of time paying attention while an ad is on screen
21
% of time paying attention while an ad is on screen
Finding #10 (cont.) : Fast-Forwarders have low recall levels
50%
40%
45%
Unaided Recall Aided Recall
29%32%
25%
30%
35%
18%20%
15%
20%
0%
5%
10%
22
0%
DVR FF No DVR
Finding #11: Attention is1.4x higher for TV “bugs” than video ads
100%
59 7% 62 3%70%
80%
90%
100%
OL TV
59.7%55%
62.3%
49.4%
37%
50.2%
40%
50%
60%
0%
10%
20%
30%
0%
Total % Full Attention % Full Attention During Video Ad
% Full Attention During "Other" Ads
23
ConclusionsConclusions1. Ad fast forwarding accounts for a sliver of wasted
ad impressions
2. Smart phones are a persistent companion to video content
3 O li id d h 20% tt ti i i3. Online video ads have 20% more attentive impressions.
4. The familiar cadence of TV content increases drop off to ads vs. onlineads vs. online
5. Attention is even but women more likely to recall video ads than men
6. Fast forwarded video ads have little recall
7. The commercial “layer” gets more attention than the
24
gcommercial break.
QUESTIONS? QUESTIONS? Please type your
ti i t th h t questions into the chat feature on the upper-right corner of your screencorner of your screen
26
Upcoming Upcoming MemberMember EventsEventsggEducational Webinars
– Self-Regulation and Accountability: You’re In Self Regulation and Accountability: You re In Compliance. Now What? Wednesday, October 12, 12-1 PM EST
Professional Development Classes– Integrated Media Selling Workshop, Monday,
October 24, 9 AM – Noon, NYC – Selling to Marketers and Agencies, Monday,
October 31, 9 AM – Noon, NYC – On-demand training classes also available @ iab.net
Conferences– MIXX Conference (sold out event; tix still available for
MIXX Awards and Expo Hall) October 3-4, NYC– Ad Operations Summit, November 7, NYC
27
Top Related