May 26th, 2011
Online video ads attract more attention than TV ads
Recently released results of biometric testing show that viewers of online video pay more attention to advertising, and have a better recollection of those ads, than those who watch television advertising.
The research was carried out by Media Lab using facial tracking technology developed by Affectiva. The facial-recognition tool monitors not only participants’ “face-towards-screen” time but also their emotional and intellectual engagement.
Findings show that those watching online video pay more attention to the screen than their counterparts watching television - 60% vs. 52%. This disparity in attention levels is more apparent during ad breaks - 55% vs. 37% - during which time the attention level of television viewers drops off three times more than among video viewers.
“Online video, with a less predictable cadence and an active user experience, does a significantly better job at holding attention,” observes AdAge’s Brian Monahan.
“While distraction media is a threat to the value of video advertising, it also represents an opportunity to deliver a deeper companion experience to the on-screen content and ads. The consumers have the tools; it’s up to the industry to give them compelling content.”