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LVIMA 2015 DPD - YuMe
- 1. WHEN SCREENS COLLIDE VIEWER BEHAVIOR IN MULTI-SCREEN A YUME-COMMISSIONED NIELSEN
- 2. TELEVISION DISTRACTIONS Device Usage While TV Was On What Millennials are Doing accessed content related to TV content 47%92% used a connected device with TV Smartphone 80% Laptop 75% Tablet 73% Desktop 45% PREVIOUSLY ON YUME’S MIX+MEASURE STUDY ©2015 YUME. ALL RIGHTS RESERVED.2
- 3. WHEN AND HOW ARE RESPONDENTS MULTI- TASKING? • While our last study provided the incidence of respondents that multi- tasked, how frequently are these multi- taskers actually engaging in these behaviors? • Which pairings are most common when the respondent is in a natural environment? ©2015 YUME. ALL RIGHTS RESERVED.3 WHAT IS THE IMPACT OF MULTI-TASKING? • When multiple devices are in use, which device does the respondent give preference? • How does multi-tasking impact the effective reach of campaigns on different platforms? TWO QUESTIONS REMAIN
- 4. Two months of ethnographic observations 200 respondents x 20 minutes each = over 50 hours of video Second-by-second coding of attentiveness on four devices Nearly 2 million data points GOING STRAIGHT TO THE RESPONDENT ©2015 YUME. ALL RIGHTS RESERVED.4
- 5. Average Usage: % of time a device is on (/total time) Primary Usage: % of time respondent is engaged with device (/total time) Overall Attention: % of time respondent paying attention (/time device is on) Ad Attention Percentage: % of ads where respondents are attentive during ad KEY METRICS ©2015 YUME. ALL RIGHTS RESERVED.5
- 7. HOWEVER, LAPTOP AND TABLET HAD A LARGER SHARE OF RESPONDENTS’ ATTENTION Average Usage: % of time a device is on . Primary Usage: % of time respondent is engaged with device . Overall Attention: % of time respondent paying attention Television Laptop Tablet Smartphone TV, STILL THE MOST-USED DEVICE ©2015 YUME. ALL RIGHTS RESERVED.7 AVERAGE USAGE AVERAGE PRIMARY USAGE OVERALL ATTENTION PERCENTAGE 53% 48% 38% 17% 20% 34% 28% 13% 39% 70% 76% 77%
- 8. WHEN TWO DEVICES WERE BEING USED, ATTENTION SKEWED TOWARD MOBILE DEVICES LIKE SMARTPHONE AND TABLETS For example, laptop and television are used at the same time, respondent are paying attention to the laptop 59.7% of the time Bolding indicates that column device “won” in the head-to-head comparison WHEN MULTI-TASKING, ATTENTION SKEWED DIGITAL ©2015 YUME. ALL RIGHTS RESERVED.8 + + + + + TELEVISION TELEVISION TELEVISION LAPTOP TABLET SMARTPHONE SMARTPHONE SMARTPHONE TABLET LAPTOP 60% 75% 71% 62% 51%
- 9. At the start of the experience, 96% of those with the television on are paying attention to it By the four-minute mark, only 30% of those with the television on are attentive TV WAS A GO-TO DEVICE ©2015 YUME. ALL RIGHTS RESERVED.9 IN OUR SURFING AND “DISCOVERY” SETTING, THE TELEVISION ESTABLISHED ITS ATTENTION PRIMACY EARLY ON, THEN QUICKLY DROPPED OFF Primary Usage Non-Primary Usage
- 10. Under 35 multi- tasked more than over 35 More multi-tasking when in group settings Men and women multi- tasked roughly the same amount ACTIVE MULTI-TASKING BEHAVIORS OBSERVED 60% had over 10 distinct behaviors 40% had over 20 distinct behaviors 20% had over 40 distinct behaviors ©2015 YUME. ALL RIGHTS RESERVED.10 MULTI-TASKING BEHAVIORS
- 12. RESPONDENTS WERE MORE LIKELY TO SEE DIGITAL ADS WHEN IN A MULTI-TASKING ENVIRONMENT ©2015 YUME. ALL RIGHTS RESERVED.12 *low base size TELEVISION LAPTO P TABLET SMARTPHON E 39% 70% 76% 77% AD ATTENTION PERCENTAGE OVERALL ATTENTION PERCENTAGE 30% 71% 93% 100%* TV had less than half the attention percentage of laptop ads and less than a third of the attention percentage for tablet and smartphone Generally speaking, pre-roll ensured respondents were attentive to advertising
- 13. POTENTIAL AD LOSS DURING MULTI-TASKING Digital provides an opportunity for increased engagement while complementing TV campaigns. 100 ADS ON TV 30 ADS WERE SEEN 100 VIDEO ADS ON LAPTOP 71 ADS WERE SEEN 100 ADS ON TABLET 93 ADS WERE SEEN ©2015 YUME. ALL RIGHTS RESERVED.13 IN MULTI-TASKING ENVIRONMENTS
- 14. KEY TAKEAWAYS ©2015 YUME. ALL RIGHTS RESERVED.14 Digital devices increase in engagement throughout their experienceWhile laptops and tablets started off with lower engagement than the television, their engagement grew as respondents became more invested in their experience Ads in digital environments can benefit from increased engagement Digital screens can be particularly advantageous for advertisers because they are typically triggered by a user’s actions, requiring at least a moment of engagement and an opportunity to capture their attention Most media consumers have experience using multiple screens at onceFrom a past study we found that 80% of respondents had used a smartphone while watching TV, with many also having experience using tablets or phones while watching TV TV is still the “go-to” medium of choice but . . . Respondents were conditioned to turn on the TV and pay attention to it first before other screens; however, outside of appointment viewing and major events, the television lost the focus of respondents seeking content on other devices
Editor's Notes
- Last year we conducted some research where we asked individuals if they had in the past week used a connected device while watching TV. We found that 80% of smartphone owners had used their device while watching television and about ¾ of laptop and tablet owners had as well. When looking at millennials, virtually all, 92% said they had used a connected device while watching TV in the past week and interestingly, almost half had accessed content related to what was on television. These numbers for multi-tasking are quite high and we were left wondering exactly what was happening during this multi-tasking activity. ------- 80% of smartphone owners have used their smartphone while watching TV or being in the same room where a TV was on Question is related to ‘the past week’ A third (33%) said they accessed content with a connected device related to the content on the TV Q6a.You mentioned that you own or use each of the devices listed below. Which of these devices have you used in the past week while watching TV or being in the same room where the TV was on? Q6b. You said that you have used at least one of your devices during the past week while watching TV or being in the same room where the TV was on. Did any of the content you accessed on your device(s) relate to the content on the TV at that time?
- The two important questions that remained:
- clarification
- Design note: we want to have the values come in on animation. Average usage first, primary usage then overall attention. Please use a layout that is more dynamic and impactful. Maybe use large circles or other formats we used in M&M??
- Note: Values are relative to device on the top. e.g. Tablet and TV, tablet has attention 74.9% of the time When do devices are being used, the natural engagement form factor of tablet and smartphone defines where the attention is. For example, when a smartphone and laptop are both on, 62% of the time, attention is on the smartphone. And clearly, while the TV is the most on device as we saw, it becomes the secondary screen when other devices are introduced. Television performs weakest against all other devices Design note: Tables may be a bit difficult for audience to read. Can we think of a more visually impactful design?
- We started looking at some heavy data on device usage and attention across the experience. Here we want to look a bit further at what was happening with the various devices throughout the experience, partly by looking closely at a few respondents. We are describing a behavior here as any shift in attention. A behavior can be paying attention to a device, switching attention to another. Overall we found high levels of multi-tasking behaviours where in 60% of the respondents we observed over 10 distinct behaviours, and 40% had over 20. We also noted that when in group settings, there were on average 4x more distinct behaviors, and while men and women multi-task about the same, those under 35 experience more shifts in attention across devices. Data: Group settings (30 vs. 8) Men vs. Women (26 vs. 27) Design note: Can we not use a list if possible?
- So what does this mean for all of us running campaigns across screens and potentially reaching individuals in a multi-tasking environment?
- Distraction level, or the absence of attention on a device is an important factor to whether ads are seen. The ad load of a device can also magnify this as well. In our experience we recorded when ads were naturally occurring on each device. While television had clearly the highest natural ad load over any device, the relatively low attention had a dramatic effect on the percentage of ads that were in field of attention. It is important to note here that the natural occurrence of ads on the smartphone was quite low thus we have notated the attention value of being a too small of a base size to be representative. We would expect it to be closer around that of the tablet. On digital screens, ads are typically triggered by a user action
- Play around with wording for #2. TV is the go-to yes but . . . We are conditioned etc.