ADVERTISING ATTENTION IN THE WILD – A COMPARISON OF ONLINE AND TELEVISED VIDEO ADVERTISING Created in partnership with YuMe By IPG Media Lab May 2011

1. ADVERTISING ATTENTION IN THE WILD –
A COMPARISON OF ONLINE AND
TELEVISED VIDEO ADVERTISING
Created in partnership with
YuMe
By
IPG Media Lab
May 2011
1

2. Questions we set out to answer
1. How much more ad avoidance
happens beyond active ad skipping?
2.
2 What is the relative attention level to
video advertising in a lean forward
PC experience vs. a lean back
TV experience?
3.
3 What beha iors most distract
behaviors
attention to video ads?
2

3. Methodology
gy
• March 2011
• Los Angeles
• Recreated normal viewing choices
• Respondents brought companion media
• 30 minutes in office/30 minutes in living room
• Post survey on ad recall
3

4. Sample: N=48
p • Recruited from LA metro area
• Must watch online video
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
p y 2% Less than $25,000
$ 10%
25-29 15%
30-34 10% Education Children <18 in Household
35-39 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% g
Bachelor's degree 48%
56-60 6% Master's degree 6%
65-69 6% Doctorate degree 2%
Trade or o e technical
ade o other ec ca
school degree 2%
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5. Attention scores explained
p
Frame by frame, second by second.
1 to 0.9
Full attention
0.9 and 0.4
Partial attention
0.4 to -1
No attention
5

6. Scale of TV ad Fast Forwarding
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
Source: Magna Global
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7. Smart phones are the most
common distraction media
Online: % of Sample Using Distraction TV: % of Sample Using Distraction
TV Mobile Phone - Data 60.4%
OL Mobile Phone - Data 45.8%
TV DVR 45.8%
No OL Distractions 27.1%
TV Use Laptop 33.3%
OL IM/Chat/Email 16.7%
TV Read Book/Magazine 12.5%
OL Do Work 12.5% TV Do Work 12.5%
TV Other 8.3%
OL Read Book/Magazine 10.4%
TV Mobile Phone - Call 8.3%
OL Other 8.3%
No TV Distractions 6.0%
OL Mobile Phone - Call 6.3% TV Play Game 4.2%
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% 60% 70%
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8. Persona 1: Cathy the Ad-Ignorer
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9. Persona 2: Michie the Multi-tasker
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10. Persona 3: Steve the Vegged-Out Relaxer
10

11. Finding #1:
Not all distractions are equal
Online Ad Attention Level TV Ad Attention Level
OL Read Book/Magazine 0.13 Worst TV Other 0.26
TV Mobile Phone - Call 0.33
OL Do Work 03
0.34
TV Read Book/Magazine 0.43
OL Other 0.38
No TV Distractions 0.44
OL Mobile Phone - Data 0.47 TV Mobile Phone - Data 0.46
TV Do Work 0.47
OL Mobile Phone - Call 0.47
TV Use Laptop 0.52
OL IM/Chat/Email 0.48
TV DVR 0.52
No OL Distractions 0.60 Best TV Play Game 0.54
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0 0.2 0.4 0.6 0.8
11

12. Finding #1 (cont.) :
g
The more distractions, the lower ad attention
Ad Attention vs. # of Distractions
vs
1.00 TV Ad Attention OnlineVideo Ad Attention
0.80
0.60
0 60
0.60 0.53
0.44 0.45 0.44 0.40
0.37
ntion Score
0.40
0.20
Average Atten
0.00
0 1 2 3
-0.20
-0.40
-0.60
-0.80
-1.00
Count of Distraction Media During Viewing Session
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13. Finding #2:
TV 2x video clutter; Ubiquitous banners
OL TV
Video 5.5 9.5
Banner/
Bug 21.6 0.7
Total 27.1 10.3
13

14. Finding #3:
g
Online video content +8.5% more attention
100%
ecieving Full Attention
90% OL TV
80%
A
70%
60.1%
60%
51.6%
50%
% of Seconds Re
40%
30%
20%
10%
0%
% Full Attention During Content Time
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15. Finding #4:
TV has 3x drop in attention from content to ad
100%
Decrease in Attention From Program to Ad
90%
ntion
% of Seconds Recieving Full Atten
80% OL = ∆ - 4.8% TV = ∆ - 14.7%
70%
60.1%
60% 55.2%
51.6% % Full Attention During
50%
Content Time
40% 36.9%
% Full Attention During
30% Video Ad Time
20%
o
10%
0%
OL TV
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16. Finding #5:
g
Online video ads +18.3% more attention than TV
• 63% of TV impressions were ignored.
• DVR fast forwarding is estimated to lead to 2% ad skipping
f tf di i ti t dt l dt d ki i
100%
90%
OL TV
econds Recievin Full Attention
80%
70%
60% 55.2%
ng
50%
40% 36.9%
30%
% of Se
20%
10%
0%
% Full Attention During Video Ad Time
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17. Finding #6:
Attention is correlated with recall
tt ti i l t d ith ll
1.00 DVR fast-forwarding
artificially increased
0.80 unremembered ad
b d d
attention score
0.61 0.64
0.60
0.60
0.49
0.44 0.44
0.40
0 40
0.30 0.28
0.20
0.00
Online TV
-0.20
Unremembered Ads
-0.40 Correctly Recalled Ads,
Aided
-0.60 Correctly Recalled Ads,
Unaided
-0.80 Average Attention
-1.00
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18. Finding #7: Online ads have 1.8x
g
the aided recall and 1.5x the unaided recall
% of Sample Who Correctly Identified the
Brand in a Video Ad Seen
100%
90%
80%
TV Online
70%
60%
50%
50%
40%
38%
30%
28% 25%
20%
10%
0%
Aided Unaided
Aided Recall is statistically significant at 90% level of confidence
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19. Finding #8: Gender attention is even,
g
Women more likely to recall video ads
Ad Attention by Gender Ad Recall by Gender
60% 56%
1.00 Female Male
Female Male
0.80 50%
43%
0.60 0.51 0.48 0.48 42% 42%
0.44
40%
0.40 35%
0.20 30%
30%
0.00
-0.20 Average of Average of TV Ad 20%
19%
OnlineVideo Ad Attention 16%
-0.40 Attention
-0.60 10%
-0.80
0%
-1.00
TV Aided TV Unaided OL Aided OL Unaided
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20. Finding #9:
Ad attention drops off with time on screen
1
0.8
Average Attention Lev While Watching Ad
TV
0.6
OL
0.4
Log. (TV)
0.2
Log. (OL)
vel
0
0 15 30 45 60 75 90 105120135150165180195210225240
-0.2
-0.4
e
-0.6
-0.8
-1
Length of Video Ad Exposure in Seconds
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21. Finding #10:
g
Ad Fast-Fowarders have high attention levels…
% of Ad Time Paying Full Attention to
100% Screen
90%
80%
70%
DVR FF No DVR
60%
50% 47%
40% 35%
30%
20%
10%
0%
% of time paying attention while an ad is on screen
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22. Finding #10 (cont.) :
Fast-Fowarders have low recall levels
50%
45%
Unaided Recall Aided Recall
40%
35%
32%
30%
29%
25%
20%
20% 18%
15%
10%
5%
0%
DVR FF No DVR
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23. Finding #11: Attention is1.4x higher
for TV “bugs” than video ads
100%
90%
OL TV
80%
70%
59.7%
59 7% 62.3%
62 3%
60% 55%
49.4% 50.2%
50%
40% 37%
30%
20%
10%
0%
Total % Full Attention % Full Attention During % Full Attention During
Video Ad "Other" Ads
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24. Conclusions
1. Ad fast forwarding accounts for a sliver of wasted
ad impressions
2. Smart phones are a persistent companion to video
content
3. Online video ads h
3 O li id d have 20% more attentive iimpressions.
tt ti i
4. The familiar cadence of TV content increases drop off to
ads 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
g
commercial break.
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25. THANK YOU!
Travis@yume.com
Brian.Monahan@ipglab.com
Brian Monahan@ipglab com
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