Experts from IAB, YuMe and Interpublic Group (IPG) came together on a webinar to share a rare glimpse into the viewers of TV and online video, and how viewers respond to advertising in their natural habitat. During the session, the speakers shared results of research conducted with the IPG Media Lab, where the goal was to uncover how people watch TV and online video and how attentive they are to ads. The researchers hoped to answer the following questions:
• 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?
In March, 2011 at the IPG Media Lab in Los Angeles, YuMe observed 48 people in a home environment while they watched television, and an office environment while they watched online video. Users were asked to bring any companion media they normally use while watching both online video and television, and shows and online video that they commonly watched were loaded onto a DVR, and added to the favorites on the browser.
Using facial tracking algorithms and biometric monitoring, a second-by-second monitoring of cognition, excitement, and stress, as well as a post-survey on ad recall, the companies found that despite constant distractions in both mediums, online video commands higher attention and recall from viewers.
Travis Hockersmith, Director of Market Analytics at YuMe
Brian Monahan, EVP; Managing Partner, MAGNAGLOBAL Intelligence Practice (IPG)
Title: Insights from the Intersection of Attention, Television, and Online Video, hosted by IAB, YuMe, and IPG
Date: Wednesday, September 28, 2011
Time: 12:00 PM - 1:00 PM Eastern US Time