5. The headlines
Advertising on Broadcaster VoD has 3.5x greater
attention levels than advertising on YouTube.
People are more receptive to advertising on
Broadcaster VoD because they view it in the same
relaxed state that they view the content
6. The headlines
Advertising on Broadcaster VoD has 3.5x greater
attention levels than advertising on YouTube.
People are more receptive to advertising on
Broadcaster VoD because they view it in the same
relaxed state that they view the content
Viewers themselves perceive 4oD as a quality VoD
platform, and accept the ads as part of the
experience.
7. A new and innovative measurement
approach was needed
I like it.
11. Multi-Layered Methodology
36 respondents
in 6 locations.
40 hours
of footage.
Birmingham
Manchester
Southampton
Surrey
Herts
Essex
Online Survey of 1000 VoD users
Video / SCR data analysis
Follow-up in-home interviews
Eye Track and SCR test among viewers
13. 4oD: Ads on tablet YouTube: Skipping. Not full screen YouTube: Skipping then full screen
4oD: Volume up for ads 4oD: Mid-roll attention 4oD: ads on Phone
4oD: Ads on laptop High 4oD Tablet:
Attention on tablet Mid-Roll attention
18. People are often surprised by their
viewing behaviour
I like it.
“we all say
we don’t
watch the
ads….I am
amazed how
much focus
there is!”
19. Broadcaster VoD and non-broadcaster platforms are not the same
Respondents dissect their viewing
behaviour for us
BRIAN:
High attention
to Broadcaster
VoD Ad
DAVE:
Ignores Video
Ads in Text rich
environments
23. People are more receptive to advertising
on Broadcaster VoD because they view
it in the same relaxed state that they
view the content.
24. Viewers process the content and ads
differently on different platforms
140%
100%
60%
Overall Mean
120%
80%
Brain Activity
25. Viewers process the content and ads
differently on different platforms
140%
100%
60%
Overall Mean
Brain Activity 4OD Adverts
4OD Content ITV Content
ITV Adverts
120%
80%
26. Viewers process the content and ads
differently on different platforms
140%
100%
60%
Overall Mean
Brain Activity 4OD Adverts
4OD Content ITV Content
ITV Adverts
120%
80%
You Tube
Content
You Tube Advert
27. Viewers process the content and ads
differently on different platforms
140%
100%
60%
4OD Adverts
4OD Content ITV Content
ITV Adverts
120%
80%
Relaxed fluid state
You Tube
Content
You Tube Advert
Overall Mean
Brain Activity
28. Viewers process the content and ads
differently on different platforms
140%
100%
60%
You Tube
Content
You Tube Advert
4OD Adverts
Distracted/Planning state
4OD Content ITV Content
ITV Adverts
120%
80%
Relaxed fluid state
Overall Mean
Brain Activity
29. Our respondents highlight the differences
between Broadcaster VoD and YouTube
“You Tube ads
not quite so
acceptable”
“Distraction
on You Tube”
“Trade off
between ad
and content
length”
“[Broadcaster]
Ads are part of
the experience”
33. 5%
Speed vs Agreement
-25% -20% -15% -10% -5% 0% 10% 15% 20% 25%
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
%Agree
AGREE / SLOW AGREE / FAST
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
34. 5%
Speed vs Agreement
-25% -20% -15% -10% -5% 0% 10% 15% 20% 25%
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
%Agree
AGREE / SLOW AGREE / FAST
DON’T AGREE / FASTDON’T AGREE / SLOW
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
35. AGREE / SLOW
5%-20% -15% -10% -5% 0% 10% 15% 20% 25%
DON’T AGREE / FASTDON’T AGREE / SLOW
-25%
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
%Agree
•Unmissable
4oD is clearly a quality offering
•Quality Content
AGREE / FASTLook forward to • •Always Enjoyable
•Edgy
•Fun
•
Intelligent
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
36. .. and not annoying or boring !
AGREE / SLOW
5%-20% -15% -10% -5% 0% 10% 15% 20% 25%
DON’T AGREE / FASTDON’T AGREE / SLOW
-25%
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
%Agree
•Unmissable
•Quality Content
AGREE / FASTLook forward to • •Always Enjoyable
•Edgy
•Fun
•
Intelligent
Annoying • •Boring•Don’t trust
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
37. And stands out above the other
platforms on the quality metric
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
%Agree
Quality Content
AGREE / SLOW
5%-20% -15% -10% -5% 0% 10% 15% 20% 25%
DON’T AGREE / FASTDON’T AGREE / SLOW
-25%
AGREE / FAST
•
•
•
•
•
•
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
38. Viewers expectations of 4oD
are high
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
Always Enjoyable
AGREE / SLOW
5%-20% -15% -10% -5% 0% 10% 15% 20% 25%
DON’T AGREE / FASTDON’T AGREE / SLOW
-25%
AGREE / FAST
•
•
•
•
•
•
%Agree
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
39. Both 4oD and You Tube score highly
on the fun factor
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
Fun
AGREE / SLOW
5%-20% -15% -10% -5% 0% 10% 15% 20% 25%
DON’T AGREE / FASTDON’T AGREE / SLOW
-25%
AGREE / FAST
%Agree
•
•
•
•
•
•
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
40. But 4oD is the intelligent choice
Intelligent
AGREE / SLOW
5%-20% -15% -10% -5% 0% 10% 15% 20% 25%
DON’T AGREE / FASTDON’T AGREE / SLOW
-25%
AGREE / FAST
%Agree
•
•
•
•
•
•
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
High
41. To Recap: Not All VoD Is The Same
Advertising on Broadcaster VoD has 3.5x greater
attention levels than advertising on YouTube.
People are more receptive to advertising on
Broadcaster VoD because they view it in the same
relaxed state that they view the content
Viewers themselves perceive 4oD as a quality VoD
platform, and accept the ads as part of the
experience.
42. Implications
A view is not a guarantee of attention
Premium content reflects well on the brand
Distraction leads to lower ad processing