24. 0
22.5
45
67.5
90
1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016
ATTENTIONTOVIDEO ADVERTISING HAS COLLAPSED
THE PERCENTAGE OFVIDEO ADSVIEWED COMPLETELY DIVIDED BYTHETOTAL NUMBER OF ADS SHOWN
TOP SECRET FORMULATO CALCULATETHE
EFFECTIVE CPM FORVIDEO ADS
MEDIA COST ($)
VIEWS
1,000
LENGTH (SEC)
30
X COMPLETION RATE X
SOURCE: HARVARD BUSINESS SCHOOL - “THE RISING COST OF CONSUMER ATTENTION”
25. CONSUMER FAVORABILITY OF US ADVERTISING BYTYPE
Print
Out-of Home
TVVideo
Radio Audio
Internet Display
InternetVideo
Internet Pop-up
0 25 50 75 100
11
18
15
14
9
16
17
72
55
53
40
42
29
28
17
27
32
46
49
55
55
MOST PEOPLE HATE WHAT WE ARE DOING ONTHE INTERNET
SOURCE: MCKINSEY - “CONSUMER FAVORABILITY OF US ADVERTISING BYTYPE” 9/17 [ANDTHE NPR/PBS.: MEDIATRUST POLL]