The document summarizes findings from a media lab's research on digital advertising effectiveness. Some key findings include: 1) Most TV ads are ignored as many viewers physically look away or change the channel. 2) Tablet use can significantly reduce TV ad recall as viewers are less committed. 3) Ad format alone cannot drive outcomes and good creative is still needed. 4) Ad clutter severely reduces recall across devices. 5) For digital video, user-initiated ads see higher positive emotional response than auto-play.

1. Download This Report
http://bit.ly/17nZBei
Media Trial Program
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2. Media Trial Program
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3. IPG Media Lab
• IPG Media Lab helps advertisers innovate and media and tech companies understand the effectiveness of
their ad products
• We have state of the art facilities and a world-class team, with talent from a wide range of backgrounds:
Universal McCann, Ogilvy Analytics, Marketing Sherpa, Converseon, Yahoo! Labs, Dynamic
Logic, Millward Brown
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4. Just As Technology Has
Revolutionized The Media Experience…
Source: MAGNA GLOBAL estimates based on syndicated and public sources
© 2013 IPG Media Lab • Proprietary & Confidential

5. …It Has Revolutionized How We Measure It
• Technological advancements have allowed for direct measurement of unfiltered
consumer response
• Why rely solely on survey and focus groups, when unfiltered consumer responses
can be collected?
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6. Next Generation Metrics
Attention
Where are consumers focusing their attention?
How long are consumers fixating on key images?
Excitement
Do consumers show physical signs of excitement?
At what point do these excitation moments take place?
Emotion
Are consumers enjoying what they see?
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7. Natural reactions are more
predictive of future behavior
VS.
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8. 170,000 Interviews Later…
We’ve Learned A Thing Or Two
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9. #1: Fast Forwarding Is The
Least Of Our Problems
• 63% of TV ads are ignored by consumers who
physically look away during commercials
• 37% of TV ads are avoided by changing the channel
while multi-tasking
• Video ad avoidance is much higher on TV than Online
• Methodology: Recreated normal viewing choices;
Respondents brought companion media; 30
minutes in office/30 minutes in living room; Post
survey on ad recall
© 2013 IPG Media Lab • Proprietary & Confidential 9

10. #2: Tablets: We Ain’t Seen Nothing Yet
Methodology:
• The fastest selling media machine in history is -Mock “waiting room” scenario
revolutionizing the TV experience! -80 participants watch TV or listen to Radio
• Once consumers start multi-tasking with tablet -Half multi-tasked with iPad
devices, TV audience and ad recall starts eroding -Tracked channel changes
• Audiences become less committed to the story arc -Post survey on ad recall
% of Ads Avoided by Channel
Change Change in Ad Recall From Multi-Tasking
To Non Multi-Tasking
37%
Unaided Ad Recall
26% Aided Ad Recall
-9%
-25%
Non Multi-Tasking Multi-Tasking
© 2013 IPG Media Lab • Proprietary & Confidential 10

11. #3: Format Can Only Do So Much
Monetizing attention is the business problem of our
time, and outdated banner ad formats are
underperforming. IAB needed to find a way to boost
revenue for the Internet advertising industry. Could
premium ad formats be the way?
• Premium ads work well at driving upper and
mid-funnel metrics like the time spent looking at
and interacting with the ad
• Lower-funnel metrics must be driven by good
creative and engaging story-telling
Methodology:
-
Webcams used to track eye movements and facial expressions
© 2013 IPG Media Lab • Proprietary & Confidential 11

12. #4: Clutter Kills!
• Despite different screen sizes, the strongest • Ad space on an uncluttered webpage is worth a
driver in ad recall was ad clutter premium
Unaided Recall
Unaided Recall & Ad Clutter by Screen Average Value Indexed to Cluttered Page
Indexed to Cluttered Page
$286
Unaided Recall Percent Ad Time
43% $228
Va l u e i n ( $ )
38%
35%
27%
$100
27%
12%
8% 9%
Single Ad on Roadblock Single, Larger Ad
Connected TV Mobile Linear TV PC
Cluttered Page on Clean Page
Methodology:
-
147 participants in-lab to watch video content Methodology:
-
Eye-tracking for attention -
Online survey of 3,200; eye-tracking on 400
-
Biometrics bracelets for excitement -
Participants view cluttered or uncluttered webpage
-
Survey for ad recall
-
Post-exposure survey with brand metrics and site
perceptions
© 2013 IPG Media Lab • Proprietary & Confidential 12

13. #5: The Ultimate Digital Video Ad…
Is User-Initiated
Auto-play video ads drive higher awareness but, click-to-play
video ads drive nearly 4X higher positive emotional response
EMOTIONAL RESPONSE INDEX
Appears On High Quality Websites VALENCE: DIFF OF POSITVE / NEGATIVE
The quality of the site a video ad appears on is the primary driving
force of brand perception, consumer intent, engagement and overall 240
satisfaction
Appears Within A Large Video Player 100
Large video players drive higher levels of awareness and also
mitigate the negative effects of auto-play ads Large Player Small Player
© 2013 IPG Media Lab • Proprietary & Confidential 13

14. #6: Mobile Couponing Preserves Brand Value
• Combination of Ad and Coupons Offer Increases Trust
Coupons Coupons Page
Ad Only iPhone Offer Offer Only
This offer seems like a good deal 45% 66% 51% iPhone Wins
I trust this brand 61% 66% 61% iPhone Wins
I would be interested in this offer
myself 29% 38% 31% iPhone Wins
I am not personally interested in
this offer, but would like to share it
with someone I know 23% 26% 23% iPhone Wins
This ad provides useful information 41% 60% 43% iPhone Wins
© 2013 IPG Media Lab • Proprietary & Confidential 14

15. #7: The Power Of Real-Time
• Ads that incorporate “up-to-the-minute information,” such as stocks, current
weather, or Twitter posts, can help drive ad interactions and bottom funnel
metrics
Interactions With Intent (%) Consumers In-Market For Product
Non Real-Time Real-Time Ad Non Real-Time Ads Real-Time Ads
68% 69%
27% 60%
24% 58%
12% 12%
Total Audience In-Market Audience Brand Favorability Purchse Intent
© 2013 IPG Media Lab • Proprietary & Confidential 15