The document discusses research into viewers' behaviors and attitudes toward different video on demand (VoD) platforms. The research found that: 1) Advertising on broadcaster VoD platforms receives 3.5 times greater attention than advertising on YouTube, as viewers are in a more relaxed state similar to traditional TV viewing. 2) Viewers perceive broadcaster VoD platforms like 4oD as high-quality offerings and accept ads as part of the experience. 3) In contrast, viewers are often distracted while viewing content on YouTube and process ads there differently, with lower brain activity and attention levels.

2. The VoD landscape has exploded
– and the quality of offerings has diversified

3. Firstly we asked you...
What is the role for Premium VoD?
A mixture of disciplines
to give a rounded view:
Comms/Strategy
Digital
Audio/Visual

4. The headlines
Advertising on Broadcaster VoD has 3.5x greater
attention levels than advertising on YouTube.

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.

8. Real viewers in their own homes on
their own devices

9. New measurement technique

10. Academic rigour

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

12. Advertising on Broadcaster VoD has
3.5 x greater attention levels than
advertising on YouTube

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

14. Calculating Attention to viewing
Broadcaster VoD
YouTube

15. Not All Content is Viewed the Same
Broadcaster VoD
YouTube
78%
47%
Content

16. 78%
47%
Broadcaster VoD
YouTube Content
73%
20%
Advertising
3.5 X GREATER
ATTENTION
to Broadcaster VoD ads vs
YouTube ads
Broadcaster VoD maintains its
attention levels for the advertising

17. Broadcaster VoD
YouTube Content
Advertising
Difference in %
attention drop
between content
and advertising
-6%
-57%
A validated view is not necessarily
a guarantee of 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

20. Other common behaviours:
Full screening (or not)
Most said they did not always
full screen on YouTube

21. Everyone claimed to skip the ads – and
their behaviour bore this out
All of our respondents said
they skip the ads on
YouTube

22. Broadcaster VoD viewing mimicking TV
Broadcaster VoD can hold
attention like a TV
programme

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”

30. Viewers themselves perceive
4oD as a quality VoD platform,
and accept the ads as part
of the experience

31. Quality Content
Fun
Intelligent
Boring
Annoying
Looking forward to
The 4oD brand

32. 5%
Speed vs Agreement
Low
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
-25% -20% -15% -10% -5% 0% 10% 15% 20% 25%
Relative time*
Bass: 500 *Time relative to average reaction time, 0% = average.
%Agree
High

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

43. What next for In VoD We Trust?

44. THE END