new research shows TV drives superior Ad Attention
It goes without saying that attention in advertising is critical – if your ad goes unnoticed, it simply cannot make an impact.
No one has done more research in this area than Karen Nelson-Field, PHD, Founder and CEO at Amplified Intelligence. Nelson-Field’s latest research, with VIA in Belgium, confirms again the superior attention TV and BVOD garner compared to other media.
Here are a few highlights from the study, but be sure to review the report and watch the video for more information:
- Linear TV generates a high level of “active attention” – defined as eyes-on-ad – and low “non attention” relative to other media. Linear TV’s “non-attention” comes in at just 15.6% compared to 47.1% for YouTube.
- Higher attention to ads on TV leads to a higher STAS score (Short Term Advertising Strength); in other words, the media that drives higher attention not surprisingly drives better outcomes.
- Active Attention varies by brand category: The highest active attention levels were seen in the Supermarket, Telecom and Beverage categories, while the lowest attention levels were seen in Appliances and Oral.
- Longer ads on YouTube do not generate more attention, but on linear TV, longer ads do successfully sustain attention – a universal finding for TV in every country (active attention drops just 7% over the course of a :30 advert). This means that long term memories can be built with good creative: “TV doesn’t have an attention decay issue like most scrollable online formats. This has positive implications for media planning and growing brands.”
- BVOD on mobile is an even higher attention-getter, garnering double the active attention paid to ads on YouTube – and that attention is sustained for longer, with an end-of-spot rate of attention 4 times what you see with YouTube (:30 ad).
Be sure to watch Karen Nelson-Field’s presentation, or for a more global overview of attention research, check out the Global TV Group report “The Attention Economy”.
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Professor Karen Nelson-Field is the Founder and CEO of Amplified Intelligence, and Professor of Media Innovation at The University of Adelaide. Karen’s work combines tech and innovative methodological design to assess attention metrics in a disrupting digital economy.