Advertising Attention In The Wild – A Comparison of online and Televised Video advertising

1. Advertising Attention In The Wild – A Comparison of online and Televised Video advertising Advertising Attention In The Wild A Comparison of online and Televised Video advertising Created in partnership with YuMe Online Video Network By IPG Media Lab April 2011 Created in partnership with YuMe By IPG Media Lab April 2011

2. Questions we set out to answer • How much more ad avoidance happens beyond active ad skipping? • What is the relative attention level to video advertising in a lean forward PC experience vs. a lean back TV experience? • What behaviors most distract attention to video ads?

3. Methodology • March 2011 • Los Angeles • Recreated normal viewing choices • Respondents brought companion media • 30 minutes in office/30 minutes in living room • Post survey on ad recall

4. Sample: N=48 • Recruited from LA metro area • Must watch online video

5. Attention scores explained Frame by frame, second by second. • 1 to 0.9Full attention • 0.9 and 0.4Partial attention • 0.4 to -1 No attention

6. Scale of TV ad Fast Forwarding 35% US DVR HH penetration 10% of DVR HH viewing time shifted x 65% of ads skipped in time shifted viewing 2% of total TV impressions skipped Source: Magna Global

7. Smart phones are the most common distractionmedia

8. Persona 1: Cathy the Ad-Ignorer

9. Persona 2: Michiethe Multi-tasker

10. Persona 3: Steve the Vegged-Out Relaxer

11. Finding #1: Not all distractions are equal Worst Best

12. Finding #1 (cont.) : The more distractions, the lower ad attention

13. Finding #2: TV 2x video clutter; Ubiquitous banners

14. Finding #3: Online video content+8.5% more attention

15. Finding #4:TV has 3x drop in attention from content to ad

16. Finding #5: Online video ads +18.3% more attention than TV • 63% of TV impressions were ignored. • DVR fast forwarding is estimated to lead to 2% ad skipping

17. Finding #6: Attention is correlated with recall

18. Finding #7:Online ads have 1.8x the aided recall and 1.5x the unaided recall Aided Recall is statistically significant at 90% level of confidence

19. Finding #8: Gender attention is even, Women more likely to recall video ads

20. Finding #9: Ad attention drops off with time on screen

21. Finding #10:Ad Fast-Fowarders have high attention levels…

22. Finding #10 (cont.) : Fast-Fowarders have low recall levels

23. Finding #11: Attention is1.4x higher for TV “bugs” than video ads

24. Conclusions • Ad fast forwarding accounts for a sliver of wasted ad impressions • Smart phones are a persistent companion to video content • Online video ads have 20% more attentive impressions. • The familiar cadence of TV content increases drop off to ads vs. online • Attention is even but women more likely to recall video ads than men • Fast forwarded video ads have little recall • The commercial “layer” gets more attention than the commercial break.

25. Thank you! Travis@yume.com Brian.Monahan@ipglab.com

26. How we made sense of it: • While respondents were relaxing alone in our living room and office environments, we had three cameras with simultaneous, matched time-stamps recording: • Their face • This video was sent to Affectiva, which used a facial tracking algorithm to determine on a second-by-second level basis whether the person was paying attention to the screen • The environment • This video was used to understand what distraction media was being used and when • Their screen • This video allowed us to record against the time-line • When an ad was on-screen • What brand the ad was for • When an individual fast-forwarded an ad • What an individual was viewing when spikes in bio-metrics occurred • Additionally, a subset of respondents were given a bio-metric monitoring bracelet which told us when increases in cognition, excitement, and stress occurred. • All of these various data streams were then matched to a single time-line, which allowed the data to be aggregated, analyzed, and mined for meaning.

27. The Effects of Distraction

28. Attention And Advertising

29. How to read a bio-metric chart Any rapid changes in body temperature indicate stress or emotional engagement (purple Celsius line) A “2” blue line means a video ad is on screen, and when it dips to 1.5 that means it’s being fast forwarded EDA measures moments of intellectual engagement or relaxation on the green line • Source:Affectiva Attention(the redline) is measured on a scale of 1 to -1. Anything over 0.9 is considered full attention on the screen The time-line is used to sync all of these inputs to recorded video

30. Cathy the Ad-Ignorer: Online • Similar to TV, her attention is split between magazines or her phone screen and the computer screen. She consistently tunes out commercials with distraction media. Though nervous at first, she quickly calms down.

31. Michie the Multi-tasker: TV • Though exposed twice to the same lengthy ad, her computer and phone are constant distractions as Michie flips nonchalantly from screen to screen. Moments of high engagement occur while she talks with friends, and the TV serves only as a pacifying distraction.

32. Steve the Vegged-Out Relaxer: Online • In place of a DVR, Steve switches rapidly between types of online video. He shows spikes of engagement watching footage of the Japanese earthquake aftermath, but quickly settles in to passively watch a long-form show, during which he maintains interest in ad breaks and correctly recalls Campbells soup as a sponsor.