Just because a video ad is playing doesn’t mean the viewer is paying attention. How can marketers get the most viewer attention for their money? Choose connected TV ads, says video advertising company YuMe.
Studying which ads actually get watched by viewers, YuMe created a system that tracked viewers’ eyes, then compared that to the total time ads were visible on computer, mobile device, or connected TV screens. YuMe found that connected TV ads got the most actual viewing. Not only that, these ads scored highest for recall and purchase intent.
YuMe found 89 percent of the average pre-roll on a connected TV is viewed, compared to 81 percent on mobile devices and 78 percent on desktop computers.
For unaided recall, connected TV pre-rolls scored 73 percent, compared to 69 percent for mobile ads and 65 percent for desktop ads.
YuMe points out that connected TV ads almost always meet the brief two-second viewability standard created by the MRC and IAB: 98 percent of video ads on connected TVs are viewable for at least two seconds with half of the ad in view.
“CTV ads clearly command an audience’s attention,” says Michael Hudes, chief revenue officer at YuMe. “The reason is simple: The full-screen experience echoes traditional broadcast and cable TV viewing. Our latest study shows that CTV ads garner higher overall attention and drive higher purchase intent than desktop and mobile campaigns. Given the positive brand ROI, marketers must consider CTV as part of their multi-screen strategy.”
YuMe studied 400 participants age 18 to 54 in fall 2016. Respondents were asked to explore on a device and engage with any clickable content. They were exposed to display ads and pre-rolls.
For more results, including both an infographic and a detailed PowerPoint of the findings, download “To View or Not to View?” for free (registration required).