YuMe, a partner for video advertising leadership and innovation, has released another study. Conducted with the intent of measuring ad attention, the commissioned research, conducted by Nielsen, compares the time a viewer’s eyes were tracked watching an ad against the total time the ad was viewable for connected TV (CTV), desktop and mobile campaigns. The study concluded that viewers not only pay greater attention to ads on CTV, but that CTV ads actually deliver higher brand metrics. Good news to any advertiser, considering that a recent eMarketer report estimated that connected TV users will reach 202.1 million by 2020, and represent 60.4% of the US population, up from 56.1% in 2016.
“Connected TV’s natural full-screen experience lends itself to highly viewable ads, as it emulates the traditional broadcast and cable TV experience,” said Michael Hudes, Chief Revenue Officer, YuMe. “Consumers not only pay more attention to CTV ads, but they are also viewed for longer amounts of time. Given the high recall, strong purchase intent metrics and growing reach, marketers must consider CTV as part of their multi-screen strategies to achieve maximum brand ROI.”
Below are a few key takeaways from the report.
- Overall pre-roll ad attention is highest on CTV. Eye tracking showed 89% of a CTV pre-roll ad is viewed, compared to 81% on mobile and 78% on desktop.
- Unaided ad recall is highest on CTV. Pre-roll ad recall for CTV was 73%, compared to 69% on mobile and 65% on desktop.
- Almost every CTV ad meets IAB/MRC (Media Rating Council) Viewability standard for viewability. 98% of all CTV ads tested exceeded the minimum mobile viewable display advertising impression standard of 2 seconds and 50% of ad in view.
- Time spent viewing an ad correlates with overall brand lift. Over all devices and ad formats tested, length of viewing time correlated with higher recall and purchase intent.
Ads from major brands across automotive, CPG, financial services and retail categories were viewed by consumers during the YuMe study. A total of 400 respondents participated in interacting with video content across CTV, desktop and mobile to compare viewability. Eye tracking was used across desktop, mobile and CTV to capture consumers’ visual engagement with ads. Display, pre-roll and first impression video were tested to capture CTV’s holistic ad experience.
View the full report here.