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Connected TVs Deliver Interested Audience for Advertisers

26 Sep, 2012 By: Doug McPherson

REDWOOD CITY, Calif. – An ad effectiveness study has found that ad clutter, creative content and context hold a strong influence on ad recall for those who use connected TV, linear TV, PCs and smartphones.

YuMe, a digital brand advertising software and services firm, along with IPG Media Lab, part of IPG Mediabrands, partnered on the study that measured emotional response, attention and self-reported unaided recall.

Although screen size is often hyped, the study shows that it does not play a significant role in ad effectiveness. Instead, three other controllable variables, the “three Cs,” proved key:

1. Clutter: TV proved effective at garnering attention and eliciting emotion, but fell short on ad breakthrough, due to clutter. Ad clutter appears to undermine the ad effectiveness of linear TV (29 percent successful unaided recall), compared to successful unaided recall with less ad time for connected TV (39 percent), mobile (35 percent) and PC (40 percent).
2. Creative: Ad effectiveness varied greatly by the creativity of the ad.
3. Context: The most engaging content attracted the most attention; and “lean-back” environments with less distraction, such as at home in bed, enhance viewer attentiveness to ads.

Research shows that the couch is now the ultimate multi-screen environment, while the bed represents the ultimate single-screen environment.

The study used self-reported surveys, observed video and ad exposure, and the latest eye-tracking and bio-feedback tools to assess the attention, excitement, and ad recall of 147 consumers. “In today’s fully-mediated world, the need for both marketers and media companies to understand how content and consumer attention function across screens is more important than ever,” says Brian Monahan, managing partner, Magna Global Intelligence, the insights and investment unit of IPG Mediabrands.

Ed Haslam, senior vice president of marketing, YuMe, adds, “Consumer attention is fragmented across screens amid a dizzying array of content, and viewing habits differ by time of day. This … study takes these factors into account and finds that clutter-free ad environments give advertisers the greatest ROI, regardless of screen size. What’s more, connected TV – essentially TV without the clutter – yields strong viewer attentiveness, emotion and recall, and represents a prime opportunity for ad breakthrough.”

The report also found that consumers owning video-playing devices nearly doubled from 2000 to 2012 (1.97 devices per person in 2000, versus 3.96 per person in 2012).

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