In a world where billions of pieces of digital content are vying for the viewer’s attention across different devices, how can publishers and advertisers reach their target audiences and make sure that those audiences are receptive to video ad campaigns? The industry has worked hard to invent better ad targeting capabilities and techniques (behavioral, contextual, etc…) – BUT – what does it matter how you target the audience if they’re not receptive and actively paying attention?
In terms of audience measurement, Reach and Frequency have always been the standard metrics for the advertising industry. But, YuMe just released new research and an infographic (below) titled, “Pursuit of Attention: Getting to the Center of Attentive Audiences,” which suggests a new concept for audience measurement. Together with IPG Media Lab, YuMe launched a study with more than 10K respondents to measure the brand impact of attentiveness and to find out when audiences are most receptive and attentive to video advertising. After all, we can reach and deliver video ad campaigns to targeted audiences but how do we know whether that audience is actually receptive and paying attention to the message? Where and when are video viewers most receptive to video advertising?
Receptivity & Attentiveness = The Video Advertising Sweet Spot
YuMe argues that there is far too much “attention” being paid to how to win back the distracted consumer, when the cost of that should be directed towards engaging the viewer instantly in the first place. If the right consumers are reached at the right time, then less budget and effort is wasted.
In their research, YuMe took a look at two factors that help determine whether an audience is paying attention, and to determine the habits of receptivity amongst audiences in various industries, verticals, locations, etc.:
- Receptivity: A passive willingness to receive a message from a brand before watching a video ad from an advertiser.
- Attentiveness: The active behavior of noticing a video ad, the level of aided or unaided recall.
The research took a deep-dive into both of these metrics to determine what indicators influence an audience and how to find the most-receptive and attentive audiences possible.
Here are a few of the highlights:
- The higher the receptivity, the greater the attentiveness or the viewer and the greater the impact on brand metrics and purchase intent.
- Believe it or not, viewers were actually less receptive to video advertising when at home.
- The smaller the screen, the more attentive the audience is.
- Excited and happy viewers are most likely to engage with videos ads.
- Viewers are much more receptive first thing in the morning.
First off, though it seems like common sense, it’s important to first validate the notion that a more receptive audience is more attentive and that such an audience would produce more positive brand metrics, conversion metrics, and overall ad performance. Thankfully, the data confirms the theory that attention DOES have a positive impact on brand metrics and ad effectiveness.
Location, Location, Location
The YuMe report found that location was the highest indicator of receptiveness in the consumer, followed by mood, the genre of video content they were currently watching, then by the viewer intent, or ‘need state’. In terms of location, viewers who consumed content while in a public place were more likely to engage with a video ad, than those watching from home.
For capturing the viewers attention, being away from home was also a significant factor in their ability to recall a video ad. YuMe credits this to the fact that consumers are “generally more attentive” in busy environments where they are influenced by a lot of stimuli. Those commuting, shopping, at work, and on vacation were most likely to pay attention.
Screen Size Matters, The Smaller – The More Attentive
The device used by the consumer was also very indicative of attention paid. There was a high correlation between the location most favored for engaging with ads (commuting) when it came to receptivity, but when it comes to holding the viewer’s attention, the device used was the most important factor. This was particularly true in relation to purchase intent, where consumption via a smartphone took the lead.
Context Matters: Lean-Forward vs. Lean-Back Viewing
The video content that the viewer was watching at the time the video ad was served is another very important indicator of receptiveness and attentiveness. The report found that consumers who were actively watching ‘practical content’ and seeking information around topics such as business and tech were more receptive than viewers passively consuming entertainment, sports or comedy videos. In fact, receptiveness was higher across the board for viewers who sought out content with the intent of seeking information. The report indicates that a ‘lean-back’ approach to consuming online video tends to lead to a less receptive and attentive audience when it comes to advertising.
YuMe’s Pursuit of Attention for Video Advertising INFOGRAPHIC:
You can view and download the report findings and infographic shown below @ http://www.yume.com/PursuitofAttention/