VentureBeat write about a new piece of research Nielsen and AOL have released on how attention plays into the consumption of TV and online video and how that relates to ad effectiveness.
(This is a topic that is close to us at YuMe, in fact, we've done a bunch of research with IPG on it.)
The results are mostly obvious – we all play with our mobile devices while we watch TV and as a result pay less attention to the ads – but there are interesting and specific numerics. The recommendations, however, are pretty depressing:
- Run more impressions of the same ad (as high as 80% more).
- Use audio cues in television ads to wrest our attention from our mobile device.
These are logical, I guess, but are only going to make the problem worse. Nobody wants the TV to start shouting at them. Repeatedly.
More data is available at AOL's site.