Commercials on linked TV attract greater attention and produce better economic results than other types of digital video advertising, according to new research from Yahoo, Omnicom Media Group, and Amplified Intelligence.
The study comes as marketers pump money previously reserved for broadcast and cable TV into CTV. This week, the IAB forecasted that CTV expenditure will increase by 12% in 2024.
According to the survey, commercials on CTV generated an average of 9.7 active attention seconds, which is almost eight times higher than mobile ads and sixteen times more than PCs.
READ MORE: 75% Of All CTV Transactions Are Programmatic
“This makes sense due to the nature of the device, where the ad takes up most of the TV screen, whereas desktop tends to have more content and, therefore, more distraction from the ads,” the businesses stated in releasing the study’s findings.
The study also indicated that the quality of the information around an ad is important. Ads that ran alongside high-quality content received more attention than expected.
Importantly, the study found that higher attention levels led to better commercial outcomes, though viewing an ad on a personal device, such as a mobile phone, was more likely to result in a sale than viewing the same ad on a bigger screen.
READ MORE: Problematic Ads In CTV: The Perils Of Programmatic Dreams
Consumers who were exposed to a brand’s commercial exhibited 26% higher purchase intent on mobile than viewers who were not exposed to the ad. Viewing an ad on a PC increased buy intent 13%, while CTV increased purchase intent 11%.
Because of the attention it produces among consumers, the report suggests that advertisers incorporate CTV into omnichannel programmatic campaigns.
It emphasizes the importance of where an ad appears, as well as ensuring that creative executions highlight the brand.
“For niche brands that require consumers’ Active Attention to take action, having the brand clearly appear on the creative is essential,” according to the analysis.
“At a time when consumers’ media consumption is more fragmented than ever, being able to understand — and capture — attention is critical for brands seeking to cut through the noise and create meaningful connections,” Omnicom Media Group chief intelligence officer Joanna O’Connell explained.
READ MORE: SSPs Are Dominating The CTV Market, And Buyers Are Paying The Price
“Importantly, understanding the dynamics of consumer attention within and across channels enhances our ability to build effective omnichannel investment strategies for our clients,” according to O’Connell.
The research was carried out utilizing Amplified Intelligence’s attentionTRACE system, which records viewers’ facial expressions. There were three degrees of attention recorded: active, with the viewer’s gaze on the ad; passive, with the eye on the screen; and total attention, which combined active and passive viewing.
The test includes advertisements from OMG clients Volkswagen of America, Volkswagen Commercial Vehicles Australia, Virgin Australia, the Victoria Government, a consumer package good marketer, and a home improvement company.
Pixels were put in spots delivered by the Yahoo DSP, resulting in 9.4 million impressions across CTV, desktop, and mobile.
“We love to see publishers such as Yahoo go all-in on attention,” said Dr. Karen Nelson-Field, founder and CEO of Amplified Intelligence. “Their most recent study and activation with attentionPROVE has offered additional proof that the systematic patterns we see are ubiquitous across all media contexts and marketplaces.
“It is always compelling to see publishers take their valued customers on a journey of education, especially when the goal is to drive better efficiency, highlight quality inventory and cement themselves as a marketplace for omnichannel attention activation,” according to Nelson-Field. “Yahoo has done just this in their latest global work.”
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