Study shows reactions to video advertising via various channels
A neuromarketing study by Yume, Horizon Media, and Nielsen shows that video ads elicit different user responses on different platforms.
Yume, a global provider of audience targeting technology based on data-driven insights and multi-platform expertise, conducted a study in collaboration with the media agency Horizon Media and the research firm Nielsen to examine emotional reactions to video ads on smartphones, tablets, desktops, and television—including linear TV—were examined. The study used biometric measurements and eye-tracking to assess the subconscious influence of video ads across various platforms on consumers’ emotional responses.
The study’s findings show that, while all platforms have the potential to capture and retain users’ attention, the intensity of reactions and the point in a video where they are strongest vary significantly, and that each device exhibits its own reaction patterns. The findings include several best practices designed to help advertisers increase the effectiveness of their ads across different platforms.
Key findings:
– Showcase your presence on mobile and TV: Video ads generated particularly strong reactions on smartphones and tablets.
– Get right to the point: Engagement spikes sharply across all platforms in the first ten seconds of the ad, though there are also significant differences:
* Smartphones generate the highest level of attention among all devices at the outset. Therefore, the brand message should be communicated very early on.
* Tablet users are more likely to remain attentive for longer periods of time.
* Laptop users show the greatest variability in their emotional responses.
* Linear television typically shows a second peak in viewer engagement toward the end, when the commercial break traditionally occurs.
– Brevity is key: Across all platforms, it was observed that 15-second ads were the most effective at maintaining high levels of attention.
– Harnessing human connection: People who address the user directly elicit a stronger emotional response.
You can find the complete study results here: YuMe.com/Research.
Methodology:
The study was conducted by Nielsen on behalf of Yume and focused on English-language mobile video advertising. Study participants were men and women aged 18 to 34 who watch more than 5 hours of television per month, own and regularly use a laptop, tablet, or smartphone, and visit an online video site at least once a month. The study was conducted in a laboratory setting with a total of 180 participants. Participants were equipped with the Nielsen biometric belt system, which measured real-time biometric data such as heart rate, respiration, movement, and galvanic skin responses to stimuli from video content and advertisements. The participants watched 30 minutes of television, including several commercials. They then watched short videos for 20 minutes on a laptop, tablet, or smartphone, which also included video advertisements. Distractions from using a second screen during the television viewing period were permitted in order to accurately reflect natural television viewing behavior. No distractions were allowed when using tablets, laptops, or mobile devices.
