YuMe Shows Value of Cross-Screen Advertising for Multi-Taskers
Multi-tasking viewers might not be paying attention to the television in front of them, but what are they paying attention to? YuMe and Nielsen set out to answer that question by studying 200 participants in a multi-taking lab in Las Vegas, Nevada. The lab offered video viewers their choice of multiple devices, and they were instructed to interact with them as they normally would. The experiment found that while TV was still the most popular option, viewer attention quickly shifted to other devices.
YuMe and Nielsen found that viewers spent less than half of their time paying attention to the television, even thought it was on. In fact, within the first 4 minutes, under 20 percent of the multi-taskers paid attention to the TV. Looking at ad performance, the study found that a multi-screen campaign would be seen by twice as many viewers on laptops and 3 times as many viewers on smartphones and tablets. However, when viewers really liked what they found on the TV they were more likely to give it their undivided attention.
The results, YuMe says, underscore the importance of running multi-screen ad campaigns.
"This ethnographic study was specifically designed to garner insights into users’ behaviors and preferences while multi-tasking,” said Paul Neto, YuMe's director of research. “Despite distraction levels among consumers, it will be important for brand advertisers to continue running campaigns cross-screen, as viewers continue to show they are also attentive on laptops, tablets, and/or smartphones while ‘watching’ TV.”
Download the full study—"When Screens Collide: Viewer Behavior in Multi-Screen"—for free (registration required).
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