Premium video delivers up to 25 times more advertising attention than social video, according to research from ThinkPremiumDigital (TPD).
The study is the third phase of TPD’s The Benchmark series which has looked at the value of premium environments, which includes platforms owned by TPD members, compared to social media platforms.
Conducted by audience research lab MediaScience, the latest study looked at 350 people using eye-tracking technology to quantify how overall time sent on a platform converts to ad attention, specifically for video advertising.
The research found an hour of premium video generates 2.6 times more visual attention to ads than YouTube and 25 times more than video advertising on Facebook and Instagram.
“I was surprised by the magnitude of the difference between premium and social, not the direction of it,” says MediaScience’s Dr Duane Varan.
“Normally in our experiments it's very controlled and forced exposures so we're used to seeing differences in the same direction. But the naturalistic element of it greatly heightened just how big the magnitude of that is. And I think that's, again, capturing how people really experience this content in the real world.”
The study also found an average hour of premium video generates 6:08 minutes of advertising exposure, 2.2 times more than YouTube, 2:41 minutes, and 16 times more than Facebook or Instagram video, 23 seconds.
During an average hour of consumption, premium video generates 5 minutes of advertising attention, 2.6 times more than YouTube, 1:54 mins, and 25 times more than Facebook or Instagram video, 12 secs.
“If you use ‘time spent’ data to guide your media choices, make sure it’s time spent with advertising,” says TPD general manager Venessa Hunt.
“After all, if people aren’t spending time with ads, there’s little point investing in the platform.
“We know Australian publisher and broadcaster content attracts quality attention and audiences and now the evidence shows these environments also bring greater attention to the advertising surrounding the content. The research shows that in premium environments, people have a greater opportunity to be exposed to advertising, and when they are, they pay more attention to it.”
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