Broadcaster Video on Demand (BVOD) generates the most attention from viewers, according to research by industry body ThinkTV.
Consumer's eyes are on the screen and the advertisement 65% of the time. Linear television follows closely with eyes on the screen 58% of the time.
The same cannot be said for social video such as YouTube and Facebook, according to the Benchmark Series that looks at how Australians engage with advertising across different platforms and devices.
The study involved the observation of more than 2,500 Australians as they viewed in more than 18,000 advertisements.
Video advertising is in demand with the IAB Australia Online Advertising Expenditure report valuing the category at $1.7 billion, an increase of 15.4% compared to the year prior making it the fastest growing form of digital advertising.
Attention strongly correlates to sales impact with Benchmark finding TV in all of its forms generates the highest short-term advertising strength (STAS). TV’s lowest STAS device significantly outperforms the best of online with linear TV and BVOD commanding STAS scores of 144 and 161 respectively. The next highest STAS is YouTube on mobile which commands a STAS of 137.
ThinkTV CEO Kim Portrate: “To be effective, an advertisement must be seen and it’s a simple fact that some platforms do this better than others. Of course, being seen is just the first step; the ad must also command and hold the consumer’s attention.
“Some platforms will tell you that the percentage of real estate an ad commands is irrelevant, but this research clearly demonstrates the opposite. An ad that fills the screen does a significantly better job of commanding attention than one that doesn’t and ultimately leads to greater sales impact. In short, not all reach is equal.”
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