REDWOOD CITY, Calif.--(BUSINESS WIRE)--YuMe, Inc. (NYSE:YUME), a leading provider of digital video brand advertising solutions, commissioned a study from Nielsen that concluded that multi-taskers exhibit differing levels of engagement on multiple devices. The research experiment was designed to explore how viewers engage with devices when put in situations that are conducive for multi-tasking, and begins to address the issue of how device interactions can provide the greatest value for brand advertisers.
The study – an observational lab experiment that simulated a multi-tasking environment – demonstrates that the digital environment provides an opportunity for user engagement and complements television campaigns, and reveals that attention lost from TV ads can be regained by ads on digital platforms. Findings from this study are observational and are not meant to be a reflection of all consumers’ viewing habits.
To understand the individual behaviors within multi-tasking, YuMe commissioned Nielsen to conduct in-lab observations across 200 respondents in Las Vegas over a two month period from October to November 2014, in which video consumers were instructed to engage with any of the devices as they would naturally at home for 20 uninterrupted minutes. As a result, 50 hours of video footage was gathered with second-by-second coding of attentiveness for four devices, totaling nearly 2 million data points to analyze regarding the behaviors and interactions across devices.
Key Findings from the In-Lab Study:
For multi-taskers in the study, TV was still the initial medium of
choice, but some participants quickly switched their attention, opting
to begin seeking out content on other devices.
- In the experimental multi-tasking environment, TV provided a constant background, even if the participants were not interested in the specific program that was airing at the time and choosing to engage with content on other devices; the shift to other devices typically happened within the first few minutes.
While television was the most used device (used 53% across all
respondents) during the experiment, the participants spent less than
half of that time paying attention to it while it was on.
- Attention to television dropped from over half of multi-taskers to under 20% of multi-taskers in the first four minutes.
- In the study’s multi-tasking environment, a campaign served to the same number of multi-tasking consumers on each device would be seen by more than 2x as many viewers on laptops and more than 3x as many on tablets or smartphones than on TV.
- Pre-roll was generally more effective than mid-roll at ensuring multi-tasking viewers were attentive to advertising.
- When a participant found content they were interested in watching on television, they were much more likely to maintain their focus on the TV set.
In the study, of all the ads that were shown:
- Television: 30% of ads were seen
- Laptop: 71% of ads were seen
- Tablet: 93% of ads were seen
“No one is debating that consumers are multi-tasking. This ethnographic study was specifically designed to garner insights into users’ behaviors and preferences while multi-tasking,” says Paul Neto, Director of Research, YuMe. “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.”
For the full study results, view the infographic and the full report here: YuMe.com/Research.
YuMe, Inc. (NYSE:YUME) is a leading provider of digital video brand advertising solutions. Its proprietary data science-driven technologies and large audience footprint drive inventory monetization and enable advertisers to reach targeted, brand receptive audiences across a wide range of Internet-connected devices. Designed to serve the specific needs of brand advertising, YuMe’s technology platform simplifies the complexities associated with delivering effective digital video advertising campaigns in today’s highly-fragmented market. YuMe is headquartered in Redwood City, CA with European headquarters in London and 16 additional offices worldwide. For more information, visit YuMe.com/pr, follow @YuMeVideo and like YuMe on Facebook. Current YuMe logos can be found at www.yume.com/news/logos.
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