What is Ad Attention Research?

Ad Attention Research tries to understand the level of attention given to advertisements on various search platforms. New research from Nielsen and Ipsos proves that attention differs across screens. Exposure to advertisements isn’t always enough to ensure ad revenue. While clicks are the central measurement in CPC advertising, the idea behind Ad Attention research suggests that ads need to be noticed, watched, and heard to maximize impact and value to advertisers.

Google have recently provided data highlighting the notion that, “Visual Attention to Advertising on YouTube Mobile is Higher Than on TV.” Four definitions were developed to define levels of ‘attention’ or lack thereof based on consumer behavior as measured by the eye-tracking glasses:

  • ‘Attention‘ is defined as participants looking at the ad, looking at another part of the screen or at the countdown or skip button while the ad is playing.
  • ‘Multitasking’ involves participants looking at other screens/devices, interacting with other people or pets, leaving the room to get a snack, etc.
  • ‘Switching’ involves changing the channel, clicking on another video/link, minimizing the ad, or closing the YouTube app.
  • ‘Skipping’ refers to fast-forwarding or skipping the ad.

The Interactive Advertising Bureau’s (IAB) standard definition of viewability and eye-tracking analysis were used to see if users were actually “looking” at the television and YouTube adv content.  Results show “that the majority (55%) of TV advertising time is NOT paid attention to. That advertising time is either spent multitasking (26%), skipping the ads (15%) or switching channels/videos (14%). –IPSOS Independent Market Research 

Other findings by IPSOS suggests that visual attention to ads is a critical consideration for advertisers. Visual attention is very important when deciding where to place ad dollars for several reasons including;

  • Only 45% of TV advertising receives attention versus 62% of YouTube mobile advertising.
  • Paid YouTube mobile advertising is 84% more likely to receive attention than TV advertising.
  • The combination of TrueView paid views and TV results in stronger lift than just TV alone on most brand metrics.

Users who see and hear ads experience higher ad recall than those who only see or only hear ads.

Will ad attention research affect your online advertising strategy?

Clients are smart and don’t always assume their dollars are being spent on video advertising for mobile, for example. They’re most satisfied when a website visitor, clicks their ad in a near me search that results in an in-store shopping experience. When that in-store experience results in a sale the ad spend is justified in the minds of clients.

To get a better understanding view this ad attention research infographic.

Video advertisers also read, “5 Charts That Prove Viewability and Audibility Together Are Key to Video Ad Effectiveness” at ThinkWithGoogle