More and more media offers are being used on an increasing number of devices - at home and on the road. As a result, modern marketing is developing into a multimedia competition for viewers' attention. The importance of attention for the perception and impact of advertising is proven by several market studies, such as the Screenforce studies "Not all Reach is Equal" by Karen Nelson-Field and "Track the Success". The results of both studies demonstrate clearly that advertising on TV content has a much better impact than on YouTube and Facebook.
The reason for this is a different usage condition: visual attention is longest on TV, followed by BVOD. YouTube and Facebook are distinctly behind. Television advertising is the most emotional and is also received in a well-balanced state of mind - an ideal prerequisite for a powerful effect. Context variables such as attention then take on a central role in the perception and impact of advertising.
Recently, thinkTV Australia's study "The attention habits of consumers by platform, screen and demo" and Ebiquity's "The Challenge of Attention" have provided up-to-date research contributions that focus on the topic of attention. thinkTV Australia's study examines attention by channel and screen for advertising on different screens. The results of the study show clear differences by media channel:
On BVOD, 86 percent of the advertising time was watched attentively, i.e. the eyes were focused on the advertisement. Moreover, there are only minor differences between use on Connected TV and smartphone.
On YouTube, it was 71 percent, which shows a distinct loss of attention for advertising on the smartphone, and on Facebook, the attention span was shortest at 50 percent of the advertising time.
The Screenforce study "Track the Success" provides the explanation:
With YouTube, a large part of the use on the smartphone takes place in vertical mode, i.e. with a lower screen coverage of the advertising. BVOD offers, on the other hand, are also predominantly used in landscape mode on the smartphone. This guarantees full screen coverage of the advertising and thus more attention.
Screenforce has summarized the results of the latest studies:
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Screenforce is the initiative of the TV marketers in Germany, Austria and Switzerland for television and moving images. The 12 partners jointly represent 95 percent of the TV advertising market in the DACH countries. Screenforce (until April 2015: Wirkstoff TV) focuses on research, marketing and communication for TV and moving images.