Digital Living Room

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  • 1. Advertising Attention In The Wild A Comparison of online and Televised Video advertising
    Advertising Attention In The Wild
    Created in partnership with
    YuMe Online Video Network
    By
    IPG Media Lab
    April 2011
    A Comparison of online and Televised Video advertising
    Created in partnership with
    YuMe
    By IPG Media Lab
    April 2011

2. Questions we set out to answer
How much more ad avoidance happens beyond active ad skipping?
What is the relative attention level to video advertising in a lean forward PC experience vs. a lean back TV experience?
What behaviors most distract attention to video ads?
3. Methodology

  • March 2011

4. Los Angeles 5. Recreated normal viewing choices 6. Respondents brought companion media 7. 30 minutes in office/30 minutes in living room 8. Post survey on ad recall