Ipsos/Google Advertising Attention Research - Video Ads and Viewer Attention

Data suggests visual attention to advertising on YouTube mobile is higher than on TV.

Today’s consumers have more choices than ever before for viewing video content, with a growing variety of formats and platforms available. With more viewer options than ever, advertisers want to know, “Are people paying attention to my ads? Are all platforms equal in capturing and holding viewer attention?”

Building on existing Google research on sight and sound, Google commissioned Ipsos to conduct research to explore the differences in consumer attention when ads are viewed on different platforms in a natural viewing environment. The findings aim to better understand the degree of visual attention ads generate by platform and also explore the impact ads have on brand metrics when comparing TV ads and YouTube ads, in order to determine how the two platforms stack up on attention and whether they can complement each other when it comes to improving brand perceptions among consumers.

Media & Brand Communication