Despite the current boom in digital media, television advertising remains a powerful tool for driving long-term brand growth. TV ads are capable of holding attention for longer periods, are highly memorable, and often deliver a higher return on investment compared to digital platforms. While online videos may initially appear more cost-effective, they can end up being more expensive when the actual time of attentive viewing is taken into account.
Television captures the highest attention
For over twenty years, Australian professor Karen Nelson-Field has been researching the attention consumers pay to advertising and its impact on purchasing decisions. In 2018, she presented an extensive study. Building on this Australian research, a wave of studies emerged in 2020 across the DACH region (Switzerland, Germany, and Austria), focusing on proving the value of attention. The research confirmed that the duration of attention given to advertising is a key factor significantly influencing product choice and sales levels.
Television advertising captures more viewer attention than ads on any other platform. Regardless of the device used, TV delivers a greater increase in sales than any other medium.
An important factor is the relationship between attention span and the decline in ad effectiveness. The longer an ad holds attention, the longer the brand stays in memory. Memory retention starts to kick in around the third second of sustained attention. On average, each active second of attention corresponds to 3 days of brand recall, according to the research.
In this regard, television has no competition. Its ability to influence sales far surpasses other platforms. TV ad retention generates a greater impact over a 28-day period than any ads on social media platforms like Facebook or YouTube.
Source: Webinar for AKTV; Karen Nelson-FieldUber uses TV advertising and other channels
Uber is undoubtedly among the brands that consistently rely on television advertising—a channel that remains unrivalled in capturing attention. Celebrities often take centre stage in Uber’s advertising spots, which frequently feature humorous elements. Below, you can find a selection of the best Uber Eats ads:
Video: Ad Archive – Selection of Uber Eats ads
However, the brand relies on diversification, using a variety of media channels. That’s why it decided to measure how much attention its ads receive within the Uber app and partnered with Lumen Research. The result is an analysis focused on how ad placements within the Uber app boost attention compared to industry benchmarks.
Uber excels in capturing attention
As part of the study, user interactions with in-journey ads and post-purchase ads within the Uber and Uber Eats apps were analysed using real-world scenarios. Participants from the UK and the US booked rides or placed delivery orders while wearing eye-tracking glasses that measured their attention. After being exposed to the ads, consumers were asked about brand recall, consideration for potential purchase, and brand perception. What were the results of the study?
Uber Advertising offers a natural attention advantage. When people open the Uber or Uber Eats app, they aren’t aimlessly scrolling. They’re tracking a ride, checking their delivery status, or planning their next move. This high-intent behaviour creates prime moments for brands to engage seamlessly and effectively.
Obviously, Uber knows how to capture attention. Ads on Uber generate more than 6 times higher attentive seconds than online video, social in-feed and mobile display formats. Unlike non-skippable ads that force attention by blocking content, Uber’s ad placements captivate users naturally as part of their journey.
Grabbing attention isn’t the only advantage of ads within the Uber app. While most digital platforms lose attention within seconds, Uber’s ads keep users engaged longer, making brands more memorable.
There is another big plus. The attention curve for ads on Uber remains steady beyond the 3-second mark, while other platforms see sharp drop-offs. Longer exposure has a higher brand impact.
More attention leads to stronger brand recall and top-of-mind preference
The study shows that ads on Uber viewed for just 2.5+ seconds had a 1 in 2 chance of being recalled. Brand consideration increased by 27% on average after ad exposure. Users exposed to Uber’s ads were more likely to trust, engage with and purchase from brands they saw in-app. Uber advertising delivers unmatched engagement. Why?
- Ads are built into real-world moments: Unlike passive scrolling on social media, users experience Uber’s ads during natural moments of engagement: when they’re actively checking their ride or delivery status. This high-intent behaviour makes them more receptive to branded messages.
- Ads are non-intrusive yet memorable: Uber’s ad formats integrate seamlessly into ride tracking, order confirmations, and in-trip moments, ensuring that ads get noticed without disrupting the user experience.
- Advertising is data-driven, with measurable impact: With first-party insights and precise targeting, Uber delivers ads that align with user behaviour, making sure brands reach consumers at the right time, in the right mindset.
Attention above all
The ability of an advertisement to hold a viewer’s attention is not merely a superficial measure of success. It is a crucial factor that directly influences consumers’ purchasing behaviour and brand recall. As Professor Karen Nelson-Field repeatedly emphasises in her research, it’s not only important whether an ad is seen, but also how long and with what level of focus people watch it. There is also a direct correlation between the duration and quality of attention and whether the consumer recalls the brand at the critical moment of making a purchase decision.
Research also shows that the effect of attention is not linear—each additional second of focused viewing exponentially increases the likelihood of a purchase. Brands that can engage consumers and “hold” their attention even for a moment not only become more memorable but also have a higher chance of being recalled by potential customers at their next purchase. In today’s content-saturated environment, the ability to capture genuine attention is one of the key prerequisites for long-term marketing success. When brands invest in TV advertising, they can hardly go wrong. And if they combine TV with another effective channel—as Uber has done—they can truly come out on top.
Source: uber.com