Attention paid to watching advertising on TV, YouTube and Facebook is still highest for TV, research by Australian professor Karen Nelson-Field has shown. She presented it at a meeting organised by the Association of Commercial Television (ACTV) in Prague last week. The research found that 58% of people actively watched an average second of advertising on their TV screen.
"Facebook is a more passive platform, the primary interest is focused on friends, not ads. But passive viewing also has some relevance,"
she noted.
Attention is supposed to be a key factor influencing product selection, Karen Nelson-Field went on to say, directly affecting sales levels. "There is a strong correlation between attention and sales. The likelihood of purchase for people who were exposed to the ad increased by 17% compared to people who did not see the ad," she further explained. Therefore, every video has a positive effect on the sale of goods. Meanwhile, a comparison of the aforementioned platforms (TV, YouTube, Facebook) again shows that the TV screen achieved the highest index.
According to the research, the level of attention is also related to the size that an advert occupies on a given platform. One hundred per cent of the space on a TV screen is taken up by advertising, which is three times the space it occupies on YouTube and ten times the space it occupies on Facebook. Visibility is thus directly proportional to attention, which in turn affects the level of sales. Visibility is an even more important factor than viewing time, according to research.
"One hundred percent ad size always has twice the impact of half the ad size, regardless of viewing time,"
said Karen Nelson-Field.
The data was collected using artificial intelligence, machine learning and an eye camera. The sample included 2,583 Australians who viewed 18,219 ads from almost 39,000 brands.
Source: mediaguru.cz