Premium video generates up to 25x more ad attention than social video

Media industry body ThinkPremiumDigital released further findings from its Benchmark series which showed that it takes five hours of social video consumption to generate a single minute of video ad attention, compared to 12 minutes of premium video. .

Advertising platforms have long shared usage data to demonstrate effectiveness and justify investment, but new research proves that time spent on a platform is markedly different than attention paid to advertising.

Using eye-tracking and neurometric measurements, the third phase of the series, conducted by audience research lab MediaScience, sought to quantify how total time spent on a platform converts into attention. advertising, in particular for video advertising.

Research found that one hour of premium video generates 2.6 times more visual ad attention than YouTube and 25 times more than video advertising on Facebook and Instagram.

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Premium video refers to short and long-form videos hosted in the digital environments of well-known and trusted media brands that are brand safe and offer meaningful scale.

Dr Duane Varan of MediaScience said: “As we have consistently demonstrated, environments matter. The case for premium video continues to strengthen with this research showing its ability to deliver ad exposure and, more importantly, ad attention. »

Earlier this year, We Are Social Digital’s Australia 2022 report claimed Australians spend up to 17 hours a month on specific social platforms, however, ThinkPremiumDigital chief executive Venessa Hunt advised advertisers to dig deeper these figures when planning media investments. “If you’re using ‘time spent’ data to guide your media choices, make sure it’s advertising time. After all, if people aren’t spending time with ads, there’s no point in investing in the platform.

“We know that content from Australian publishers and broadcasters attracts quality attention and audiences and now evidence shows that these environments are also attracting more attention to the advertising surrounding the content. Research shows that in high-end environments, people are more likely to be exposed to advertising, and when they are, they pay more attention to it,” Hunt said.

“When people use their scheduling tools to be able to allocate in digital arenas, they often get big platform numbers, but it’s never really a question of how much ad time versus time on platform. form itself. We really wanted to see what the difference was between how long people were on a platform, exposure to advertising, and how long people actually paid attention to it,” she added.

Specific research results showed that an average hour of premium video generates 6:08 minutes of ad exposure, 2.2 times more than YouTube (2:41 minutes) and 16 times more than Facebook or Instagram video ( 23 seconds).

But, as with any advertisement, consumers don’t pay attention 100% of the time. During an average hour of consumption, the premium video generates 5 min of advertising attention, 2.6 times more than YouTube (1h54 min) and 25 times more than a Facebook or Instagram video (12 sec).

Therefore, to generate one minute of advertising attention, 12 minutes of premium video is needed compared to 31:57 minutes of YouTube video and five hours of Facebook or Instagram video.

This phase of the Benchmark study involved 350 laboratory respondents whose attention during media consumption was measured using eye-tracking and neurometric measurements. Consumption of all in-home and out-of-home natural media was also measured with 583 other respondents.

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