Study: Online Video Ads Beat TV Ads In Viewer Recall

MediaPost

Viewers pay more attention to online video ads than to traditional TV commercials and also recall them better, according to new research that utilized Affectiva’s facial tracking algorithms and second-by-second biometric modeling of cognition, excitement and stress levels.

The research measured the reactions of 48 viewers watching one hour of programming in Interpublic Group’s West Coast IPG Media Lab.

Conducted by the Media Lab during March in conjunction with video ad network YuMe, the study determined that on average, online viewers pay more attention to the screen than do traditional TV viewers — and the greater attention levels carry over to advertising. Read more

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