Consumers watching online videos (60%) are more likely than those watching TV (52%) to pay full attention to the content, according to IPG Media Lab and YuMe. 
When ads come on TV, the proportion of viewers paying full attention drops 29% (calculations by Research Alert). Online video viewers’ attention drops only 8%. More than half of online video viewers (55%) pay attention to video ads during their programs, compared with 37% of TV viewers.
Viewers fast-forwarding through ads while watching on DVR pay closer attention to the ads than those watching live video, but they’re less likely to remember them. While there are no significant gender differences in attention to ads, women are more likely than men to remember video ads unaided, whether on TV or online. Online video viewers have higher recall of brands seen in online video ads than TV viewers do of brands in TV ads. [See also related story on page 1.] [Advertising, Television, Online]
Source: “Advertising Attention in the Wild — A Comparison of Online and Televised Video Advertising, May 2011,” IPG Media Lab and YuMe. IPG Media Lab, Brian Monahan, EVP, Managing Partner, 5700 Wilshire Blvd., #452, Los Angeles, CA 90036; 323-930-3500; brian.monahan@ipglab.com; www.ipglab.com. YuMe, Ed Haslan, SVP Marketing, 1204 Middlefield Rd., Redwood City, CA 94063; 650-591-9400; yume_info@yume.com; www.yume.com
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