First 10 seconds crucial for viewer engagement, study
The first 10 seconds of any video ad are the most important, a new study by YuMe, Horizon Media and Nielsen has found.
‘‘This research provides us enhanced insights into ad performance on various devices,’’ Paul Neto, director of research and technical marketing at the digital video brand advertising company YuMe, tells Smashdig. ‘‘We’ve had a number of clients engaging us in order to carry out studies that evaluate ad performance using neuroscience methodology.’’
The study, released Monday, used eye tracking to measure how emotional engagement is influencing a viewer on a subconscious level. It found that any device has the potential to engage viewers. But the intensity of the engagement and at what point during the ad the audience gets emotionally invested varies between platforms. The goal of the research is to help advertisers create the most effective advertisement possible depending on the platform.
‘‘The use of neuroscience methodology in order to understand the effectiveness of advertisements provide unique insights on what really drives brand engagement,’’ Donnie Williams, Chief Digital Officer at media agency Horizon Media, says in a press release.
Key conclusions of the study:
- Have a presence on many platforms – engagement was high on both tablets and smartphones.
- Get to the point – the emotional engagement quickly increases during the first 10 seconds of an ad on any platform.
- Keep it tight – no matter the device, ads running no longer than 15 seconds are the most effective.
- Utilize the human element – ads where spokespeople are speaking directly to the viewers tend to lead to increased engagement.
‘‘We’ve long understood that adding the human element to creative will increase engagement and that our brains are wired to connect with the human expression. This is another data point to confirm what we’ve believed for a long time,’’ says Neto. ‘‘Secondly, other research we’ve conducted pointed to mobile devices being much more personal and engaging driving higher attention rates, this research helps further substantiate those findings.’’
Smartphone users are most likely to be emotionally engaged in the early stages of the ads whereas tablet users tend to be engaged through a longer period of time, according to the study.
People watching advertisements on laptops show the most varied pattern of engagement. The linear TV audience are likely to be engaged the most towards the end of an ad.
The study was carried out by Nielsen and featured men and women in ages 18-34 who are watching more than five hours of television a month, own a tablet, smartphone or laptop and watch at least one digital video ad per month.
The participants watching linear TV were distracted by a second screen to simulate an authentic television-watching situation. Users of a smartphone, tablet or laptop were not the subjects of any distractions.
‘‘We’ve had tremendously positive feedback from customers [as we are] bringing these methodologies as new ways to understanding ad performance for their campaigns,’’ says Neto.Horizon MediaNielsenYuMePaul NetoDonnie Williams