The narration on this video is a little intense, but it does a good job of showing off how I spent most of May and June, 2012. I’ll be presenting the findings for this study along with YuMe at the 2013 ARF Re:Think Conference in New York. Not to spoil your viewing experience, but the really interesting thing we discovered here is that…. [continued below]
…ad clutter has a lot more to do with ad effectiveness than does the device on which you view the ad. Surprising even me (pretty darn rare), the notion that people watch video on their mobile devices while on the go was largely disproven. Sure, if you have 30 seconds to kill while waiting for the train you might watch a short clip, but longer-format video and any serious viewing time on a phone or tablet is reportedly done while in bed or sitting on a couch. It’s definitely what I do, and it makes sense intuitively that other people would act this way, but it seems like the industry hasn’t yet wrapped it’s head around the idea that consumers don’t really differentiate between screens if the content is the same. Given the choice between Hulu and 4 minutes of ads in a show vs. 8 minutes in a live broadcast, the winner is generally Hulu or a DVR. Hulu, and online video providers like them, may well be the best bet advertisers and publisher can make. After all, if no one pays attention to the ads, why should anyone pay to advertise?