Digital Marketing Researches & Reports

Advertising Attention Research in 2016 | Ipsos & Google

Digital Advertising | USA

An Eye-Tracking Study provided by Ipsos & Google in 2016, with US consumers to understand the difference in attention paid to TV advertising & YouTube mobile advertising in a natural viewing environment.

By separating into 2 groups, the TV Viewers were tasked with wearing eye-tracking glasses for at least 90 minutes during their regular TV viewing sessions at home, and by using a camera facing the TV, in order to determine the length of advertising time.

While the other group, YouTube Mobile Viewers were tasked with wearing eye-tracking glasses for at least 45 minutes during their regular YouTube mobile viewing sessions at home, used a passive tracking app to the smartphones.

The study highlights in a capsule are:

  • 55% of TV advertising time is spent multitasking, switching or skipping.
  • 62% of all YouTube mobile advertising, paid and non-paid, receives viewers’ attention compared to only 45% of TV.
  • 84% is more likely to receive attention for paid YouTube mobile ads than 45% for TV ads.
  • Mobile YouTube viewers do not multitask during ads to the degree that TV viewers do.
  • 73% of TV viewers agree that the number of TV ads during their favorite shows is annoying.
Ipsos/Google Advertising Attention Research:

A Graph Shows The TV Viewers & Mobile Viewers Insights, 2016.


Market Research

Founded in France in 1975, Ipsos has grown into a global research Group with a strong presence in all key markets in 89 countries. Ipsos is one of the world’s leading independent market research companies worldwide controlled and managed by research professionals.Ipsos researchers assess market potential and interpret market trends. They develop and build brands, help clients build long-term relationships with their customers, test advertising and study audience responses to various media and measure public opinion around the globe.Ipsos takes an approach that combines the skills in its lines of specialization to deal with its clients’ issues and offer them innovative and comprehensive solutions to make the world easier and faster in order to navigate and inspires our clients to make smarter decisions.

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