Big screen and small screen: The impact of mobile video advertising on TV campaigns

Details the results of a study into the emotional response of different video ads on our mobile devices and its connection to advertising effectiveness.
  • In this study, eye tracking tools captured data indicating which participants' eyes focused on ad units, how long they focused, and how many times they looked back at the units.
  • The study also measured the change in visual attention when paired with a comparable TV ad unit, finding that pre-roll video ads receive a great deal of visual attention but there is a lack of interest, as nearly half of the forced ad content is not viewed.
  • Outstream video ads also receive visual attention but this is short, at less than two seconds and users consuming content in...

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