Introduction

Many pieces of research that compare advertising impact on different video platforms come to the result that advertising effectiveness varies substantially depending on the platform, even if the creative of an ad is almost identical. The central question is: why is this the case? It can be reasonably assumed that individuals consume media in different states of mind, depending from the specific platform they use and the type of content, namely editorial content or advertising. To verify this thesis and to understand the underlying mechanics of advertising effectiveness, SevenOne Media commissioned a study in which the attentional and emotional condition of recipients was captured by psychophysiological measurements while they were watching editorial content and advertising on different video platforms in their homes. The results give a plausible explanation for the differences of advertising impact on lean-back and lean-forward video platforms.

What we know about the effectiveness of video advertising