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2024-03-29T02:37:20Z
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Video Advertising Recall 2X Higher Than TV, According to Study
https://automotiveinternetsales.com/profiles/blogs/video-advertising-recall-2x-higher-than-tv-according-to-study
2013-10-04T03:23:54.000Z
2013-10-04T03:23:54.000Z
Sean V. Bradley
https://automotiveinternetsales.com/members/SeanVBradley
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<img width="200" height="152" class="attachment-thumbnail wp-post-image" alt="Video Advertising Recall 2X Higher Than TV, According to Study" title="ipg yume results4 200x152" src="http://www.reelseo.com/wp-content/uploads/2011/05/ipg-yume-results4-200x152.jpg">
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<p><a href="http://www.reelseo.com/company/yume/" title="Yume">Yume</a> and IPG Media Lab just released a really interesting study regarding how viewers engage with online video ads differently than they do with television ads. To draw their conclusions, they took measurements of facial expressions, eye movement and placement and biometrics to determine the interaction and engagement levels of both TV and online video...and the winner is...<span id="more-43696"></span></p>
<h2>Do Viewers Interact With Online Video Ads Differently From TV?</h2>
<p>First thing first: the what, why, and how. They set out to answer three major questions in <a href="http://www.yume.com/sites/default/files/Ad%20Attention%20In%20The%20Wild_5_2011.pdf" target="_blank" rel="external" title="" class="ext-link">their research</a>:</p>
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<p><strong>SEE ALSO: </strong><strong><a rel="bookmark" title="Attention, Excitement and Video Ad Recall Levels are Screen Dependent?" href="http://www.reelseo.com/article-yume-4-screen-study-ipg/">Attention, Excitement and Video Ad Recall Levels are Screen Dependent?</a></strong></p>
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<h4>Do people pay attention to online video differently than they do when watching TV?</h4>
<h4>If they are different, should an online video ad impression be valued the same way that TV ads are?</h4>
<h4>What are the quantitative and qualitative differences between TV watching and online video?</h4>
<p>It seems that these guys really got it because their basic assumptions included the fact that a controlled environment adds bias to the behavior. Ad avoidance is normal; an ad on-screen doesn't mean a view. <em>How </em>people watch is as important (or more) than <em>what</em>.</p>
<p>Now this was a very limited study, there were only 48 participants who were chosen based on demographic diversity and their viewing of online and traditional TV.</p>
<p><a href="http://www.reelseo.com/wp-content/uploads/2011/05/ipg-yume-results1.jpg"><img class="alignnone size-full wp-image-43717" title="ipg yume results1" alt="Video Advertising Recall 2X Higher Than TV, According to Study" width="600" height="216" src="http://www.reelseo.com/wp-content/uploads/2011/05/ipg-yume-results1.jpg"></a></p>
<p>They they showed them an hour of video and did facial tracking analysis and some biometric analysis.</p>
<p>That's as technical as I'll get for you. Let's get to the results!</p>
<h2>Online Video Ad Recall Vs. TV: The Results!</h2>
<p>It seems that short attention spans and instant gratification needs have teamed up in Americans to show that we can't just watch most shows for their entire length. Or maybe the content of the shows just isn't totally engrossing and so we fill the attention gap with other media. Our mobile phones are the biggest distraction in regards to ad avoidance with 60.4% of subjects using it and DVRs play a big part of that as well with 45.8% using that. Having a laptop in the room is also a major distraction for TV viewers.</p>
<p>For online media, the phone still reigns supreme but surprisingly, 27% of the subjects had no distractions while online. One might say that online video content is far more engaging, or it could have been a fluke (remember, only 48 subjects in the test).</p>
<p><a href="http://www.reelseo.com/wp-content/uploads/2011/05/ipg-yume-results2.jpg"><img class="alignnone size-full wp-image-43718" title="ipg yume results2" alt="Video Advertising Recall 2X Higher Than TV, According to Study" width="600" height="419" src="http://www.reelseo.com/wp-content/uploads/2011/05/ipg-yume-results2.jpg"></a></p>
<p>Using a DVR often brought attention levels up, but that was mainly to actively avoid commercials by skipping over them.</p>
<p><a href="http://www.reelseo.com/wp-content/uploads/2011/05/ipg-yume-results3.jpg"><img class="alignnone size-full wp-image-43719" title="ipg yume results3" alt="Video Advertising Recall 2X Higher Than TV, According to Study" width="600" height="418" src="http://www.reelseo.com/wp-content/uploads/2011/05/ipg-yume-results3.jpg"></a></p>
<p>Overall, online ad retention and recall were far higher for online than they were for TV. This is mostly because of the DVR-memory gap effect (my term) where people are actively avoiding ads with the DVR, after all, that's half the reason to use one right?</p>
<p>Catch programs you might miss and skip the ads.</p>
<p><a href="http://www.reelseo.com/wp-content/uploads/2011/05/ipg-yume-results4.jpg"><img class="alignnone size-full wp-image-43720" title="ipg yume results4" alt="Video Advertising Recall 2X Higher Than TV, According to Study" width="531" height="405" src="http://www.reelseo.com/wp-content/uploads/2011/05/ipg-yume-results4.jpg"></a></p>
<p>This graph is really quite strange if you think about it and shows that DVR memory gap effect. For TV the unremembered ads is increased by the DVR and yet, unaided ad recall is about the same level while <strong>aided</strong> ad recall is lower than both. It almost seems counter-intuitive. Perhaps what's happening is that people are actually seeing the ad images while DVR ad-skipping and because they weren't completely bored, as they didn't have to sit through the whole ad, they remembered a single frame with branding on it which flashed by as they were fast forwarding.</p>
<h2>The New TV Ad Format?</h2>
<p>That could be something really interesting to investigate more thoroughly. I've noticed a lot of remotes don't have ad-skip buttons so that means if you're actively ad-skipping you're going to push the FF button until you see a frame of the show you're watching and then hit play.</p>
<p>What if advertisers were to know exactly how many frames were generally skipped, how often a frame showed up on screen and how often a viewer stopped short? Those would then be the ideal places to stick big, branded, static images because then those frames would be seen, even somewhat passively, by the viewers and could be far more effective than fancy live-action ads which don't show the brand much of the time.</p>
<p>This might be the new way to start designing ads for TV.</p>
<h2>The Big Win for Online Video Ads</h2>
<p>For the online video crowd, i.e. <strong>us</strong>, this is far easier to deal with. Anytime a video is fast-forwarded over an ad or where an ad would be placed, the ad simply plays when the viewer stops scrubbing or presses play. I've seen this on places like <a href="http://www.reelseo.com/company/hulu/" title="Hulu">Hulu</a>, who actually show you where the ad will be. Since Hulu is giving me the content free, I don't even bother skipping the ads (see how tolerant I am sometimes).</p>
<p>Here are the big results from the survey if you ask me: <strong>online ad recall was twice as high as TV ad recall</strong>, both aided and unaided. Check out the chart below.</p>
<p><a href="http://www.reelseo.com/wp-content/uploads/2011/05/ipg-yume-results5.jpg"><img class="alignnone size-full wp-image-43721" title="ipg yume results5" alt="Video Advertising Recall 2X Higher Than TV, According to Study" width="600" height="447" src="http://www.reelseo.com/wp-content/uploads/2011/05/ipg-yume-results5.jpg"></a></p>
<p>Perhaps that's the anti-DVR effect. You generally can't get past the ads online whether you're scrubbing or fast forwarding, so it means you'll see them more often. However, I think that the ads also need to still maintain both a short length (15 seconds) or be entertaining and not too frequent.</p>
<p>Because the other thing this research shows is just how easy we, as online video viewers, might simply start multi-tasking far more and mentally blocking out the ads. So advertisers...be warned.</p>
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<p><span><br> <br> Source: <a href="http://www.reelseo.com/tv-online-video-attention-levels/#ixzz2giggkbFw">Video Advertising Recall 2X Higher Than TV, According to Study</a> <a href="http://www.reelseo.com/tv-online-video-attention-levels/#ixzz2giggkbFw">http://www.reelseo.com/tv-online-video-attention-levels/#ixzz2giggkbFw</a> <br> ©ReelSEO.com, All Rights Reserved <br> Follow us: <a href="http://ec.tynt.com/b/rw?id=aroWDKZY4r34iFadbi-bpO&u=ReelSEO" target="_blank">@ReelSEO on Twitter</a> | <a href="http://ec.tynt.com/b/rf?id=aroWDKZY4r34iFadbi-bpO&u=ReelSEO" target="_blank">ReelSEO on Facebook</a></span></p></div>
Does Your Digital Marketing, Internet Sales, Social Media SUCK Like this...? Car Lot Rescue - Tom Stuker
https://automotiveinternetsales.com/profiles/blogs/does-your-digital-marketing-internet-sales-social-media-suck-like
2013-02-20T07:38:02.000Z
2013-02-20T07:38:02.000Z
Sean V. Bradley
https://automotiveinternetsales.com/members/SeanVBradley
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<p>This is an AWESOME new Reality Show on SPIKE TV... You have to check it out!</p>
<p>Does Your Digital Marketing, Internet Sales, Social Media SUCK Like this...? Car Lot Rescue - Tom Stuker</p>
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How Carfax Missed a Big Opportunity in Advertising
https://automotiveinternetsales.com/profiles/blogs/how-carfax-missed-a-big-opportunity-in-advertising
2012-12-03T08:11:19.000Z
2012-12-03T08:11:19.000Z
JD Rucker
https://automotiveinternetsales.com/members/JDRucker
<div><p><a rel="nofollow" target="_blank" href="http://www.automotivedigitalmarketing.com/profiles/blogs/how-carfax-missed-a-big-opportunity-in-advertising"><img class="align-full" src="http://soshable.com/wp-content/uploads/2012/11/Carfax.jpg?width=750" width="750"/></a></p><p>Over at <a rel="nofollow" href="http://www.automotivedigitalmarketing.com/profiles/blogs/it-s-time-for-the-retail-automotive-community-to-rise-up-and-give" target="_blank">Automotive Digital Marketing</a>, there's been a long discussion started by <a rel="nofollow" href="https://twitter.com/JimZiegler" target="_blank">Jim Ziegler</a>about Carfax and its place in the automotive community. I haven't chimed in because, quite frankly, I'm not needed there. The discussion is self-perpetuating and there's no shortage of opinions.</p><p> </p><p><strong>It did, however, catch my attention strictly from an advertising perspective as they have an ad out that misses on more cylinders than I thought was even possible.</strong> This physics-bending ad is intended to position Carfax as some sort of secret weapon to be used against car dealers. It isn't, but that's not the main reason why the ad fails so miserably.</p><p> </p><p><strong>First, the video itself:</strong><iframe src="http://www.youtube.com/embed/0qv_So9-sJY?rel=0&wmode=opaque" frameborder="0" height="411" width="730"></iframe></p><p><strong>Did you see the biggest problem with it?</strong></p><p></p><p>Car salespeople are still stuck in the 80s, according to this video. <strong>The CarFax advertising team had a big opportunity to introduce the reality of today's car buying experience, and that reality is that dealers look at Carfax very closely themselves.</strong> They do not want to put out a vehicle that won't pass with flying colors. Most use it as a selling tool, a vote of confidence that they stand by their product. To position dealers as the enemy is foolish, mostly because there are plenty of people who feel that if something is considered a potential conflict point, they'll avoid it. Why would you want to make your product appear to be a point of contention during a transaction?</p><p> </p><p><strong>There are many challenges with the way Carfax is marketing, but this is the biggest. Be a conduit between dealers and customers. Don't be adversarial to one side or the other.</strong></p></div>
The Coolest Car Dealership Commercial I have Seen in a Long Time!
https://automotiveinternetsales.com/profiles/blogs/the-coolest-car-dealership-commercial-i-have-seen-in-a-long-time
2012-04-26T16:58:47.000Z
2012-04-26T16:58:47.000Z
Sean V. Bradley
https://automotiveinternetsales.com/members/SeanVBradley
<div><p><object width="560" height="315" classid="clsid:d27cdb6e-ae6d-11cf-96b8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0"><param name="allowFullScreen" value="false" ></param>
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<p>The Coolest Car Dealership Commercial I have Seen in a Long Time! </p>
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Breaking News: Apple Unveils new iPad
https://automotiveinternetsales.com/profiles/blogs/breaking-news-apple-unveils-new-ipad
2012-03-07T20:34:50.000Z
2012-03-07T20:34:50.000Z
Kevin Lyle Dillon
https://automotiveinternetsales.com/members/KevinLyleDillon
<div><p>Weeks leading up to today's announcement of The new iPad, there were several different rumors swirling around the tech community trying to guess what it would be called, what new features it would have, and so forth. Well, no more guesses. It's not called the iPad 3. Not the iPad HD. It's simply...<span style="text-decoration: underline;">the new iPad.</span></p><p><img src="http://6.mshcdn.com/wp-content/uploads/2012/03/New-iPad.jpg" width="383" height="221"/></p><p>The new iPad, which will be released on March 16th, will be priced at $499. (iPad2 will now be $399) Here's everything you need to know about it:</p><ul><li>retina display</li><li>5-megapixel camera (w/ same optics sensor from iPhone 4S)</li><li>1080p video recording</li></ul><p><img src="http://4.mshcdn.com/wp-content/uploads/2012/03/iPad1.jpg" alt="New iPad - 600" title="New iPad - 600" class="aligncenter size-full wp-image-975591" width="387" height="249"/></p><p>So, what's so special about "The new iPad?" It will feature an amazing retina display w/ 2048 x 1536 pixels and 264 pixels in each inch (<a rel="nofollow" href="http://mashable.com/2012/03/07/ipad-hd-2/" target="_blank">Source: Mashable</a>) In more simpler terms, the new iPad will have 1 million more pixels than an HDTV. Now, that's awesome.</p><p>The camera is also updated as it will record videos in 1080p, whereas the iPad2 was in 720p.</p><p>Here's what Phil Schiller, Apple's SVP of worldwide marketing had to say: "It has the best mobile display that has ever shipped."</p><p><img src="http://4.mshcdn.com/wp-content/uploads/2012/03/iPad.jpg" alt="New iPad - 600" title="New iPad - 600" class="aligncenter size-full wp-image-975453" width="395" height="245"/></p><p></p><p>So, if you were looking for the most high def, clear tablet in the world, here it is. Although Amazon and others have tried, nobody has been able to compete with the iPad (1 and 2). Now, it looks like Apple has EVEN outdone themselves. I can't imagine what the next iPad is going to look like.</p><p>What do you guys think? Will you be camping out for this one or are you content with your iPad 2?</p><p></p><p></p><p></p></div>