NEW YORK, June 20, 2016 /PRNewswire/ -- Teads, the inventor of outstream video and the number 1 video advertising marketplace in the world, today released new eye tracking insights that shows advertising placed in premium editorial articles increases consumers' purchase intent by 27 percent. The same insights showed that advertising in social feeds and video-sharing websites had no measurable impact on purchase intent. This news comes as the industry calls into question the quality of attention marketers can expect from advertising placed in social and video-sharing environments.
Using HD mobile eye trackers, Teads' exposed over 115 participants to multiple video ads on a number of mobile websites on their smartphones to determine the users' perceptions and reactions to engaging with ads in various content environments. The eye tracking session was then followed by an interview to gather relevant ad effectiveness KPI's. To see the eye tracking exercise in action, click here.
Teads' eye tracking insights shows users reading premium editorial articles have a lower scroll velocity due to higher engagement. Therefore, users surfing premium publisher websites are much more engaged and in a more attentive and concentrated mood which allows for a more effective stage for advertisers to present their branding messages.
Other notable findings include:
- Scroll Time Matters: Users scroll 50% more in social feeds, leading to a faster pace and less engagement with advertising. On premium publisher sites, users act slower, scroll less and read considerably more than on social sites. Thus, video ads embedded in a slower, more concentrated environment have a higher chance of attracting attention than one embedded in a fast-paced, social feed context.
- Content Environments Impact Ad Viewership: Nearly 9 in 10 users view in-article video ads within premium content versus 6 in 10 users who view a video ad within social feeds.
- Dwell Time in Video: Users look 24% longer at in-article video ads versus video advertising appearing in social feeds.
- Reading Time Leads to Increased Engagement: 80% of consumers' engagement with publisher sites is spent reading versus 65% on social feeds. Users are 23% more likely to read content within premium articles versus in social feeds.
- Forced Video Views Have Less Impact on Ad Recall: When the ad exposure is forced, high viewability rates and dwell time can no longer guarantee increased ad recall. On the opposite end, in-article video ads increased unaided ad recall twice as much versus skippable pre-roll ads for those exposed longer than 2 seconds.
- Users Look for the Skip Button: When viewing skippable pre-roll ads, nearly 9 out of 10 respondents focused in on the skip button.
- Millennials have a higher recall of native ads: As young people have grown up with digital media, they are less surprised by native ads and have a higher cognitive capacity to process parallel content in rapid succession. Millennials are 2 times more likely than those over 40 years old to recall native video ads after exposure.
"With the rise of mobile, there are an endless number of content environments for marketers to reach their target audiences in, which inevitably calls into question which ones are the most effective in engaging consumers," said Bertrand Quesada, CEO of Teads. "This study proves that premium editorial websites are the most effective place for brands to advertise and promises a more relaxed, engaged user who is guaranteed to have more focus and attention on the advertising."
To download a copy of Teads' eye tracking study, please click here: http://info.teads.tv/impact-mobile-formats
Teads, founded in 2011, is the inventor of outstream video and the number 1 video advertising marketplace in the world. Publishers work with Teads to create brand new video inventory and manage their existing inventory, monetizing it through programmatic buying, their own sales force, or third parties.
Teads' native video advertising solutions encompass a series of formats inserted deep into media content, like the inRead playing inside articles. It is changing the game within the video advertising market by creating unprecedented levels of premium inventory, which did not exist before.
Brands and agencies can access this top-tier, premium inventory, available on the web and on mobile, through programmatic or managed services. Through its managed services capabilities, the Teads team execute on their clients behalf using its platform.
Teads has a team of over 450 employees, 100 of which are in the innovation team, across 26 offices in 18 countries.
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