New research has found that Australians are watching twice as many ads as they think they do.
The study was conducted by Kantar, Eye Square and Google and found 51 per cent of ads minutes shown across platforms had ‘eyes on screen’ — double what participants self-reported as their typical ad watch time.
YouTube was seen to drive the most attention of all screens at 64 per cent, with ‘Catch up’ TV accounting for 54 per cent and Free To Air TV 49 per cent.
The research used a new method of eye-tracking technology for the first time in Australia to get a clearer picture of people’s viewing habits as they went about everyday life at home and on the move.
Online video was found to have the highest per cent of eyes on screens due to changes in how people were watching video content. YouTube’s shorter and less predictable ad breaks meant people were less likely to get up during that time. 43 per cent of YouTube viewers also claimed to take their device with them while they completed other tasks.
While the study showed participants watched more ads than they thought, it also found that on average only 51 per cent of ad minutes had actual ‘eyes on screens’. It highlights what has been termed a “scarcity of attention as a commodity” – or the significant value advertisers place on the times when people are actually focused on ads.
Google Australia head of large customer marketing Mark Wheeler said: “While marketers and advertisers might be excited to learn people are watching more ads than thought, it also shows that sustained attention is something they need to work hard for. The lesson here is to ensure your advertising creative is clever and engaging, and that you’re using the right mix of media.”
Wheeler said screen size is a much less important predictor of attention than where people are viewing, what they are choosing to watch based on their personal interests, and how creative the content is.
Kantar executive director – media & digita Mark Henning said: “Reach and exposure are important media measures, but they don’t tell the whole story. Ads that are successful at gaining the attention of consumers – through great creative, and being viewed in the right environment, have the best chance of effectively impacting consumers.”
The study tracked 2808 ads and 741 minutes of footage. Participants opted in and wore discreet, eye-tracking glasses by Eye Square as they went about their daily life, allowing researchers to follow every glance and gaze directed towards TV, phone, laptop and tablet, playing Free To Air TV, Catch Up TV, YouTube and Facebook video.
Mars Inc. has confirmed it will change the name of Uncle Ben’s rice brand following complaints of racial stereotyping. The brand will now be known as ‘Ben’s Original’. The change will also see the brand remove the image of a smiling, grey-haired black man from its packaging. “We listened to our associates and our customers […]
A legal stoush has erupted in the US over who owns the rights to the iconic “smiley face” that has adorned rock band Nirvana’s T-shirts and merchandise for the past quarter of a century. The iconic image – which, to its credit, remains very much in fashion with today’s youngsters – was widely believed to […]
Spotify Australia has revealed the results of its “Culture Next Trends Report,” the brand’s second annual global report of Gen Z insights and cross-generational views regarding topics most impacting culture and trends. Topics explored uncover global insights about voting & politics, education, entrepreneurism, Black Lives Matter, societal norms & expectations, parent-child means for connection, the importance of […]
Frameplay today announced its first global integration with Magnite, the largest independent omnichannel sell-side advertising platform, to provide advertisers with the ability to buy intrinsic in-game advertising programmatically. The combination of Frameplay’s industry-leading software developed for in-game advertising and Magnite’s scale and experience in programmatic technology across any format and screen provides advertisers with greater […]
Lipton and Peace One Day united for the UN International Day of Peace on 21 September 2020, to inspire the world to connect and Make Tea Time Peace Time. Together the organisations created an ambitious global moment of solidarity, with iconic clock towers and landmarks across the planet taken over and lit up with projections […]
Sydney ABC news editor Riley Stuart has angered hoards of South Australians after he quipped NSW residents “may die of boredom” if they travel to Adelaide. It follows the news border restrictions between the two states have no been lifted. Stuart cracked the joke on Twitter under a #BREAKING tag, and was subsequently labelled a […]
Gartner recently placed Sitecore as a leader in its magic quadrant for Web Content Management, ranking it above most other platforms and putting it only behind Adobe when it came to the completeness of vision. Sitecore is a digital experience platform providing solutions across content management (CMS) and e-commerce, and digital asset management . According […]
CHE Proximity today announced the appointment of Cam Hoelter (main photo) as executive creative director of the Sydney location, bringing him home from New York. Hoelter joins the creative leadership team led by Ant White, chief creative officer and bolsters a senior creative line-up across Melbourne, Sydney and Brisbane. Luring him back from the US, […]
A significant 879,000 metro viewers tuned in to a rather emotional Bachelor finale on Thursday night, which saw Locky Gilbert choose Irena Srbinovska over Bella Varelis, according to OzTAM numbers. While Nine and Seven did beat 10 in primary channel share (18.1 per cent, 17.5 per cent and 17.2 per cent respectively), 10 did top […]
Imagine a world where you, your beliefs, your memories and your story can live on forever in a digital world. Enter Memories, a new product and digital platform designed to keep you connected with your loved ones, even after you’re gone. To launch the Memories.com.au ad-free private platform, and highlight how members can share their […]
Ex-Seven presenter Simon Reeve is reportedly suing the network for between $500,000 to $1M in damages, claiming the broadcaster breached the Fair Work Act. As reported on the SMH, Reeve is accusing Seven of failing to pay him out his annual leave or redundancy pay. The presenter, who appeared on Seven’s Olympics coverage, news and […]
Liberal MP and co-chair of the Parliamentary Friends of the Screen Industry Trent Zimmerman has urged Netflix to support the local screen industry after years of having a “free ride” in Australia. In an opinion piece for The Guardian, Zimmerman said more commitment is required streaming companies to the local industry. “It’s time for streaming services, […]
The planet may be hanging out for a long-awaited vaccine to coronavirus with reports we shouldn’t even begin to expect one until the first three months of 2021 at the very earliest. But a new study has asked Australians who they think should be the first in line to get any COVID-19 vaccine if and […]
News Corp Australia, today unveiled a new travel campaign Australia Go and Get It – Safe Escapes 20/21, designed to unite and support all Australians to drive the recovery of local tourism. Launching on Sunday 27 September, the national campaign is led by the company’s leading travel media brand Escape, The Australian and news.com.au, and with support across the […]
Cadbury has launched its National Women in Sport initiative in partnership with the AFLW, Australian Women’s Cricket team, the NRLW and the Westfield Matildas, uniting with leading women’s sporting codes to support the continued growth and equality of women’s sports in Australia. With one in two young girls dropping out from organised sport from the […]
Advertising spend on e-commerce platforms is set to rise sharply this year despite the global recession, reaching a total of $US58.5bn ($83bn). Advertising investment across e-commerce sites such as Amazon, Tmall and Rakuten, omnichannel retailers such as Walmart and Carrefour, and social commerce on platforms such as Pinduoduo and TikTok is set to increase 18.3 […]
Creative agency CHE Proximity is the latest to feel the wrath of a Hindu group that calls out companies and brands it believes commercially exploits and insults the world’s 1.1 billion Hindus. Last week, IKEA Australia – via its creative agency CHEP – launched “IKEA product pose Yoga”, a seven-minute long video that teaches the most […]
Online insurance comparison website, Compare the Market Australia has appointed Emma Alberici as Chief Strategy, Government Relations and Communications Officer. Previously, Alberici was chief economics correspondent at the ABC, one of many senior positions she held during her 18 years with the organisation. Before this, she was a senior journalist at the Nine Network, where […]
VA Media has announced the launch of new YouTube content ID service for producers, production companies and film & television distributors. VA Media owns and manages some of the world’s largest movie and TV-based YouTube channels, including Movie Central– which boasts an impressive 20M views monthly. The newly announced fee-based service is designed to enable […]