In the race to be the best setting for advertising and thus achieve a better connection with brands, media companies try to demonstrate that they are the medium that generates the most engagement, that guarantees more viewings or that manages to capture more the attention of viewers- recipients of the ads that brands and companies position through these channels. In recent years, the race has also been especially fierce between digital media (on the rise) and traditional media (which are losing audience). But how does the consumption of content and the attention to the ads they serve work?Studies have shown that traditional media ads face a certain disinterest .A study pointed out in 2019 that three out of 10 television commercials are not seen by anyone, because they are broadcast directly to an empty room . At the end of the day, the viewers have internalized the idea that the advertising break is the moment in which we take the opportunity to do other things, whether it is to check the mail or to go to the kitchen to get something to eat.
The data is similar to what a Magna study achieved this December, when it analyzed television Mozambique Email List content consumption patterns and concluded that 29% of television advertisements are not seen by anyone and are broadcast to an empty room .Faced with these data, online media achieve a much more optimistic reality. It is not that online advertising does not have viewing problems or with respect to advertising (it does and previous studies have already pointed out what its weaknesses are), but it cannot be said that the ads are broadcast to an empty room. If an ad is being served, there will be a consumer on the other side.This is what a study by Magna has just shown , which has analyzed the consumption patterns of online ads based on a US sample of Internet users.
With this, he wanted to determine if consumers are present when the ads are aired on the network or if, as with TV, there is a high degree of ’empty room’. Their conclusions make it clear that the latter does not occur.No empty rooms According to their data, 99% of people are present when online video ads appear. This is what the analysis of the viewing patterns of video ads that are served by different screens says, starting from the first second of broadcast. If the fork is opened and more than six seconds of viewing are taken into account, the data changes but not in a particularly brutal way. In that case, the percentage drops to 94%. The study has accepted being right in front of the screen or at a distance that makes the content visible.
To this must be added, as a particularly striking statistic, the data achieved by display ads on mobile devices. The presence of a person on the other side of the screen is 100%.Returning to video advertising, the ads that achieve the best data are those that are served in pre-roll, when the presence is 99.5%. Those that are served in mid-roll are positioned at 97.1%. The mid-roll ads activate, they point out in the study, the same mechanisms that activate TV commercials: it is the moment in which we do something else.Of course, those responsible for the study explain that they have measured our presence against advertising, but that does not mean that the ads are capturing our total attention.