TVCs are more ‘premium’ but we’re more likely to watch ads on YouTube
Think with Google recently published findings from research into Koreans’ viewing behaviours that it undertook in partnership with Flamingo. We discovered that people see ads differently. TVCs were described as “high definition, artistic and beautifully shot”, while online ads were “fun, humorous, light and memorable”. While TVC’s were thought more “premium”, the participants we followed, aged 16-35, paid more attention to online ads, and were more likely to engage with them.
Flamingo used eye-tracking glasses to observe how 14 people watched content on different screens. Study participants recorded themselves for an hour per day over the course of a week, yielding a total of 98 hours of footage for analysis.
Flamingo researcher Amy Lim says giving people the glasses to wear allowed her to understand more about people’s real behaviour than traditional ethnography, which often entails visiting people at home. “We got to see how people watch things together during dates, taking public transportation, and even sitting down in the park sharing their headphones.”
- “We got to see how people watch things together during dates, taking public transportation, and even sitting down in the park sharing their headphones.”
Flamingo researcher Amy Lim
“We asked them to say out loud what they think — even in public, when they were by themselves — like a crazy person,” Lim says. “But they did it really happily. And they were very polite. One person said I’m sorry if the image is shaking because I’m walking.”
The research found that 65 percent of participants’ video viewing happened on mobile devices, with 23 percent on desktop computers and only 22 percent on TV. When subjects were multi-screening, dividing their attention between a TV screen and a phone or tablet, they paid more attention to their handheld devices.
Participants were more than three times as likely to watch ads on Youtube (which Google acquired in 2006) than on TV. When they did watch ads, they watched them for longer on Youtube.
Why were people more likely to watch Youtube ads? Fifty-nine percent of people interviewed said it was because they had more control over the content, for instance skipping TrueView ads on YouTube after the first five seconds if they weren’t interested.
Sixty-three percent of those who watched online ads searched for information on the brand afterwards, compared to half of those who watched TVCs.
The full article, including takeaways for marketers, is available here.