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The Impact of Co-Viewing on Attention to Video Advertising
Duane Varan, Ph.D. – CEO, MediaScience
Impressions are measured everywhere, however, not all impressions are equal, and as such, we need to think about how to appropriately weigh them. The problem with CTV is that there is more than one viewer, and the device itself doesn’t tell you this. The question, then, is how do we account for these added impressions. From a value point of view, we need to understand what is the value of these additional viewers. There was a meta-analysis of MediaScience studies (n=11) on co-viewing. This is not conclusive but rather exploratory because these studies were commissioned by clients. These are premium publishers and not all TV is at that level of quality. The conceptual model of co-viewing: device level exposure data à add additional co-viewers à estimated additional co-viewers. How do we know that these additional co-viewers have the same values? We need to factor for what could be a diminished add impact. To do this: we need to adjust audience (factoring for diminished ad impact) à adjusted additional co-viewers (by impact). Results:- Attention and memory effects are the two areas that matter the most when addressing co-viewing. The attention sphere is a small effect, and there is not a lot of variability with that effect. The real story is in memory—if you’re talking to someone it is difficult to process the ad. Memory retrieval when co-viewing decreases by 15-52% depending on the content.
- Co-viewing composition effect: Mixed gender viewing has a more detrimental effect than same sex viewing (decrease by 27%).
- Age effects: There are big differences by age but not a lot of difference in terms of the decline that is associated with co-viewing by age.
- Program effects: Majority of variability is in the program effects—between 22% and 58%. The co-viewing problem cannot be solved by industry averaging, but we would need program-level measurement. For instance, effect is worse with sitcoms than it is with sports. One of the theories is that in sports, a lot of human interaction happens at the moment, whereas in comedy this is saved for the ad break.
- Number of co-viewers effects: What happens when you increase the number of people in the room? In the studies, the maximum co-viewing is two. Looking at TVision data, they saw that for three or more viewers and above that impacts level of visual attention—from 3% drop with two viewers, to 18% drop with three viewers and 23% drop with four viewers or more. However, this is not significant because 97% of TV viewing occurs with one or two viewers, and only 3% of TV viewing is with three or more viewers (TVision data).
- Implications in terms of value proposition—the worst-case scenario is a detrimental effect of 58%. The net effect of co-viewers is negative 40. Average scenario— detrimental effect of 15%; net of 140 viewers in value.
- Focus on co-viewing to understand the value of additional viewers.
- Effect is seen in memory domain rather than attention domain.
- Issue of variability by program means that the equation will differ between programs.