LVIMA 2015 DPD - YuMe

WHEN SCREENS COLLIDE

VIEWER BEHAVIOR IN MULTI-SCREEN

A YUME-COMMISSIONED NIELSEN STUDY

TELEVISION DISTRACTIONS

Device Usage While TV Was On

What Millennials are Doing

accessed content related to TV

content

47%92%used a connected

device with TV

Smartphone 80%

Laptop 75%

Tablet 73%

Desktop 45%

PREVIOUSLY ON YUME’S MIX+MEASURE STUDY

©2015 YUME. ALL RIGHTS RESERVED.2

WHEN AND HOW ARE RESPONDENTS MULTI-TASKING?• While our last study provided the

incidence of respondents that multi-tasked, how frequently are these multi-taskers actually engaging in these behaviors?

• Which pairings are most common when the respondent is in a natural environment?


WHAT IS THE IMPACT OF MULTI-TASKING?• When multiple devices are in use,

which device does the respondent give preference?

• How does multi-tasking impact the effective reach of campaigns on different platforms?

TWO QUESTIONS REMAIN

Two months of ethnographic observations200 respondents x 20 minutes each = over 50 hours of

videoSecond-by-second coding of attentiveness on four devices

Nearly 2 million data points

GOING STRAIGHT TO THE RESPONDENT


Average Usage: % of time a device is on (/total time)

Primary Usage: % of time respondent is engaged with device (/total time)

Overall Attention: % of time respondent paying attention (/time device is on)

Ad Attention Percentage: % of ads where respondents are attentive during ad

KEY METRICS


HOW RESPONDENTS MULTI-TASKED

HOWEVER, LAPTOP AND TABLET HAD A LARGER SHARE OF RESPONDENTS’ ATTENTION

Average Usage: % of time a device is on . Primary Usage: % of time respondent is engaged with device . Overall Attention: % of time respondent paying attention

Television Laptop Tablet Smartphone

TV, STILL THE MOST-USED DEVICE


AVERAGEUSAGE

AVERAGEPRIMARY USAGE

OVERALL ATTENTIONPERCENTAGE

53%

48%

38%

17%

20%

34%

28%

13%

39%

70%

76%

77%

WHEN TWO DEVICES WERE BEING USED, ATTENTION SKEWED

TOWARD MOBILE DEVICES LIKE SMARTPHONE AND TABLETS

For example, laptop and television are used at the same time, respondent are paying attention to the laptop 59.7% of the timeBolding indicates that column device “won” in the head-to-head comparison

WHEN MULTI-TASKING, ATTENTION SKEWED DIGITAL


+

+

+

+

+

TELEVISION

TELEVISION

TELEVISION

LAPTOP

TABLET

SMARTPHONE

SMARTPHONE

SMARTPHONE

TABLET

LAPTOP

60%

75%

71%

62%

51%

At the start of the experience, 96% of those with the television on are paying attention to it By the four-minute mark, only 30%

of those with the television on are attentive

TV WAS A GO-TO DEVICE


IN OUR SURFING AND “DISCOVERY” SETTING, THE TELEVISION ESTABLISHED ITS ATTENTION PRIMACY EARLY ON, THEN QUICKLY DROPPED OFF

Primary Usage Non-Primary Usage

Under 35 multi-tasked more than

over 35

More multi-tasking when in group settings

Men and women multi-tasked roughly

the same amount

ACTIVE MULTI-TASKING

BEHAVIORS OBSERVED

60% had over 10 distinct behaviors




MULTI-TASKING BEHAVIORS

IMPLICATIONS & TAKEAWAYS

RESPONDENTS WERE MORE LIKELY TO SEE DIGITAL ADS WHEN IN A MULTI-TASKING ENVIRONMENT


*low base size

TELEVISION LAPTOP

TABLET SMARTPHONE

39% 70% 76% 77%

AD ATTENTION PERCENTAGE

OVERALL ATTENTION PERCENTAGE

30% 71% 93% 100%*

TV had less than half the attention percentage of laptop ads and less than a third of the attention percentage for tablet and smartphone

Generally speaking, pre-roll ensured respondents were attentive to advertising

POTENTIAL AD LOSS DURING MULTI-TASKING

Digital provides an opportunity for increased engagement

while complementing TV campaigns.

100 ADS ON TV

30 ADS WERE SEEN

100 VIDEO ADS ON LAPTOP

71 ADS WERE SEEN

100 ADS ON TABLET

93 ADS WERE SEEN


IN MULTI-TASKING ENVIRONMENTS

KEY TAKEAWAYS


Digital devices increase in engagement throughout their experienceWhile laptops and tablets started off with lower engagement than the television, their engagement grew as respondents became more invested in their experience

Ads in digital environments can benefit from increased engagementDigital screens can be particularly advantageous for advertisers because they are typically triggered by a user’s actions, requiring at least a moment of engagement and an opportunity to capture their attention

Most media consumers have experience using multiple screens at onceFrom a past study we found that 80% of respondents had used a smartphone while watching TV, with many also having experience using tablets or phones while watching TV

TV is still the “go-to” medium of choice but . . .Respondents were conditioned to turn on the TV and pay attention to it first before other screens; however, outside of appointment viewing and major events, the television lost the focus of respondents seeking content on other devices

THANK YOUWWW.YUME.COM/RESEARCH

A YUME-COMMISSIONED NIELSEN STUDY

Marketing

LVIMA 2015 DPD - YuMe