NBC Universal compared the responses of viewers who watched the ads live with those who fast-forwarded through them, measuring their eye movements, heart rate and sweat.
The results of the study, reported by the Wall Street Journal, showed that the ads people remembered the most shared several common features: they concentrated the action and the brand's logo in the middle of the screen, they did not feature multiple scene changes, audio or text to tell the story, and often used familiar characters.
The rise in the number of digital video recorders, such as BSkyB's Sky+ boxes in the UK and TiVo in the US, has presented advertisers with a challenge. BSkyB reported earlier this month that it had experienced record sales growth of Sky+ boxes, up 16% to 3.1m.
A trailer for the third Bourne film 'The Bourne Ultimatum' starring Matt Damon, was one of the most recalled ads -- reportedly because viewers were already familiar with the film and the trailer focused on Damon's celebrity appeal.
Part of the reason viewers speeding through ads can recall them is because they are paying more attention to the screen than those watching the ads live.
However, viewers who watched the ads live were much more likely to recall an ad a day later. Around 70% of the live viewers remembered the ads the next day, compared to only 25% of viewers who sped through them.
Mike Hess, global research director at OMD, said: "I don't think the industry is about to create a whole round of commercials around DVR viewing. But if you're sensitive to that, there are some things that you can try to do better."
He added that it could lead to multiple edits of ads, with advertisers working with their agencies to identify what executions work best.
The study, which was conducted by Innerscope Research, included 100 people who watched 24 ads during the pilot of NBC show 'Journeyman'. Most of the ads had already aired.
Read Gordon's Republic blog post on Matt Damon, Sarah Silverman and YouTube here.
Comments
Surely one way to avoid ad skipping is to create more entertaining adverts? That way people will be happy to watch.
I wonder how long it will be before someone actually designs an ad to be viewed in fast forward?
- 26/02/2008
Does anyone remember the Max Headroom film? Too long to explain here, but a scary reminder of what speeded up ads can do to you.
I think KFC in the US ran an ad with a 'blipvert' that contained a discount offer - only people with a PVR could view it if they slowed down the ad down sufficiently. It was banned by the relevant authorities - probably for being too innovative...
This seems to point to more "logo advertising" where the brand message is topped and tailed for a couple of seconds with the logo and strapline. There seems to be some of that happening already as even at +30 when using Sky+ i still seem to recall a fair few ads.
The latest Sky+ boxes including Sky HD now seem to skip past entire chunks of video rather than simply scrolling through video faster. Therefore, at 30x it is fairly random whether you'll actually see an ad at all, and I often find myself into the start of a programme without the trigger of the sponsorship credits having been displayed on the screen. Annoying, although I do definitely sometimes try to scroll back to view an ad I was interested in...
Wasn't there talk about DTR proof ads a while ago, which basically involved having a big logo on screen for an extended period of time, meaning that even at 16x you would see it for about a second.
Plus, when people fast forward, they are actually concentrating on the screen as they want to know when to stop. Arguably, this is better than running at 1x with the possibility of picking up a magazine/putting the kettle on etc
Yes i sometimes fast forward at x2 and wander off to the kitchen, if you move to x6 or x12 there's just not enough time. At x30 you are firmly glued to the screen watching more intently than.
Purely from a consumer/viewer perspective, I'm guessing that people fast forwarding through the ads indicates they aren't really paying attention though, right?
And even if viewers visually remember an ad, isn't a lot of the creative lost if people can't even hear it or view it in the way it was intended?
I agree alex. Basically, all we get from an ad when viewing it in fast-forward mode is the company's logo, minus any of the creative that comes with it.
Hence, brands could just sack off their advertising agencies, make their own ad, which consists solely of their logo appearing on screen for 30 seconds, and achieve the exact same result.
I'd be quite amused to see something like that, especially if I was watching it in real time. I'd be like "What the? - Is there an ad to go with this logo?!"
It'd get my attention, no doubt about it.
For unknown brands this would be a poor choice but for the big players I think it'd save them a lot of hassle!
Yell have already thought about this, ever wondered why their ads are so slow.. .? Not if you're skipping through. Works well for both speeds. Quite clever.
Thomas Mason makes a good point. My experience of DTR has been that you can go back or forward in chunks. So you get to a break and just select a jump of 3 minutes and it skips straight to it. No speeded up images at all. Ok, so you might miss 30" of the show but with most of the dross on telly that's not a problem, and you can always go back if you can be bothered.
Comments
Simon Robertson - 26/02/2008
Surely one way to avoid ad skipping is to create more entertaining adverts? That way people will be happy to watch.
Stuart Aplin - 26/02/2008
I wonder how long it will be before someone actually designs an ad to be viewed in fast forward?
- 26/02/2008
Does anyone remember the Max Headroom film? Too long to explain here, but a scary reminder of what speeded up ads can do to you.
Rick Hirst - 26/02/2008
I think KFC in the US ran an ad with a 'blipvert' that contained a discount offer - only people with a PVR could view it if they slowed down the ad down sufficiently. It was banned by the relevant authorities - probably for being too innovative...
Gordon Macmillan - 26/02/2008
This seems to point to more "logo advertising" where the brand message is topped and tailed for a couple of seconds with the logo and strapline. There seems to be some of that happening already as even at +30 when using Sky+ i still seem to recall a fair few ads.
Thomas Mason - 26/02/2008
The latest Sky+ boxes including Sky HD now seem to skip past entire chunks of video rather than simply scrolling through video faster. Therefore, at 30x it is fairly random whether you'll actually see an ad at all, and I often find myself into the start of a programme without the trigger of the sponsorship credits having been displayed on the screen. Annoying, although I do definitely sometimes try to scroll back to view an ad I was interested in...
Simon K - 26/02/2008
Wasn't there talk about DTR proof ads a while ago, which basically involved having a big logo on screen for an extended period of time, meaning that even at 16x you would see it for about a second. Plus, when people fast forward, they are actually concentrating on the screen as they want to know when to stop. Arguably, this is better than running at 1x with the possibility of picking up a magazine/putting the kettle on etc
Gordon Macmillan - 26/02/2008
Yes i sometimes fast forward at x2 and wander off to the kitchen, if you move to x6 or x12 there's just not enough time. At x30 you are firmly glued to the screen watching more intently than.
Alex Donohue - 26/02/2008
Purely from a consumer/viewer perspective, I'm guessing that people fast forwarding through the ads indicates they aren't really paying attention though, right? And even if viewers visually remember an ad, isn't a lot of the creative lost if people can't even hear it or view it in the way it was intended?
Jacquie Bowser - 26/02/2008
I agree alex. Basically, all we get from an ad when viewing it in fast-forward mode is the company's logo, minus any of the creative that comes with it. Hence, brands could just sack off their advertising agencies, make their own ad, which consists solely of their logo appearing on screen for 30 seconds, and achieve the exact same result. I'd be quite amused to see something like that, especially if I was watching it in real time. I'd be like "What the? - Is there an ad to go with this logo?!" It'd get my attention, no doubt about it. For unknown brands this would be a poor choice but for the big players I think it'd save them a lot of hassle!
Lara Rendell - 26/02/2008
Yell have already thought about this, ever wondered why their ads are so slow.. .? Not if you're skipping through. Works well for both speeds. Quite clever.
Mike Blunt - 29/02/2008
Thomas Mason makes a good point. My experience of DTR has been that you can go back or forward in chunks. So you get to a break and just select a jump of 3 minutes and it skips straight to it. No speeded up images at all. Ok, so you might miss 30" of the show but with most of the dross on telly that's not a problem, and you can always go back if you can be bothered.