The Lab teamed up with YuMe to explore a new measurement frontier: Attentiveness & Receptivity. Moving beyond reach & frequency, 10,000+ respondent study examines how to identify attentive and receptive audiences. From this, marketers can identify appropriate targeting indicators and apply findings to better understand and define an attentive audience.

1. Pursuit of Attention
GETTING TO THE CENTER OF ATTENTIVE
AUDIENCES

2. The Industry is Maturing
AS THE INDUSTRY CHANGES, THE QUESTIONS CHANGE
Questions are More Complex
THINKING BEYOND REACH AND FREQUENCY
More Impact, More Influence
REACHING & INFLUENCING THE RIGHT AUDIENCE

3. Shift Happens: Defining
Industry Guidelines for Shifting
TV Budgets to Digital Video
Pursuit of Attention:
Getting to the Center of
Attentive Audiences
Millennials: Distinct in
Video Consumption?
Are All Screens
Created Equal?
Online Video and
Television Viewing
Attitudes and
Behaviors
Advertising in the
Wild – A
Comparison of
Online and
Televised Video
Advertising
Dual-Platform Campaigns:
Using Online Video to
Enhance the Reach and
Performance of TV
Creative Best Practices
and Media Tactics for
Online Video
Share-Shift Analysis,
TV+Online Video:
The Best of Both
Worlds
The Who, What, Where,
When, Why and How of
Connected TV Advertising
Is the Tablet the
Ultimate Video
Viewing Device?
Smart TV
Ad Effectiveness
Study
Sit Back and Engage:
Connected TV Best
Practices
Mix + Measure:
Exploring the Impact of
Multi-Screen Mixology
A History of Thought Leadership
THE QUESTIONS OUR CLIENTS ASKED
2010 2011 2012 2013 2014

4. Pursuit of Attention
GETTING TO THE CENTER OF ATTENTIVE
AUDIENCES

5. Why attention?
Do REACH and FREQUENCY
suffice?
Look beyond current metrics to
drive performance
How do we know if
they are paying attention?
Explore how the context of the
media experience influences levels
of RECEPTIVITY and ATTENTION
v
& RECEPTIVIT
Y
ATTENTION

6. What are people watching?
9%
10%
10%
11%
21%
23%
22%
24%
20%
23%
27%
29%
10%
5%
6%
6%
5%
5%
4%
5%
34%
33%
31%
27%
MORNING
AFTERNOON
EVENING
NIGHT
Action Comedy Drama News Sports Other

7. media depends heavily on context
6%
Device used to consume
18%
10%
39%
62%
8%
8%
9%
19%
14%
17%
2%
38%
16%
3%
31%
3%
29%
24%
36%
36%
33%
38%
COMMUTING
PUBLIC PLACE
FRIEND'S OR
SIGNIFICANT
OTHER'S HOME
SCHOOL OR WORK
HOME
Device Usage By Location
Smartphone Tablet Desktop CTV Laptop
Other House n=154; Commuting n=84; Public Place n=608; School or work n=801; Home n=11,630; Other n=575

8. Why are people watching video?
38%
40%
44%
41%
30%
37%
27%
28%
9%
8%
14%
14%
7%
5%
5%
6%
5%
4%
4%
4%
8%
4%
3%
3%
3%
4%
2%
2%
MORNING
AFTERNOO
N
EVENING
NIGHT
Entertainment Relaxation Kill Time Hang out w/ others Education Share w/ others Get Work Done
Overall Sample n=13,254

9. YR ECEPTIVIT ATTENTION
DEFINITION
Willingness to receive a message
from a brand before exposure to an
ad.
ACTIVE
AN ACTION
Exists during exposure only
DEFINITION
An active behavior of noticing
an ad.
PASSIVE
A STATE OF MIND
Exists prior to and during
exposure
How OPEN is the consumer
to the stimuli (ad)?
Is the consumer actively giving
their ATTENTION to the stimuli
(ad)? And to what degree?

10. 1O BJECTIVE OBJECTIVE
2
RECEPTIVITY ATTENTION
Deconstruct the
indicators of receptivity
Conduct attention measurement
to test output of receptivity
Determine how/if these
indicators may differ by
industry vertical
Establish to what degree
attention drives brand metrics
Use findings to better
understand and define attentive
audiences
Identify appropriate
targeting triggers for each
indicator

11. Key Findings
CONTEXT IS KEY to predicting a
consumer’s level of RECEPTIVITY
and ATTENTION to digital
advertising
ATTENTIVE AUDIENCES drive
brand metrics
LEAN-BACK mode at home is no
longer the only optimal context for
receptive audiences
There are a number of
actionable ‘SWEET SPOTS’ for
reaching attentive audiences

12. THE METHODOLOGY
RECEPTIVITY ATTENTION
7,000 Video Viewers from
Representative Online Panel
3,651 Participants
in an Online Lab Test
Captured a Diary of Video
Viewing Experience –
Who? What? Where?
When? Why? +Receptivity
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Collected Attention
Metrics and Traditional
Ad Metrics
Determined Targeting
Indicators That Influence
Receptivity
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Created 12 Distinct
Scenarios Based on
Combinations of
4 Targeting Indicators

13. Receptivity &
AtteAnRtEio TnH EY
IMPORTANT?

14. Higher receptivity and attention
= higher brand metrics
RECEPTIVITY ATTENTION
9%
1% 0%
12%
10%
15%
OVERALL BRAND FAVORABILITY
LOW MODERATE HIGH
Control n=482, Low n= 1,185, Moderate n=1,338, High n=646

15. Which indicators influence receptivity?
CONTENT NEED STATE
GENRE
Reasons Category for of video consuming watched
media
LOCATION
DEVICE
The context in which a consumer is watching video
MOOD
TIME OF DAY
State Time of day mind video/of the show consumer
was consumed
device they are using to watch video

16. Each indicator impacts receptivity
to a different degree
Location ranked
highest in influencing
receptivity
Average Importance of Indicators
HIGH
RECEPTIVITY INDEX
LOW
164
127
121
97
61
30
LOCATION
MOOD
CONTENT GENRE
NEED STATE
DEVICE
TIME OF DAY
Overall Sample n=13,254

17. Being away from home is highly impactful
66
87
105
122
PUBLIC PLACE
SCHOOL OR
WORK
HOME
OTHER
Indexed Receptivity By Location*
(TOTAL SAMPLE)
“Public place” includes restaurant or bar, store, gym, by the pool, commuting, on vacation. “Other” includes anywhere not listed.
Public Place n=525; School or work n=801; Home n=11,630; Other n=575. *Indexed so average importance is 100

18. Receptivity on the go!
Indexed Receptivity By Device*
(TOTAL SAMPLE)
Consumers
most receptive on
mobile devices,
particularly
smartphone
81
91
95
101
CTV
PC
Tablet
Smartphone
MOBILE DEVICES = HIGH RECEPTIVITY
Smartphone n=1,057; Tablet n=1,118; PC n=7,637; CTV n=3,802. *Indexed so average importance is 100

19. Viewers are most receptive when
Indexed Receptivity By Content Genre*
(TOTAL SAMPLE)
124
114 114 114
103 101
93 91 91 91 89
83
70
Business
Technology
Automotive
Cooking
News & Politics
Sports
Music
Action
Comedy
Pet or Animal
Science or Education
Drama
Other
Overall Receptivity*
105
89
CONSUMING
INFORMATION
SEEKING
INFORMATION
seeking practical content
Business n=185, Technology n=292, Automotive n=140, Cooking n=297, News & Politics n=762, Sports n=740, Music n=830, Action
n=1,369, Comedy n=3,052, Pet or Animal n=316, Science or Education n=537, Drama n=3,473, Other n=1,621. *Indexed so average
importance is 100

20. Lean-back is no longer the
de-facto state for ad receptivity
Receptivity By Need State
118
97
107
97
91 91
85
To get work
done
Education To share with
others
To hang out
with friends/
family
To kill time Relaxation Entertainment
PRODUCTIVE SOCIAL ENTERTAINMENT
Question: What best describes why you were watching <name of show/video> from <time video was watched>?
To get work done n=335; To share n=467; Education n=669; To hang out with friends/family n=776; To kill time n=1,427; Relaxation
n=4,057; Entertainment n=5,425

21. Good mood translates into
willingness to see ads
120
Indexed Receptivity By Mood*
103
(TOTAL SAMPLE)
97
91
83
76 76
EXCITED HAPPY FOCUSEDS TRESSEDR ELAXED BORED TIRED
Good Mood Bad Mood
GOOD MOOD
HIGH RECEPTIVITY
Excited n=1,188; Happy n=2,304; Focused n=1,255; Stressed n=386; Relaxed n=5,603; Bored n=908; Tired n=1,564; I don’t remember n=275; None of
the above n=131. *Indexed so average importance is 100

22. Starting off the day with a receptive mind
Receptivity By Time of Day
(TOTAL SAMPLE)
MORNING
95
AFTERNOON
91
EVENING
87
NIGHT
85
Receptivity is
HIGHEST
IN THE MORNING
and declines
throughout the day
Morning n=2,649; Afternoon n=3,092; Evening n=4,018; Night n=3,855

23. The more indicators, the better!
More is better.
Synergetic effect
of relevant
content and
targeting
72
79
87
136
153
Overall Finance
Sample
Good Mood Target
Demographic
Those Who
Watched
Business Video
Target
Demographic
in a Good Mood
Who Watched
Business Video
Overall Finance Sample n=5,919; Good Mood n=4,488; Target Demographic n=3,181; Watched Business Video n=185; Target Demo
Who Watched Business Video n=42; Target Demo: Ages 25-49

24. ATTENTION
Getting to the Center of It All

25. How to measure ATTENTION?
ATTENTION TEST
Aggregate score calculated based on answers to attention questions
– Unaided Recall
– Aided Recall
– Message Recall
– Easy Attention Question
– Hard Attention
LOW ATTENTION HIGH ATTENTION
MODERATE ATTENTION
0 25 50 75 100

26. ATTENTION
How does it affect Brand
Metrics?

27. Benefits of higher receptivity reflected
in brand metrics
Brand Metrics By Receptive Audiences
OVERALL FAVORABILITY
PURCHASE INTENT
RECOMMENDATION INTENT
1%
1%
-2%
9%
10%
9%
10%
10%
7%
Low Receptivity Moderate Receptivity High Receptivity
Control n=482, Low n=876, Moderate n=1,891, High n=402

28. Higher attention = higher brand metrics
Brand Metrics By Attentive Audiences
OVERALL FAVORABILITY
PURCHASE INTENT
-3%
-3%
RECOMMENDATION INTENT
0%
Low Attention Moderate Attention High Attention
Control n=482, Low n=876, Moderate n=1,891, High n=402
12%
11%
10%
15%
23%
14%

29. Device is a more important indicator
Average Importance of Indicators
HIGH
ATTENTION INDEX
162
100
86
LOW 52
DEVICE
MOOD
LOCATION
for attention
CONTENT GENRE
Overall Sample n=13,254

30. Mobile devices offer key to high attention
Influence of Device on Attention*
93
99
109
SMARTPHONE
TABLET
PC
MOBILE DEVICES = HIGH
ATTENTION
Receptivity: PC n=7,637, Tablet n=1,118, Smartphone n=1,057.
Attention: PC n=1,402, Tablet n=1,055, Smartphone n=694. *Indexed so average importance is 100

31. High attention on mobile provides
large boost in purchase intent
Purchase Intent By Attentive Audiences
37%
34%
23%
47%
51%
41%
56%
52%
64%
SMARTPHONE
TABLET
PC
On-the-go with
a smaller screen,
consumers are
more attentive
Low Attention Moderate Attention High Attention
PC=1,420, Tablet=1,055, Smartphone=694

32. Being away from home is highly impactful
Indexed Attention by Location*
(TOTAL SAMPLE)
97
105
104 PUBLIC PLACE
SCHOOL OR
WORK
HOME
Consumers are
generally more
attentive in busier
environments where
there are lots of stimuli
Receptivity: Public Place n=525; School or work n=801; Home n=11,630;
Attention: Home n=2702, Public Place n=137, School/work n=330.
*Indexed so average importance is 100

33. HIGH LOW
SMARTPHONE
TABLET
HAPPY
OTHER PUBLIC PLACE
PC
SMARTPHONE
TABLET
HOME: OFFICE
PC
COMMUTING
AT A STORE
AT WORK
ON VACATION
FOCUSED
EXCITED
FRIEND’S HOUSE
RESTAURANT/BAR
HOME: LIVING ROOM
HOME: BEDROOM
HOME: BACKYARD
HOME: KITCHEN
SCHOOL
POOLSIDE
CONSUMING
SEEKING INFO INFO
COMMUTING
AT A STORE
AT WORK
ON VACATION
FRIEND’S HOUSE
RESTAURANT/BAR
HOME: LIVING ROOM
HOME: BEDROOM
HOME: KITCHEN
SCHOOL
POOLSIDE
CONSUMING INFO
SEEKING INFO
FOCUSED
EXCITED
D
TIRED
RELAXE
HAPPY
BORED
STRESSE
D
SAD
TIRED
BORED
STRESSED
SAD
RELAXED
GYM
HOME
OTHER
Attention Indexed

34. Receptivity & attention strongly related
Correlation Between RECEPTIVITY and ATTENTION
1
ATTENTION
0
LOW HIGH
LOW HIGH
0
1
RECEPTIVITY
Overall Sample Receptivity n=13,254; Overall Sample Attention n=3,169

35. A few exceptions to the rule
INDEXED RECEPTIVITY
81
104
96
91
94
108
99
92
125
109
105
104
103
102
97
97
93
92
99
109
INDEXED ATTENTION
SMARTPHONE
SCHOOL/WORK
PUBLIC PLACE
GOOD MOOD
CONSUMING
INFORMATION
TABLET
SEEKING
INFORMATION
HOME
PC
BAD MOOD
Overall Sample Receptivity n=13,254; Overall Sample Attention n=3,169

36. THE SWEET SPOT
Receptivity and Attention in Practice

37. Mapping the triggers of receptivity & attention
130
100
70
SMARTPHONE
GOOD MOOD
TABLET
SCHOOL/WORK
SEEKING INFORMATION
CONSUMING INFORMATION
BAD MOOD PC
70 100 130
ATTENTION LEVEL (INDEXED)
RECEPTIVITY LEVEL (INDEXED)
PUBLIC PLACE
HOME

38. Identifying the sweet spot by moment
130
100
70
MOMENT 3
MOMENT 8
MOMENT 10
70 100 130
ATTENTION LEVEL (INDEXED)
RECEPTIVITY LEVEL (INDEXED)
MOMENT 1
MOMENT 4
MOMENT 6
MOMENT 2
MOMENT 7
MOMENT 11
MOMENT 9
MOMENT 12
MOMENT 5
Targeting smartphone
and public locations very fruitful.
High receptivity and attention.
MOMENT 3
Seeking Info, Smartphone
Public Place, Good Mood
MOMENT 1
Consuming Info, Smartphone
Public Place, Good Mood
Good mood,
in consuming mode
and using a
smartphone leads to
high attention even
when receptivity
is lower.
MOMENT 6
Consuming Info,
Smartphone
School/Work, Good Mood
MOMENT 7
Consuming Info,
Smartphone
Home, Good Mood

39. Importance of indicator for attention
varies by product category
139 135
76
111
17
83
28
45
66
162
190 194
178
21
106
50
ALCOHOL CPG FINANCE TELECOM
Device Mood Location Content
Overall Sample n=13,254

40. Higher attention = greater purchase intent
23%
ADDITIONAL LIFT FROM MEDIUM TO HIGH ATTENTION
2% 8% 5% 9% 13% 22%
16%
21%
24%
4%
15%
9%
24%
13%
9%
26%
31%
LOWER CONSIDERATION MODERATE CONSIDERATION HIGHER CONSIDERATION
Moderate Attention (vs. Low) High Attention (vs. Low)
Favorability Purchase Intent
Favorability Purchase Intent
Favorability Purchase Intent
Brand Metrics by Attention
Low n= 1,185, Moderate n=1,338, High n=646

41. Pursuit of Attention
RECEPTIVITY
and ATTENTION
are drivers of
brand performance.
MOBILE consumers
provide new
opportunities for driving
brand performance.
Think beyond lean-back
and think ATTENTIVE
audiences.
It’s not one size fits all.
Receptivity and
attention have
complex influencers
that differ across
verticals.
Industry should
move towards
recognizing
ATTENTION
as a
VALUABLE METRIC
for defining and reaching
audiences.
TAKEAWAYS

42. Pursuit of Attention
GETTING TO THE CENTER OF ATTENTIVE
AUDIENCES