1. Are All Screens Created Equal?
A Research Study by the IPG MEDIA LAB

2. RESEARCH QUESTIONS
1) Does device/screen have an impact on the effectiveness of video ads?
2) Do other variables play a role in video ad effectiveness?
- Ad clutter
- Creative quality
- Type of video content
- Location of consumption

3. Ownership of Video Playing Devices has Skyrocketed
Average device ownership has doubled since 2000
Advertisers now have many more platform choices for communicating with consumers
Source: MAGNA GLOBAL estimates based on syndicated and public sources

4. We spend more time with media than working or sleeping
Source: MAGNA GLOBAL estimates based on syndicated and public sources

5. We are constantly connected to media
Source: MAGNA GLOBAL estimates based on syndicated and public sources

6. If consumers paid attention to all the ads they would
be paralyzed
Source: MAGNA GLOBAL estimates based on syndicated and public sources

7. RESEARCH OVERVIEW
What: In-Lab Test Across 4 Screens: Connected TV,
Linear TV, Mobile, PC
Who: Adults 18+, familiar with at least one of the
screens, intentionally recruited tourists (n=147)
Where: IPG Media Lab in San Francisco
When: 5/9/2012 – 5/14/2012

8. DEMOGRAPHICS
Gender Age Range Ethnicity
18-20 11 White/Caucasian 44
African American 26
21-29 42
31%
Hispanic 24
30-39 23
Female Asian 12
Male 40-49 20
Other 9
69% 50-59 19
Pacific Islander 7
60-69 9 Native American 2
0 10 20 30 40 50 0 10 20 30 40 50

9. PARTICIPANT USER EXPERIENCE
Final Survey,
respondents
147 participants asked unaided
Assigned to screen(s) and and aided recall
recruited into IPG’s lab
content type via survey then re-exposed
to one ad
Participants watched pre-
recorded videos on designated
screen(s), then answered follow-
up survey about media

10. CONTENT MATRIX
• Content was based on participants’ interests.
• Ads were matched to content types based on relevancy.
• A d l o a d / fre que ncy wa s d e sig ne d t o ma t ch t he t ypica l v ie we r e x pe rie nce .
Content/Advertiser by Screen
Screen Avg. # of Ads
Hip Hop News iFood Syfy
Connected TV 3 Mobile Phone, Auto Technology, Auto Home Security, Auto Retail, Auto
PC 4 Mobile Phone, Auto Technology, Auto Home Security, Auto Retail, Auto
Mobile 2 Mobile Phone, Auto Technology, Auto Home Security, Auto Retail, Auto
Linear TV 11 Mobile Phone, Auto Technology, Auto Home Security, Auto Retail, Auto

11. KEY METRICS
Attention Excitement Ad Recall
How long do participants Do participants show
visually fixate on the physical signs of
screen? excitement/arousal?
Observed
Data Observed Data
Eye-tracking hardware Biometric bracelets
How much attention do How engaging did Did participants recall
participants feel they would Self-Reported
participants find the
Self seeing the advertisement?
pay outside the lab? Data
content?
Reported
Survey
Data
Survey

12. Finding #01
Screen type clearly plays a role in ad effectiveness, with TV
lagging behind in ad recall
Unaided Recall by Screen
50%
43%
40% 38%
35%
Unaided Recall is
% Ad Recall
the percent of
30% 27% people who
correctly recalled
seeing the brand
20% advertised.
10%
0%
Connected TV Mobile Linear TV PC
= Statistically lower than CTV and PC at 90% confidence
Linear TV n=64; PC n=63; Mobile n=71; CTV n=43

13. Finding #02
Each screen, however, elicits somewhat simil ar l evel s of arousal
50% Observed Excitement by Screen
40%
% of Tim e Excited
Distinct moments
of excitement can
30% be seen in each
unique record
20% Observed Excitement is the
percent of time a person shows
signs of arousal based on
10% 8% biometric bracelets.
7%
4% 5%
0%
Connected TV Mobile Linear TV PC
Connected TV n=43; Mobile n=71; Linear TV n=64; PC n=63

15. Finding #03
A ttention l evels are all high, particularly for screens consumers
are most familiar with – TV and PC
Observed Attention by Screen
120%
100%
Fixated Attention
85% 87%
% of Tim e with
79%
80% 74%
60%
40%
Observed Attention is
the percent of time a
20%
person spends looking
at the screen, based on
0% eye-tracking data.
Connected TV Mobile Linear TV PC
Connected TV n=43; Mobile n=71; Linear TV n=64; PC n=63

16. Females tend to be more attentive; males show higher
levels of excitement
Observed Attention by Gender Observed Excitement by Gender
100% 100%
86% 87%87%
80% 81% 82%
75%
75% 75%
63%
50% Male 50% Male
Female Female
25% 25%
10% 9%
4% 5% 3% 5% 5%
1%
0% 0%
Connected Mobile Linear TV PC Connected Mobile Linear TV PC
TV TV
Linear TV n=40 (28 men, 12 women); CTV n=25 (16 men, 9 women); Internet 56 (35 men, 21 women); Mobile n=41 (30 men, 11 women)

17. Finding #04
In summary, TV performs wel l on attention and excitement,
but that does not transl ate to strong recal l
Key Metrics for Linear TV (∆ from Average)
Observed Attention 4%
Observed 1%
Excitement
Unaided Recall -9%
-15% -10% -5% 0% 5% 10% 15%

18. Finding #05
Ad cl utter appears to undermine the ad effectiveness of TV
Unaided Recall & Ad Clutter by Screen
Unaided Recall Percent Ad Time
50%
43%
40% 38% Ad to Content Ratio
35%
TV = 16 out of 60 minutes
27% (27% ads)
30%
Hulu = 6 out of 60
27%
minutes (10% ads)
20%
YuMe = 5 out of 60
minutes (8% ads)
10%
12%
8% 9%
0%
Connected TV Mobile Linear TV PC
Linear TV n=64; PC n=63; Mobile n=71; CTV n=43

19. Finding #06
A s expected, c reative qual ity is a strong driver of ad recal l
For the most part, ad effectiveness aligns with reported ad likeability
Unaided Recall & Ad Likeability by Advertiser
Unaided Recall Ad Likeability
75%
Ad Likeability
“On a scale of 1-10, how
much did you like the
50% ad/you just saw?”
52%
48%
(scored as top 3 box)
36%
25%
27% 26%
19% 22%
13%
8% 7%
0%
Retail Auto Home Security Technology Mobile Phone
Unaided Recall: Auto n=33; Home Security n=67; Retail n=47; Technology n=76; Mobile Phone n=61

20. Finding #07
Content must be engaging to attract and hol d attention
S u r v e y M e t r i c s b y C o n t e n t T y p e ( ∆ f r o m Av e r a g e )
Observed Attention Reported Engagement
News 0%
-1%
Hip Hop +2% 0%
iFood +5% 4%
SyFy -6% -5%
-10% -5% 0% 5% 10% -15% -5% 5% 15%
Observed Attention/Observed Excitement: News n=53; Hip Hop n=41; iFood n=49; SyFy n=32;

21. Finding #08
Regardl ess of the screen, consumers are most l ikel y to watch
video in comfortable spots, such as the couch or in bed
L o c a t io n b y S c r e e n
Where do you typically Connected
Mobile PC Linear TV Total
watch…? TV
Home, on the couch 33 26 24 35 118
Home, in bed 23 19 12 18 72
14 18 7 9 48
Home, sitting at a desk or table
Home, while doing an activity 11 9 11 12 43
Office 4 3 7
6 9 3 4 22
Other, Neither Home nor Work
91 84 57 78
n=

22. Finding #09
Surroundings also play a rol e in ad effectiveness, with
consumers particularly attentive while in bed
Gre a t e r a t t e nt iv e ne ss is l ike l y re l a t e d t o l e ss mul t i - t a sking a nd d ist ra ct io n in be d
R e p o r t e d At t e nt io n b y L o c a t io n/ S c r e e n
(10=Max)
How much attention do
Mobile PC Connected TV Linear TV Total
you give when you watch x
in y location?
6.2 7.3 6.1 6.3 6.4
Home, on the couch
6.6 7.4 5.7 7.4 6.8
Home, in bed
5.8 7.1 7.9 6.8 6.8
Home, sitting at a desk or table
5.0 6.1 5.0 4.4 5.1
Home, while doing an activity
5.5 6.7 6.0
Office
5.5 6.7 6.0
Other, Neither Home nor Work
n= 91 84 57 78

23. Are All Screens Created Equal?
1) Overall, the much -hyped screen size did not play a
role in ad effectiveness.
2) However, other controllable variables did – 3C’s. Ad
Creative Clutter
Clutter – TV was effective at garnering Quality
attention and eliciting emotion, but fell short on
ad break-through because of clutter Content
Context
Creative – Ad effectiveness varied greatly by ad Physical
Context
Context -
Content – Most engaging content attracted
the most attention
Physical – Lean-back environments with
less distraction , such as at home in bed, Video Ad
enhance attentiveness
Effectiveness

24. IMPLICATIONS
1) Cl ut t e r fre e e nv iro nme nt s, re g a rd l e ss o f scre e n siz e , a re a g o o d v a l ue
2) A d v e rt ise rs wit ho ut me d ia bud g e t s fo r hig h GR P TV ca mpa ig ns, sho ul d co nsid e r
mo v ing t o scre e ns wit h l e ss a d cl ut t e r t o e nsure ca mpa ig n bre a k - t hro ug h
3) Creative testing is strongly recommended when at all possible – digital video
great platform for testing different ad creatives to find the best
4) Co uch is no w t he ul t ima t e mul t i - scre e n e nv iro nme nt , whil e t he be d is t he
ul t ima t e sing l e - scre e n e nv iro nme nt
5) Since Prime t ime is co mpa nio n me d ia t ime , co nsid e r buying pl a ce me nt s a cro ss
d e v ice s d uring t his d a y pa rt whe n pl a nning fo r d upl ica t io n
6) Connected TV is TV without the clutter —the benefits of attentiveness
and emotion, with better chance for ad break -through

25. THANK YOU!