Ads In Digital Videos Retain More Visual Attention Than TV
Compared to television, more advertisements are watched on digital videos, whereas the number of viewers watching advertisements on TV is far less.
This means that viewers are recalling brands to a far greater extent due to advertisements shown on OTT platforms.
According to the Boston Consulting Group (BCG) report presented at the CII Big Picture Summit 2019, more advertisements are watched on digital videos than on TV in India. The report says that when advertisements are shown on TV, 55% of viewers use TV advertising time in multitasking, switching screens or skipping content. Only 45% of viewers watch advertisements. On the other hand, 62% of viewers who watch videos on mobiles watch these advertisements. This means that the number of viewers of advertisements is higher among mobile users. The report further states that the consumption of digital videos has increased year-on-year. In 2017, it was 14%, which increased to 16% in 2018, then to 19% in 2019. At the same time, growth has also been seen in the expenditure on viewing digital videos. In 2017, it was 6% which increased to 8% in 2018 and then to 10% in 2019. Watch the full report here:
According to the Boston Consulting Group (BCG) report presented at the CII Big Picture Summit 2019, more advertisements are watched on digital videos than on TV in India. The report says that when advertisements are shown on TV, 55% of viewers use TV advertising time in multitasking, switching screens or skipping content. Only 45% of viewers watch advertisements. On the other hand, 62% of viewers who watch videos on mobiles watch these advertisements. This means that the number of viewers of advertisements is higher among mobile users. The report further states that the consumption of digital videos has increased year-on-year. In 2017, it was 14%, which increased to 16% in 2018, then to 19% in 2019. At the same time, growth has also been seen in the expenditure on viewing digital videos. In 2017, it was 6% which increased to 8% in 2018 and then to 10% in 2019. Watch the full report here:
#Advertisements in #DigitalVideos are able to retain more visual attention than TV. A report said 55% of viewers use TV advertising time in multitasking, switching screens or skipping content. @lalitakashyap13
— GoNewsIndia (@GoNews_India) November 18, 2019
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