Do consumers view and process ad content differently depending on the platform? Is television more engaging than other viewing platforms? Discovery thinks so, and to prove it commissioned a study on video perceptions with IPSOS that compared and contrasted viewer engagement, usage and intent by television and social platforms. The result proved that TV reigns supreme with engagement and intent.
"The study was designed to capture mindsets of consumers when using platforms, identify how advertising is enjoyed by platform and determine differences in the role and value consumers get from ads seen on different platforms," explained Manu Singh, Group Vice President, Commercial Insights & Digital, Discovery Communications.
The highlights are as follows:
- Different platforms have sharply different levels of engagement and personal intent. This is because of the way content is discovered. "Unlike videos on social platforms (which are most likely to be viewed as a result of scrolling or popping up in a viewers' feed), viewers actively look forward to watching TV platforms and say they are more personally invested, immersing themselves in content that engages and excites them," noted Singh.
- TV platforms (live/recorded/on demand and TV Everywhere) have the highest level of intent. Forty-five percent of TV viewers planned on watching on TV platforms, compared to only 7% of social media platforms.
- TV Everywhere blends the best of both worlds with more appointment viewing and the ability to combine the access, flexibility and connection of social media. The study showed that 26% of viewers are consuming TVE out of home -- with 1 in 10 watching on their lunch break. TVE viewership is spread across many platforms -- from smartphone, TV and laptops through streaming, digital media players.
- The lower level of personal intent for social media was due to the way content is discovered -- less by intent and more by happenstance. Social media video viewing was more commonly a result of video content appearing on a viewers' feed or due to boredom.
- Viewers are more excited about the anticipation on viewing programming on TV. The study found that 7 in 10 viewers said they look forward to watching content that is live/on demand/on TV Everywhere. (TV Platforms 68% vs. social media 49%). Also, TV viewers are more invested in the content (68% for TV vs. 61% for social media).
- TV platforms (31%) are considered more engaging than social media (23%) while social media viewers say they were less attentive (27% social media vs. 21% TV).
- TV is generally a more relaxing experience for viewers and encourages greater engagement. Sixty percent of TV viewers report being relaxed while viewing content compared to under 40% on social. Oftentimes the reason for viewing content on social platforms is to overcome boredom but viewership on social platforms can also be stress-inducing or create distractions.
"So, for an advertiser who wants to really connect with the viewer, not all impressions are created equal," added Singh. "When it comes to delivering invested, engaged and excited audiences, we believe there's no better platform, in all of its forms, than TV."
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