The VoD landscape has exploded – and the quality of offerings has diversified

Firstly we asked you... What is the role for Premium VoD?

A mixture of disciplines

to give a rounded view:

Comms/Strategy

Digital

Audio/Visual

The headlines

Advertising on Broadcaster VoD has 3.5x greater attention levels than advertising on YouTube.

The headlines

Advertising on Broadcaster VoD has 3.5x greater attention levels than advertising on YouTube.

People are more receptive to advertising on Broadcaster VoD because they view it in the same relaxed state that they view the content

The headlines

Advertising on Broadcaster VoD has 3.5x greater attention levels than advertising on YouTube.

People are more receptive to advertising on Broadcaster VoD because they view it in the same relaxed state that they view the content Viewers themselves perceive 4oD as a quality VoD platform, and accept the ads as part of the experience.

A new and innovative measurement approach was needed

I like it.

Real viewers in their own homes on their own devices

New measurement technique

Academic rigour

Multi-Layered Methodology

36 respondents in 6 locations.

40 hours of footage.

Birmingham

Manchester

Southampton

Surrey

Herts

Essex

Online Survey of 1000 VoD users

Video / SCR data analysis

Follow-up in-home interviews

Eye Track and SCR test among viewers

Advertising on Broadcaster VoD has

3.5 x greater attention levels than

advertising on YouTube

4oD: Ads on tablet YouTube: Skipping. Not full screen YouTube: Skipping then full screen

4oD: Volume up for ads 4oD: Mid-roll attention 4oD: ads on Phone

4oD: Ads on laptop High 4oD Tablet: Attention on tablet Mid-Roll attention

Calculating Attention to viewing

Broadcaster VoD

YouTube

Not All Content is Viewed the Same

Broadcaster VoD

YouTube

78%

47%

Content

78%

47%

Broadcaster VoD

YouTube Content

73%

20%

Advertising

3.5 X GREATER

ATTENTION to Broadcaster VoD ads vs YouTube ads

Broadcaster VoD maintains its attention levels for the advertising

Broadcaster VoD

YouTube Content

Advertising

Difference in % attention drop between content and advertising

-6%

-57%

A validated view is not necessarily a guarantee of attention

People are often surprised by their viewing behaviour

I like it.

“we all say

we don’t

watch the

ads….I am

amazed how

much focus

there is!”

Broadcaster VoD and non-broadcaster platforms are not the same

Respondents dissect their viewing behaviour for us

BRIAN:

High attention

to Broadcaster

VoD Ad

DAVE:

Ignores Video

Ads in Text rich

environments

Other common behaviours: Full screening (or not)

Most said they did not always full screen on YouTube

Everyone claimed to skip the ads – and their behaviour bore this out

All of our respondents said

they skip the ads on

YouTube

Broadcaster VoD viewing mimicking TV

Broadcaster VoD can hold

attention like a TV

programme

People are more receptive to advertising

on Broadcaster VoD because they view

it in the same relaxed state that they

view the content.

Viewers process the content and ads differently on different platforms

140%

100%

60%

Overall Mean

120%

80%

Brain Activity

Viewers process the content and ads differently on different platforms

140%

100%

60%

Overall Mean Brain Activity 4OD Adverts

4OD Content ITV Content

ITV Adverts

120%

80%

Viewers process the content and ads differently on different platforms

140%

100%

60%

Overall Mean Brain Activity 4OD Adverts

4OD Content ITV Content

ITV Adverts

120%

80%

You Tube Content

You Tube Advert

Viewers process the content and ads differently on different platforms

140%

100%

60%

4OD Adverts

4OD Content ITV Content

ITV Adverts

120%

80%

Relaxed fluid state

You Tube Content

You Tube Advert

Overall Mean Brain Activity

Viewers process the content and ads differently on different platforms

140%

100%

60%

You Tube Content

You Tube Advert

4OD Adverts

Distracted/Planning state

4OD Content ITV Content

ITV Adverts

120%

80%

Relaxed fluid state

Overall Mean Brain Activity

Our respondents highlight the differences between Broadcaster VoD and YouTube

“You Tube ads

not quite so

acceptable”

“Distraction

on You Tube”

“Trade off

between ad

and content

length”

“[Broadcaster]

Ads are part of

the experience”

Viewers themselves perceive

4oD as a quality VoD platform,

and accept the ads as part

of the experience

Quality Content

Fun

Intelligent

Boring

Annoying

Looking forward to

The 4oD brand

5%

Speed vs Agreement

Low

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

-25% -20% -15% -10% -5% 0% 10% 15% 20% 25%

Relative time*

Bass: 500 *Time relative to average reaction time, 0% = average.

% A

gre

e

High

5%

Speed vs Agreement

-25% -20% -15% -10% -5% 0% 10% 15% 20% 25%

Relative time*

Bass: 500 *Time relative to average reaction time, 0% = average.

% A

gre

e

AGREE / SLOW AGREE / FAST

Low

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

High

5%

Speed vs Agreement

-25% -20% -15% -10% -5% 0% 10% 15% 20% 25%

Relative time*

Bass: 500 *Time relative to average reaction time, 0% = average.

% A

gre

e

AGREE / SLOW AGREE / FAST

DON’T AGREE / FAST DON’T AGREE / SLOW

Low

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

High

AGREE / SLOW

5% -20% -15% -10% -5% 0% 10% 15% 20% 25%

DON’T AGREE / FAST DON’T AGREE / SLOW

-25%

Relative time*

Bass: 500 *Time relative to average reaction time, 0% = average.

% A

gre

e

•Unmissable

4oD is clearly a quality offering

•Quality Content

AGREE / FAST Look forward to • •Always Enjoyable

•Edgy

•Fun

•

Intelligent

Low

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

High

.. and not annoying or boring !

AGREE / SLOW

5% -20% -15% -10% -5% 0% 10% 15% 20% 25%

DON’T AGREE / FAST DON’T AGREE / SLOW

-25%

Relative time*

Bass: 500 *Time relative to average reaction time, 0% = average.

% A

gre

e

•Unmissable

•Quality Content

AGREE / FAST Look forward to • •Always Enjoyable

•Edgy

•Fun

•

Intelligent

Annoying • •Boring •Don’t trust

Low

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

High

And stands out above the other platforms on the quality metric

Relative time*

Bass: 500 *Time relative to average reaction time, 0% = average.

% A

gre

e

Quality Content

AGREE / SLOW

5% -20% -15% -10% -5% 0% 10% 15% 20% 25%

DON’T AGREE / FAST DON’T AGREE / SLOW

-25%

AGREE / FAST

•

•

•

• •

•

Low

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

High

Viewers expectations of 4oD are high

Relative time*

Bass: 500 *Time relative to average reaction time, 0% = average.

Always Enjoyable

AGREE / SLOW

5% -20% -15% -10% -5% 0% 10% 15% 20% 25%

DON’T AGREE / FAST DON’T AGREE / SLOW

-25%

AGREE / FAST

•

•

•

•

•

•

% A

gre

e

Low

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

High

Both 4oD and You Tube score highly on the fun factor

Relative time*

Bass: 500 *Time relative to average reaction time, 0% = average.

Fun

AGREE / SLOW

5% -20% -15% -10% -5% 0% 10% 15% 20% 25%

DON’T AGREE / FAST DON’T AGREE / SLOW

-25%

AGREE / FAST %

Ag

ree

•

•

• •

•

•

Low

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

High

But 4oD is the intelligent choice

Intelligent

AGREE / SLOW

5% -20% -15% -10% -5% 0% 10% 15% 20% 25%

DON’T AGREE / FAST DON’T AGREE / SLOW

-25%

AGREE / FAST %

Ag

ree

•

•

•

• •

•

Relative time*

Bass: 500 *Time relative to average reaction time, 0% = average.

Low

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

High

To Recap: Not All VoD Is The Same

Advertising on Broadcaster VoD has 3.5x greater attention levels than advertising on YouTube.

People are more receptive to advertising on Broadcaster VoD because they view it in the same relaxed state that they view the content Viewers themselves perceive 4oD as a quality VoD platform, and accept the ads as part of the experience.

Implications

A view is not a guarantee of attention Premium content reflects well on the brand Distraction leads to lower ad processing

What next for In VoD We Trust?

THE END