A striking 80% of European users prefer CTV, with connected TV generating a significant increase in ad attention and engagement compared to YouTube and linear TV, a ground-breaking new study has found. The research from ShowHeroes Group, a leading global provider of video solutions for advertisers and publishers, used state-of-the-art Tobii eye tracking glasses, along with eSense electrodermal response sensors, to track the attentiveness of TV viewers, including on CTV (smart TVs and streaming devices) in a home environment.
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A new report from global video solutions company ShowHeroes Group has found that 80 per cent of European viewers said they prefer watching content via CTV over traditional linear services.
The company undertook its research using state-of-the-art Tobii eye tracking glasses, along with eSense electrodermal response sensors, to track the attentiveness of TV viewers, including on CTV (smart TVs and streaming devices) in a home environment. The biometric results were combined with a quantitative survey of 2,100 respondents in seven key European markets.
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Connected TV audiences are thought of as multi-device multitaskers. While your ad’s playing, they’re checking their phone. But CTV viewers actually pay closer attention than their linear and social video counterparts, per a survey by the European video ad platform ShowHeroes, which used eye-tracking tests and special glasses it distributed to respondents.According to the study, the length of time users watched CTV ad breaks before looking away was five times longer than YouTube ads (lol) and three seconds longer than linear commercials, Campaign reports. The research pinned CTV’s overall attention score at 82%, compared with 69% for linear and 42% for social video.
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