[Video] Do We Have Your Attention? Shifts in Human Behaviour & Video Consumption Trends

10
at
10
minutes
Technical Level
July 27, 2021
Vanessa Purchio
Marketing Communications Specialist
New research captures a significant shift in human behavior; specifically about how people watch videos in the modern age. Watch Dan Greenberg share key insights and his vision on the evolution of video consumption.

What does it mean to watch a video today? Fun fact: almost 75% of people keep their phones on mute while watching videos. At the same time, up to 30% of people are saying they often watch TV on mute as well. With both phones and TV combined, that means almost half of all videos are watched with no sound on. Watching video today is watching video in a feed, and you're doing it with leading attention by way of quick hits, scrolling, etc. Even more interesting, is the fact that 79% of people look at their phone, tablet or computer when a TV commercial starts.

Watching a video today is just fundamentally different in the modern web and traditional TV era, signaling a huge shift in video consumption behavior. With more and more brands allocating their budgets to video advertising, and viewers attention split between a phone in their hand and a TV screen in the background, how can marketers increase authentic viewer engagement with ads when sound is off the table? We believe the answer lies in investing in technology that prioritizes reading and comprehension.

The importance of comprehension is an under appreciated and researched concept, but vital for successful advertising. If the goal of advertising is behavior change, then the path to that behavior change must always run through comprehension. At its core, comprehension is about making meaning out of content and having humans code that meaning into their brains while reading & processing that meaning. If there's no comprehension, it's almost impossible to get a person to encode a new idea and code a new memory, let alone to get them to actually change their behavior.

To learn more about the thread that ties both attention and comprehension together and how the two need to interplay with each other for successful advertising, check out our President Dan Greenberg’s presentation above!

New research captures a significant shift in human behavior; specifically about how people watch videos in the modern age. Watch Dan Greenberg share key insights and his vision on the evolution of video consumption.

What does it mean to watch a video today? Fun fact: almost 75% of people keep their phones on mute while watching videos. At the same time, up to 30% of people are saying they often watch TV on mute as well. With both phones and TV combined, that means almost half of all videos are watched with no sound on. Watching video today is watching video in a feed, and you're doing it with leading attention by way of quick hits, scrolling, etc. Even more interesting, is the fact that 79% of people look at their phone, tablet or computer when a TV commercial starts.

Watching a video today is just fundamentally different in the modern web and traditional TV era, signaling a huge shift in video consumption behavior. With more and more brands allocating their budgets to video advertising, and viewers attention split between a phone in their hand and a TV screen in the background, how can marketers increase authentic viewer engagement with ads when sound is off the table? We believe the answer lies in investing in technology that prioritizes reading and comprehension.

The importance of comprehension is an under appreciated and researched concept, but vital for successful advertising. If the goal of advertising is behavior change, then the path to that behavior change must always run through comprehension. At its core, comprehension is about making meaning out of content and having humans code that meaning into their brains while reading & processing that meaning. If there's no comprehension, it's almost impossible to get a person to encode a new idea and code a new memory, let alone to get them to actually change their behavior.

To learn more about the thread that ties both attention and comprehension together and how the two need to interplay with each other for successful advertising, check out our President Dan Greenberg’s presentation above!

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About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

New research captures a significant shift in human behavior; specifically about how people watch videos in the modern age. Watch Dan Greenberg share key insights and his vision on the evolution of video consumption.

What does it mean to watch a video today? Fun fact: almost 75% of people keep their phones on mute while watching videos. At the same time, up to 30% of people are saying they often watch TV on mute as well. With both phones and TV combined, that means almost half of all videos are watched with no sound on. Watching video today is watching video in a feed, and you're doing it with leading attention by way of quick hits, scrolling, etc. Even more interesting, is the fact that 79% of people look at their phone, tablet or computer when a TV commercial starts.

Watching a video today is just fundamentally different in the modern web and traditional TV era, signaling a huge shift in video consumption behavior. With more and more brands allocating their budgets to video advertising, and viewers attention split between a phone in their hand and a TV screen in the background, how can marketers increase authentic viewer engagement with ads when sound is off the table? We believe the answer lies in investing in technology that prioritizes reading and comprehension.

The importance of comprehension is an under appreciated and researched concept, but vital for successful advertising. If the goal of advertising is behavior change, then the path to that behavior change must always run through comprehension. At its core, comprehension is about making meaning out of content and having humans code that meaning into their brains while reading & processing that meaning. If there's no comprehension, it's almost impossible to get a person to encode a new idea and code a new memory, let alone to get them to actually change their behavior.

To learn more about the thread that ties both attention and comprehension together and how the two need to interplay with each other for successful advertising, check out our President Dan Greenberg’s presentation above!

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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Vanessa Purchio
Marketing Communications Specialist

About the Author

A newcomer to the programmatic industry, Vanessa joined the company in 2019 working & learning with our business development & partnership team to help grow our market presence in the field. With experience working with various teams on both the buy & sell side as well as product, Vanessa has executed cross-functional projects, events, marketing and PR initiatives for the company. She holds a B.A in International Development & Relations from McGill University.

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