The report, Understanding the true impact of video advertising, was based on the analysis of 1,290 ad spots across TV, desktop and mobile. It used a combination of eye-tracking, facial recognition and biometric technology to measure attention, emotion and recall among 60 respondents. 

It found that desktop was just as effective as TV in driving emotional impact and that people focused on content rather than device. There was little difference in message attention and ad recall between screens, though it was found that leading with TV or desktop exposure followed by mobile created the highest emotional connection with consumers. 

The results also revealed an 11% increase in viewer attention when comparing ‘uncrowded’ and ‘crowded’ creative messaging, as well as suggesting that the use of familiar faces, movement and animals in creative were the most effective triggers for gaining attention, while music, humour and familiarity were key to triggering an emotional reaction.  

The research was carried out by Gateway Research on behalf of Videology. 

"Based on in-depth analysis of consumer viewing habits, in a live setting, this study lifts the lid on the black box of consumer behaviour and uncovers what it really takes to capture viewer attention," said Ken Pao, managing director, APAC of Videology.