Ad Attention Research: Effectiveness Hinges on More Than Just Reach

March 2017

If a million trees fall in the forest and nobody hears them, do they make a sound? They might, but does it matter? New research from Nielsen and Ipsos proves that attention differs across screens and mere exposure isn’t enough—ads need to be noticed, watched, and heard to maximize impact.

Ad Attention Research Youtube Vs Tv Desktop F
5 charts that prove viewability and audibility together are key to video ad effectiveness