advertising reports
GSTV Study Reveals Exceptional Viewer Attention Surpassing Industry Norms
GSTV Study Reveals Exceptional Viewer Attention Surpassing Industry Norms
Business Wire
Published on : May 6, 2024
GSTV, the leading on-the-go video network, unveiled groundbreaking findings from a study conducted with Lumen Research at the 2024 NewFronts. The study, a first in the industry, quantifies viewer attention to real ads on the GSTV platform, demonstrating unprecedented levels of engagement surpassing industry benchmarks across digital, CTV, and linear television.
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High Viewer Attention:
- 95% of impressions on GSTV command visual attention, exceeding norms for digital, CTV, and linear television.
- Ads on GSTV yield 2.7x and 2.5x more attention compared to CTV and linear TV ads respectively.
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Increased Viewing Time:
- Attention per 1000 impressions on GSTV surpasses Dentsu's norms for online display, online video, and social media by significant margins.
- Despite shorter ad durations, GSTV ads deliver more attentive viewing time than :30 spots on CTV and linear TV.
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Cost-Efficient Advertisements:
- GSTV proves to be 5x more efficient than online display ads and 3x more efficient than CTV on a cost per 1000 seconds of attention basis.
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Exceptional Brand Recall:
- Brand recall following ad exposure on GSTV exceeds Dentsu’s norms for online video and CTV by over +50%.
Expert Insights:
- Mike Follett, Managing Director at Lumen Research, highlights GSTV's leadership in delivering attention to ads on its platform.
- Kate Shannon, EVP at Carat US, emphasizes the importance of transacting on attention to drive better outcomes.
- Eric Z. Sherman, EVP Insights & Analytics at GSTV, underscores the natural viewer attention inherent in the GSTV experience.
Methodology:
- Lumen Research conducted an eye-tracking study capturing real-world viewing behavior at GSTV-supported locations in Atlanta, Georgia.
- Participants were fitted with eye-tracking glasses to assess attention to GSTV screens, followed by a survey to evaluate brand recall.
The study provides compelling evidence of GSTV's effectiveness in capturing viewer attention, setting new standards for advertising engagement in the industry.
