• by Steve McClellan  @mp_mcclellan, September 29, 2014

If advertisers can get their ads in front of consumers when they’re attentive and receptive to receiving messages, brand performance is likely to improve.

That’s a key takeaway from new research unveiled today by the IPG Media Lab and YuMe, the digital video company.  While that conclusion may seem self-evident, getting ads in front of the right people at the right time has often proved easier said than done.

The research found that consumers are most receptive to ads on mobile devices. Receptivity was 30% greater on a smart phone than via cable TV, per the research. By location, the study found that receptivity is significantly better away from home.

Mobile devices were also found to be strong drivers of attention—message recall on smart phones averaged 41%. Also, greater attentiveness drives brand favorability, purchase intent and recommendation intent.

The research found that attentiveness to messaging seems to be higher during the daily commute, at a store or at work.

“Starting with the initial findings of this research, clients may soon have the ability to strategically target attentive audiences to increase brand performance,” says Paul Neto, Director of Research, YuMe. “Looking at the research alone, it seems likely that attention will be a valuable metric to measure digital video advertising effectiveness moving forward.” 

Added Melvin Wilson, Head of Strategy, IPG Media Lab. “Measuring receptivity and attention can help us analyze and drive brand performance in new impactful ways for this industry.”

More on the research and the methodology used to conduct it can be found here.