Join CMOs Lisa Ronson & Paul Chatfield at ThinkTank Melbourne for a deep dive on Australian audiences REGISTER NOW
Close

Please fill in your details below to access this file

Research

Not all ‘time spent’ is equal

Latest research shows time spent on a media platform is not the same as time spent consuming advertising.

When it comes to all important ad attention, premium video (combined BVOD and short-form video) outperforms YouTube and social video (Facebook and Instagram).

For every hour of time spent on different platforms, the amount of ad exposure and ad attention varies significantly between the platforms. To achieve the same amount of ad attention – social video and YouTube need significantly greater time on platform compared with premium video.

Time spent on platform is not a good measure for selecting media channels – choose media platforms that give your ads the best chance of being seen, by focussing on ad attention instead of time spent.

  • On Premium Video ad attention lasts an average of 5 minutes per hour
  • On YouTube ad attention lasts an average of only 1min 54secs per hour
  • On social video ad attention lasts an average of just 12 seconds per hour

Every hour of time spent with premium video provides 2.6X more ad attention than YouTube and 25X more ad attention than social video.

This new research serves to challenge agencies and advertisers who are using a time spent metric to evaluate and plan reach.

If you use time-spent data for media choices, make sure it’s time spent with advertising. Make sure it’s time well spent.

Research
8th Aug

Australian content producers data proven relevant and accurate

We commissioned an independent study that tested whether key cohorts did in fact demonstrate interest and intent to act in specific categories. Get the cheat sheet now.

Australian content producers data proven relevant and accurate

We commissioned an independent study that tested whether key cohorts did in fact demonstrate interest and intent to act in specific categories. Get the cheat sheet now.

Research
4th Apr

Not all ‘time spent’ is equal: Cheat Sheet

Time spent on a media platform is not equal to time spent consuming advertising. Get the cheat sheet for the facts that show premium video outperforms YouTube & social video when it comes to all important ad attention.

Not all ‘time spent’ is equal: Cheat Sheet

Time spent on a media platform is not equal to time spent consuming advertising. Get the cheat sheet for the facts that show premium video outperforms YouTube & social video when it comes to all important ad attention.

Research
10th Sep

Not all digital video is equal: Cheat Sheet

Premium digital environments matter, but how does premium digital video compare? Get the cheat sheet for the facts that prove video advertising within premium digital content creates superior memory retention.

Not all digital video is equal: Cheat Sheet

Premium digital environments matter, but how does premium digital video compare? Get the cheat sheet for the facts that prove video advertising within premium digital content creates superior memory retention.

Research
23rd Aug

Not all digital video is equal

Advertising in premium digital environments matters and is more effective for advertisers. Now, we dive into the world of premium video to see how it stacks up against user-generated and social video.

Not all digital video is equal

Advertising in premium digital environments matters and is more effective for advertisers. Now, we dive into the world of premium video to see how it stacks up against user-generated and social video.

Research
9th Jun

The Premium World of Digital: Cheat Sheet

Not all digital media is equal and now there’s proof. Get the cheat sheet for the facts that prove how premium digital delivers for advertisers.

The Premium World of Digital: Cheat Sheet

Not all digital media is equal and now there’s proof. Get the cheat sheet for the facts that prove how premium digital delivers for advertisers.

Research
2nd May

Welcome to the premium world of digital

Do premium environments deliver better results? Not all digital media is equal and now there’s proof. It’s the research we’ve all been waiting for.

Welcome to the premium world of digital

Do premium environments deliver better results? Not all digital media is equal and now there’s proof. It’s the research we’ve all been waiting for.

Research
30th Sep

What’s so premium about premium digital?

A cluster of recent studies demonstrate the superior benefits premium digital delivers for advertisers.

What’s so premium about premium digital?

A cluster of recent studies demonstrate the superior benefits premium digital delivers for advertisers.

Research
1st Aug

Study: 54% of CMOs say premium media delivers the best digital advertising ROI

Teads partnered with CensusWide to question 100 chief marketing officers on their most valued forms of digital advertising.

Study: 54% of CMOs say premium media delivers the best digital advertising ROI

Teads partnered with CensusWide to question 100 chief marketing officers on their most valued forms of digital advertising.