Smartphones prove to be bigger hinderance to TV ads than DVRs

Smartphones prove to be bigger hinderance to TV ads than DVRs

Summary: A logical assumption would be that DVRs from the likes of TiVo and Dish Network are the biggest roadblocks for TV advertising. It turns out that such an assumption would be wrong.

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A logical assumption would be that DVRs from the likes of TiVo and Dish Network are the biggest roadblocks for TV advertising. It turns out that such an assumption would be wrong.

According to a new study conducted by the IPG Media Lab and YuMe, the biggest culprit when it comes to distraction from TV is actually smartphones.

AdAge reports:

Distraction media was ubiquitous, with 94% of TV and 73% of online video viewers using some type of companion/distraction media. While companion media included everything from laptops, video games and crossword puzzles to physical mail and musical instruments, the smartphone proved to be the true "disruptor" in regards to video attention levels. Of all of the companion media used, the smartphone accounted for 60% of TV and 46% of online video distractions.

However, smartphones don't seem to be as big a deterrent when it comes to watching online video:

While distraction media is a threat to the value of video advertising, it also represents an opportunity to deliver a deeper companion experience to the on-screen content and ads.

My theories to support the last point could be that users are actually seeking out the video online, and there are far fewer advertisements (usually just one or two, occasionally three) so there's less time to get up for a moment or browse for something on a smartphone.

As far as smartphones go, it's probably one of the biggest (if not the biggest) tech disruptions out there. Microsoft once dedicated a rather confusing commercial to Windows Phone 7 about how it's the least distracting mobile operating system available. While the commercial didn't go over so well with most watchers, it did make the point that smartphone owners are obsessed with their handhelds and can never look away, whether it be on the subway, in meetings or at lunch with friends. So why not while watching TV - especially if the content is boring?

So how can TV advertisers get around this? That's hard to say, but perhaps they should look into better mobile advertising since that's where everyone's eyes seem to be.

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Topics: Smartphones, Hardware, Mobility

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11 comments
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  • RE: Smartphones prove to be bigger hinderance to TV ads than DVRs

    I never pay attentionn to online adds, to me it is just background noise that I tune out. More annoying than anything.
    tgschmidt
  • Better mobile advertising

    I presume that also means more, at least in terms of bit volume. And this while we are facing data caps and charged per MB? So the advertisers/carriers want me to pay for downloading advertising bits?

    I know it is already happening, but maybe we need to nip it in the bud.
    Economister
  • Hand me the iPad

    iPads, erm, tablets are even better for cruising around during the ads.

    And sometimes during the shows.
    Robert Hahn
  • RE: Smartphones prove to be bigger hinderance to TV ads than DVRs

    Wrong. Of course poeple occasionally use other media to look things up while they're watching TV, but it's not like they immediately turn to it for the duration of all commercials.

    Over generalization is generalized.
    Droid101
  • at our house

    the biggest distraction media is (drum roll) other TV stations that aren't playing commercials! My wife is a champion channel surfer and can get back to the show we were watching about 5 seconds +- 10 seconds before the end of the commercial break. I don't know how she does it. annoys the hell out of me tho.
    zclayton2
  • RE: Smartphones prove to be bigger hinderance to TV ads than DVRs

    What you are missing is that the smartphones have the ads also. I'm still seeing ads at the front of videos I watch on the smartphone to say nothing of the plethora of ads on any web page. The only thing left without ads is torrents.
    tonymcs@...
  • The Mute Buttoning rules!

    That, and Caller ID solve most of my annoyances with media and communications. I have no idea what that fool on the screen is babbling about, and if I don't know the number, I don't answer the phone. DVR Fast Forward also works very well. People who allow themselves to be forced to watch commercials are hopelessly lame, and should be prohibited from reproducing.
    thetwonkey
  • RE: Smartphones prove to be bigger hinderance to TV ads than DVRs

    I think advertisers have adapted quite well to DVR skipping of commercials. They time things differently so I'm always catching some commercial. I might skip the bulk of them but they still get through and on top of that I'm more likely to remember the commercial. It's like skip 30 second see few second of commercial then skip 30 more. What I remember is the Ford logo. Before skipping I'd do something else like go the washroom or get a snack. But now I pause when I want to do that and watch carefully as skip the commercials. The TV has my focus and even 1-2 seconds of commercial now get through to me.
    voska1
  • RE: Smartphones prove to be bigger hinderance to TV ads than DVRs

    DISH online is a great feature for any DISH consumer. This will let you watch any live TV or shows right off a computer. I work for DISH and I use this feature all the time. DISH is great at providing the consumer with more options and features. You can watch DVR recordings so you can stay caught up with all your shows.
    Joe1DISH
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