[Video] Do We Have Your Attention? Shifts in Human Behaviour & Video Consumption Trends

What does it mean to watch a video today? Fun fact: almost 75% of people keep their phones on mute while watching videos. At the same time, up to 30% of people are saying they often watch TV on mute as well. With both phones and TV combined, that means almost half of all videos are watched with no sound on. Watching video today is watching video in a feed, and you’re doing it with leading attention by way of quick hits, scrolling, etc. Even more interesting, is the fact that 79% of people look at their phone, tablet or computer when a TV commercial starts.

Watching a video today is just fundamentally different in the modern web and traditional TV era, signalling a huge shift in video consumption behavior. With more and more brands allocating their budgets to video advertising, and viewers attention split between a phone in their hand and a TV screen in the background, how can marketers increase authentic viewer engagement with ads when sound is off the table? We believe the answer lies in investing in technology that prioritizes reading and comprehension.

The importance of comprehension is an under appreciated and researched concept, but vital for successful advertising. If the goal of advertising is behavior change, then the path to that behavior change must always run through comprehension. At its core, comprehension is about making meaning out of content and having humans code that meaning into their brains while reading & processing that meaning. If there’s no comprehension, it’s almost impossible to get a person to encode a new idea and code a new memory, let alone to get them to actually change their behavior.

To learn more about the thread that ties both attention and comprehension together and how the two need to interplay with each other for successful advertising, check out our President Dan Greenberg’s presentation above!

What does it mean to watch a video today? Fun fact: almost 75% of people keep their phones on mute while watching videos. At the same time, up to 30% of people are saying they often watch TV on mute as well. With both phones and TV combined, that means almost half of all videos are watched with no sound on. Watching video today is watching video in a feed, and you’re doing it with leading attention by way of quick hits, scrolling, etc. Even more interesting, is the fact that 79% of people look at their phone, tablet or computer when a TV commercial starts.

Watching a video today is just fundamentally different in the modern web and traditional TV era, signalling a huge shift in video consumption behavior. With more and more brands allocating their budgets to video advertising, and viewers attention split between a phone in their hand and a TV screen in the background, how can marketers increase authentic viewer engagement with ads when sound is off the table? We believe the answer lies in investing in technology that prioritizes reading and comprehension.

The importance of comprehension is an under appreciated and researched concept, but vital for successful advertising. If the goal of advertising is behavior change, then the path to that behavior change must always run through comprehension. At its core, comprehension is about making meaning out of content and having humans code that meaning into their brains while reading & processing that meaning. If there’s no comprehension, it’s almost impossible to get a person to encode a new idea and code a new memory, let alone to get them to actually change their behavior.

To learn more about the thread that ties both attention and comprehension together and how the two need to interplay with each other for successful advertising, check out our President Dan Greenberg’s presentation above!

What does it mean to watch a video today? Fun fact: almost 75% of people keep their phones on mute while watching videos. At the same time, up to 30% of people are saying they often watch TV on mute as well. With both phones and TV combined, that means almost half of all videos are watched with no sound on. Watching video today is watching video in a feed, and you’re doing it with leading attention by way of quick hits, scrolling, etc. Even more interesting, is the fact that 79% of people look at their phone, tablet or computer when a TV commercial starts.

Watching a video today is just fundamentally different in the modern web and traditional TV era, signalling a huge shift in video consumption behavior. With more and more brands allocating their budgets to video advertising, and viewers attention split between a phone in their hand and a TV screen in the background, how can marketers increase authentic viewer engagement with ads when sound is off the table? We believe the answer lies in investing in technology that prioritizes reading and comprehension.

The importance of comprehension is an under appreciated and researched concept, but vital for successful advertising. If the goal of advertising is behavior change, then the path to that behavior change must always run through comprehension. At its core, comprehension is about making meaning out of content and having humans code that meaning into their brains while reading & processing that meaning. If there’s no comprehension, it’s almost impossible to get a person to encode a new idea and code a new memory, let alone to get them to actually change their behavior.

To learn more about the thread that ties both attention and comprehension together and how the two need to interplay with each other for successful advertising, check out our President Dan Greenberg’s presentation above!