YuMe and IPG Media Lab, recently partnered on a research project to track relative attention level to video advertising in a lean forward PC experience vs. a lean back TV experience. Specifically, we wanted to know:
- Do people pay attention to online video differently than they do when watching TV?
- If people have the option of avoiding advertising, will they, and how does it differ?
- If the experiences of watching TV and Online Video are different, should an online ad impression be valued the same way that TV ads are?
