Transcript Video Ads on Facebook were 4x less engaging than Video Ads on TV Ad Engagement Index - Indexed to 100 TV Source: Innerscope.

Video Ads on Facebook were 4x less engaging than Video Ads on TV
Ad Engagement Index - Indexed to 100
100
27
TV
Source: Innerscope Research: Video Ads on TV vs. Facebook
Facebook
Final branding moments and brand logos on TV drew higher visual
attention than other platforms
Full-Screen Branding
Logo in Branding
1.02
Number of Seconds
0.84
0.34
0.27
0.00
TV
Digital
0.00
Social Media*
*Social Media results not included because too few participants watched ad in full
Source: Innerscope Research: Video Ads on TV vs. Facebook
The social media platform generated over 2.5x as many “lookaways”
compared to TV indicating distraction from ads.
Average Frequency Viewers Avoid Looking At Ads
3.9
1.5
TV
Source: Innerscope Research: Video Ads on TV vs. Facebook
Facebook
47% of consumers said they immediately skip or ignore a video ad on
Facebook before watching it
47%
Source: Innerscope Research: Video Ads on TV vs. Facebook
Consumers were more likely to state they would try or buy target brands after
watching the ads on TV (25%), compared to watching the ads on Facebook (9%)
25%
TV
Facebook
Source: Innerscope Research: Video Ads on TV vs. Facebook
9%
In a client commissioned study, Innerscope used biometric monitoring,
eye tracking and traditional survey methods to measure the nonconscious and conscious reactions of 390 consumers ages 18 to 34 to the
same video advertisements on Facebook, TV and online as digital preroll.
2015 Innerscope Research Inc.