Smartphones top list of items distracting viewers from ads

05/25/2011 | Advertising Age (tiered subscription model)

Distraction more than avoidance is the problem facing video advertisers, with so-called companion devices and other activities doing more to divert viewers' eyes, according to a study by IPG Media Lab and YuMe. And the biggest problem among items ranging from crossword puzzles to iPads that users keep by their sides is the smartphone, accounting for 60% of viewer distractions.

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