Eye-tracking technology proves TV ads more effective than social ads

Longer adverts on linear television and BVOD provide a significantly longer window of active attention from viewers compared to equivalent length ads on social platforms, an advanced study into attention to advertising in Australia has found.

The scientific study by attention measurement company Amplified Intelligence and commissioned by Nine, used cutting-edge eye-tracking technology in 200 households to capture the real attention they were – or weren’t – paying to their screens, across Nine’s linear channels, 9Now on Connected Televisions (CTV) and 9Now on mobile.