Nikhil Jain summarizes our multi‑year meta‑analysis with Lumen Research: · 4,500+ eye‑tracking tests across the video ads ecosystem to understand what works · Key drivers of attention: inventory quality, creative, messaging, and sound · Audience planning is crucial—strategy by segment turns attention into outcomes
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00:00I think videos by themselves are a multi-sensory experience so the presence of audio is something that our brain is tuned to having even though we can put it off in order to have a higher layers of concentration based on the tests that we conducted experiments or like scenarios in which there was no sound and when we compare them to scenarios where the internet user had by default the sound on what we see is a 20% higher focus
00:29in terms of attentive seconds so if you had a 10 second video a normal person in a sound of mode were watching it for 5 seconds here they were watching it for that extra second that helps them but what it also creates is a like to like impact in terms of retention of messages and more importantly associating the message with the right brand and this is where sound on ads actually take 20 to 30% advantage in terms of just retention of information
00:59this is where brands want to create an impact because captivating attention is one thing but then you want to translate it into their recall that further translates it into the intentions that they drive through and this is where the presence of audio actually pushes users further down the funnel by a natural means of what we call video as a design and I think that's where the impact of audios is a lot more impactful
01:26of course it's at the attentive seconds but then it's the longer term impact that you can create by going for those additional premium inventories which are sound on by default
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