Australian TV advertising in a skippable world | The Insight Files | Scoop.it

In the digital age, viewers have countless ways they can ignore or skip ads. Google has released new research on how Australians engage with TV ads. Google partnered with Ipsos and its eye-tracking partner, Objective Experience, to see how Australians' TV ad-viewing behaviour has evolved. They conducted in-home research in which participants wore eye-tracking glasses during their regular TV viewing sessions and collected data on how they watched (or didn't watch) ads. The data was coded at eight frames per second across 529 ad breaks. This breakthrough research offers insight into a question on the mind of all advertisers: Are people watching my ads? Download the infographic here.