By Angela Haggerty

Audio within TV advertising is more likely to recapture attention of viewers and could assist TV advertisers in the multi-screen battle for attention, according to a study by Thinkbox into how changing TV habits influence the perception of adverts.

The study found that audio within advertising such as music captured and held viewer attention more effectively than other factors, and was responsible for more attention upshift – where viewers are drawn back to the TV screen after looking away.

The audio findings could be of value to advertisers grappling with multi-screening during ad breaks. The study found that picking up another device Read full story ›

Source: The Drum