What’s really behind that view? Are all views created equal? What truly keeps our attention? Are consumer habits really changing that much?

As marketers increasingly shift towards outcomes-based assessments of their ad effectiveness, behavioural research is likely to become more relevant to understanding how video ads can cut through to audiences in what has become a highly competitive environment for attention.

At the inaugural Future of Video event in December, senior reporter Jack Benjamin interviewed four experts on how views are and should be measured, and what behavioural research tells us is happening in our minds when we watch video ads, be they on short-form platforms, in cinemas or on TV.

The panel features Jenny Fernandez, TikTok’s head of research and insights; Michael Tull, Digital Cinema Media’s head of strategy and insight; Lea Karam, consulting director at Total Media’s behavioural science consultancy Behave; and Juliane Beard, director of research at market research company Mindlab.

Highlights:

2:24: What is a view? How do TikTok, cinema and behavioural researchers define a view?

12:04: How to stand out

21:45: Passive versus active video consumption and the generation gap in viewing

27:13: Have attention spans shortened?

38:44: Trends to keep an eye on as the TikTok generation ages

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